-Have an idea how to apply semiotic theory
-Understand the following terms: code, sign, signifier, signified, arbitrary, denotation, connotation and myth
-Understand the importance of 'meaning' in the study or art, design and culture.
CODES
- codes are found in all forms of cultural practice
- in order to make sense of cultural artefacts we need to learn and understand their codes
- we need to acknowledge that codes rely on a shared knowledge
- they have a number of units to choose from )paradigmatic dimension) which are combined by rules or conventions (syntagmatic dimension).
- all codes convey meaning
- all codes depend upon agreement and a shared cultural background
- codes perform an identifiable social or communicative function
PARADIGM
Every time we communicate we select from a paradigm. All the units in a paradigm must have something in common and each of the units in a paradigm must be clearly distinguished from the others.
Where there is choice there is meaning, and the meaning of what was chosen is determined by the meaning of what was not.
Types of paradigms:
- changing shot in TV
- Typefaces
- Headgear
- Type of cars we drive
- Colour of front doors
- Swear words
SYNCHRONIC
- focus on a instant
- looks at relationships ghat exist among elements of a text
- pattern of paired oppositions buried in the text
- paradigmatic structure
- static
- simultaneity
DIACHRONIC
- focus on development
- looks at the way narrative evolves
- chain of events
- syntagmatic structure
- succession
- in order to make sense of cultural artefacts we need to learn and understand their codes
- we need to acknowledge that codes rely on a shared knowledge
- they have a number of units to choose from )paradigmatic dimension) which are combined by rules or conventions (syntagmatic dimension).
- all codes convey meaning
- all codes depend upon agreement and a shared cultural background
- codes perform an identifiable social or communicative function
PARADIGM
Every time we communicate we select from a paradigm. All the units in a paradigm must have something in common and each of the units in a paradigm must be clearly distinguished from the others.
Where there is choice there is meaning, and the meaning of what was chosen is determined by the meaning of what was not.
Types of paradigms:
- changing shot in TV
- Typefaces
- Headgear
- Type of cars we drive
- Colour of front doors
- Swear words
SYNCHRONIC
- focus on a instant
- looks at relationships ghat exist among elements of a text
- pattern of paired oppositions buried in the text
- paradigmatic structure
- static
- simultaneity
DIACHRONIC
- focus on development
- looks at the way narrative evolves
- chain of events
- syntagmatic structure
- succession
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