Semiotics

Part 1

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

At the opening of the film, the audience is encouraged to take a negative stand about the two characters, this is shown through their actions in the start by one disturbing the old man by causing a ruckus, this is more elaborated through the main character showing an action of taking a weapon, or more commonly a gun and using it. Tarun carefully uses these two characters who are dressed in the modern day casual wear as people who are misjudged as their actions later dont reflect the prejudices society gives.

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?

Towards the end of the film we are shown their actual nature not being seen as vulgar and violent, the characters, despite the old man attitude and aggression give him a fresh pair of bananas after taking his old rotten one, the characters exploit the prejudices against them and without being shown an actual gun the shopkeeper thinks its a gun. The characters are shown to by polysemic as they are shown to be vulgar and aggressive in the eyes of some people as well as being shown to be kind and forgiving.

Part 2

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

The signifier and the signified.

2) What does ‘polysemy’ mean?

When theres load of possible meanings

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

By the concept that if something is naturally accepted within society.

4) What are Barthes’ 5 narrative codes?

hermeneutic, proairetic, semantic, symbolic, referential

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

Part 3

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

Icon: 
FIRE ICON
WATER ICON

Index: 
FIRE INDEX

WATER INDEX

Symbol: 

YIN YANG SYMBOL

MANDARIN SYMBOL

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

Icons can be recognised by everyone, this makes it easier to convey and present certain arguments or meanings, thus enabling a person to understand the media text better. Indexes on the other hand show proof of the existence to make it make more sense, for example if a picture of a fire and smoke was coming out of it, the smoke is the index, proving that the icon makes sense. These two concepts enable easier communication between the writer or presenter, and the listener or reader.

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

If they use symbols, some people may not understand them as symbols are learnt and not known by everyone, brands may do this to prevent misinterpretation as well as reach out to an audience that knows what they mean and say.

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 ADD

Bloomingdale's lapse in judgement resulted in the add which was supposed to be funny, ending up as a creepy and offensive add.

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.

GOOD EXAMPLE