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1. Semiotics 1Semiotics 1
Winter seminar ; 2003 - 2004Winter seminar ; 2003 - 2004
Thana Al
Zoghaiby
Università della Svizzera italiana

2. Different cultureDifferent culture
Different sign perception
ThemeTheme
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3. In a world as complex as ours, each of us isIn a world as complex as ours, each of us is
shaped by many factors.shaped by many factors.
culture is one of the powerful forces that actsculture is one of the powerful forces that acts
on uson us..
3
Thesis
Anthropologists Kevin Avruch and Peter Black explain t
he importance of culture this way:
One's own culture provides
•the "lens" through which we view the world;
•the "logic" by which we order it;
•the "grammar" by which it makes sense.
- In other words, culture is central to what we see,
how we make sense of what we see,
and how we express ourselves

4. Introduction
 Humans, like most animals, are able to communicate verbally and non-
verbally.
 Humans use language in verbal communication and signs, symbols, sound
or paralinguistic means to communicate a message.
 However, humans, unlike animals, have cultural identities.
 The semiosis (sign processing) takes place within this cultural 4
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5. TheThe
frameworkframework
 The sign. This entails the study of the various types of signs, and the different ways they
have of conveying meaning, and the way they relate to the people who use them.
 That to which the sign refers. In other words, the codes or systems into which signs are
organised. This includes the ways that various codes have developed to meet the needs of a
society or culture, or to exploit the channels of communication available for their
transmission.
 The users of the sign. In other words, the culture within which these codes and signs
operate.
5
can be summarised into the followingcan be summarised into the following
three fields of studythree fields of study
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6. Semiotics-ArbitrarinessSemiotics-Arbitrariness of signof sign
Saussure stressed the ‘arbitrariness of sign as the principle ofSaussure stressed the ‘arbitrariness of sign as the principle of
semiologysemiology
Why ? Do we use the sequence of sound “sister” to mean
female sibling
We could just as well use
‘soeur’ French
‘schwester’ German
‘ukht’ Arabic
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7. Saussure saw language as being an ordered system of signsSaussure saw language as being an ordered system of signs
whose meanings are arrived atwhose meanings are arrived at arbitrarilyarbitrarily
Example
 There is no necessary reason why a pig should be called a pig . It doesn't look sound or
smell any more like the sequence of sounds 'p-i-g‘.
 It is only because we in our language group agree that it is called a 'pig' that that
sequence of sounds refers to the animal in the real world .
 You and your circle of friends could agree always to refer to pigs as 'squerdlishes' if you
want.
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As long as there is general agreement, that's no problem
until you start talking about 'squerdlishes' to people who don't share the
same convention.
by a cultural convention
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8. Types of signs andTypes of signs and
meaningmeaning
 The primary function of signs is to create or generate meaning.
 A specific sign will generate different meanings depending on the culture
in which it takes place.
 A sign can create multiple meanings or a single one; the relationship
between signs can generate a different set of meanings; a sign is active
and always generates some meaning.
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9. CONNOTATIONCONNOTATION
ANDAND
DENOTATIONDENOTATION
 The primary function of signs, namely to generate meaning, has been
discussed but now the levels of meaning (or signification) have to be
investigated.
 One can distinguish between denotation (what a sign stands for)
 and connotation (a sign’s cultural associations).
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LEVELS OFLEVELS OF
MEANINGMEANING
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10. DenotationDenotation
 It can be said that denotation refers to "first order" of signification generated by
the relationship between the signifier and the signified within the sign .
 Or the initial, common-sense and obvious meaning of the sign (Fiske 1982: 91).
 According to Roland Barthes (cited in Fiske 1982: 91) the referents of the sign
have their referents in the external reality.
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Common sense, suggests Barthes, isCommon sense, suggests Barthes, is
deeply ideological.deeply ideological.
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11. Connotation refers to the "second order" ofConnotation refers to the "second order" of
signification. Hall (cited in Chandler: WWW)signification. Hall (cited in Chandler: WWW)
sees this as the associative meaning, since itsees this as the associative meaning, since it
describes the interaction that occurs when adescribes the interaction that occurs when a
sign meets the feelings or emotions of the userssign meets the feelings or emotions of the users
and the value of their culture.and the value of their culture.
 Connotation describes the interaction that takes place when the signConnotation describes the interaction that takes place when the sign
meets the emotions of the user and the values of his culture. Connotationmeets the emotions of the user and the values of his culture. Connotation
is directly related to the inner reality of the user/receiver and is thusis directly related to the inner reality of the user/receiver and is thus
highly subjective.highly subjective.
