Week 4: Visual Syntax, Semantics & Pragmatics

Qn: If signifier is syntax, what is the semiotics equivalent for semantics and pragmatics?

Visual communication refers to the process of conveying and receiving of images via visual aids. When we look at an image, we try to make sense and understand the images, symbols of signs using elements such as syntax, semantics and pragmatics. In relation to the question above, it has been stated that syntax is equivalent to a signifier in semiotics and now I will identify what is the semiotics equivalent for semantics and pragmatics. 

In verbal communication, semantics refer to as the literal meaning of the words and it becomes meaningful if we attach some meanings to it. 

The video above shows how 'Hu' is being perceived as 'Who' and 'Kofi' as 'Coffee'. Unless we knew what the words mean, then we can identify what is being said. This goes the same in visual communication whereby an image doesn't connote any elaborate meaning until we relate it with social and cultural context. According to Bamford (2003), in semantics, meanings are created via form and structure, culturally constructed ideas that shape the interpretations of icons, symbols and representations and a social interaction with the images. This shows that semantics is equivalent to signifieds and connotations in the study of signs.

In linguistics, pragmatics studies how context affects meaning. From my understanding, pragmatics is similar to the visual discourse in semiotics because meaning of both can be determined by several factors such as visual codes and context.

I found an interesting research by James (2008) about Korean advertisements  based on Erving Goffman's  theory on how different sexes are being represented by the media. From the first picture, the woman looked shorter as compared to the man, but she she appeared to be of the same height as the guy on the second advertisement. According to him, the advertisements were meant to target specific audiences which are the middle-class people and young korean couples respectively. In Korean culture, male are the breadwinner and is perceived as dominant, thus depicted as taller than the woman. On the other hand, the depiction for the equal height connotes relationships and mutual understanding between couples. The concept , therefore, shows how pragmatic factors such as codes and cultural aspect change the meaning of the advertisement.

References:

Lane, R. Kosslyn, S.M. (2003). Dump the Text! Transform Your PowerPoint Slide into a Visual Feast. Retrieved from http://office.microsoft.com/en-us/powerpoint-help/dump-that-text-transform-your-powerpoint-slides-into-a-visual-feast-HA010381809.aspx

Turnbull, J. (2008). Why Size Matters: Feminine Representations of Men in Korean Advertising. Retrieved from http://thegrandnarrative.com/2008/11/03/why-size-matters-feminine-representations-of-men-in-korean-advertising/

Week 3: Semiotics

Qn: Why would we want to study fashion in Visual Communication? Is it even worth studying?

cr: as tagged

Fashion has been the common subject among designers such as Jeremy Scott, Christian Louboutin, Vera Wang and Elie Saab. We as consumers and audience especially fashion enthusiasts are also not new to Balmain, KTZ, London Fashion Week, Vogue and Harper’s Bazaar, just to name a few. Needless to say, fashion is everywhere; from the clothes & pants we wear, bags, shoes, hairstyles to body art.  

The definition of fashion varies from one individual to another. Although I am not a decent fashion follower, I see fashion as a form of art. The Project Runaway TV series, for example, allows designers to create their own pieces of clothes with different themes each week. Whilst the models particularly have similar features and can walk on the runaway, it’s their designers’ clothes that give them identities. As Woo (2011) has mentioned, “You don’t wear clothes, clothes wear you.” 

According to Pauline Weston Thomas, “Fashion is a language of signs, symbols and iconography that non-verbally communicate meanings about individuals and groups.” As semiotics refers to the “study of signs”, this implies that studying fashion is in fact essential in Visual Communication. Through semiotics, identity of an individual or group can be revealed; whether their clothing purposes are either personal or cultural. A Bruneian primary student, for instance, would be expected to wear uniform to school, whereas an interviewee is expected to wear smart attire instead of T-shirt. Hence, the act of conformity shows how clothing is used to communicate.

cr: eiffel  in seoul

From the above picture, we can see how these women with similar tops carry different meaning when they were styled with completely different bottoms. Both celebrities were spotting chic and casual look at the same event by wearing short and dress respectively. These looks were expected of them since it coincide with the theme of the event as opposed to the models on the runaway.This shows that the combination of different "code" of fashion i.e materials, colour or styles opted at an occasion, can be used to convey specific social meanings to others (Sproles & Burns, 1994).

