Conducting a Semiological Analysis - Report Example

Sociology: Conducting Semiological Analysis Introduction: Definition of Sociology and the Importance of Semiological Analysis Sociology, as an academic discipline, is regarded as the science that deals with and attempts to evaluate different traits of social groups, their core structure and modes of their respective constructions. The social discourse incorporates within its scope several issues, namely, the politics of socio-cultural existence and the factors that influence the same, gender discourse, situation of crisis, educational scenario, sexism and the way two or more number of social groups interact or respond to each other with respect to such situations, individually or mutually (Johnson, 1960). Thus, apart from the fact that sociology helps to a considerable extent within the domain of an individual’s self-knowledge, also helps in discovering “facts and to explain them in terms of systematic theory” (Johnson, 1960, p. 3). According to the basic principles of sociology, apart from exploring different dimensions of interaction, it also regards every social group as an important instrument for the same and through realizing the mediums of such interaction, sociology also attempts to explore the existential politics of a social structure during a specific period of time (Johnson, 1960). It has been argued among scholars of modern linguistics and post structuralists that interpretation of signs and symbols for the sake of interaction lays within the very core of entire communication politics and human reliance over the same is increasingly considerably with the progress of human civilization. It is due to the same reason, the principles of semiotics have become subjects of high interest among common people, consequently the different forms of media culture during the course of modern existence, are making increasing use of the same for the purpose of generating public interest in the context of promoting different products or ideals both from hedonistic or utilitarian and benevolent purposes (Bignell, 2002). According to Umberto Eco, one of the leading figures in the field of modern semiotic interpretation, “A general semiotic theory will be considered powerful according to its capacity for offering an appropriate formal definition for every sort of sign-function, whether it has already been described and coded or not. So the typology of modes of sign-production aims at proposing categories able to describe even those as yet uncoded sign-functions conventionally posited in the very moment in which they appear for the first time” (Eco, 1979, p. 5). Charles Morris is of opinion that “signs and systems of signs” have remained integral parts of the communication since early dawn of the human civilization (Morris; Cited in Innis, 1985), but to which extent interpretation of those signs will be considered in terms of linguistic interpretation or other types of sign, is entirely dependent on time and situation that offers incites such process of interpretation (Bignell, 2002, p. 13). In present context of the topic, by semiotic analysis of an advertisement, attempt will be made to realize that to which extent semiotics of linguistic (in this case: visual linguistic) appeals to the target audience and how the process of such appealing incorporates within its scope various traits of modern existential politics, starting from gender discourse to economic politics and socio-sexual culture. Among given three pictures, the promotional advertisement of Carlsberg Beer has encompassed within its scope various traits of modern existence in a complete, symbolic yet conspicuous manner. Thus, for the purpose of conducting a semiological analysis, the said advertisement has been chosen. The Theory of Communication and relevance of the Signifer and the Signified in the Process: Generally, communication is widely known as a process that helps two people or people belonging to a particular community to interact with each other and convey their respective opinions to others in terms of language or certain types of sign. Interpretation of the signs, however, varies according to different cultural backgrounds, situations, level of knowledge and perceptional quality of the interpreter. Communication, if is interpreted from the semiological perspective, can be defined as “…the production of a social relation through INDICES which are produced expressly in order for the sender to influence the receiver. The one side of these indices is the realization of a SIGNIFIER through a signal, the other, the MESSAGE, which is brought to realization by the class of influence which the sender whishes to exert on the receiver. The message realizes the SIGNIFIED belonging to the signifier” (Krampen, 1987, p. 216). Despite the fact that signals act as an essential means for conveying a message, interpretation of the same to the best possible extent can be done with the help of semiotic analysis (Krampen, 1987). However, the produced indices while processed and not for the purpose of communication, then the meaning process is can be identified as a “question of SIGNIFICATION” (Krampen, 1987, p. 216). Signification: How it functions for Denotation and Connotation and how binary opposition functions for interpreting Image Significance According to the post structuralist interpretation, the relationship between signifier and signified in the context of interpreting symbols in considered to be arbitrary (Hawkes, 1977, p. 129). In order to develop the connection between signifier and signified main role is played by the interpretant and depending on his/her ability of interpretation the “signifying connection” is developed and it is entirely dependent on the interpretant that how he/she actually wishes to interpret an image for the purpose of his/her benefit (Hawkes, 1977, p. 129). Consequently, it becomes quite clear that result of such interpretation will vary widely, resulting in creation of ample results. However, while interpretation of explicit symbols in an image quite often finds similarity among the interpretants, use of the implicit symbols to some extent, either are ignored or to a large extent vary among most people in case of interpretation. The issues of binary opposition and their interpretation in this context, finds various forms of relevance. The traditional social structure has relied more on the issue of interpreting signs in terms of binary opposition, such as black and white, good and evil, slow and fast, positive and negative. Despite the post structuralist and deconstructive intellectual domain has introduced various layers of interpretation of meaning amidst such ways of interpretation, however, tendency of common people to interpret signs according to the ways of binary opposition has not changed entirely. Thus, use of media linguistic often incorporates within its scope the same traits and those are quite explicitly used for the purpose of attracting mass attention: “The oppositions are often binary and based on the exclusive difference between one set of signs and the other” (Bignell, 2002, p. 196). In case of imagistic or verbal presentation, there are always two forms of interpretation literal and figurative. While the literal meaning is known as the denotation, the figurative interpretation(s) can be termed as connotation and both these aspects develop the connection between signifier and signified: “In semiotics, denotation and connation are terms describing the relationship between the signifier and its signified, and an analytic distinction is made between two types of signified: a denotative signified and a connotative signified. Meaning includes both denotation and connotation” (Chandler, 2007, p. 137). Denotation is identified as the “first order of signification” and connotation is the second order, which receives its meaning as well as logical signification from the denotative sign “as its signifier attaches to it an additional signified” (Chandler, 2007, p. 140). The issue of signification, as it has been mentioned before, is the total “meaning process” with conjoint interpretation of both signifier and signified. In the context of interpreting the visual linguistic, various dimensions of such “meaning process” are actually explored and semiotic analysis for the purpose of sociological understanding receives its fulfillment while all these issues are perceived and evaluated accordingly. Semiotic Interpretation of the Image: The semiological analysis of the image, which has been created for the purpose of promoting Carlsberg Beer, comprises different layers of meaning and provides an excellent scope for exploring both denotation and connotations. While the picture, at the first glance, with the use and fusion of dazzling colors and capturing of the entire ambiance provides a sense of aesthetic fulfillment for the audience, also incorporates within its scope different traits of modern sociology, such as, gender politics, social hedonism, sexism, style statement and entire observation towards life as well as enjoyment of the existence. The ambiance reflects a capture of some soccer match event, on a bright sunny day, where there is vibration and spontaneity. The issue of spontaneity has been reflected with the use of colors and the way those are edited. Blue sky, deep green hoardings, red and blue shirts, dazzling reflection of the sun ray, sumptuous reflection of the color of beer through glasses and the froth subsiding at their top, are some of the most important features that immediately constitute the theme statement that on such a bright sunny day, while an individual is enjoying with friends the view of a good game as well as the beauties all around, including the nature as well as of the human counterparts, spirit of the entire mood can be further enhanced by sipping the glasses filled with chilled Carlsberg Beer. Clearly the signifier in this context becomes joyous and carefree moments of human life that are becoming rare in the modern age of cutthroat competition and signified is the consumption of beer from the particular beer brand that helps in accelerating the germination of such moments. However, the entire process of signifier and signified becomes evident only