 This is when meanings move towards the subjective, or at least the inter-This is when meanings move towards the subjective, or at least the inter-
subjective: it is when the interpretant is influenced as much by thesubjective: it is when the interpretant is influenced as much by the
interpreter as by the object or the sign.interpreter as by the object or the sign.
 Connotation involves emotional overtones, subjectiveConnotation involves emotional overtones, subjective
interpretation,interpretation, socio-cultural values and ideologicalsocio-cultural values and ideological
assumptionsassumptions (Chandler: WWW).(Chandler: WWW). 11
ConnotatiConnotati
onon
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12. SignsSigns
Is of the opinion that semiotics is the pivotal science of communication.Is of the opinion that semiotics is the pivotal science of communication.
Communication is concerned with the formulation and encoding of messages byCommunication is concerned with the formulation and encoding of messages by
senders;senders;
these messages are then transmitted via mediums.these messages are then transmitted via mediums.
 The "decoding and interpretation of these messages by destinations and theirThe "decoding and interpretation of these messages by destinations and their
signification".signification".
 The communication process (and semiosis too) takes place within a context thatThe communication process (and semiosis too) takes place within a context that
affects its receivers, and in turn is affected by its context.affects its receivers, and in turn is affected by its context. 12
generate meaning individually and as agenerate meaning individually and as a
structured whole in a specific context. Asstructured whole in a specific context. As
indicated, there are different types of signs that,indicated, there are different types of signs that,
as a result, can create different types ofas a result, can create different types of
messages in the communication process.messages in the communication process.
Roman JakobsonRoman Jakobson
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13.  which are governed bywhich are governed by rules or conventionsrules or conventions
 that arethat are agreedagreed upon by all the members of theupon by all the members of the community whocommunity who
use that codeuse that code (Fiske 1982: 68).(Fiske 1982: 68).
 These rulesThese rules represent a social dimension:represent a social dimension: the code is a set ofthe code is a set of
practices familiar to the users of the medium operating within apractices familiar to the users of the medium operating within a
 cultural frameworkcultural framework.. 13
CODES AND SYSTEMS INTO WHICHCODES AND SYSTEMS INTO WHICH
SIGNS ARE ORGANISEDSIGNS ARE ORGANISED
Semioticians organiseSemioticians organise signssigns
into systemsinto systems..
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14. CulturCultur
ee
 Codes are dynamic systems that change all the time and are therefore historically
and socio-culturally influenced. Due to the fact that codes and culture inter-
relate dynamically
 Members of a specific culture will understand the codes that operate within that
culture.
 Cultural communities may correspond with country frontiers; cultural
differences do exist between countries.
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is a concept that is broad – it includes aspects of everyday life to
cognitive and social structures - and complex. For this reason it is
linked to the concept of socialisation. In this broad sense, culture then
refers to communities which have different attitudes towards political
and social issues, different cultural practices and references in their
private lives, different social background, etc.
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15. SemioticsSemiotics
and cultureand culture
 Since it is the case that the codes we use are the result ofSince it is the case that the codes we use are the result of
conventions arrived at by theconventions arrived at by the users of those codesusers of those codes,,
 then it is reasonable to suppose that thethen it is reasonable to suppose that the values of the usersvalues of the users willwill
in some way be incorporated into those codes.in some way be incorporated into those codes.
They will, for example, have developed signs for those thingsThey will, for example, have developed signs for those things
they agree to be important, they will probably have developed athey agree to be important, they will probably have developed a
whole array of signs to draw the distinctions between thosewhole array of signs to draw the distinctions between those
things which are of particular significance in their culturethings which are of particular significance in their culture ..
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Saussure freely admits that when he is stressing the
arbitrariness of the sign, he is stressing something
which is actually fairly obvious. As he sees it, though,
the problem is that people haven't paid enough
attention to the implications of the fact that sign-
systems are arbitrary.
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16. In other wordsIn other words
......'reality' is always encoded,'reality' is always encoded,
or ratheror rather the only way we can perceive and make sense of reality is by thethe only way we can perceive and make sense of reality is by the codescodes
of our cultureof our culture..
There may be an objective, empiricist reality out there, but there is no universal,There may be an objective, empiricist reality out there, but there is no universal,
objective way of perceiving and making sense of it.objective way of perceiving and making sense of it.
