READING NOTES
Chapter 4
Semitotics – is the study of the life of signs. It was developed in by Swiss linguistic Sausssure.
It’s the science of signs
Design
is both a science and an art. It’s mostly an art, semiotics is the science
Technology
always has an effect on culture and society
Form
doesn’t inherently have meaning, we give it meaning.
(why/how
did the rattlesnake evolve a rattler? To the snake, it has inherent meaning,
but to a human
and other animals had to learn and give it meaning)
example
of semiotics – hip hop chain: gold =money, big =success(manhood), chain=slavery memorabilia
a
sign is something that stands for something else. $ = money
design
is more about the experience than the artifact (a challenge for me)
signified – concept, the object or thing the signifier
stands for
signifier – a sound/image that stands for something
signification – consumption of signs
semiosis – the act of making something meaningful
langue – form, rules, grammar, language
parole – meaning, demographic, user
interpretent – context, condition, or function of signs
structuralism – a methodological approach to the interpretation
and analysis of human activities
that focuses on the relationships of contrast among elements within a conceptual
system, not solely on the elements themselves
ideographic
writing – each word is a single
sign unrelated to the sound of the word (Chinese)
phonetic
writing – direct link between
symbol and sound (English)
seems
like they are trying to complicate something that is common sense.
Univers
– Swiss type, 1950s-1970s
You
can make something look more independent by making it look hand-made/drawn