at the denotative level. At the connotative layer, the subjects of signifier and signified shifts quite frequently if a deeper glace is provided at the other issues that have also been reflected, quite carefully, in the picture. On a more specific note, the image is captured with a perfect sense of proportion, as it shows attention of three handsome males towards a passing voluptuous beauty. While these four people are dominating front of the picture, on the backdrop, there is a glimpse of the entire audience, busy in enjoying the game or chattering with each other. It clearly implies that the new generation is not only finds their psychical satisfaction by being entirely focused on the event, rather, the entire socio-cultural politics and enjoyment of the same provide them with an impetus to enjoy an event. Presence of the Green ribbon, surrounding all four of them and placing of the football at the bottom of the image also indicates the entire spirit of a soccer match incorporates youthfulness, a bit of intoxication and certain extent of flirtatious attitude. The society, which has been captured in the picture, is that quite a wealthy one and the gender politics as well as sexism that have been reflected in the picture suggest that males will always regard women as an avenue of sexual satisfaction to a large extent. It becomes evident from the lusty expression and glances casted over different physical parts of the female figure. At the same time, the modern woman and blond beauty also has complete understanding of the fact and she has decorated herself in such a way so that she evokes the expression of sexual lust among them. The gold colored “no. 9” on the woman’s shirt, more importantly crafted placing of the same just beside her voluptuous bosoms, not only acts as a special source of sexuality but also has made her an erotic statement or a representative of the wilderness as well as craft that the game of soccer incorporates within its spirit. Daniel Chandler, while explaining the complement and supplement of signifier and signified, has stated that “A signified on one level can become a signifier on another level. This is the mechanism by which signs may seem to signify one thing but are loaded with multiple meanings” (Chandler, 2007, p. 140). The semiotic analysis of the picture can be cited as an evident proof in support of the observation as the moment captured in the picture represents meanings of such diverse nature and at the same time provides an opportunity of shifting the signifier to signified and vice-versa, quite frequently. Applicability of the commutation test in this context is highly relevant as following the principles of the test has led to exploration of various traits that are hidden within scope of the moment. According to the definition of Tsutomu Akamatsu and André Martinet, “The commutation test is an analytical procedure which is based on the concept of phonological opposition and which is performed in functional phonology in order to elicit and identify various types of distinctive unit, including relevant feature, of a given language. It is through the commutation test that the functionalist identifies the phonemes and the archiphonemes … and also the tones and architones … as well as the relevant features that characterize the phonemes, the archiphonemes, the tones and the architones” (Akamatsu, and Martinet, 1992, p. 60). According to Martin Krampen commutation test helps in establishing the relation between signifier and signified, consequently also helps in “discovery of discrete units on the planes of EXPRESSION and CONTENT” (Krampen, 1987, p, 216). Conclusion: The promotional advertisement of the Carlsberg Beer incorporates various traits of modern social existence and human spirit within its scope. While some of the traits are apparent, the socio-cultural traits, economic utilitarian aspects, gender discourse, sexism have remained implicit or discreet, which have been brought to focus by adoption of the commutation test procedure. Apparently, the signifier and signified have remained explicit but deeper the analysis has been done, it becomes evident that due to changes in the elements of signifier, its signified also has changed and helped in the development of an image of entire politics of society and culture, where commoditization is integrally related to every single domain of human existence. References Bignell, J. (2002). Media semiotics: an introduction. (2nd Ed). Manchester: Manchester University Press. Chandler, D. (2007). Semiotics: the basics. (2nd Ed). London: Routledge. Eco, U. (1979). A theory of semiotics. Bloomington: Indiana University Press. Hawkes, T. (1977). Structuralism & semiotics, Volume 1977, Part 3. California: University of California Press. Innis, R.E. (1985). Semiotics: an introductory anthology. Bloomington: Indiana University Press. Johnson, H.M. (1960). Sociology: A Systematic Introduction. New Delhi: Allied Publishers. Krampen, M. (1987). Classics of semiotics. Munich: Springer. Martinet, A. and Akamatsu, T. (1992). Essentials of functional phonology. Belgium: Peeters Publishers. Read More