Workshop: Semiotics
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Expertise Multimedia/Web Design, Photography, Information Design and Human-Computer Interaction.
1 /48
INVESTIGATION & PRACTICE 1
Lecturer Itamar Medeiros (Brazil) BA in Industrial Design; PgDip in Information Design;
WORKSHOP: SEMIOTICS
welcome to INVESTIGATION & PRACTICE 1
2 /48
INVESTIGATION & PRACTICE 1
Students will understand basic terminology and principles of Semiotics.
WORKSHOP: SEMIOTICS
WORKSHOP: SEMIOTICS learning outcome
Interpretation of Signs; The practical session.
3 /48
INVESTIGATION & PRACTICE 1
Introduction to Semiotics theory;
WORKSHOP: SEMIOTICS
WORKSHOP: SEMIOTICS content
POGGENPHL, S., 1993, “Graphic Design: A Career Guide”, AIGA, http://www.aiga.org/content.cfm/guide-careerguide, retrieved 03 March 2007
4 /48
INVESTIGATION & PRACTICE 1
From the Visual Communication perspective, designers develop images to represent the ideas they want to communicate.
WORKSHOP: SEMIOTICS
IMAGES & REPRESENTATION
POGGENPHL, S., 1993, “Graphic Design: A Career Guide”, AIGA, http://www.aiga.org/content.cfm/guide-careerguide, retrieved 03 March 2007
5 /48
INVESTIGATION & PRACTICE 1
Images can be incredibly powerful and compelling tools of communication, conveying not only information but also moods and emotions.
WORKSHOP: SEMIOTICS
IMAGES & REPRESENTATION
Images are particularly important in 3 (three) areas: Identification;
WORKSHOP: SEMIOTICS
IMAGES & REPRESENTATION
Expression; Communication.
INVESTIGATION & PRACTICE 1
8 /48
9 /48
INVESTIGATION & PRACTICE 1
When serving as representations of concrete, real-world objects, images make identification easy.
WORKSHOP: SEMIOTICS
IMAGES & REPRESENTATION Identification
11 /48
INVESTIGATION & PRACTICE 1
Images offers infinite possibilities for expression and personalization.
WORKSHOP: SEMIOTICS
IMAGES & REPRESENTATION Expression
13 /48
INVESTIGATION & PRACTICE 1
Pictorial representation cross social and linguistic boundaries with ease when the objects being represented are relatively across cultures.
WORKSHOP: SEMIOTICS
IMAGES & REPRESENTATION Communication
15 /48
INVESTIGATION & PRACTICE 1
Representation provides the basis for all communication: understanding what an image represents - as opposed to what it depicts - is a prerequisite for reading/creating visual messages.
WORKSHOP: SEMIOTICS
REPRESENTATION Communication
16 /48
INVESTIGATION & PRACTICE 1
The field of science the study the manner in which representations are interpreted is called Semiotics.
WORKSHOP: SEMIOTICS
REPRESENTATION semiotics
semiotics. (n.d.). Dictionary.com Unabridged (v 1.1). http://dictionary.reference.com/browse/semiotics, retrieved March 01, 2007.
17 /48
INVESTIGATION & PRACTICE 1
1. the study of signs and symbols as elements of communicative behavior; the analysis of systems of communication, as language, gestures, or clothing.
WORKSHOP: SEMIOTICS
SE.MI.OT.ICS –noun (used with a singular verb)
semiotics. (n.d.). Dictionary.com Unabridged (v 1.1). http://dictionary.reference.com/browse/semiotics, retrieved March 01, 2007.
18 /48
INVESTIGATION & PRACTICE 1
2. a general theory of signs and symbolism, usually divided into the branches of pragmatics, semantics, and syntactics.
WORKSHOP: SEMIOTICS
SE.MI.OT.ICS –noun (used with a singular verb)
WORKSHOP: SEMIOTICS
What is a sign?
INVESTIGATION & PRACTICE 1
SEMIOTICS study of signs
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Peirce, C., 1931, “Collected Papers”, Cambridge, MA: Harvard University Press
21 /48
INVESTIGATION & PRACTICE 1
A sign is defined by Charles S. Peirce as something that stands for someone or something in some respect or capacity.
WORKSHOP: SEMIOTICS
SEMIOTICS signs
23 /48
INVESTIGATION & PRACTICE 1
Understanding how signs are formed, transmitted and interpreted can help the designer to analyze a communication problem and provide the basis for the development of a design solution.
WORKSHOP: SEMIOTICS
SIGNS
The sign is the product of a three-way relationship: Representamen (that which represents);
WORKSHOP: SEMIOTICS
SIGNS representamen, object, interpretant
Object (that which is represented); Interpretant (that who interprets).
INVESTIGATION & PRACTICE 1
25 /48
2EPRESENTAMEN
2 3 3IGN
/
)
/BJECT
)NTERPRETANT
In Peirce’s definition of the Sign, the Representamen stands for some Object in the presence of a given Interpretant. (Nadin,1989)
Syntax (the relations between the elements of the representamen); Semantics (the relations between the representamen and the object); Pragmatics (the effectiveness of a syntax/ sematics for a particular interpretant).
