MIGRAIN: Semiotics Blog Tasks :)

MIGRAIN: Semiotics

English by Tarun Thind

1) What meanings are the audience encouraged to take about the two main characters from the opening of the film?

The audience is encouraged to take the meaning of the opening of the film as they are silent criminals. As one of the boys is playing the harmonica in the park, a homeless man trying to sleep is entirely disregarded which leads us to believe that this group is a group that goes around causing trouble on purpose. We can see that both characters are wearing clothing that covers their bodies as well as hats which reinforces the fact that they have something to hide and this can cause the audience to feel suspicious and weary of them. This is further amplified by the fact that he puts something in his pocket that is unknown by the audience and then proceeds to put his hood on despite him already wearing a hat. This further emphasises the feeling of weariness that the audience has already developed about these two characters and the lack of smiles on their faces can replicate the fact that the protagonists in this film are troublemakers. 

2) How does the end of the film emphasise de Saussure’s belief that signs are polysemic – open to interpretation or more than one meaning?

The ending of the film allows the audience to develop different interpretations- especially towards the two protagonists because all of the actions we initially interpreted as inconsiderate and insensitive had a meaning behind them that we were unaware of. Learning that they were hearing impaired causes the audience to reflect on their initial thoughts and how Saussure's theory of polysemy is actually real and we all make assumptions unintentionally. This could result in the audience rewatching the video in order to gain understanding of other meanings behind the actions of the protagonist. 

Media Magazine Theory Drop: Semiotics

1) What did Ferdinand de Saussure suggest are the two parts that make up a sign?

Saussure suggested that the two parts that make up a sign are the signifier and the signified

2) What does ‘polysemy’ mean?

Polysemy is the idea that signs have more than one meaning so they can be open to interpretation 

3) What does Barthes mean when he suggests signs can become ‘naturalised’?

The idea that signs can be 'naturalised' was suggested by Barthes and he believed that cultures and societies have associated a signifier with a particular meaning and we don't question it. As a society, we have agreed on these associations and we no longer consider them to have any other meaning as they have become the 'norm'. 

4) What are Barthes’ 5 narrative codes?

• hermeneutic/enigma codes- the mystery within a text
• proairetic/action codes- elements of action to add suspense
• semantic codes- parts within a text with additional meaning
• symbolic codes- symbolism within a text 
• cultural codes- an external body of knowledge 

5) How does the writer suggest Russian Doll (Netflix) uses narrative codes?

The writer suggests that Russian Doll uses enigma codes due to the film poster using a woman's face within multiple faces which reiterates the title of the show. The tagline reads "Dying is easy it's living that's hard" and this raises curiosity in the audience because we are unsure if this protagonist wants to die or if she has had to overcome some hardships and then we are faced with the question of why she decided to live  and why the images are so repetitive. It can also be said that there is a use of semantic codes due to the city being in the background at the top and bottom and this has provides the connotations that the protagonist is likely to be trying to fit into a town or city but is having trouble doing so. There has been a heavy use of the colour red in this poster which allows us to make the assumption that there is a sense of danger for the protagonist- this theory is further reinforced by the worried facial expression on the woman. The cultural codes come from the idea that Russian Dolls are very old yet they have an undeniable beauty so perhaps this is a subtle way of comparing the protagonist to something undeniably beautiful. 

Icons, Indexes and Symbols

1) Find two examples for each: icon, index and symbol. Provide images or links.

Icon:

Apple: picture 

Clock: picture

Index:

Hospital room indicates that somebody is sick or injured- link

Heavy snow indicates that it is winter and there is cold weather- link

Symbol: 

Avengers logo- culture

Netflix logo- culture

2) Why are icons and indexes so important in media texts?

Icons are so important in media texts because they are the visual representation of something that the media is trying to convey to an audience.

Indexes are also very important in media texts because they are used to gain a certain reaction from the audience due to the links they have already formed.

Icon and Index paired together is likely to be the most common thing for an audience to experience without even realising it but they will feel something that is associated with the icon and index.

3) Why might global brands try and avoid symbols in their advertising and marketing?

It is likely for global brands to try and avoid symbols in their advertising because different cultures and countries may cause different connotations to be formed so they have to use literal terms instead of symbols to avoid misunderstandings and miscommunications. For example, something with a positive connotation in the United States may have a negative connotation in the United Kingdom and this may cause offence to a certain audience. 

4) Find an example of a media text (e.g. advert) where the producer has accidentally communicated the wrong meaning using icons, indexes or symbols. Why did the media product fail?  (This web feature on bad ads and marketing fails provides some compelling examples)

The icon here is the man and woman with the text in the background that reads "Spike your best friend's drink when they're not looking". The index was that you should spike your friend's drinks and this gives the connotations that taking advantage of somebody unconscious is acceptable. This is extremely offensive and insensitive to women and other people who have had their drinks spiked or have been raped. I believe that the advert thought that it would be a quirky joke that people would find funny but it turned out to be highly offensive. 

5) Find an example of a media text (e.g. advert) that successfully uses icons or indexes to create a message that can be easily understood across the world.

This advert successfully uses the icon of a tub of Nivea night cream and there is nothing else in the advertisement. This creates a clear image of what the company is selling and leaves no space for misinterpretation. The index of this advert is that it is supposed to be used at might and the advert hasn't included anything else that may lead to misinterpretation or miscommunication. The icon and index paired together creates a very clear image for the audience with very little room for misinterpretation as all the facts are given instead of symbolism.