Representation

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Representation Roland Barthes Semiotics

• Structuralism (3)

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Outline

• 1. Representation
• Representation and Production of Meaning
• Theories of Representation
• De Saussure Re-Considered Contribution
  Limitations
• 2. Semiotics
• Major principles in semiotic readings
• Sign systems fashion as an example
• Semiotic reading (1) denotation and connation
• Semiotic reading (2) first and second-order
  signification. (literal language and
  meta-language)
• Myth today defined
• 3. Examples Images of Nature in some Landscape
  Paintings and Ads

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What is Representation?

• Not Re-Presentation (????,????, ????)
• Representation means using language to say
  something meaningful about, or to represent, the
  world meaningfully, to people. (15)
• Using language (system of representation)
• To produce meanings (another system of
  representation) about (make connections among)
  things, and
• To communicate them to some people.

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What are the two systems of representation we use
in representation (meaning production)?

• 1. Signs
• ? signifier (e.g. love I)
• 2. Conceptual System (pp. 17-18 e.g. love ?
  romantic love, puppy love, maternal love,
  etc.)
• ? frequently inseparable from the signified of
  our languages

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Whats hidden in this stereogram ?
Shapes formed because of 1) two-eye differences
(wall-eyed cross-eyed) 2) the gestalt laws of
organization (e.g. figure and ground)

Conceptual System
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Whats hidden in this stereogram ?

http//www.billybear4kids.com/stereogram/bunny.htm
l
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Whats this? What mental image (concept) does it
correspond to?

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Different Perspectives Different Conceptual
Systems
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1. Conceptual System the Context of a sign,
which determines its meaning
2. Sign system image or English letters
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Two Systems at Work in Representation What kind
of room is this?

• A restaurant or a tea house?
• Signs Red color, paper lantern, floor-to-ceiling
  windows, sofas, pillows, wood desk, bamboo
  room, etc.

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What kind of room is this?
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The Lava Room

• From Star Nightclub
• http//www.creamnyc.com/

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RepresentationMeaning Production
Different conceptual frameworks, or conceptual
systems.

What makes the difference?
Tree, or a symbol of childhood
Are these meanings absolute or relational? Why?
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Meaning Essential or Relational?
1. I no essence? 2. Meanings one
truer/better than the other? produced by
ourselves or a system?

I AM
????????????????
Note
????????????????
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Note Relativism

• Is there an essential definition of our selves?
• e. g. ????/??/???,????/??/???(???
• Self(-Definition) not essential nor
  unchangeable
• -- is relational (I am A implies I am not B).
  (i.e. binarist thinking may be at work.)
• -- is usu. determined by our value systems, if
  not given to or imposed on us by our society.
• -- can be contradictory, with so many conceptual
  systems we live in.
• Relational view of meaning is not relativism.
• Relativism Everything is ok and nothing matters.
  

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Theories of Representation

• Reflective approach
• Some truth and functions to it (in
  communication, in knowledge acquisition)
• Representation as Re-Presentation
• Intentional approach Can we decide the meanings
  of what we say? (p. 25)
• Representation as Self-Expression
  (????????????)
• Constructivist approach
• Things dont mean we construct meanings about
  them by using different systems of
  representation.
• Representation as Construction We dont speak
  language language speaks us. (Activity 4)

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De Saussure Contribution Limitations

• (pp. 32 35)
• Contributions to the Constructionist Theory of
  Representation
• Arbitrary relations between signifier and
  signified ?
• Meanings in language can never be fixed they are
  open to changes by context (historical, social
  or personal).
• Langue vs. parole ? the social part of language
• Limitations
• too exclusive focus on language
• Language is not a closed system. ? semiotics
  the study of signs (languages in a broader sense)

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Semiotics Roland Barthes

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Major principles

• All the cultural products and activities read as
  process or results of signification. No meaning
  is inherent or natural.
• 2. There are more than one (arbitrary) relations
  between signifiers and signified.
• (iconic --resemblance, indexical --cause,
  symbolic -- arbitrary).
• 3. There are more than one level of meanings. ?
  denotation and connotation.

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What kinds of signs are they?
indexical
Iconic

Symbolic
Church
crossroad
airport
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Sign System Fashion as an Example

• Fashion codes (signs concepts)
• (Textbook pp. 37-38)
• Fabric Silk feminine, denim masculine, casual,
  cotton comfortable, khaki military, formal.
• skirt ( silk) feminine jeans ( cotton
  T-Shirt) casual or masculine

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Sign System Rules of Selection and Combination

• All social practices as sign-systems and thus
  are open to cultural interpretation (or
  de-mystification).
• e.g. the meaning of a jacket defined by its
  contexts.
• e.g. the langue of clothes (selection
  combination)

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Fashion and Myth from denotation to
connotation description to prescription

• . . . Mist gold, pure gold, and black gold are
  all flashing in full glamour since most
  collections are heavily weighted toward evening
  cloths with an ostentatious dressing chic.
• If gold is too much for you, dont worry, for
  here comes the backup that makes you in style as
  well, the color of camel! As usual, camel has
  always been playing its role of warming up the
  winter, which has been so elegantly carried out
  by the blazing gold as it is this year. (Sophie
  Ko)

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Fashion from language to myth

• Leather, of course, is something that cant be
  left out in each winter.
• Fur, for sure, is a must, especially for
  collars,
• As for trousers, they really do need to be
  slim-fitting and skinny-legged to be chic this
  season!
• ? myth ???????????

(Sophie Ko)
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Semiotic reading (1) Denotation and Connotation

• e.g. Panzani pasta
• 1. Denotation the real objects in the scene
• The signifiers these same objects
  photographed.
• 2. Connotation half-opened bag ? spilling out
  onto the table ? freshness, the domestic
• 3. Italianness (red green white)
• 4. a total culinary service
• 5. Arrangement like still life painting

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Semiotic reading (2) Different levels of
signification primary signification secondary
signification
sign (full)--denotation
a signifier signified

• primary signification
• Secondary signification
  

Sign (empty)/ Form content sign
--connotation
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Semiotic reading (2) Different levels of
signification primary signification secondary
signification
sign (full)--denotation
Signifier signified (home)

• primary signification
• Secondary signification
  

Sign (empty)/ Form content sign
--connotation Homepage, country cottage, etc.
Barthes examples rose, black pebble.
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Myth
colonialism
militariness
Signifier signified Young negro, in uniform,
saluting, With eyes uplifted, fixed on the
tricolor
sign (full)denotation (Black solider saluting
a French flag) Patriotism/submission

• primary signification
• Secondary signification
  

Sign (empty)/ Form content sign
--connotation France as a Great empire, loved
by all her sons.
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Myth distortion, naturalizing

• The form(on the secondary level) does not
  suppress the original meaning, it only
  impoverishes it, it puts it at a distance...
• myth hides nothing its function is to distort,
  not to make disappear
• Target Myth has an imperative, buttonholing
  character ...it is I whom it has come to seek.
  ...
• For this interpellant speech is at the same time
  a frozen speech at the moment of reaching me, it
  suspends itself, turns away and assumes the look
  of a generality it stiffens, it makes itself
  looks natural and innocent