Signs and Meanings`Schirato & Yell

This week’s reading was quite interesting, it talks about the the relationship between signs and meanings.
In the introduction, the authors state that

“meanings are not just ‘out there’ waiting to be identified or discovered, but are ‘read into’ signs”

I find this really intriguing as its common sense that all signs have meaning, but the fact that they state that “meanings are read into signs” make it sound more complicated than it really is. They then state that the process of reading signs
making meanings is an idealogical process.

Idealogial Process:Idealogical meaning, of or concerned with ideas and process meaning ‘the act of taking something through an established and usually routine set of procedures to convert it from one form to another’- so basically what i understood it meant was that reading signs is part of a procedure for the brain to interpret the meaning using certain known ideas to create or find a meaning to that sign.

This lead me to believe that there is no way that one sign has oen meaning, but it has many menaings as everyone will interpepret the sign differently for example what do you think when you see this?

Obviously, it’s a well known sign. Some people may think ” McDonald’s” others may think, ‘fat food’, kids may think ‘fun time’ and so on you get my point.

The reading goes on to incorporating simpsons and bill clinton into the article, talking about how people interpret things differently such as the word “violence”  as they talk about marge censoring the Itchy and scratchy show but believing that the nudie statue of david to be appropiate . Here they state the point that words can also mean differently to people, stating that what ” words really mean is usually a matter of negotiation, disagreement or conflict”

They then go on to introduce the word “semiology” which is also known as the science of signs to describe the development of new theories about meaning, now known as semiotics which was intially proposed by Saussure who was primarily interested in linguistic sign which he seperated into three aspects signifier, signified and sign.

“He insisited that linguistic sign is not a link between a thing and a name, but between a sound concept and a pattern. He used the term signified to refer to the concept and the temr signifier to refer to the sound pattern. “

which is a bit like 1+1=2.


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