Semiotics

Semiotics is the study of signs, the word itself coming from the Greek 'semeiotikos', which means "an interpreter of signs". Signing is vital as it underlies all forms of communication; gestures, facial expressions, clothes, music, film etc, anything that is used for human communication can be defined as a sign. Signs are composed of differing elements, and strategies are deployed to establish, maintain or change meaning.

With semiotics, 2 readings can be obtained from a sign, these are the denotation and connotations. A denotation is about making meaning from association, coming from the Latin 'to make a mark'; signifieds or concepts are denotated or linked to various signifiers. The development of a second level of meaning is its connotation; while denotation allows us to make a direct link between a signifier and its referent, we often have other influences that modify the meaning of a sign. The signifier (denotation) is perceived as resembling or imitating the signified (connotation).

There are 3 main signs: symbolic, iconic, and indexical; 

• Symbolic: Those in which the relationship between the sign and its meaning are completely arbitrary.
• Iconic: Resemble their meaning in some way, such as the Queen's face on a coin. 
• Indexical: Signs that indicate what they stand for by some kind of casual link.

In terms of my own music video, it is essential that I maintain clear signs and symbols, allowing for strong connotations and denotations in order for my video to be read easily by my target audience, using codes and conventions that are iconic to the country pop genre such as a guitar, close ups to show expressions, and an appropriate narrative.