Session three- words & images

Words
-Arbitrary signs – don’t resemble what they describe
-Codified – require a knowledge of language, linguistic rules and definitions
-Mental stimuli – require cogitation, finding conceptual equivalences, or mental visualisation.
-Subject to flux – meanings of words may shift over time and between locations
 
Plan of expression – how something is said, written down, designed or drawn affects the ‘reading of meaning’
Iconic signs – involve direct perception (resemble what they represent)
 
Plane of abstraction – how an image is captured and rendered visually affects the ‘reading of meaning’
 
Levels of realism:
Photograph – drawing – icon
 
Anchorage
In our visual culture and media its rare that images and words are not placed together;
-A televised wrestling bout
-Graphic design
-Webpages
-Comic strips and illustrated books
-Product packaging and advertising
-Dissemination of news stories
 
Types of anchorage
-Word specific: providing all or most of the information needed to decode message
-Image specific: providing all or most of the information needed to decode message
-Dual message: words and images communicating the same message either in tone or content
-Convergent: words and images working together whilst also contributing information independently to convey an idea that neither could do alone
-Parallel: words and images appear to follow different paths and/or communicate ideas that do not seem to intersect
 
Barthes and connotation
Signifier + signified = denotative signs
+ connotative signifier
 
Denotation (PRIMARY) – non coded the most immediate reading of a sign
Literal deduction reflects broad opinion or consensus
 
Connotation (SECONDARY) – the reader may pick up on
-Style, mode of production, medium and materials
DOG – denotation
-Domesticated 4 legged carnivore
Connotations:
-Loyalty
-Companionship
-Breeds
-Sense of smell
-Tenacity

Barthes argues that signs are polysemous – open to many interpretations
 
“ This is not a pipe”
Is an image of a pipe (saying one thing but showing another)
Polysemous
Divergent