Month: November 2020 (Page 3 of 4)

• agglutinations of symbols
• What is a  priori?
• What is the linguistic message? 
• Denotational vs connotational 
• What is the denotational message and how does it relate to language? 
• anchorage vs relay 
• How can we communicate the message without context in an image without captions?

Polysemy

Linguistic Sign

Connoted

Denoted

Syntagm

Diegesis

Dialectics

denotation

paradigmatic

asyndeton

The absence of code desintellectuazises the message because it seems to find in nature the signs of culture

At all events, the denoted image, to the extent to which it does not imply any code

Roland Barthes analyzes an advertising image. He uses the panzani brand ad to analyze and find the different messages that are conveyed.

There are three messages,

Linguistic, Connoted and Denoted

“If our reading is satisfactory, the photograph analyzed offers us three
messages: a linguistic message, a coded iconic message, and a non-coded
iconic message”

“Hence in every society various techniques are developed intended to fix the floating chain of signifieds in such a way as to counter the terror of uncertain signs; the linguistic message is one of these techniques.”

“At the level of the literal message, the text replies-in a more or
less direct, more or less partial manner – to the question: what is lf ? The text
helps to identify purely and simply the elements of the scene and the scene
itself; it is a matter of a denoted description of the image (a description
which is often incomplete) or, in Hjelmslev’s terminology, of an operation (as
opposed to connotation)”

“Another difficulty in analyzing connotation is that there is no particular analytical language corresponding to the particularity of its signifieds-how are the signifieds of connotation to be named?”

“When it comes to the “symbolic message,” the linguistic message no longer
guides identification but interpretation, constituting a kind of vise which
holds the connoted meanings from proliferating, whether towards excessively individual regions (it limits, that is to say, the projective power of the
image) or towards dysphoric values”

important key terms:

Etymology

Imitari

Semiology

Agglutination

Connotational

Quasi-tautological

Polysemy

Counter-taboo

Psuedo truth

Points I don’t completely follow:

The distinction between the literal message and the symbolic message is operational, we never encounter a literal image in its pure state.

by virtue of its absoluteiy analogical nature, seems to constitute a message without a code.

In other words, the denotation of the drawing is less pure than that
of the photograph, for there is no drawing without style.

Only the opposition of the cultural code and the natural non-code can

At all events, the denoted image, to the extent to which it does not imply any code.

Questions I have about the reading:

What is this code that they repeat in the passage and what exactly does it have to do with the photograph and the text in the Ad?

…the intelligible is reputed antipathetic to lived experience.

Process of signification

Quasi-tautological

…true sign systems and a statement of quasi-identity.

Non-/coded iconic message 

Hence, knowing that a system which takes over the signs of another system in order to make them its signifiers is a system of connotation,6 we may say immediately that the literal image is denoted and the symbolic image connoted. Successively, then, we shall look at the linguistic message, the denoted image, and the connoted image.

When it comes to the “symbolic message,” the linguistic message no longer guides identification but interpretation, constituting a kind of vise which holds the connoted meanings from proliferating, whether towards exces­sively individual regions (it limits, that is to say, the projective power of the image) or towards dysphoric values.

The text is indeed the creator’s (and hence society’s) right of inspec­tion over the image; anchorage is a control, bearing a responsibility-in the face of the projective power of pictures – for the use of the message. With respect to the liberty of the signifieds of the image, the text has thus a repres­sive value10 and we can see that it is at this level that the morality and ideol­ogy of a society are above all invested.

Then again (and there is no contradiction with what has just been said), it is a sufficient message, since it has at least one meaning at the level of the identification of the scene represented; the letter of the image corresponds in short to the first degree of intelligibility (below which the reader would perceive only lines, forms, and colors), but this intelligibility remains virtual by reason of its very poverty, for everyone from a real society always dispos­es of a knowledge superior to the merely anthropological and perceives more than just the letter.

Does the coding of the denoted message have consequences for the connoted message?

Spatial immediacy and temporal anteriority

The denoted image naturalizes the symbolic message, it innocents the semantic artifice of connotation. 

The more technology develops the diffusion of information (and notably of images), the more it provides the means of masking the constructed meaning under the appearance of the given meaning.

The language of the image is not merely the totality of utterances emitted (for example at the level of the combiner of the signs or creator of the message), it is also the totality of utterances received:the language must include the “surprises” of meaning.

It can thus be seen that in the total system of the image the structural functions are polarized: on the one hand there is a sort of paradigmatic con­densation at the level of the connotators (that is, broadly speaking, of the symbols), which are strong signs, scattered, “reified”; on the other a syntag­matic ‘flow’ at the level of the denotation-it will not be forgotten that the syntagm is always very close to speech, and it is indeed the iconic “discourse” which naturalizes its symbols.

“You Can’t Stop Us” Nike Campaign

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Klarna Inclusivity Ads

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Woman “Run It All” Athleta Campaign

As technology progress, the forms in which we intake and relay media have as well. With each new medium, there are underlying consequences to its use. For despite the most innocent intentions are sill intentions none-the-less. How we choose to advocate any message will garner not only a response but a reaction. What we do with what we have is a message within and of itself. As Marshall McLuhan explains, the development and advancement of automobiles were made with the intention of travel, however, the consequences of Automation stealing jobs were the consequences. The car was the medium of the message. It can also be said that because Cars are an extension of us, Of our functions as a core, that there is more emphasis on consequence; it is more personal. The best example of this is Light and light bulb. The light bulb is merely an extension of man, that being our eyes. The development of the light bulb is an enhancement with many practical uses that extend beyond the reach of man. How said light bulb is used is neither here nor there, yet why it is used is more prominent. Similar to that of money, money itself has in turn become an extension of human value, be it used for food or living. When questioning why it’s used it then takes on meaning. It is the medium of a revolution, not an economy, or international affairs. It, the medium, retains this message as the answer to a “why”.