Beruflich Dokumente
Kultur Dokumente
Structuralism (3)
Outline
1. Representation
Representation and Production of Meaning Theories of Representation De Saussure Re-Considered: Contribution & Limitations
2. Semiotics:
Major principles in semiotic readings Sign systems: fashion as an example Semiotic reading (1): denotation and connation Semiotic reading (2): first and second-order signification. (literal language and meta-language) Myth today defined
What is Representation?
1. 2.
3.
Not Re-Presentation (, ) Representation means using language to say something meaningful about, or to represent, the world meaningfully, to people. (15) Using language (system of representation); To produce meanings (another system of representation) about (make connections among) things, and To communicate them to some people.
What are the two systems of representation we use in representation (meaning production)?
1. Signs Codes (pp. 21-22) signifier (e.g. love I) 2. Conceptual System (pp. 17-18; e.g. love romantic love, puppy love, maternal love, etc.) frequently inseparable from the signified of our languages;
Conceptual System
ANSWER: BUNNY!
http://www.billybear4kids.com/stereogram/bunny.html
http://www.creamnyc.com/
1. I no essence? 2. Meanings one truer/better than the other? produced by ourselves or a system?
* Note
Note: Relativism
Is there an essential definition of our selves? e. g. / Self(-Definition) not essential nor unchangeable;
-- is relational (I am A implies I am not B). (i.e. binarist thinking may be at work.) -- is usu. determined by our value systems, if not given to or imposed on us by our society. -- can be contradictory, with so many conceptual systems we live in. Relativism: Everything is ok and nothing matters.
Theories of Representation
Reflective approach
Some truth and functions to it (in communication, in knowledge acquisition) Representation as Re-Presentation
Intentional approach Can we decide the meanings of what we say? (p. 25)
Representation as Self-Expression ( )
Constructivist approach
Things dont mean; we construct meanings about them by using different systems of representation. Representation as Construction: We dont speak language; language speaks us. (Activity 4)
Arbitrary relations between signifier and signified Meanings in language can never be fixed; they are open to changes by context (historical, social or personal). Langue vs. parole the social part of language;
Limitations:
too exclusive focus on language; Language is not a closed system. semiotics the study of signs (languages in a broader sense)
Major principles
All the cultural products and activities read as process or results of signification. No meaning is inherent or natural. 2. There are more than one (arbitrary) relations between signifiers and signified. (iconic --resemblance, indexical --cause, symbolic -- arbitrary). 3. There are more than one level of meanings. denotation and connotation.
1.
Symbolic
Fashion codes (signs + concepts) (Textbook pp. 37-38) Fabric: Silk= feminine, denim= masculine, casual, cotton = comfortable, khaki= military, formal. skirt (+ silk)= feminine; jeans (+ cotton TShirt) =casual or masculine
All social practices as sign-systems and thus are open to cultural interpretation (or de-mystification).
e.g. the meaning of a jacket defined by its contexts. e.g. the langue of clothes (selection & combination)
sentence: 1. blouse + skirt + high heeled shoes X snickers 2. blouse + jeans + snickers X not for concert
. . . Mist gold, pure gold, and black gold are all flashing in full glamour since most collections are heavily weighted toward evening cloths with an ostentatious dressing chic. If gold is too much for you, dont worry, for here comes the backup that makes you in style as well, the color of camel! As usual, camel has always been playing its role of warming up the winter, which has been so elegantly carried out by the blazing gold as it is this year. (Sophie Ko)
Semiotic reading (2): Different levels of signification: primary signification & secondary signification
a signifier + signified =
sign (full)--denotation
Semiotic reading (2): Different levels of signification: primary signification & secondary signification
Signifier + signified = ([home])
sign (full)--denotation
primary signification:
Secondary signification
Barthes examples: rose, black pebble.
Myth
colonialism
militariness
Signifier + signified = Young negro, in uniform, saluting, With eyes uplifted, fixed on the tricolor
primary signification:
Secondary signification
The form(on the secondary level) does not suppress the original meaning, it only impoverishes it, it puts it at a distance... myth hides nothing: its function is to distort, not to make disappear Target: Myth has an imperative, buttonholing character: ...it is I whom it has come to seek. ... For this interpellant speech is at the same time a frozen speech: at the moment of reaching me, it suspends itself, turns away and assumes the look of a generality; it stiffens, it makes itself looks natural and innocent