We already have the
basic concept of what semiotics is, but to understand more we should understand
the three most important rules of visual language; syntax, semantics and
pragmatics. Syntax, according to Lester (2006), "Syntactics is the study
of the way signs is combined with each other to form complex messages". In
other words, syntax is equivalent with signifiers, but it is more define in
terms of color, lines, composition, spaces and information.
Semantics is the study
of meaning of signs from the views of different people with their own
perception based on their culture influences to create the description of the
image. According to Lester (2006), “Semantics is an area of semiotics in which
the researchers attempt to determine the significance of the signs within and
throughout various cultures”. In other words, semantics is more likely as the
signified and connotation of images. Below is the example:
As you can see, the
image above is the picture of toys named Leggo. It could be said that a boy is
looking at the mirror, or it could be mean that it is a girl who wants to be a
boy, or it means that a boy who is looking at the mirror because he feels that
he is handsome. Thus it shows that by just seeing the visual image itself will
not give the exact meaning of the whole image.
Meanwhile, pragmatics,
according to Lester (2006), is the study of the origin, common uses and
communicative effects of signs. In other words, it is the use of signs in terms
of social context to create meaning. Davis (1991) claims that pragmatics will
have as its domain speakers' communicative intentions, the uses of language
that require such intentions, and the strategies that hearers employ to
determine what these intentions and acts are, so that they can understand what
the speaker intends to communicate. It refers to the relationship between
sender and receiver, which the meaning of the text is created by the sender.
The readers then decode the meaning of the text with their spoken language or
ant technological resources.
To make it clearer,
let’s explore the syntax, semantics and pragmatics of the image of Adam Lambert
below;
Syntax: larger area and
background is black, allowing the smaller bright area to stand out, and giving
the attention to audiences to focus on Adam Lambert.
Semantics: the makeup, accessories and clothes symbolizes the way of Adam Lambert portrayed himself as independent in music industry.
Pragmatics: The fashion
shoot could be based on emo concept, or it could be represents the freedom of
styles as Adam Lambert has his own fashion trademark of Adam Lambert. The image
shows that Adam is independent in choosing his own clothes, the way he makeups,
and the way he represents himself to consumers.
Visual communication
theories of syntax, semantics and pragmatics play an important role in
considering visual images. In our modern world, images are now all around us in
our society and community which represented in any kind of media such as
television, internet, books, newspapers and magazines. Each image has their own
meanings, and as consumers we need to understand more reasonable account of
human language behavior. Pragmatics give us more understanding way of how human
communicate, how their mind works looking at the images, how images can
manipulate human perception, and mainly how they use their human language.
Here is an example. A
teacher wrote “Without her man is nothing” on whiteboard. Then she asked her
students whether the sentence is correct or not. If it is not, students need to
complete the sentence by giving appropriate punctuation marks. Some students
wrote the original sentences because they think that their teacher tried to
trick them. Some wrote “Without her, man is nothing”. If we can see the text,
there are different interpretations depending on how different people reading
it.
Below is another
example;
Need
to shape?
Exercise
and Healthy Diet
Eating
disorder and Depression
The two pictures above show
two different ways to be good in shape. The first picture illustrates a right
way to have a great body shape. However, the next picture shows the wrong way
to get the shape. Even though we still can get the result we want, but the way
of doing it is wrong.
references:
Dr. Chris Woo lecture notes.
Griffiths, P. (2006). Studying Meaning. Introduction to English Semantics and Pragmatics. p.1-22. Edinburgh: Edinburgh University Press.
Nordquist, R. (2012). Pragmatics: Definition and Examples of Pragmatics. Extract from About.com Part of New York Times Company in www.about.com.
http://commfaculty.fullerton.edu/lester/writings/viscomtheory.html
