The term 'semiotics' and its root word 'semiology' have been used by many communication theorists and in a variety of different ways. Generally, semiotics is concerned with the make-up of signs and the ideas, beliefs, and meanings that these signs represent. Semiotics is a meaning theory. I am convinced that semiotics can be viewed as anything that gives meaning to something else - either verbal, or nonverbal, visual, or nonvisual. French writer Roland Barthes concentrated his efforts in semiotics on interpreting visual signs. For example, Barthes used the illustration of professional wrestling to explain semiotics in terms of visual signs. He concluded that the image of a wrestler's physique was directly related to the attitudes held by wrestling fans about that particular competitor. The 'bad guy' is often times obese and unpleasing to the eye of the fan, while the 'hero' is well built, young, clean-cut, and attractive. Moreover, semiotics is used to construct and interpret all types of messages. From a wrestler's appearance to a magazine advertisement, from a quarterback's audible at the line of scrimmage to a punch in the face, the study of semiotics encompasses all of these.

What Makes-Up A Sign?

In order to properly discuss semiotics, or the study of signs, we must have a clear understanding of what a sign actually is. A sign consists of two parts:

1) the signifier, and
2) the signified.
Take, for example, Barthes' analysis of professional wrestling. In this case, the image of the 'bad guy's' overweight and repulsive body is considered thesignifier. The notions of evil, wickedness, and immorality that he portrays are considered thesignified. Together they create the SIGN.

Let me clarify even further. Imagine walking through the park one afternoon and coming upon a tree into the trunk of which are carved the words:

Dick

Jane
Instantly, you can conclude that Dick possesses some strong feelings of love and compassion for Jane whcich he has clearly expressed through this sign. Barthes' description of a sign as the working combination of both the signifier and the signified (which came directly from the work of Swiss linguist Ferdinand de Saussure) informs us as to the constructionof this sign. The heart shape itself is the signifier, while the concepts of love, compassion, and caring are the signified. Combined they make the SIGN.

Here are a few other symbols. Test your knowledge of semiotics and see if you can identify the signifier, and the signified!!







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Roland Barthes,"Mythologies", Annette Lavers (trans.), Hill and Wang, New York, 1972

Ferdinand de Saussure, Courses in General Linguistics, Wade Baskin (trans.), McGraw-Hill, New York, 1966