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Lecture 4 Reflections: Abstraction & Semiotics

Contrary to previous journal entries, I will be using more bullet points, instead of writing in prose throughout… a departure from my usual style! For this week’s content, however, I find writing in this manner more comfortable, more structured and easily relatable :)

This week, we visited Visual Representations, which are recognised as representing people, places, or objects by the viewer. We focused on two aspects of visual representation: Abstraction and Semiotics (the study of Signs – attributed to Charles Sanders Pierce!). Firstly, signs convey elements of a message perceivable by the receiver, through one of these senses
  • Auditory (communicated by hearing)
  • Visual (communicated by seeing)
  • Tactile (communicated by touch)
In fact, signs are everywhere around us – oftentimes they take the form of icons, symbols, and indexes.
  • Icons (resemblance)
  •  Symbol (convention)
  • Index (existential connection/suggestion)
Retrieved from: Koreaboo (2016). Here's why Akdong Musician Makes the Perfect Duo. Image Retrieved: https://koreaboo.global.ssl.fastly.net/wp-content/uploads/2016/05/13087212_1079208148791418_2954664820570004468_o.jpg

Putting it in the context of gender to exemplify the idea, an index would be an image like this here of a boy and a girl. The boy and girl in the photo are associated to being male and female by factual connection; there is a direct correlation between the signifier and the signified.

Retrieved from: Viro Display Image Retrieved: http://cdn.shopify.com/s/files/1/1093/2842/products/Vinyl_Toilet_Sign_2_grande.jpg?v=1501660896

Using the same construct of gender, an icon would be the male and female toilet sign as we see here. Considered an abstraction of the index, there is still physical resemblance between the signifier and the signified, especially with regards to the inverted triangle on the female icon which can be seen as an abstraction of a real-life skirt.

Retrieved from: Playbuzz (2015). Image Retrieved: http://cdn.playbuzz.com/cdn/7d8cba7a-271a-4dde-8b8a-bbca249d0425/a83822c1-d30f-47b1-8ab9-f713ef3ad354.jpeg

On the other hand, a symbol would be the symbol for male and female as seen above. The relationship between the signifier and signified is arbitrary (barely or no resemblance), and knowledge of it is gained through social conventions. Since there is nothing in these symbols suggesting that the one with the cross stands for ‘woman’ and the one with the arrow stands for ‘man’, the connection between them must be culturally learned. Another good example would be words and numbers (Bradley, 2016).

As suggested by the case of the symbol, conditions such as surroundings, knowledge and culture can influence our interpretation of signs. Therefore, interpretation is open, with a multitude of interpretations for any one sign. Besides Semantics (study of relationships between signs and meanings), Semiotics also include
  • Syntactics or Syntax: Relationships between signs and formal modes
  • Sigmatics: Relationships between signifer (word, sound, image, action or object) and signified (mental concept)
  • Pragmatics Relationships between signs and their receivers. Interpretation is influenced by the intention of the sender, and the cognitive/interpretative faculties of the receiver. Intention of purpose can be classified into being
    • Indicative
    • Interpretative
    • Suggestive
There is a whole body of knowledge dedicated to the field of semiotics, which doesn’t quite come as a surprise given how intricate and contextual (Pragmatics), yet pervasive visual communications is.

Next, we move on to the concept of abstraction, which has been briefly touched on in the earlier sections for icons and symbols. To abstract an object, place, or person, we can start by removing colours, forms, and omitting details. Very often the process of abstraction involved the systematic omission of details. I found this image online of an abstracted Joker from the famous Batman series by DC Comics, which I really liked. I liked how Joker was so easily recognisable even though his features have been removed, which bears testament to the iconic design and legacy of the villainous Joker.
Retrieved from: Carroza, V. The Dark Joker. Image Retrieved: https://i.pinimg.com/736x/0d/99/7c/0d997cb6cb55264059ea5ab4f22e9cdf--joker-art-joker-batman.jpg

During my process of researching and collecting material for the journal, I also chanced upon this advertisement by battery brand Duracell which I found funny, though-provoking, and at the same time a really good application of Semiotics.
Retrieved from: Grey Singapore (2013). Some Toys Never Die. Image Retrieved: https://adsoftheworld.com/media/print/duracell_doll_0

This advertisement makes use of cold lighting and a dull colour theme to invoke a mock horror set-up. The signifier is represented by the creepy, broken doll with outstretched arms that casts an ominous shadow on her previous owner and her new toy, and also the tagline at the bottom “SOME TOYS NEVER DIE”. The signified is pretty straightforward and simple – that Duracell’s battery are so durable, your toys and your appliances will never run out of juice.

So before you throw that old toy away, please make sure to remove those Duracell batteries! Just kidding!

References:
Bradley, S. (2016) Icon, Index, and Symbol – Three Categories of Signs. Vanseo Design. Retrieved from: http://vanseodesign.com/web-design/icon-index-symbol/
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