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📓 garden/luciana/Semiotics. The Basics.md by @luciana

Metadatos

  • Autor: Daniel Chandler
  • Publicado en: Semiotics. The basics
  • Año de publicación: 2017

Dennotation and connotation

  • the two parts of meaning
  • Dennotation: informational function
    • definitional, literal, obvious meaning of a sign
  • Connotation: aesthetic function
    • more polysemic aspect of signs
    • secondary overtones that may be read into any sign, regardless of connotation
  • there is no denotation without connotation
  • Connotation requires knowledge of social context
  • they require interpretation and thus challenge the notion of communication as decoding
  • Barthes states that connotation creates the illusion of denotation, denotation os just another connotation
  • Dennotation can rather be see as a naturalization process
  • Althusser states that together with dennotation we also learn dominant connotations, which position us within ideology
    • connotations tend to support cultural stereotypes
    • connotational frameworks are organized around key positions and equations within cultural codes, each pole aligned with a cluster of symbolic attributes
  • connotation and dennotation are not easily or neatly separated
    • there is no depiction or description without an evaluative element
  • there is no literal meaning, denotation simply has a broader consensus
  • connotation is looser, less conventional
    • some connotations are widely recognized unconsciously
  • Barthes created a stratified model of connotation
    • dennotation is the first order of signification
    • connotation is the second: the denotative sign becomes the signifier of a connotative sign
    • idea that dennotation is a primary meaning has been challenged by other theorists
    • Language is not neutral and transparent
      • outr paradigmatic choices generate connotations
    • Connotation is not purely paradigmatic, sytagmatic relations are also relevant. The way connotations are perceived depends on the context
  • connotations depend more on social intersubjectivity than on individual subjectivity
  • they are dynamic and subject to change
  • connotational codes: pervasive patterns of connotations
  • connotation is very important in the advertising discourse

Myth

  • Cultural myths help us make sense of our experiences within a culture
    • they express and organize shared ways of conceptualizing phenomena within a culture
    • they draw upon a 'cultural vocabulary'
  • they account for contradictions within cultures
    • brand myth: a brand offers a solution to a contradiction
  • Like connotation, myths belong to a higher order of signification, according to Barthes
  • the dennotative sign also becomes the signifier of the connotative sign
    • in the case of myth, modes of representation which myth uses to build its own system become the signifier of mythical metalanguage- myths are the pervasive ideologies of our time
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