Semiotics: icon, index, symbol

One key aspect of our introduction to A Level Media Studies is developing the language to analyse media products.

Semiotics: the study of signs. 

Semiotics: icon, index, symbol notes

These terms were coined by the American philosopher and scientist Charles Sanders Peircein the 1800s.

An Icon has a physical resemblance to the signified, the thing being represented. A photograph is a good example as it certainly resembles whatever it depicts.

An Index shows evidence of what’s being represented. A good example is using an image of smoke to indicate fire. Not wearing much clothing= sexualised 

A Symbol has no resemblance between the signifier and the signified. The connection between them must be culturally learned. Numbers and alphabets are good examples.

Source of these definitions: Vanseo Design Blog

A brief introduction to icons, indexes and symbols:

 https://youtu.be/0JtJu9HdQVM

Icon, index, symbol: blog task

Create a new blogpost called 'Semiotics: icon, index, symbol blog task'

1) Find three examples for each: icon, index and symbol. Provide images or links.

Icon: image of Score 

Index: gun represents power and male dominance 

Symbol: 

2) Why are icons and indexes so important in media texts?

 its an easier way of understanding 

3) Why might global brands try and avoid symbolsin their advertising and marketing

need to get it straight out there 

4) Find an example of a media text (e.g. advert) where the producer has accidentally communicated the wrong meaning using icons, indexes or symbols. Why did the media product fail? (This web feature on bad ads and marketing fails provides some compelling examples).

Lynx ad- sent the wrong message. Not straight forward 

5) Find an example of a media text (e.g. advert) that successfully uses icons or indexes to create a message that can be easily understood across the world.
This girl can- clear positive message 

Examples of Semiotics in Letter to the free

- The framing of bars reprsents the excessive amount of black people in jail. they are more than 5x likely to be incarcerated compared to whites
- The black Box symbolises how black people are objectified and just floating around with a predetermined life. Not free. closed off
- Cross on the black box further represents jesus and how he was also treated unfairly because of his identity
- The outside represents freedom as we see the box in the end of the video outside.

Examples of semiotics Billie Jean 
- Clothing represents coolness and wealth
- photo of 2 women watching and looking at him symbolises all women who just try to get to him to be famous
- cat turns into tiger which shows how what may seem calm in the beginning turns into violence

Score
- gun symbolises power dominance authority
- watch symbolises wealth
jungle symbolises strength and masculinity as he killed something
- women with limited clothing demonstrates clumsiness and how sexuality is appealing and used to get what you want

Boss life
-

The killing Clip 1 shot by shot relating to Strauss and Todrov

Shot1: mid-shot, cut off at the knees running
Strauss- Danger from the the binary opposition which is the killer so she is running
Todrov- which is the recognition of a disruption of equilibrium

Shot 2: mid shot running 
Strauss- still running which is driving the narrative forward because the killer is chasing her
Todrov- Still disruption...

Shot 3: killer walking, mid-shot cut of at knees
Strauss- now we see the killer who is the binary opposition which is using it forward
Todrov- Acting on disruption by trying to catch her

Shot 4: wide shot girl running dark

music videos exam practice

Steve Neale argues that the appeal of genres is that they are ‘instances of repetition and difference’. How valid is Neale’s claim?

In your response you should refer to your music video close study products, Billie Jean and Letter to the Free.

(20 Marks)

The suggested appeal of genre are the conventions of Music Videos. These conventions include dance routines, high fashion costumes, performance with narrative, lip syncing, links audio to visuals. An example of this is displayed through Billie Jean. in contrast Letter to the free has an appeal however that is not just associated through typical music video conventions but is unique. 

