MODULE 6SEMIOTIC ANALYSIS

Art 100Understanding Visual Culture

M6 overview

What is semiotic analysis and how do I do it?

Practicing semiotic analysis Together as a group Then in small groups

Ferdinand de Saussure

Born Geneva, Switzerland, 1857Trained in ancient and modern languages at the University of Geneva and later, the University of Leipzig.Taught in Paris and Geneva.Died in 1913.

FERDINAND DE SAUSSURE

Taught at University of Geneva, during academic years 1906-7, 1908-9, 1910-11.

First published 1916 by a team of students who carefully collated their lecture notes.

Course in General Linguistics

Older conception

…gives way to the new.

sign

Sign=signifier + signified

Signifier (discrete visual element)

Signified (meaning)

Key implications of this shift 1. The sign is arbitrary.

There is no necessary link between a particular set of sounds and the concept it designates.

The sound and concept are united within the confines of a particular language and culture.

In English the rooster says “cock-a-doodle-do”; in French “cocorico”; in German “kikiriki.”

Key implications of this shift 2. The sign creates meaning

differentially, in relation to other signs.

Dog is not cat, not chipmunk, not chocolate chip cookie.

Meaning is context-dependent.

“You dog!” might sometimes refer to a dog, other times to a human.

Why are we studying this theory of language in art class? Does this mean visual imagery is like a language?

To some extent, yes.

How do these insights help us to understand the language of visual imagery?

Let’s work with an example: the semiotics of the color red.

What does red mean in this context?

What does red mean in this context?

What does red mean in this context?

Jessica Alba for CampariLimited edition calendar, 2009

There is no simple equation (signifier (red)=signified (x).The signified depends in part upon the context in which you find the signifier.

So, what do you think red means in these next examples?

Mark Rothko

Untitled, 1960

oil on canvas

56 1/8 x 54 1/8 inches

Gerhard Richter, Party, 1963Oil, nails and cord on canvas and newspaper

72 x 60 inches

1. Identify some major "signifiers" in the painting. These are the visual elements of the picture that you believe carry the most meaning.

2. For each signifier you identify, come up with a range of possible meanings (or "signifieds") you think it might indicate. 

3. Write a sentence that gives an overall interpretation. What does this picture as a whole mean, based upon your semiotic analysis of the individual signifiers? What do you think the artist is pointing toward by putting these elements together in this way?

Working as a group, use what we learned tonight about semioticanalysis to work on the possiblemeanings of this picture.