It was published after his death in 1916 and is generally regarded as the starting point of structuralism which is an approach to linguistics that grew vigorously in Europe and America in the first half of the 20th century. Structuralism is an approach to the human sciences that attempt to analyze a specific field such as mythology. Although Ferdinand was specifically interested in historical linguistics, the Course develops a theory of semiotics that is more generally applicable especially within France.
He first describes the science of seminoilogy that is, the deconstruction of the significance of images and words.
The sign is described as a "double entity", made up of the signifier, or sound image and the signified, or concept. The sound image is a psychological, not a material concept, belonging to the system. Both components of the linguistic sign are inseparable. One way to appreciate this is to think of them as being like either side of a piece of paper - one side simply cannot exist without the other.
This is related to our coursework as all of the scenes are related as they all coherent with one another as they ‘cross lives’ with one another.
Ferdinand De Saussure was one of the founders of semiotics who can be seen below:
Semiotics that we intend our music video to include:
- Symbolic references are made as the teenagers drink from a cider bottle near the end of the music video in the park. Choosing cider as the beverage of choice is to show that even though it has a strong taste, the teenagers still choose to drink it opposed to something sweeter like bacardi. This in a way is a symbol of rebellion, adolescence and youth culture. The media play a major part in this by creating an image of a teenager such as defining them as binge drinkers, violent etc which many teenagers adopt and play on the role of a. It is a symbol that has been defined by society and culture within certain countries, UK and Scotland in particular with its high under-age drinking rate.
- Again, obvious symbol the beggar on the street. The audience can clearly see he is a beggar by the way he dresses, his location of choice (sleeping on a towel on main road) and his overall appearance. All of these represent his status in society. We can see many people avoid him, this is common in todays society whereby most people avoid those of whom are more needy than them - in a sense they stick to themselves
- Icons will be used as the two girls await on the park bench for some male attention. Their short skirts and low tops symbolise their goal; they are dressed provocatively and this connotes sexual desire that the girls want, or passers by also desire. Their clothing is symbolic of the female seductress as this is how, conventionally, people in our society judge other individuals by their appearance. The boys are instantly attracted to them for their 'easyness' appearance and ditch the girl that is with them. This also relates to patriarchy within society whereby it is the men who have the dominance over the women - it is the men who feel they can leave anyone and move onto someone new at the same time.
