The Theory of Semiotics
Semiotics is the science of signs and symbols within society.
The labelling of an object is a random and almost meaningless act, for example a chair is ‘Chair’ in English, but it is ‘Chaise’ in France. The fact that the same object can have twp different names demonstrates how labelling is random and irrelevant; it is the semiotics of a chair that is recognised.
Semiotics can be split into two different parts, the signifier and the signified. The signifier has the same meaning as the term ‘denotation’, what the sign symbolises, the signified however means ‘connotation’, what the sign actually is.
Meaning is encoded within speech, text, pictures etc. It is up to us however to decode these signs and understand the meaning they are putting across.
When it comes down to reading the signifier, there are three types of reading:
Preferred Reading – What the creator of the text wants you to read.
Negotiated Reading – Where the audience accepts the meaning intended but modifies it to reflect their own beliefs.
Oppositional Reading – The reader understands the meaning but rejects it for their ideas.
If a text is polysemic it has several meanings, this is found for most, if not all of the signs you will see.
We analysed the Foo Fighters video, The Pretender. In this text we found meaning from features such as costume, props and setting. In the opening scene of this text the lead singer of the band is seen to be strapping a bandage over his hand, this denotes a fight, struggle and pain, relating to the theme of the song and the rest of the video.
In the setting of what appears to be a large hangar there is a clearly defined black line across the floor; this denotes a divide in society, as well as the hangar having connotations of being cold and dark. The hangar therefore represents the view of the world and society by youths and rebels.
The bright lighting within the hangar is there to represent the realisation of the truth; also that the presence of the band (Who themselves represent the Rock genre) are a light in the dark, that they inspire hope, peace and freedom.
The numbered, nameless and faceless riot police are used to represent the oppression of the government and society. Riot police are by their connotation law enforcers and they are made to seem a ‘clone’ army by the use of numbers on their uniform.
The red paint in the background denotes the bands (And the groups the represent) anger at oppression. The denotation changes as the paint is released at the riot police, so that it now represents blood shed and battle.
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