Semiotics

1. Semiotics Vesa Matteo Piludu University of Helsinki, semiotic

2. Semiotics • The term, which was spelled semeiotics (Greek: σημειωτικός, semeiotikos, an interpreter of signs) was first used in English by Henry Stubbes (1670, p. 75) in a very precise sense to denote the branch of medical science relating to the interpretation of signs • Plato and Aristotle both explored the relationship between signs and the world, and Augustine considered the nature of the sign within a conventional system. More recently, Umberto Eco, in his Semiotics and philosophy of language, has argued that semiotic theories are implicit in the work of most, perhaps all, major thinkers. • Semiotics, semiotic studies, or semiology is the study of sign processes (semiosis), or signification and communication, signs and symbols, both individually and grouped into sign systems. • It includes the study of how meaning is constructed and understood.

3. Semantics and Syntactics • Semantics: Relation between signs and the things they refer to, their denotata. (icon and meaning) • Syntactics: Relation of signs to each other in formal structures (systems of symbols, web of signification)

4. Meaning processPierce Triadic system and Saussure Dyadic system

5. Signs Shop

6. Anthroposemiotics, Sociosemiotics and Biosemiotics • This discipline is frequently seen as having important anthropological dimensions (humanistic) • But … it is relevant also for social studies (communication, sociology, political studies) … • And the communication of information in living organisms is covered in biosemiotics or zoosemiosis

7. Semiotics in Europe • In Italy … semiotics is strongly connected to language, communication, cultural and religious studies (Umberto Eco, Omar Calabrese, Augusto Ponzio, Massimo Leone … and many others) • In Bulgaria semiotics is linked with advertizing studies (New Bulgarian University os Sofia, Kristian Bankov) • In Lithuania there is the relevant Greimas Institute • Estonia (Tartu) is an important center for Cultural Semiotic (Juri Lotman) and Biosemiotics (Kalevi Kull)

8. Semiotics in Helsinki • In Helsinki semiotics is strongly connected with art research and cultural studies and with logic and philosophy • Musical Semiotic (Eero Tarasti) • Existential Semiotics (Eero Tarasti) • Semiotic of Arts and Literature (Harri Veivo, Massimo Berruti) • Methodology and communication (Merja Bauters) • Philosophical Semiotic • (Pierce studies, Mats Bergman, Ahti-Veikko Pietarinen) • Cultural Semiotics (Tomi Huttunen, Vesa Matteo Piludu) • Dario Martinelli (zoosemiotics)

9. Semiotic in Finland • Rovaniemi (Media) • Tampere (Theatre) • Turku • Imatra • Network University of SemioticsVirastokatu 1 (Cultural Centre)55100 IMATRAtel. +358 20 617 6700, +358 20 617 6639 • http://www.semiotics.fi/en/

10. Semiotic communication • Social and cultural Contexts • Adresser (sender of message) • Message (communicative act based on a system of signs and on a code) • Code (language, visual, musical code…) • Sign or signs • Meaning of the sign • Adressee (receiver of the message) • Communication I – he/she, I-I (self reflection), we-they (ethnic), mass communication (media) • The communication defines not only the signs and their role, but also the identities of the adresser and the adressee (Lotman, Bachtin)

11. Roman Jakobson and art semiotics • Semiotics, conceived of by Roman Jakobson, has 6 components: 1. Addressor (artist)2. Addressee (viewer)3. Message4. Code 5. Medium of communication6. Context

12. Semiosphere - artistic production in a communicative frameworkd Cultural contest (Christianity) Artistic contest (Renaissance) Sender (artist) Message (painting) Receivers (general pubblic, Web of symbols commissioners, scholars, interpreters) Code (language) Reaction (painting) (positive indifferent negative protest)

13. Juri Lotman and the resistance of symbols • Difference between the symbol (signifier) and the meaning of the symbol (significans) • Certain symbols have an enormous capacity of resistance (conservative power of symbols) • The same symbol can have different meanings in different cultural contests (cultural relativism) • If the cultural contest changes, the interpretation of the symbol could changes (symbolic dynamic)

14. Myths and arts • Symbols and Myths are very relevant for artists • And are central concepts in semiotics • Semiotics of art could analyze the relevance of symbols and myths in different artistic works

15. Myths in antiquity • Narratives about gods, heroes, fantastic beings who tell us why the world is organized at it its • The Ancient myths weren’t obvious but complicate: many philosophers, including Plato, discussed on their inner meaning • Ancient myths were deep, suitable for speculation

16. Ronald Barthes: Mythologies in 1954 - 1956 • The essays were written every month for two years, from 1954 to 1956 • Topics suggested by current events and media (articles, films, shows, exhibitions) • Barthes tried to reflects on myths of French daily life • He was upset for the naturalness and simplicity with newspapers and common sense dress up a reality determined by history • Confusion between Nature and History • Ideological abuse of this confusion • A modern myths is the language of the falsely obvious: the mythologist should unmask the mystification that transform myths of middle class in universal and natural facts

17. Soap-powders and detergents • In the first Word Detergent Congress • There was Omo euphoria • The detergents haven’t harmful effect on skin and they could save miners from silicosis • Chlorinated fluids are presented as aggressive: they beats, pushes • They are like liquid saviors but blind, liquid fire in war: they burn, kill the dirt • Powders are selective: are separating agents of liberation • The dirt isn’t killed, is forced out, as in an exorcism • They aren’t soldiers, are police • The dirt, in any case, is the enemy

18. Omo myths: dept and foamy • Commercial and social vanity: comparison between two objects and one is whither than the other • In Omo myths, the consumer is helping the police, he is the accomplice of a liberation • Omo is cleaning in dept all what is obscure • But are the clothes so deep as seas or oceans? • Mythology of foam • the foam is absolutely useless • It’s only luxury, a symbol of abundant proliferation, a vigorous germ, an airy substance • Bubbles connected with air and spirituality • The mythology cover the real abrasive function of the detergent under the cover of a mystical substance that govern the molecular order of materials … transforming all in bubbles

19. 70s Mr. Bubble Commercial (see the previous lecture on detergents’ myths) • http://www.youtube.com/watch?v=OjymtNGUhFA&feature=related