文化研究与符号学culturalstudiessemiotics.ppt

文化研究與符號學Cultural Studies Semiotics 葉秀燕 Dr. Joyce Hsiu-yen Yeh 2005 符號學The Origins of Semiotics 研究符號(sign)的意義?社會涵義(social significance) A mode of knowledge of understanding the world as a system of relations between knowledge signs The sign=It is something that stands for something else. 符號學領域 指意的語言(denotative language) 和自然語言及其它文化的符號系統(如空間或流行的涵義系統有關 涵義系統(system of signification) 包含純粹主觀的論述式到客觀的、形式的、或科學的語言等指意性符號 延意性符碼(connotative code of culture) 社會附着的價值，類似意識形態的形式研究 符號學相關領域 現象學 文學/語言學 空間研究 建築學/都市學 文化地理學 社會學/社會人類學 心理學/宗教研究 行銷/廣告學 電影/影像研究等 Ferdinand de Saussure 索緒爾 (1) 瑞士語言學家 (linguist) 符號含有兩種成份(components) ?符號=符徵(signifier) + 符旨(signified) A. 符徵/能指 是一個透過實物、聲音的文化 性宣示 (the acoustic image of the spoken word as heard by the recipient of a message) B. 符旨/所指 則是符徵背後所承載的概念(the meaning called forth in the mind of the recipient resulting from the stimulation of the signifier) C. The sign is THREE things: the signifier, the signified, the unity of the two. Saussure 索緒爾 (2) The bond between the signifier and the signified is arbitrary (獨斷的). The unity of signifier with the signified is culturally convention (文化約定俗成). Saussure’s sign is conditioned by cultural processes. Culture is a pan-linguistic phenomenon. Semiology: A way of studying all cultural forms, (such as fashion, architecture, cuisine) because they are also structured as a language. A mode of communication between language and speech Charles Sanders Peirce 皮爾斯 (1) 美國哲學家(philosopher) How people think language as a mode of information Peirce’s semiotics was a theory of logic that depended on language structure (語言結構). In Peircian semiotics, the material world is always implicit in the process of semiosis. Modes of representation culture Peirce 皮爾斯 (2) Peirce conceived of the sign as a three-part relation (或三要素): (1) a vehicle that conveys an idea to the mind (the representamen) .依據 (2) another idea that interprets the sign (the r