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Friday, November 14, 2003
Semiotics in Design
We read Roland Barthes' "Rhetoric of the Image," which employs a dialectic to explore grammar. In it, he tries to find the nature of meaning itself (Truth with a big T). He looks at two arguments: Images either have no meaning, or they are the limit of all meaning.Semiotics has grown into a powerful art in the 20th century. There are three main aspects of semiotics: - Semantics (the meaning of individual words)
- Syntactics (the rules of combinations of words)
- Pragmatics (the impact on an audience. i.e. rhetoric)
Semiotics is interested in the relationship between things, thoughts, and signs. There are three kinds of signs: - index (has a physical connection to the thing that it signifies (smoke from a cigarette))
- icon (has a relationship to what it signifies, but isn't physically connected (maps))
- symbol (totally conventional or arbitrary to signifier (words)
Barthes is interested in a message that doesn't need to be decoded, delivered through an image.
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