1. ROLAND BARTHES THEORY
SEMIOTIC THEORY:
BY SERRA SALCI

2. SYMBOLIC CODES:
A SYMBOLIC CODE REFERS TO THE USE OF SYMBOLS OR SIGNS IN
ORDER TO COMMUNICATE MEANING SUCH AS AN IMAGINE THAT MAY BE
USED TO REPRESENT SOMETHING.
FOR EXAMPLE:
HEART - SYMBOLISES
LOVE,AFFECTION,CARE
GREEN TICK -
SYMBOLISES
CORRECT,VERIFIED,
APPROVAL,COMPLETED
RED CROSS -
SYMBOLISES
NEGATIVE,INCORRECT,
WRONG,INVALID
LIGHT BULB -
SYMBOLISES IDEAS,
CREATIVITY,INNOVATION,
INSPIRATION

3. SEMANTIC CODES:
A SEMANTIC CODE REFERS TO REFERS TO THE USE OF SYMBOLS,SIGNS
AND LANGUAGE WITHIN MEDIA TO CONVEY HIDDEN MEANING AND
MESSAGES TO THE AUDIENCE. THIS INCLUDES ELEMENTS SUCH AS
COLOURS,SOUNDS,VISUAL IMAGERY USED INTENTIONALLY IN ORDER TO
REPRESENT SPECIFIC EMOTIONS,IDEAS AND ASSOCIATIONS.
FOR EXAMPLE:
RED - CAN BE USED IN A HORROR
MOVIE IN ORDER TO SYMBOLIZE
DANGER OR FEAR IN ORDER TO
GENERATE A SINISTER
ATMOSPHERE.
FACIAL EXPRESSION -
IN THIS ADVERT THE
WOMANS SMILE
SYMBOLISES HER JOY
INDICATING THAT SHE
LIKES THE PRODUCT
AND SHE IS HAPPY
AND PLEASED.

4. PROAIRETIC/ACTION CODES:
A PROAIRETIC/ACTION CODE REFERS TO THE USE OF VISUALS OR
AUDIO THAT SIGNAL TO THE AUDIENCE THAT SOMETHING IS ABOUT TO
HAPPEN(IMPENDING ACTION) IN ORDER TO GENERATE
SUSPENSE,ANTICIPATION AND TENSION.
FOR EXAMPLE:
MAN WITH MASK HOLDING A WEAPON - THE
KNIFE IS A PROAIRETIC CODE THAT
SUGGESTS THE MAN IS GOING TO CAUSE
HARM AND POTENTIALLY STAB SOMEONE
AND HIS MASK SYMBOLISES HIS AIM OF
HIDING HIS IDENTITY IN ORDER TO COMMIT
THE CRIME WITHOUT BEING CAUGHT.

5. HERMENEUTIC/ENIGMA CODES:
AN HERMENEUTIC/ENIGMA CODE REFERS TO THE USE OF MYSTERIOUS AND PUZZLING
ELEMENTS WITHIN MEDIA USED IN ORDER TO ENGAGE AND CAPTIVATE THE AUDIENCE
TO ENCOURAGE THEM TO KEEP WATCHING/READING.IT ADDS AN ELEMENT OF
SUSPENSE AND ANTICIPATION PUSHING THE AUDIENCE TO UNCOVER THE SECRETS
AND SOLVE THE PUZZLES.
FOR EXAMPLE:
ADVERTISEMENTS - AS SEEN ON THIS
TIDE ADVERTISEMENT IT SAYS “TIDE’S
GOT WHAT WOMEN REALLY WANT”
WHICH DRAWS IN THE AUDIENCE BY
MAKING THEM QUESTION WHAT IT IS
THAT “TIDE’S GOT” AND WHAT DO ALL
WOMEN “REALLY WANT”? THEREFORE
ENGAGING THE AUDIENCE BY MAKING
THEM WANT TO FIND OUT MORE.

6. CULTURAL/REFERENTIAL CODES:
CULTURAL SIGNS REFER TO THE SHARED SIGNS,SYMBOYLS AND
REFERENCES THAT ARE A PART OF A PARTICULAR CULTURE USED IN
MEDIA TO CONVEY MEANING BY RELYING ON THE AUDIENCES
FAMILIARITY WITH CULTURAL REFERENCES IN ORDER TO UNDERSTAND
INTENDED MESSAGES.THIS HELPS MEDIA CREATORS TO COMMUNICATE
WITH THE AUDIENCE BY ESTABLISHING CONNECTIONS AND EVOKE
IDEAS BASED ON SHARED CULTURAL KNOWLEDGE.
FOR EXAMPLE:
A WEDDING RING - A WEDDING RING
CARRIES SYMBOLIC MEANING RELATED TO
MARRIAGE AND COMMITMENT.IN MANY
CULTURES WEARING A WEDDING RING ON
THE LEFT RING FINGER IS A RECOGNISED
SYMBOL OF BEING MARRIED.