Semiotics

Notes taken from Semiotics for Beginners, Daniel Chandler- Chapter 7

Denotation, Connotation and Myth

• Denotation is literal meaning (signifier). Can be referred to as digital code.
• Particular word or sign can have many connotations (signified). Can be referred to as analogue code.
• Denotation is what any culture at any given time would recognise the image as depicting.
• Connotations refer to socio-cultural and personal associations
• Signs are more polysemic in connotation than in denotation. (Open to interpretation).
• Fiske explained that 'denotation is what is photographed, connotation is how it is photographed' (Fiske 1982, 91).
• Barthes concluded that that connotation is more obvious, it is the first meaning that we see, even though the literal sign pretends to be. Connotation creates the illusion of denotation. (Naturalization. Connotation is also a natural meaning)
• Most theorists say that all signs have connotations. David Mick and Laura Politi said You cannot separate denotation and connotation any more than you can separate comprehension and interpretation. (Mick & Politi 1989, 85)
• Denotation and connotation use codes.
• Levels of representation refers to different levels of meaning or signification. Roland Barthes adopted this idea from Louis Hjelmslev.
  FIRST ORDER =  DENOTATION = SIGNIFIER AND SIGNIFIED
  SECOND ORDER  = CONNOTATION = SIGNIFIER AND SIGNIFIED
  
  Denotation leads to a chain of connotations
  
  
• Changing the form of the signifier can generate different connotations.
• Barthes argued that denotation and connotation combine to produce ideology or Myth. Some have described this as a third order signification.
  He argued that myths serve the function of naturalization, to make dominant cultural and historical values seem normal/ natural, e.g. femininity, englishness. 'Bourgeois ideology... turns culture into nature,' he declares (Barthes 1974, 206).