Firstly, Neale's claim is valid to an extent because Micheal Jacksons Billie Jean was a huge success and did follow many of the music video conventions that have been previously done. This is shown through dance routines, high fashion costumes, performance with narrative, lip syncing, links audio to visuals. The Narrative re-enforces this with Michael Jackson trying to persuade everyone that he is not the father as claimed in Billie Jean and also in real life. Followed by the paparazzi Jackson tries to flee. This is Jackson commenting on a past story where a girl claimed he got her pregnant. The claim was proven to be false. Usually in Music videos the main character is the star and is amazing at what he does which is demonstrated everything he touches is magic. There is also an intertexual reference but re bands something we already know from singing in the rain. mj is the protagonist showing that black people can be the main and not just the beggar. they also have a say. In the first instance, there is a clear connection between the music and the images as he steps on the pavement lighting up following a beat. Furthermore, each cut between shots is on the beat which creates a flow of rhythm to the music. Narratively, as Jackson exits the music ends, physically demonstrating the end. The reporter gets arrested for violating Michael's privacy. But the best part about the end is that you see the man looking at the person who is sleeping in the bed(billie jean)still with so much confusion and pain about the situation, that he makes himself disappear after pulling the sheet on top of him. To me, this is his way of saying he just can't deal with the problem, and he makes his wish to make it go away come true by vanishing. It also represents his vanishing away from the paparazzi. In addition, mise on scene is used to make Jackson portray his awesome qualities such as lighting is used to make him seem like an untouchable lightning king,  lots of flashing lights demonstrating the paparazzi, the billboards are seen looking down on him, further evoking a sense of ‘watching’ and ‘looking’ portraying how he is always being watched by everyone around him (women/paparazzi) from all angles. he is so famous, he is never really alone. This video has a lot of moments of showing Jackson as a star. He’s shown literally turning everything he touches into “gold”, e.g. the Tiger and the Homeless man into wearing a suit. The particular image to the right is definitely aimed to show his star qualities of being able to do a very difficult dance move that has eventually been recognised to be one of his “signature” moves. He is shown giving money to the homeless man at the start, suggesting that’s what hes like in real life. Not only is he trying to say what a god he is in the video but also a representation and a promotion of what he is like in real life. lastly another convention is the lyrics. When the line “I’m not the one” is sang, Jackson is not seen in the bed, signifying his absence and therefore how he is not the father. Moreover, set on a movie set, the line “beauty queen from a movie scene” is connected. This demonstrates how visuals conventionally related to sound in music videos. As Hall suggests, the dominant reading of The whole video has a very positive image to Jackson as it does with most music videos. Gerbners cultivation theory can also be used in this situation as it cultivates an idea about him. Therefore Neales claim of the appeal of genres is that they are ‘instances of repetition and difference’is true as demonstrated by Billie jean conventions directly linking to music conventions. 

On the other hand, Letter to the free resists many conventions which goes against Neales theory that the appeal is that the genre (music videos) are "instances of repetition and difference". Both Billie Jean and Letter to the free are different but still popular. Letter to the free got an Oscar and a grammy award. It rejects the conventional ways of thinking and instead is more focused on getting the message across in not an upbeat, dance environment but more seriously about its historical, political and social context. It focuses on the lack of freedom they have in prison, and the prejudice from stereotypes they receive for being put there in the first place. This context also represents the artist Common in a positive light as a campaigner for the issue that Black Americans were incarcerated in state prisons at an average rate of 5.1 times that of white Americans. This is demonstrated through the lack of narrative, we just follow the life of a black person and see what they see. it shows how black lives are predetermined with racism and things like stop and search which makes it inevitable that they will go to prison and won't be leaving. Exploited by society which prisons do to make money by making them do labour (reminder of how slavery still exists). its a powerful different message delivered smoothly. In addition the lack on music conventions through mise on scene suggests how different videos can be. The video is completely in black and white, displaying the seriousness of the situation and shows how old and long this inequality and racism has been going on for. They need equality. They are dressed in really dark clothes. Everything is dictated with the writing on the wall which says "no excessive noise". Its contradicting because a basketball court should be noisy. Restricting black people from their rights, treated differently. A lot of the framing is behind bars representing the amount of  Black Americans that are wrongly incarcerated.  .The lyrics have so much more meaning behind them compared to Billie jean. For example "institution ain't just a building"- Prison is making money out of prisoners about making them work. "the caged birds sings for freedom to bring" -Reference to intertexuaity of 'i know why a caged bird sings' which is a book about a black women who is fighting for her freedom and "Prison is a business, Americas the company"- Metaphor. Social microcosm for the world. Therefore this shows how  Neales claim is not valid because of how different both music videos are in message, mise on scene, and other conventions.

Uniqueness to music videos is what makes them so appealing altogether. not all music videos follow the same set of rules. this helps us to understand how Neales claim is not valid because of how different both music videos are in conventions