The aim of this chapter is to provide an introduction to Semiotics , the science of signs. Shirato and Yell begin by outlining the key concepts of Ferdinand de Saussure who is attributed with pioneering the concept that meanings are not latent truths waiting to be identified, but rather are constructed or read into by the interpretation of signs in language. The authors attribute 3 key terms or concepts to Saussure; Signifer, Signified and Signs. For Saussure the signifier ‘is the physical form of the sign… the Signified is the concept that is evoked’ (p.20) implied or read and the ‘Sign’ is seen to be the outcome or reading of both Signifier and Signified.
These concepts are relevant to Media studies, as they offer a way for us to analyse messages media’s convey. The argument which is crucial to Shirato and Yell, is that meaning is constructed. In other words ‘meaning was produced, and the world was read, understood and seen, in terms of how signifiers were related to each other in Semiotic systems’ (p.24). Use of language is the method by which we construct meaning and how we read it also is not a passive process but an ideological one. We infer our values, our position and context on what we read, just as the authors implicate theirs in the messages they create and disseminate via media. The authors argue meaning is therefore relational. I would expand on this as meaning is also cultural.
Shirato and Yell proceed to critique Saussure and establish that while his insights have been extremely useful , they often deny the motivation for using particular language. They argue instead our choices are often politically motivated. (p. 21-22). This description of the process implies that the political motivations are quite overt and explicit, however I would argue that often the political motivation is quite oblique and normative and this is precisely the reason Saussure embarked on this mission, to uncover implicit power machinations within language. Indeed the authors acknowledge the power of language when they reference Nietzsche with the concept that ’the production of meaning is always, first and foremost, a sign of power.’ (p.22).
Shirato and Yell apply these concepts and explore the production of meaning via the use of binaries. They conclude via an analysis of a the concept of man and woman, demonstrated meaning are often constructed by reference to other meanings which themselves are also not neutral. Its rather a circular process, however don’t let this undermine its importance. For me, the point that Shirato and Yell fail to make explicit in relation to binaries, is that this way of constructing meaning is in itself a cultural method of meaning construction. Binaries and polemics have been employed in western thinking so pervasively that we often are oblivious to the way in which they manipulate. Binaries are a way of construction others, a process whcih Edward Said covers in detail in his seminal book Orientalism. I am frustrated by the way much of the world is ensconsed in polemic thinking. It’s dangerous. Something that is not black for example is not necessarily white, and whilst many of us understand this, we still employ polemic thinking which allows us to infer all sorts of white characteristics on the non black position. We do this because firstly we are taught to contrast differences from an early age, and its a seemingly convenient way to do this. I think always of Sesame Street’s One of these things is not like the other things . Whilst Sesame street is a favourite, and this is quite insipid in its context, if we consider the lyric in a wider context it is about identifying difference and ostracizing.
Think about all the binaries we employ, man/woman, strong /weak, east/west, north/south, civilized/savage I could go on and on and on. It’s maddening, but more importantly it needn’t be necessary. The study of semiotics and how meaning is constructed allows us to unpack such loaded constructions of meaning.
Finally Shirato and Yell proceed to demonstrate how meaning is produced and is politically motivated and also not natural by an analysis of an article by PP McGuiness on the debate of settlement or invasion of Australia by Europeans. Whilst I personally take great delight in any attempt unpack Paddy’s dangerous arguments, he is an easy target. Given though the introductory context of this chapter, we may as well start with the screamingly obvious, but I would point out that Paddy pieces are not positioned as reporting or journalism, but rather as comment.
Shirato, T and Yell, S “ Signs and Meaning” Communication and Cultural Literacy: An Introduction. Sydney: Allen and Unwin, 2000, 18-133
Tags: annarigg, arts1090, binaries, F13B, meaning, mediation, polemics, semiotics, sesame street
August 4, 2009 at 8:34 pm |
hh. love it