Semiotics is the use of signs that “evoke” a certain message to the audience. There is the “signifier” and the “signified”. The “signified” is the “physical sign” being signified. The signs are then interpreted by the audience however, interpretation vaired across age, race, religion, gender and class.
Meaning in media text is collaborated in many different forms, such as language. Linguistics is a strong tool in portraying signs and meaning. the naked eye can show the “simple truth” but the trained eye can pick up certain meanings in language towards a candidate running for office portrayed in the media pn political news which always portrays a ‘for’ or ‘against’ use of language on a candidate.
Another way to show meaning is through image. the use of a photograph can ‘speak a thousand words’ but it necessarily doesnt portray the truth. Today, images can be digitally altered by computers and its programs which can destroy its validity which can give an image its bias stance. Anexample of this is Singapores NKF scam where they generated images of Kidney patients receiving medical aid from the company, but what they were really doing is stealing millions of sollars in donations.
the use of visual imagery and linguistics always show an intention of meaning and with the use of both can construct perception to what the producer wants them to understand. These semiotics can be used in a positive or a negative way. Positive news such as magazines, current affairs of global disaster and Negative “Transitivity” (Clark, Kate 1992) where blame is not shown on the criminal from news.
In conclusion, the use of semiotics of language and imagery is to portray meaning. it can be founds in advertisements, television, newspapers, magazeines and even on your mobile sms.
