INTP COMM W1 S2 Signs & Scenes

What is a 'sign' according to Saussure’s model of semiotics?

• A gesture used to replace words

• A word used in a text or speech

• A combination of a signifier and signified

In Barthes' theory, what is 'denotation'?

• The emotional association of a word or image

• The literal, surface-level meaning of a sign

• A mythological interpretation of culture

Which of the following best represents 'connotation'?

• The dictionary definition of a word

• A culturally shaped emotional or symbolic meaning

• The physical properties of an image

According to Barthes, what is a 'myth'?

• A naturalized cultural meaning or ideology

• A story from ancient civilizations

• A narrative told to children

Which of these is an example of denotation?

• 'Rose' meaning love and romance

• 'Rose' as a type of flower

• 'Rose' as a symbol of political ideology

What does the Mad Men 'Carousel' ad exemplify in semiotic terms?

• The use of statistical data in marketing

• Creating myth through nostalgic imagery

• An explanation of economic theories

Which of the following best defines 'signifier'?

• The mental concept of a sign

• The material or physical form of a sign

• The ideology behind a media message

Daniel Chandler emphasizes that meaning is:

• Inherent in objects themselves

• Always determined by authors

• Socially constructed and context-dependent

Why is semiotics useful in media analysis?

• It helps us memorize communication theories

• It allows decoding of hidden cultural messages

• It eliminates bias from media consumption

Which of these would Barthes likely view as ideological?

• A simple road sign

• A meme promoting individual success

• A neutral scientific formula