(Week 5) Visual Semiotics

Contextual Studies (CTX)

Beauty is in the eye of the beholder. One can say Justin Bieber's music is awesome and would go crazy for it while the other may think twice. Why?

"Art is about debate."- Mr. Charles.

Because of the Dada movement that spiked a new revolution and an openness to what art means in a modern context, people have never been more boxed to voice their ideas and philosophies. Hence, what is beauty? Amongst the thousand artworks, which has a higher stand?

Therefore, this is where visual semiotics comes in. Semiology (UK) or Semiotics (US) means the study of signs or representation.

What does this artwork represent? Is there something much more than the current interpretation of this masterpiece?

How do I understand a painting?

Without semiotics, artworks will be as dull as the Windows XP desktop background.

Ah~ the scenery of emptiness!

One of my classmates once told me that she loves to visit art museums but dislike a tour guide explaining the details of it partly because it is just simply boring. Here clearly shows the need for the study of semiotics in society, otherwise one wouldn't truly appreciate an artwork's meaning.

Once we are able to grasp the hidden meaning of an artwork, visiting art museums will be like an exiting treasure hunt itself. Oh, and remember to wear on your Sherlock Holmes' thinking hat!

(Read it in Mr. Spock's voice) Hence, I shall and will attempt by the simplest way possible present an explanation for this study based on my understanding.

Visual Semiotics. Taken from http://www.slideshare.net/cokyfauzialfi/k06-visual-semiotics

Semiotics is a theory (the result of observation, analysis, reflection and explanation of what the heck is happening) about signs or representation based on both hypothesis* and observation*.

*Hypothesis- I pin point a question (problem statement) and deduce my own opinion of the result.

*Observation- I observe a situation and give a general outcome (conclusion) of the situation.

Hypothesis + Observation = Theory of Semiotics

For example: I believe those who wear spectacles are intelligent (hypothesis). People like Bill Gates and Steve Jobs who are bespectacled are intelligent (observation). Hence, those who wear spectacles are intelligent (theory / paradigm).

Based on Swiss linguist Ferdinand de Saussure, signs can be differentiated into a signified (fact / object) and a signifier (the meaning of an object) where when both joined together, a symbol or a visual is formed.

Signified + Signifier = Sign/Symbol

As an illustration, an animal is in front of you, the animal which you see is the signified (the object), the word on the label "DOG"is the signifier that shouts the explanation: This is an animal called "DOG", what you see is a dog!

Ain't it cute?

However, different languages have different way of explaining the animal above. And in order for people to understand what you mean when you say:"There is a dog," they must know your language. Hence, a symbol for the animal is created by joining both signified and signifier together so that everyone can understand it is a gou (Chinese pronunciation for dog).

Here's a symbol for dog which everyone can relate:

Although a non English reader can't understand the words inscribed on the sign, he or she can understand the sign by the colour and the illustration of fierce looking dogs. Keep out!

However, Semiotics doesn't end here. Charles Sanders Pierce later came up with another theory and stated that the signified is no longer fact, but a meaning, and the signifier is now an interpretation, bringing them to another new level. An endless cycle called ‘unlimited semiosis’ is created because a meaning of an object can be reinterpreted without any limits! de Saussure created the system while Charles developed it to the infinity!

That is why a simple love shape symbol can be reinterpreted as many times as other things such as relationship, emotions, heart, muscle, etc. This is what semiotics is, as powerful as a symbol which can mean a lot of things to different people. Now communication will not be hindered anymore!

With semiotics, everyone can understand an artwork because of the signs and symbols contained it it that is related to anyone!

If you are looking at a poster of Superman's clenched fist and his cape flying. You can sense that this poster creates an impression of strength. Others may think that anger, savior and bravery is the answer. In the end, although it is just a poster, there are many meanings behind it. If you are looking at a poster of the whole Superman figure, the story will be different and carries less meaning. Hence, semiotics can help artworks to impact the viewers in a whole new level by signs and symbols!

Key take away: By looking at the signs or the representative elements in an artwork, this will greatly help people to understand artworks, no matter how nonsensical it is.