An Introduction to Semiotics

The Italian intellectual Umberto Eco stated that 'a sign is anything that can be used to tell a lie.' Whilst this idea might initially seem arrogant and irrational, it begins to make sense with a basic understanding of what 'semiotics' means.

The Dictionary.com definition of Semiotics is:

–noun (used with a singular verb)

1. the study of signs and symbols as elements of communicative behavior; the analysis of systems of communication, as language, gestures, or clothing.

2. a general theory of signs and symbolism, usually divided into the branches of pragmatics, semantics, and syntactics.

Therefore, semiotics is basically an area of study looking at signs as a means of communication. When used with regard to media, then, semiotics must refer to the use of signs as a communicative medium within this field.

It is important to understand that semiotics is by no means a narrow spectrum of study, because signs can take on an extremely wide variety of forms. If we divide a sign into its fundamental components, we are left with the Signifier and the Signified. The Signifier is the material of which the sign is composed, whether that be text, images, sounds, etc. The Signified is the concept that the Signifier alludes to.

Signifiers work because they represent thoughts and ideas that have been associated with them in a given society or culture. For example, in modern Britain, on the most basic level, a green man connotes safety. It is important, however, to realise that semiotics are culturally relative; the meaning expressed by a sign will change depending on context. For example, although a green man in Britain may connote road safety, a green man in parts of America could imply alien activity.

Once this understanding is established, it isn't hard to recognise semiotics at work.

• The BBFC, as explored in an earlier post, use symbols to represent their classifications.
• The ostentatious use of red in movie titles.
• The exploitative use of celebrities in advertising.

The media industry use signs because they are an efficient way of expressing a large amount of information with very little material. If a film director wanted to instill a sense of mystery in a city setting, they wouldn't have the main character walk into the scene and express his thoughts about the city in a long and detailed monologue. Instead, they would choose something more subtle and visceral, such as a layer of fog on the setting, with dim lighting, creating only patches of light. Whilst they still might include a reference to the character's thoughts, this would be ambiguous, creating an even deeper sense of mystery.

When working to produce a film that fits into the conventions of such a disinguished style as film noir, it is important to consider semiotics as a powerful method of creating the desired effect. I am certain that my new found knowledge of semiotics will prove helpful in allowing me to replicate the conventions of film noir in my practical task later in the year.

Click here for a more in-depth exploration of semiotics with particular focus on advertising.