29 /48
INVESTIGATION & PRACTICE 1
This three-way relationship allows the sign process to be considered at three levels:
WORKSHOP: SEMIOTICS
SIGNS sintax, semantic, pragmatic
/
3YNTAX
3EMANTIC
2
2
)
/
0RAGMATIC
2
)
Sign processes can be analyzed at the level of syntax (a) - relations between elements of the representamen, semantics (b) - relations between representament and the object, or pragmatics (c) - the effectiveness of a given syntax/semantics for a particular interpretant.
/
)
31 /48
INVESTIGATION & PRACTICE 1
The critical process of representation (the focus of the analysis at the semantic level) depends on establishing a clear relationship between a representamen and its object.
WORKSHOP: SEMIOTICS
SIGNS semantic
The Semantic level relates to the intended meaning of signs.
32 /48
INVESTIGATION & PRACTICE 1
In other words:
WORKSHOP: SEMIOTICS
SIGNS semantic
Icon (the representamen relates to its object by resemblance); Index (the representamen refers to its object indirectly, by consequence); Symbol (the representamen refers to its object by convention alone);
33 /48
INVESTIGATION & PRACTICE 1
Peirce identifies three forms this relationship can take:
WORKSHOP: SEMIOTICS
SEMANTICS icon, index, symbol
Icon (the representamen relates to its object by resemblance); Index (the representamen refers to its object indirectly, by consequence); Symbol (the representamen refers to its object by convention alone);
34 /48
INVESTIGATION & PRACTICE 1
Peirce identifies three forms this relationship can take:
WORKSHOP: SEMIOTICS
SEMANTICS icon, index, symbol
Icon (the representamen relates to its object by resemblance); Index (the representamen refers to its object indirectly, by consequence); Symbol (the representamen refers to its object by convention alone);
37 /48
INVESTIGATION & PRACTICE 1
Peirce identifies three forms this relationship can take:
WORKSHOP: SEMIOTICS
SEMANTICS icon, index, symbol
Icon (the representamen relates to its object by resemblance); Index (the representamen refers to its object indirectly, by consequence); Symbol (the representamen refers to its object by convention alone);
41 /48
INVESTIGATION & PRACTICE 1
Peirce identifies three forms this relationship can take:
WORKSHOP: SEMIOTICS
SEMANTICS icon, index, symbol
1 /48
INVESTIGATION & PRACTICE 1
Lecturer Itamar Medeiros (Brazil) BA in Industrial Design; PgDip in Information Design;
WORKSHOP: SEMIOTICS
welcome to INVESTIGATION & PRACTICE 1
2 /48
INVESTIGATION & PRACTICE 1
Students will understand basic terminology and principles of Semiotics.
WORKSHOP: SEMIOTICS
WORKSHOP: SEMIOTICS learning outcome
Interpretation of Signs; The practical session.
3 /48
INVESTIGATION & PRACTICE 1
Introduction to Semiotics theory;
WORKSHOP: SEMIOTICS
WORKSHOP: SEMIOTICS content
POGGENPHL, S., 1993, “Graphic Design: A Career Guide”, AIGA, http://www.aiga.org/content.cfm/guide-careerguide, retrieved 03 March 2007
4 /48
INVESTIGATION & PRACTICE 1
From the Visual Communication perspective, designers develop images to represent the ideas they want to communicate.
WORKSHOP: SEMIOTICS
IMAGES & REPRESENTATION
POGGENPHL, S., 1993, “Graphic Design: A Career Guide”, AIGA, http://www.aiga.org/content.cfm/guide-careerguide, retrieved 03 March 2007
5 /48
INVESTIGATION & PRACTICE 1
Images can be incredibly powerful and compelling tools of communication, conveying not only information but also moods and emotions.
WORKSHOP: SEMIOTICS
IMAGES & REPRESENTATION
Images are particularly important in 3 (three) areas: Identification;
WORKSHOP: SEMIOTICS
IMAGES & REPRESENTATION
Expression; Communication.
INVESTIGATION & PRACTICE 1
8 /48
9 /48
INVESTIGATION & PRACTICE 1
When serving as representations of concrete, real-world objects, images make identification easy.
WORKSHOP: SEMIOTICS
IMAGES & REPRESENTATION Identification
11 /48
INVESTIGATION & PRACTICE 1
Images offers infinite possibilities for expression and personalization.
WORKSHOP: SEMIOTICS
IMAGES & REPRESENTATION Expression
13 /48
INVESTIGATION & PRACTICE 1
Pictorial representation cross social and linguistic boundaries with ease when the objects being represented are relatively across cultures.
WORKSHOP: SEMIOTICS
IMAGES & REPRESENTATION Communication
15 /48
INVESTIGATION & PRACTICE 1
Representation provides the basis for all communication: understanding what an image represents - as opposed to what it depicts - is a prerequisite for reading/creating visual messages.
