Semiotics continued

Saussure identified 3 areas to consider in deciphering how meaning is formed;

1. Signs themselves
2. The way they are organised into systems
3. Context in which they appear.

Meaning they can vary depending on the reader/ viewer. Interpretation isn't fixed - it can be changed.

Pierce 3 levels for signs;

1. Firstness - a sense of something, feeling/mood. (subjective)
2. Secondness - level of fact/ literal/ fundemental
3. Thirdness - level of general rules (culturally specific) that bring two levels together in a relationship

Signifier - the word 'Open'

Signified concept - open for business.

In order to understand the meaning from a sign we need to consider the structure.

Pierce's model identified 3 categories or signs.

• Toilet Signs - Iconic- signifier is perceived as imitating the signified
• Footprints - Indexical - signifier is not arbitrary but directly connected
• Road Signs - Symbolic - signifier does not resemble signified. It is fundementally arbitrary or purely conventional so relationship must be learnt.