Semiotics can be defined as not only the study of signs and symbols, but also what they mean and how they relate to things, concepts or ideas. The founder of semiotics was Ferdinand de Saussure. It was his theories that served as a foundation and laid the groundwork for developments that would continue in linguistics in the twentieth century. The article states, “Semiotics represents a range of studies in art, literature, anthropology, and mass media rather than an independent, academic discipline. Those involved in the study of semiotics include linguists, philosophers, psychologists, sociologists, anthropologists, literary, aesthetic and media theorists, psychoanalysts and educationalists. Beyond the most basic definition, there is considerable variation amongst leading semioticians as to what semiotics involves. It is not only concerned with (intentional) communication, but also with our ascription of significance to anything in the world.” As for this approach, beginning in the late 1960’s, a new movement took semiotics to new heights. The article concludes, “While formerly the emphasis was on studying sign systems (language, literature, cinema, architecture, music, etc.), conceived of as mechanisms that generate messages, what is now being examined is the work performed through them."
So, why would we care to study this? There are several reasons why we should, but I feel that the most important purpose correlates with a quote from Daniel Chandler. He states, "'Common sense' suggests that 'I' am a unique individual with a stable, unified identity and ideas of my own. Semiotics can help us to realize that such notions are created and maintained by our engagement with sign systems: our sense of identity is established through signs. We derive a sense of 'self' from drawing upon conventional, pre-existing repertoires of signs and codes . . .. We are thus the subjects of our sign systems rather than being 'users' who are fully in control of them."
(Daniel Chandler, Semiotics: The Basics, Routledge, 2006)
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