Semiotic Analysis – Studying Signs and Meanings
Semiotic analysis is the study of signs and their meaning relating to the social world and social processes.
In this article, the primary focus lies on semiotic analysis and the collection o data in the form o a sign or a series of signs. The article questions the nature and use o eclectic data collection through visual means.
Semiotic analysis takes as a case-centric approach. Meaning: Only a few cases (odd numbers) including many variables are being analysed, it the hopes to find various sets of values or variables in a limited number of cases. Taking a photo and post on social media as an example, various visual qualities such as person, environment, correlating visual information, context, time and frequency of post etc. are forming an overall picture of descriptive properties that can be analysed. However, do the nature of data collection and analysis as well as starting point, this process is qualified as “naïve research”. It’s outcomes are best visualised as a spiral expanding outwards incuding moments of new knowledge and theories.
A broad, heterogeneous orientation within semiotics, straddling many other areas of inquiry concerned, in some way, with the social dimensions of meaning in any media of communication, its production, interpretation and circulation, and its implications in social processes, as cause or effect.
Hodge, 2008: 1
Specific analytical tools need to be understood, calibrated and then implemented in a targeted fashion when conducting semiotic analysis. Having a solid understanding of all methods available in relation to their application when researching is a rather challenging undertaking. The study of grammar and rules of language form an integral part when conducting semiotic research, further calibrating and specifying technical parameters to the best of the researcher’s ability.
According to the article and study, it is best to reverse engeniere semiotic research by defining all visual parameter (signifiers) prior to matching any analytical tools.
As semioticians assume that a sign carries meaning due to the combination of two elements (signifier and signified), the combination of both elements form a third value of form and content. All three values combined further form and imply meaning.
A signifier can stand for a range of different signifieds and can therefore be a number of different signs. For example, the signifier ‘fast’ can be associated with concepts of moving quickly, adhering to something, standing true, fixing dye, not eating or being sexually promiscuous.
Bruce Curtis and Cate Curtis 2011
I originally planned on using visual clues such as symbols and signs in my Personal Tutorial Questionnaire in order to provide an extra level of accessibility for 1st Year Students. However, the added level of ambiguity when conducting an online questionnaire seemed to complicate the survey’s intention unnecessarily.
However, one might argue that any element of text, even as functional design elements of an online survey, still evokes fabricated and imagined imagery in the reader’s mind. Although text attempts to technically clarify and set parameters when phrased “correctly”, the reader’s mind and imagination will always be part of the equation, deviating from the text’s original intent.
Interpreting the map: methods of evaluation and analysis
This text stresses the importance of piloting research methods in order to fine tune and further calibrate the approach. It all boils down to research quality and its four corner stones of objectivity, repylicatabiltiy, validity and reliability in data collection and interpretation. This allows research to be understood by other scientists (consensible) and possible lead to a general agreement overall (consensual).
However, the article eludes to the fact that human inquiries and real world scenarios often differ when conducting research in practice, collecting and interpreting data. In fact, qualitative research is highly relatable to various art forms, as its reduction process relies on values of recognitions, identification and acceptance of result by others. A successful reduction and simplification gets to the essences of the research question, allowing for a more accurate perception of results.
The result of the analysis is, in fact, a representation in the same sense that an artist can, with a few strokes of the pen, create an image of a face that we would recognise if we saw the original in a crowd.
Tesch, 1990, p. 304
Other parallels between art/design work and research constitures proposed form, critique, analysis, redesign/remodelling and resolve at last. As the article states further, piloting and trial and error are crucial in order hone in on a more appropriate research method and methodology. As analysis is not the last phase in rhe research process, cyclic trail runs are important to achieve a sense of the whole.
Analysis is not about adhering to any one correct approach or set of right techniques; it is imaginative, artful, flexible and reflexive. It should also be methodical, scholarly, and intellectually rigorous.
Coffey and Atkinson, 1996, p. 10
Similar to the art- and design process, systematic analysis requires discipline and perseverance. In this sense, data collection and organising systems take on an organic process and approach overall. Analysis can be an eclectic activity, playing with sets of data that can evoke a creative sense of exploration. However, being attentive, observant, as well as skeptical and analytical remains part of the process. Most importantly: The process and results of analysis are never exhaustive and never really finished.