Semiotics Reviewer by Roland

Barthes
Semiotics (Semiology) - The study of the social production of meaning from sign systems; the
analysis of anything that can stand for something else.

Sign - The inseparable combination of the signifier and signified.

Signifier - The physical form of the sign as perceived through our senses; an image.

Signified - The meaning associated with the sign.

Signifier and Signified cannot be separated.

EXAMPLE:

The coin has two sides, heads and tails/dollar sign, the head is the front side that refers to the
signifier, while the tails/dollar sign on the back is the signified that identifies the meaning
behind the image.

Another example is a traffic light. It has three colors: red, yellow, and green; that is the
signifier, while the meaning behind the colors: stop, caution, and go is the signified.

A SIGN DOES NOT STAND ON ITS OWN: IT IS PART OF A SYSTEM

In the traffic light, it doesn’t only identify the meaning of it, it is part of a system where it is
used by the people who cross the pedestrian lane and the drivers who use it to navigate
whether it is time to stop, go, or be cautious. But that isn’t the only reason; it also refers to
driving rules and regulations and how to drive safely.

Another example is the puzzle. The puzzle piece itself is the signifier, but if you finish
connecting it all, you’ll be able to see a whole big picture, and that is the signified. You’ll
realize that they are connected to other signs within a longer framework or structure.

A YELLOW RIBBON TRANSFORMATION: FORGIVENESS TO PRIDE

Barthes exemplified a deep meaning behind the song “Tie a Yellow Ribbon Round the Ole Oak
Tree” by Tony Orlando. The yellow ribbon is the signifier while the meaning behind it is the
signified. He told the woman he loves that if she still loves and wants to start again with him,
she should tie a yellow ribbon around the tree. The yellow ribbon means acceptance and
welcome home.

THE MEANING OF MYTHS: STRIPPING THE SIGN OF ITS HISTORY

Denotative System - A descriptive sign without ideological content.

Connotative Sign System - A mythic sign that has lost its historical referent form without
substance.

UNMASKING THE MYTH OF HOMOGENEOUS SOCIETY

It explores how certain cultural myths contribute to the perception of a homogeneous

society, where everyone is assumed to share the same values, beliefs, and identity.

For example, Filipinos are often stereotyped as sharing the same traditions, customs, and
values. However, this myth masks the rich diversity and complexity of Filipino identity, which
is shaped by a multitude of factors, including geography, history, ethnicity, religion, and
socioeconomic status.

Another example is that Filipinos were stereotyped as loving eating rice and playing
basketball since it is indeed popular in other countries, while in reality, Filipinos have varied
tastes, preferences, and hobbies that reflect their individual backgrounds and cultural
influences. By unmasking it, we can appreciate the unique complexities and diversity within
Filipino culture, allowing for a more inclusive and accurate portrayal of Filipino identity.

Deconstruction - The process of unmasking contradiction within a text; debunking.

Ideology - Knowledge presented as common sense or natural, especially when its social
construction is ignored or suppressed.

THE SEMIOTICS OF MASS COMMUNICATION: “I LIKE TO BE LIKE MIKE”

Roland Barthes examines how symbols and messages in mass media influence our
perceptions and desires.
For example, when we see advertisements or messages in mass media like TV, internet, or
billboards, they often show famous people or celebrities doing cool or successful things.
These messages make us want to be like those people, to have what they have or to be as
successful as them.

Another example is when an actor or an actress endorses a skincare product, we might feel
like we want to have the same clear and smooth skin as the celebrity. The message of the
advertisement is not just about skincare but also about wanting to be as beautiful or
handsome as the celebrity. This creates a desire in people to buy the product and achieve a
similar look.

SEMIOTICS GOES TO THE MOVIES

Barthes explores how signs and symbols in films convey meaning and influence our
understanding of stories and characters.

For example, in Filipino rom-com movies, the main characters might meet in a beautiful and
romantic setting, like a beach or a picturesque park. The music playing in the background
might be soft and sweet, creating a romantic mood. The characters might say funny or
charming things to each other, making us laugh or feel happy.

All of these elements—the setting, music, dialogue—work together as signs to tell us that this
is a romantic moment in the story. They help us feel the emotions of love and happiness
along with the characters.

CRITIQUE; DO MYTHIC SIGNS ALWAYS REAFFIRM THE STATUS QUO?

In the "Critique" section of semiotics by Roland Barthes, he questions whether mythic signs
always support the existing social order or if they can challenge it. He examines how signs
and symbols in culture can either reinforce or subvert dominant ideologies and power
structures.

For example, in a TV commercial promoting a traditional family setup where the father is the
breadwinner and the mother takes care of the home, the ad may reinforce traditional gender
roles and family dynamics, thus reaffirming the status quo.

However, in another scenario, a popular Filipino movie might portray a female protagonist
who defies gender norms by pursuing a career traditionally dominated by men. This movie
challenges the status quo by showing that women can be independent, ambitious, and
successful outside of traditional roles, thus subverting existing gender stereotypes.

These examples illustrate how mythic signs in Filipino pop culture can have both reinforcing
and challenging effects on the status quo, depending on how they are presented and
interpreted.

QUESTIONS FOR FURTHER UNDERSTANDING

1. Engagement Ring:

Signifier: The physical ring itself, typically made of precious metal and adorned with
gemstones.

Signified: The commitment to marriage, love, and partnership.

Stripped of History: In some modern contexts, the engagement ring may lose its historical
significance and be seen more as a fashion accessory or status symbol rather than a symbol
of commitment.

For example, if someone wears an engagement ring solely for its aesthetic appeal or to
display wealth without intending to marry, it loses its historical meaning.

2. Unmasking the Original Denotation:

Roland Barthes believed it was essential to uncover or deconstruct the original meaning of a
sign to reveal the underlying ideologies and power dynamics embedded within it. By
revealing the true meanings behind signs, we can better understand how they influence our
perceptions and behaviors.

3. Nonverbal Signifiers from Reality TV Shows:

Signifier 1: Contestant's lowered head and dejected body language.

Signifier 2: Host's solemn facial expression and tone of voice.

Signified: "You're out of here," indicating elimination or dismissal from the competition.

4. “It's Not Over 'til the Fat Lady Sings":

Denotative Signifier: A metaphorical reference to an opera singer (the fat lady).

Signified: The end or conclusion of an event or situation.

Original Sign: In opera, it refers to the final aria sung by a soprano.

Connotative Shift: When used in the context of a baseball game, the connotative shift
changes the meaning to imply that the game is not decided until the last moment, even if one
team appears to be losing.