WORKSHOP: SEMIOTICS
REPRESENTATION Communication
16 /48
INVESTIGATION & PRACTICE 1
The field of science the study the manner in which representations are interpreted is called Semiotics.
WORKSHOP: SEMIOTICS
REPRESENTATION semiotics
semiotics. (n.d.). Dictionary.com Unabridged (v 1.1). http://dictionary.reference.com/browse/semiotics, retrieved March 01, 2007.
17 /48
INVESTIGATION & PRACTICE 1
1. the study of signs and symbols as elements of communicative behavior; the analysis of systems of communication, as language, gestures, or clothing.
WORKSHOP: SEMIOTICS
SE.MI.OT.ICS –noun (used with a singular verb)
semiotics. (n.d.). Dictionary.com Unabridged (v 1.1). http://dictionary.reference.com/browse/semiotics, retrieved March 01, 2007.
18 /48
INVESTIGATION & PRACTICE 1
2. a general theory of signs and symbolism, usually divided into the branches of pragmatics, semantics, and syntactics.
WORKSHOP: SEMIOTICS
SE.MI.OT.ICS –noun (used with a singular verb)
WORKSHOP: SEMIOTICS
What is a sign?
INVESTIGATION & PRACTICE 1
SEMIOTICS study of signs
19 /48
Peirce, C., 1931, “Collected Papers”, Cambridge, MA: Harvard University Press
21 /48
INVESTIGATION & PRACTICE 1
A sign is defined by Charles S. Peirce as something that stands for someone or something in some respect or capacity.
WORKSHOP: SEMIOTICS
SEMIOTICS signs
23 /48
INVESTIGATION & PRACTICE 1
Understanding how signs are formed, transmitted and interpreted can help the designer to analyze a communication problem and provide the basis for the development of a design solution.
WORKSHOP: SEMIOTICS
SIGNS
The sign is the product of a three-way relationship: Representamen (that which represents);
WORKSHOP: SEMIOTICS
SIGNS representamen, object, interpretant
Object (that which is represented); Interpretant (that who interprets).
INVESTIGATION & PRACTICE 1
25 /48
2EPRESENTAMEN
2 3 3IGN
/
)
/BJECT
)NTERPRETANT
In Peirce’s definition of the Sign, the Representamen stands for some Object in the presence of a given Interpretant. (Nadin,1989)
Syntax (the relations between the elements of the representamen); Semantics (the relations between the representamen and the object); Pragmatics (the effectiveness of a syntax/ sematics for a particular interpretant).
29 /48
INVESTIGATION & PRACTICE 1
This three-way relationship allows the sign process to be considered at three levels:
WORKSHOP: SEMIOTICS
SIGNS sintax, semantic, pragmatic
/
3YNTAX
3EMANTIC
2
2
)
/
0RAGMATIC
2
)
Sign processes can be analyzed at the level of syntax (a) - relations between elements of the representamen, semantics (b) - relations between representament and the object, or pragmatics (c) - the effectiveness of a given syntax/semantics for a particular interpretant.
/
)
31 /48
INVESTIGATION & PRACTICE 1
The critical process of representation (the focus of the analysis at the semantic level) depends on establishing a clear relationship between a representamen and its object.
WORKSHOP: SEMIOTICS
SIGNS semantic
The Semantic level relates to the intended meaning of signs.
32 /48
INVESTIGATION & PRACTICE 1
In other words:
WORKSHOP: SEMIOTICS
SIGNS semantic
Icon (the representamen relates to its object by resemblance); Index (the representamen refers to its object indirectly, by consequence); Symbol (the representamen refers to its object by convention alone);
33 /48
INVESTIGATION & PRACTICE 1
Peirce identifies three forms this relationship can take:
WORKSHOP: SEMIOTICS
SEMANTICS icon, index, symbol
Icon (the representamen relates to its object by resemblance); Index (the representamen refers to its object indirectly, by consequence); Symbol (the representamen refers to its object by convention alone);
34 /48
INVESTIGATION & PRACTICE 1
Peirce identifies three forms this relationship can take:
WORKSHOP: SEMIOTICS
SEMANTICS icon, index, symbol
Icon (the representamen relates to its object by resemblance); Index (the representamen refers to its object indirectly, by consequence); Symbol (the representamen refers to its object by convention alone);
37 /48
INVESTIGATION & PRACTICE 1
Peirce identifies three forms this relationship can take:
WORKSHOP: SEMIOTICS
SEMANTICS icon, index, symbol
Icon (the representamen relates to its object by resemblance); Index (the representamen refers to its object indirectly, by consequence); Symbol (the representamen refers to its object by convention alone);
41 /48
INVESTIGATION & PRACTICE 1
Peirce identifies three forms this relationship can take:
WORKSHOP: SEMIOTICS
SEMANTICS icon, index, symbol
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