1. Chapter 25
Semiotics
“The study of the social production of meaning from sign systems;
the analysis of anything that can stand for something else”
By: Shannon Abraham & Brendan Curry
Big Bang

2. November 12, 1915 – March 25, 1980
Studied at the University of Paris, where he took a
degree in classical letters, grammar and philology.
Taught semiology at the College of France

3. Hulk Hogan
Wrestling, violence
& entertainment
Signified is the
CONCEPT
Signifier is
the IMAGE
SIGN WWE (World Wrestling Entertainment)

4. Signifier
Signified
Sign

5. Signs tend to change meaning over time:
1980 Hostage Crisis
Yellow ribbons hung “we want you back theme”.
Sign taken from 1972 song
Persian Gulf War
Yellow ribbons hung carried the same message.
Though presence of shameful acts or forgiveness
Pride in victory

6. Every ideological sign is
result of two interconnected
sign systems
First is descriptive –
Denotative sign system
Descriptive sign without
ideological content
Connotative sidestep
Key to transformation
Secondary (connotative)
system
Connotative sign system
A mythic sign that has lost
its historical referent; form
without surface

7. 1972 Song
Forgiveness to stigma
Hostage crisis
We want you back
Persian Gulf
Pride in victory
Post 9/11
Support of nationalism

8. Connotative Sign
“We’re number one” War meant ghastly DEATH

9. 1998 NBA Playoffs
Michael Jordan Gatorade Commercial
MJ/Gatorade

10. “Like Mike”
Denotative system
Sell Gaterade
Connotative system
The ad becomes culturally
linked
African American child
Singing “that he is me”
Look of yearning
Audience invited to
participate in ad.

11. Commercial functions as a
glorification of unfulfilled
desire
Life Lesson + Their
product = strong consumer
response
Fuels capitalist system
Maintain the dominance of
those who hold the reins of
commerce and power

12. Signifier – shoelaces
around telephone wires
Signified – hope, POW,
Support of Nation
Signifier – Woman
escaping Albania
Signified – suitcase bomb,
destruction, threat.

13. “A good plan today is better than a perfect plan
tomorrow,”
- General George S. Patton
- Conrad Brean
“Why change horses midstream?”
- Abraham Lincoln
- President’s Campaign Commercial

14. IS MADONNA A SIGN? YES OR NO
Queen

15. Barthes’ claims
connotative signs
reinforce dominant values
Counterculture
connotative systems
challenge the status quo.
Black ribbons represent
death

16. The Green Lantern
1. Hal Jordan
1952
Post war
26 year old white male
Middle class
2. John Stewart
1972
Post Civil Rights
Veteran Marine
African-American
3. Alan Scott
2011
Push for Same Sex Marriage
Openly Gay

17. BLOODs
CRIPs
• Hand sign
• Color
• Shirt
• Bandana
• Hat