What passes for reality in any culture is the product of the culture's codesWhat passes for reality in any culture is the product of the culture's codes, so, so
'reality' is always already encoded, it is never 'raw'. Fiske (1987pp 4-5)'reality' is always already encoded, it is never 'raw'. Fiske (1987pp 4-5)
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you might reasonably expect that the
ideologies prevalent in those cultures will
have been incorporated into the codes used
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17. CultureCulture
CodesCodes
The existence of suchThe existence of such codescodes in relation to the interpretation of textsin relation to the interpretation of texts is moreis more
obvious when we examine texts which have beenobvious when we examine texts which have been produced within and for aproduced within and for a
different culture,different culture,
…… such as advertisements produced indigenously in a different country from oursuch as advertisements produced indigenously in a different country from our
own for the domestic market in that country.own for the domestic market in that country.
Interpreting such texts in the manner intended may require 'culturalInterpreting such texts in the manner intended may require 'cultural
competency' relevant to the specific cultural context of that text's production,competency' relevant to the specific cultural context of that text's production,
even where the text is largely visual (Scott 1994a; Scott 1994b; McQuarrie &even where the text is largely visual (Scott 1994a; Scott 1994b; McQuarrie &
Mick, 1999).Mick, 1999).
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Learning these codes involves adopting the values,
assumptions and 'world-views' which are built into them
without normally being aware of their intervention in the
construction of reality.
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18. SociologistsSociologists
generallygenerally
 Understanding such codesUnderstanding such codes
 Their relationshipsTheir relationships
 The contexts in which they are appropriateThe contexts in which they are appropriate
is part of what it means to be a member of a particular culture.is part of what it means to be a member of a particular culture.
Marcel Danesi has suggested that 'a culture can be defined as a kind of "macro-Marcel Danesi has suggested that 'a culture can be defined as a kind of "macro-
code", consisting of the numerous codes which a group of individualscode", consisting of the numerous codes which a group of individuals
habitually use to interpret reality'habitually use to interpret reality' (Danesi 1994a, 18)(Danesi 1994a, 18) ..
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prefer the term 'reader' to 'receiver' (even of a painting,
photograph or film) and often use the term 'text' to 'message'.
This implies that receiving a message (i.e. 'reading a text') is
an active process of decoding and that that process is
socially and culturally conditioned
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19. ConclusioConclusio
nn
Oftentimes, we aren't aware that culture is acting upon us. Sometimes, we are not
even aware that we have cultural values or assumptions that are different
from others!
When dealing with vastly differing cultures
Moral issues and values in one culture (say the source text culture) could have an
adverse or no effect on the “other culture” receivers, and could lead to a
conflict of values, which in turn will influence the message ( text) and its
perception.
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cultural values sometimes conflict. We can
misunderstand each other, and react in ways that can
hinder what are otherwise promising partnerships.
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20. AnthropologistsAnthropologists
Avruch and BlackAvruch and Black
have notedhave noted
 This tendency, if indulged, gives rise on the individual level to prejudice.
 If this propensity is either consciously or unconsciously integrated into
organizational structures,
 Then prejudice takes root in our institutions -- in the structures, laws, policies,
and procedures that shape our lives.
 Consequently, it is vital that we learn to control the human tendency to
translate "different from me" into "less than me”, “weird”, “wrong” or
“frightening”
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when faced by an interaction that we do notwhen faced by an interaction that we do not
understand “again because of differences inunderstand “again because of differences in
cultural identities” , people tend to interpret thecultural identities” , people tend to interpret the
others involved as "abnormal," "weird," or "wrong."others involved as "abnormal," "weird," or "wrong."
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21. Last butLast but
not leastnot least
Learning about different ways that people communicate can enrich our lives.Learning about different ways that people communicate can enrich our lives.
People's different communication styles reflect deeper philosophies and “worldPeople's different communication styles reflect deeper philosophies and “world
views" which are the foundation of their cultureviews" which are the foundation of their culture..
Understanding these deeper philosophies gives us a broader picture of what theUnderstanding these deeper philosophies gives us a broader picture of what the
world has to offer us.world has to offer us.
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people frompeople from different culturesdifferent cultures should not assume thatshould not assume that
breakdowns in communicationbreakdowns in communication occur because of “theoccur because of “the
others” are on the wrong track.others” are on the wrong track.
But it is because of different cultural values and the factBut it is because of different cultural values and the fact
that “that “codes and culture are inter-relatecodes and culture are inter-relate
dynamically.dynamically.
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22. Becoming more aware of ourBecoming more aware of our
cultural differences, as well ascultural differences, as well as
exploring our similarities, canexploring our similarities, can
help us communicate with eachhelp us communicate with each
other more effectively.other more effectively.
Recognizing whereRecognizing where
“cultural differences“cultural differences
are” , is the first stepare” , is the first step
toward understandingtoward understanding
and respecting each other.and respecting each other.
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