SEMIOTICS

This post will cover information that I picked up from Roland Barthes video where he analysed semiotics.

What is semiotics?

• The semiotics theory refers to the study of signs e.g. logos, symbols, camera angles and colours. A sign can be anything around us that we can infer meaning from.
• In other words, it is the study of the way we make sense of everything around us.
• Signs can give off two meanings; a denotation (the literal meaning) and a connotation (the signified meaning).

The video focuses on the Apple logo, which is a simplistic image of an apple. The logo is very recognisable and most people will instantly make the connection between the brand and the logo. However, the connotations of the logo may differ between each person. For example, the denotation the logo is the literal brand behind it; an expensive, global brand, whereas the connotation of the logo is what can be related to the logo e.g. the production of apple products in sweatshops. 

Definitions

• Misc-en-scnene - This covers what we see on screen, including the set. In the video, he shows us an extract, going through and breaking down how it uses semiotics. He brought attention to the corridors being small and cramped, this sign demonstrates anxiety and stress.
• Sounds - The tone of characters can be used to establish their intentions and personality, this can be supported through ambient sounds, in the extract the man behind the door has a high, shrill voice connoting a villainous ambience, while in the background chimes are playing to send a shiver down the viewers spine.
• Camerawork - The camera can be used to establish setting or a character's position within the scene. The extract used wide angles as to make the girl seem small in the room.
• Editing - This can be used to influence the audience by choosing where their attention is held, by using sharp cuts to a door handle accompanied by intense music, this alerts the audience about something threatening that lies on the other side of the door.