MODULE 6.1 SEMIOTIC ANALYSIS Art 100 Understanding Visual Culture
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MODULE 6.1SEMIOTIC ANALYSIS
Art 100Understanding Visual Culture
M6 overview
What is semiotic analysis and how do I do it?
Practicing semiotic analysis, together as a group
Claes Oldenburg and Coosje van Bruggen, Split Button, 1981Aluminum painted with polyurethane enamel 16 ft diameter x 10 inches thickHeight from ground when sited: 4 ft. 11 in. (1.5 m)
1. Identify medium and materials.2. Identify major formal elements.
Ferdinand de Saussure
Born Geneva, Switzerland, 1857Trained in ancient and modern languages at the University of Geneva and later, the University of Leipzig.Taught in Paris and Geneva.Died in 1913.
FERDINAND DE SAUSSURE
Taught at University of Geneva, during academic years 1906-7, 1908-9, 1910-11.
First published 1916 by a team of students who carefully collated their lecture notes.
Course in General Linguistics
Older conception
…gives way to the new.
sign
Sign=signifier + signified
Signifier (discrete visual element)
Signified (meaning)
Key implications of this shift 1. The sign is arbitrary.
There is no necessary link between a particular set of sounds and the concept it designates.
The sound and concept are united within the confines of a particular language and culture.
In English the rooster says “cock-a-doodle-do”; in French “cocorico”; in German “kikiriki.”
Key implications of this shift 2. The sign creates meaning
differentially, in relation to other signs.
Dog is not cat, not chipmunk, not chocolate chip cookie.
Meaning is context-dependent.
“You dog!” might sometimes refer to a dog, other times to a human.
Why are we studying this theory of language in art class? Does this mean visual imagery is like a language?
To some extent, yes.
How do these insights help us to understand the language of visual imagery?
Let’s work with an example: the semiotics of the color red.
What does red mean in this context?
What does red mean in this context?
What does red mean in this context?
Jessica Alba for CampariLimited edition calendar, 2009
There is no simple equation (signifier (red)=signified (x).The signified depends in part upon the context in which you find the signifier.
So, what do you think red means in these next examples?
Mark RothkoUntitled, 1960oil on canvas56 1/8 x 54 1/8 inches
Gerhard Richter, Party, 1963Oil, nails and cord on canvas and newspaper72 x 60 inches
1. Identify medium and materials if possible.2. Identify major formal elements.