Semiotics

Part 1) English by Tarun Thind analysis

1) What meanings are the audience encouraged to take about the two main characters from the opening of the film?

At first, the audience are encouraged to take on a negative outlook on the two main characters, with the film positioning us to see them as irresponsible and possibly dangerous teenagers.

2) How does the end of the film emphasise de Saussure’s belief that signs are polysemic – open to interpretation or more than one meaning?

In the film there is something wrapped in a brown bag that the two characters take from the shop, and the way it is used as a prop suggests to the audience that it is a gun or a weapon of some kind. At the end of the film, it is revealed to be bananas that they gave to the homeless man that was picking on them earlier, showing that the same object can carry different connotations based off how it is presented.

Part 2) Media Magazine theory drop: Semiotics

1) What did Ferdinand de Saussure suggest are the two parts that make up a sign? 

The signifier and the signified. 

2) What does ‘polysemy’ mean?

Having multiple meanings.

3) What does Barthes mean when he suggests signs can become ‘naturalised’?

That meanings are created in society over time and once enough people know about these meanings, they are accepted and agreed on. 

4) What are Barthes’ 5 narrative codes?
- Hermeneutic/enigma code

- Proairetic/action code

- Semantic code

- Symbolic code

- Cultural code

5) How does the writer suggest Russian Doll (Netflix) uses narrative codes?

The title acts as a symbolic code to make sense of the narrative, and the bowl of rotten fruit acts as an enigma code to raise questions for the audience. 

Part 3) Icons, indexes and symbols

1) Find two examples for each: icon, index and symbol. Provide images or links.

Icon: 

Index: 

Symbol: 

2) Why are icons and indexes so important in media texts?

They allow people to communicate with their audience faster. 

3) Why might global brands try and avoid symbols in their advertising and marketing?

As symbols are polysemic, they could be interpreted in different ways across different cultures, leading to miscommunication and could even give a negative meaning. 

4) Find an example of a media text (e.g. advert) where the producer has accidentally communicated the wrong meaning using icons, indexes or symbols. Why did the media product fail?

Starbucks released this advert in 2002 to promote their new Tazo Citrus drinks. The advert features two cups surrounded by square-tipped blades of grass that resemble buildings, with a dragonfly flying directly into the larger two cups. With these elements and the slogan "Collapse into cool", this advert became controversial, as it seemed to be making fun of 9/11 which had happened the year before, leading to this ad campaign's failure. 

5) Find an example of a media text (e.g. advert) that successfully uses icons or indexes to create a message that can be easily understood across the world.

Nike launched the successful "Just Do It" ad campaign in 1988, featuring world famous athletes and connecting their accomplishments to Nike footwear, in an attempt to inspire audiences to do the same. After the campaign was launched, there were thousands of personal stories from viewers about how they had achieved risky feats by deciding to "just do it", such as losing weight and running marathons, and it became Nike's iconic tagline.