In Discussion: Semiotics (How to decode an image)

One of my photography seminars consisted around the understanding of semiotics: the study of signs and sign processes (semiosis) [1]. We looked at how meanings are made and what we associate with signs in social life (semiology). This leads to how a sign consists of a signifier, the material aspect (what we see) and signified, the mental aspect (what we learn through our society and culture). Studying semiotics is the foundation of understanding photography as there are many ways of seeing images (see John Berger's Ways of Seeing) and different ways of applying our interpretation that is influenced by society and our own personal experiences. But by first realizing the components of how an image is read one must understand semiotics.

There are 3 ways to analyse:

• 'Linguistic' message - any/all words: this is both the connotation and denotation in the analysis of the image
• 'Non-coded iconic' message - the denotations in the photograph: these are the recognisable/identifiable (the signifier) objects in the photograph
• 'Coded iconic' message - The connotations that derived from the larger sign system of society (the signified) in the photograph. This is is dependant on external factors like culture, race etc.

These steps can be applied to this simple image:

Image Source: Kristianne's seminar in semiotics (Powerpoint presentation) [2]

Linguistic message: 'Toilet' (or for braille readers underneath)

Non-coded iconic message: A shape resembling a female figure wearing a dress

'Coded iconic' message: Put the two together and we are taught that this sign indicates a female toilet. The blue background signifies cleanliness/freshness. If the background were to be red it may give a different meaning, possibly the toilet was dangerous, as in western society we associate red with danger.

Though the decoding of the above image was simple the 3 steps can be applied to everything we see and gets more complex when an image gives us an emotional response or has differing cultural meanings making a common image/sign in one society completely different in another. This post has been a very basic introduction to semiotics and I'm still learning about this vast topic! There have been many books and philosophies on the study of semiology so I will continue to be reading!

References:

1. Wikipedia - Semiotics http://en.wikipedia.org/wiki/Semiotics [Accessed 14/05/12]

2. Drake, Kristianne; Semiotics Powerpoint Presentation; 13 Feb 2012

Useful Links:

Google books - Semiotics https://www.google.com/search?q=semiotics&tbm=bks&tbo=1&oq=semi