At the Paris fashion shows, models appeared with their faces hidden or obscured. 

As far as fashion is concerned, there are somehow limitations regarding how far we can fully understand the meaning behind certain texts as it is a non-verbal communication. During the 2006 Paris fashion shows for example, a designer had designed an unusual line whereby models were dressed up with their faces hidden or obscured. This had received mixed reaction from different parties; some deemed it as an anti-feminism movement while others see it as "a response to anything from Islamic fundamentalism to bird flu" (Rosenbloom,  2006). Whether the masking is intentional or not, the designer in return responded that it is just a mere fashion. That is to say, we can only analyse fashion language only to a certain degree, as these days designers are becoming more innovative in their creation, thus making it hard to interpret them.

Can you define her fashion statement?

All in all, fashion is significant in studying Visual Communications as it helps us determine the identity and representation of an individual or groups. Although i tend to agree with Grant McCracken (1988)  who saw fashion  "as a code is most like language, it is least successful as a means of communication" with regards to the innovative design these days, fashion, in my opinion, is certainly an interesting subject to study.

---

References:

Visual Rhetoric/ Semiotics of Fashion. Retrieved from: http://en.wikibooks.org/wiki/Visual_Rhetoric/Semiotics_of_Fashion

Sproles & Burns. (1994) Changing appearances: Understanding dress in contemporary society. pp 218-221. Retrieved from: http://oregonstate.edu/instruct/dce/aihm577/nine/index.htm

Rosenbloom, S. (2006). The Obsecure and Uncertain Semiotics of Fashion. Retrieved from: http://www.nytimes.com/2006/03/05/weekinreview/05rosenbloom.html?_r=1&adxnnl=1&oref=slogin&adxnnlx=1141853366-1/gRm9KRb5ad3SbJtyDTVw

Thomas, P.W. (2005). Theories of Fashion Costume and Fashion History. Retrieved from:  http://www.fashion-era.com/sociology_semiotics.htm

Week 2: Perception & Reality

Qn: How do we judge whether one person’s perception is more “true” or “false” than the other? Is it even possible?

Human beings, more often than not, are inclined to perceive the things we see, heard, taste, feel or smell whether we are aware of it or not.

 

Look at the picture and observe.

Person A: It’s a durian.

Person B: It’s a fruit with unique odor.

Person C: Durian, I hate it. It smells bad & taste yucky!

Me: Nom nom nom. I LOVE IT! Too bad, I’m fasting :(      

From the scenario above, we can see that all of the respondents are aware of what they see and some further explained the taste and smell of the durian. This is called perception because the process of attaining awareness or understanding of the environment has taken place. The only difference is the various responses given by the respondents. 

Based on the answers given, all of the respondents are able to recognize the durian, but due to the previous experience of person B, C and I of encountering the fruit, we are able to further interpret our perception of durian compared to person A. Person C and I in particular, have conflicting perception regarding the taste and smell of the durian.

So, whose perception is true?

From my point of view, I believe that durian tastes delicious and it doesn’t smell as bad as person B has perceived. If so, why are durians not allowed in the hotel? One obvious reason is the smell. That is to say, at this point my perception is indeed false.

But do their perceptions matter?

In this case, I would say no because perception differs according to individuals as people have different expectations. If someone who hasn’t eaten durian saw that signboard, he/she might assume that durian smells bad. This is because he/she may have perceived it as it is prior to eating one as according to Immanuel Kant (1724-1804), 'We see things not as they are but as we are'. This implies that the understanding of durian is not based on reality but it is shaped by our own personal preconceived notions. Conversely, durian lovers might share similar view as mine.Therefore, perception isn’t necessarily true or false. We can only expect people to agree with us if we share common view and identical expectations. Otherwise, people are entitled to their point of view and perception as individuals see things differently.

---

Blue cheese: Love it or Hate it?

References:

Online Magazine on Brain and Mind, Education, Learning, Learning Disabilities and More. (2005-2011). What is perception? Retrieved from http://www.learninginfo.org/perception.htm

Stufflebeam.R (2006). Introduction to Perception. Retrieved from http://www.mind.ilstu.edu/curriculum/perception_intro/intro_to_perception_1.php?modGUI=205&compGUI=1936&itemGUI=3367