Semiotics

Denotation, connotation and myth (Daniel Chandler)

Notes from the above book, chapter 7

Barthes' theories of semiotics are summarised in this chapter.

1st order of signification (denotation-literal) = sign (the signifier and the signified). For instance a picture of an apple (the signifier) and apple (the signified). REPRESENTATIONAL

2nd order of signification (connotation-interferred) = denotive sign (perhaps denoting fruit, healthy, fresh) = signifier making an individual signified (if on a sign outside a shop, signifying a green grocer). EXPRESSIVE VALUES

In photograhy the denotation is what is photographed, the connotation is how it is photographed.

There is no definitive distinction between denotation and connotation. Connotation is totally subjective and is determined bycodes the interpretter has access to.

Changing forms of the signifier (with the same signified) can generate different connotations.

Barthes' theory of myth is the 3rd order of signification. This is a combination of the denotation and connotation - it "points out and notifies", "helps us understand and imposes". These concepts are are culturally variable. MYTHOLOGICAL/IDEALOGICAL

See the image of the young black French soldier:

Myths are extended metaphors. They turn a shared concept into something natural, automatic: "it goes without saying". To analyse your own culture, you need to be aware of your own cultural values.

In summary, for an image of Marilyn Munroe:
Orders of signification
1st: photo of Marilyn (signifier), Marilyn (signified)
2nd: glamour, beauty
3rd: myth of Hollywood, build you up - knock you down