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Matrix semiotics
- 1. Chapter 25 Semiotics “The studyof the social production of meaning from sign systems; the analysis of anything that can stand for something else” By: Shannon Abraham & Brendan Curry Big Bang
- 2. November 12, 1915– March 25, 1980 Studied at the University of Paris, where he took a degree in classical letters, grammar and philology. Taught semiology at the College of France
- 3. Hulk Hogan Wrestling, violence &entertainment Signified is the CONCEPT Signifier is the IMAGE SIGN WWE (World Wrestling Entertainment)
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- 5. Signs tend tochange meaning over time: 1980 Hostage Crisis Yellow ribbons hung “we want you back theme”. Sign taken from 1972 song Persian Gulf War Yellow ribbons hung carried the same message. Though presence of shameful acts or forgiveness Pride in victory
- 6. Every ideological signis result of two interconnected sign systems First is descriptive – Denotative sign system Descriptive sign without ideological content Connotative sidestep Key to transformation Secondary (connotative) system Connotative sign system A mythic sign that has lost its historical referent; form without surface
- 7. 1972 Song Forgiveness tostigma Hostage crisis We want you back Persian Gulf Pride in victory Post 9/11 Support of nationalism
- 8. Connotative Sign “We’re numberone” War meant ghastly DEATH
- 9. 1998 NBA Playoffs MichaelJordan Gatorade Commercial MJ/Gatorade
- 10. “Like Mike” Denotative system SellGaterade Connotative system The ad becomes culturally linked African American child Singing “that he is me” Look of yearning Audience invited to participate in ad.
- 11. Commercial functions asa glorification of unfulfilled desire Life Lesson + Their product = strong consumer response Fuels capitalist system Maintain the dominance of those who hold the reins of commerce and power
- 12. Signifier – shoelaces aroundtelephone wires Signified – hope, POW, Support of Nation Signifier – Woman escaping Albania Signified – suitcase bomb, destruction, threat.
- 13. “A good plantoday is better than a perfect plan tomorrow,” - General George S. Patton - Conrad Brean “Why change horses midstream?” - Abraham Lincoln - President’s Campaign Commercial
- 14. IS MADONNA ASIGN? YES OR NO Queen
- 15. Barthes’ claims connotative signs reinforcedominant values Counterculture connotative systems challenge the status quo. Black ribbons represent death
- 16. The Green Lantern 1.Hal Jordan 1952 Post war 26 year old white male Middle class 2. John Stewart 1972 Post Civil Rights Veteran Marine African-American 3. Alan Scott 2011 Push for Same Sex Marriage Openly Gay
- 17. BLOODs CRIPs • Hand sign •Color • Shirt • Bandana • Hat