Science of signs – Europe- Semiology – USA – Semiotics.
Language necessity – Agreement from a group of people(s).
General term for words, sounds or images that have meaning – Signs.
Semiology as two elements – Form (signifier) & Concept (signified).
Signifier and signified, which are fixed by our cultural code, are not permanently fixed.
If meaning changes historically, then we must employ a process of interpretation.
Denotation – Literal or primary meaning (word, symbol,object)
Connotation – Evoked idea or feeling in addition to primary meaning.
Denotation – A photograph of a child is a ‘child’ (what is pictured)
Connotation – Lighting, framing & focus of the ‘child’ (how it is pictured)
Disguised symbolism – hidden messages with in an image .
Iconography – visual images, symbols within a piece of art, leading to interpretation.
Levels of Iconology (strata):
- level one – factual, primary, natural, expressional.
- level two – secondary, conventional knowledge brought from the viewer.
- level three – intrinsic, underlying basic attitude of a nation, a period, a class, a religious or philosophical persuasion.
Intrinsic = belonging naturally, essential.
Multivocality – signifying many things/meanings.