We can broaden our minds and use the expressions signifier and signified with absolutely everything we choose to contemplate, for example: Music, films, everyday life, pop videos and colours, the list is endless. There are many elements that portray these signs, for example : Words, camera angles, colours, facial expressions, drum roll, text and clothes etc. Almost everything we see before our eyes has some kind of significance.
In addition a close up camera angle in a film shows us a person who is sad by either tears or depressing facial expressions. If the director decides to include red into the picture, the audience will automatically get the message that the man is angry. The way the film writer decides to add red into the picture, we will automatically get the message that the man is angry. The way the filmmaker decides to play with colours and images tells us the meaning to all the emotions involved without the use of verbal communication. The signifier is the way in which an individual chooses to see sociology behind the picture and signified gives us the psychological meaning.
DENNOTATION / CONNOTATION
Denotation and connotation are two terms used in semiology to identify a particular object or sign and then interpret its associated meaning.
Denotation is lucidly to read a text as it is and understand its literal meaning. Then we add an associated meaning to the text, which is connotation. Like a cross for example, could be perceived with denotation simply as a shape or a piece of jewellery, but with connotation we can connect it to religion and Christ. Another example is a dove; it can be interpreted not only as a bird but also as a sign of piece or freedom or good luck.
Semiotics plays a crucial role in the media and has existence in our everyday lives, the same as connotation and denotation. The reason is that a person will always find an alternative meaning behind an object or image they see, whether it is from knowledge or memory. Even something as straight forward as a simple apple, we choose to look at it as just a piece of fruit, but then it can be used as a sign of temptation. You can always put an associated meaning behind a text even if it’s only a slight association, whether it’ll be in signs, television, advertisements or photographs. When we look at these texts we are not just seeing the image, we are reading its interpretation.
BINARY OPPOSITION
Binary oppositions are used as part of semiology to give us a whole view of a situation, instead of just a minor one. When words and phrases enter our minds, we automatically contrast them with conventional words. This helps us to make sense of the word or phrase we are thinking of at the time. In society, we usually look at a word and think of the opposite as a way of making sense of it, e.g. Rich with poor and silence with loud.
Binary oppositions are not only associated with the opposite but also with contrasting words. This is a method we all use as a way of identifying things. When we think of the world, we associate it with life and greenery. When we think of our loved ones we associate them with love and commitment.
A binary opposition cannot survive alone; it consists of two elements that make it a whole, being “A” and “B”. “A” being the word we are blankly thinking of and “B” being the associated terms used which refers us to our particular word in question. The example of “A” being the word sunshine, it is just sunshine or a word that briefly tells us that the sun is shining. Without “B” then “A” wouldn’t make much sense at all. “B” is the associated words that give meaning to “A”. An example being, sunshine could be associated with nice weather, sun bathing, holidays and enjoyment. On the other hand, sunshine could also be associated with sunburn, airsickness, a bad holiday or even the poor people in Ethiopia.
When we choose to focus on words in particular, we don’t just view them as simple words, but with related meaning that identifies explanatory details of that word.
POLYSEMY
Polysemy is a term we use in the media and our everyday lives to describe an image that has numerous explanations, depending on the way an individual chooses to acknowledge it. Either it is an abstract from a film, an advertisement or an object; the way we all are influenced by the meaning is completely up to the psychological function of our own minds. For example, chocolate is an edible object that most of us will find scrumptious, irritable and tasty. On the other hand, individuals may have an alternative perception of the object chocolate; for instance, gaining weight causes acne or just doesn’t taste very nice.
Polysemy doesn’t only work with just simple objects but with the way we all choose to interpret absolulutely anything on our planet. Most things we acknowledge for instance; pop videos, soap operas, films, books, music, newspapers and advertisements have many elements that influence an individuals mind which entails sound, colour, images, feelings, music and written text.
It is in our lexicon the way in which we choose to analyse almost everything. In society, our perceptions on what message we receive from that device are inconsistent.
