After completing a project where we were to create campaign videos for and against politicians on the issue of gun control, it was given to us to examine each others' work and to look for signifiers and to explain what they signified. If some of this is unfamiliar you should brush up on semiotics (check my earlier posts).
With each of these videos I looked for 3 signifiers (signs) and tried to determine what it signified (what the signs meant). While this is a casula examination, I will nevertheless attemp to show a signifier and explain what it means.
Video 1:
1- The White House = Presidential aspirations.
2- Crime tape = Danger.
3- Guns and a caption reading "Robbery" = Criminality.
Video 2:
1- Newscast = Authority and reliability.
2- A press conference = Openness /honesty.
3- Classical music = Intelligence.
Video 3:
1- Automatic weapons = Firepower.
2- Members of a SWAT team = Protection.
3- Police officers = Security.
Conclusion:
As can bee seen from each of the videos, a simple examinations can reveal signifiers - signifiers are a means of communication, and communication surrounds us wherever we are. Regardless of whether or not this communication is overt, it has an affect upon us.
It is the duty of the wise consumer of media to know what is being said - verbally or nonverbally. If you do not pay attention to the signs, chances are you won't know what someone is trying to persuade you of either...
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