The theory of semiology (or semiotics) helps to study the media, placing emphasis on the role of signs in one’s interpretation of the content. According to researchers, “semiology concentrates primarily on the text itself and the signs and codes that are contained within it” (Wall et al. 33). The idea of applying the theory of semiology was first introduced by Ferdinand de Saussure (1857-1913) in his work The Course in General Linguistics. Semiology can be viewed as an effective theoretical tool that helps to assess the effectiveness of consumption of media texts. The study of the media by semiotic analysis allows revealing the underlying meanings that can be found in the text (Chandler). Semiotic analysis provides an opportunity to “consider the ideology and belief systems that underpin texts and their construction” (Wall et al. 33). In fact, the theory of semiology is useful in deconstruction of images and texts in order to provide explanation of these meanings. The major goal of this paper is to apply the theory of semiology to a media text of my choice. I have selected a web site. It is Madonna’s official web site, http://madonna.com/
The media text selected for this paper is a website. It is known that web sites attract attention of people of different genders and age groups due to accessibility and visual perception that allow having the key message not only from the text, but also from images. Madonna’s official web site is really impressive and amazing. Today media consumers can easily read the web site’s message. The language of the media text can be viewed as a cultural formation as it reflects certain social constructs. There is a significant relationship between the media text and the theory of semiology because the web site of a popular singer and musician contains a wide range of signs, which require thorough semiotic analysis. According to researchers, any interpretation of meanings is dependent on an individuals’ conceptual system (Wall et al. 37).
There are several examples of the theory of semiology in the selected media text. As any sign in the text must have a denotative signified and a connotative signified, it is possible to identify the signs in the selected web site in order to give explanation to their meanings. There are many signs in the web site that characterize Madonna as an excellent singer, pretty woman and effective model. The signs created by Madonna point out to the fact that she loves her job. In other words, music is everything for Madonna.
In fact, the theory of semiology helps to have a better understanding of the text. One of the examples is the image of Madonna. The viewer can see Madonna’s face, her large eyes, and a snake in her hand. These three signs can be interpreted by the viewer to reveal the key message of the web site. The last sign is a good example that demonstrates how the theory of semiology helps to have a better understanding of the media text. The snake is the symbol of power and beauty. According to researchers, “the coils of the snake represent the cycles of manifestation: life and death, good and evil, wisdom and blind passion, light and dark, healing and poison, protection and destruction” (Guiley 292). Madonna has a snake in her hand to demonstrate her power in the world of pop music, as well as her passion to music.
In addition, it is necessary to evaluate how the text helps to understand the theory. The web site can be used as a narrative device because it tells much about the singer, her songs, and her achievements. Madonna presents many videos of her songs allowing the audience to better understand her personal beliefs about love and her philosophy of life. One of the examples is Madonna’s gaze and facial expression, which indicate love, adoration and even passion. These are the so-called bodily codes which help to understand the meaning of the image. Madonna is represented as a person who loves freedom in music. She has set her own style in music, which attracts millions of people from all over the world. In general, the visual images represented in Madonna’s web site are used as the media text, which helps to understand the role of the theory of semiology in cultural perception of consumers.
Thus, it is necessary to conclude that the theory of semiology can be applied to the media text in order to reveal the key message of the author. In the web site selected for the analysis in this paper, there are many signs which signify something. In the context of the mass media, the theory of semiology can be applied to any type of text, including not only newspaper and magazine articles, TV programs and films, but also web sites. The theory of semiology applied to Madonna’s official web site highlights cultural values, which help people to make sense of the world around them. The key message is that Madonna’s music is associated with love and passion.
Chandler, Daniel. Semiotics for Beginners. Available from:< http://visual-memory.co.uk/daniel/Documents/S4B/sem12.html>
Guiley, Rosemary. The Encyclopedia of Magic and Alchemy. Infobase Publishing, 2006. Print.
Madonna’s Official Web Site. Available form:< http://madonna.com/>
Wall, Peter; Benyahia, Sarah Casey & Rayner, Philip. AS Media Studies: The Essential Introduction for AQA. Routledge, 2012. Print.