传播学引论第四章

Language Numbers Morse code Traffic lights National flags……





某些图象符号、标志符号又称为信号 （signal）. 象征符号（symbol）是典型的符号. However, every sign supposes a code.
Signifier: Pattern 能指
(a ‘material’ element only in that it is the representation of our sensory impressions.)
能指
这个过程是心理的

The sign is the whole that results from the association of the signifier with the signified.
二．符号是什么——意义产生的过程： How does the meaning-making happen?
符号就是可以指代、指称另一种事物的事物。
1.Saussure‟s model of sign 索绪尔模式
Signified Signifier 所指
Signified
Signified: Concept 所指
Saussure and Peirce are widely regarded as the co-founders of what is now more generally known as semiotics.
The term „semiotics‟ is widely used as an umbrella term to embrace the whole field.
第四章 符号与传播 Chapter 4. Semiotics and communication
一.关于符号学 What‟s about___
Semiotics is not widely institutionalized as an academic discipline. Those who are studying in this field involved in semiotics include linguists, philosophers, psychologists, sociologists, anthropologists, literary, aesthetic and media theorists, psychoanalysts, and educationalists. ___Daniel Chandler
Saussure‟s tradition: Copenhagen school(哥本哈根学派) Paris school(巴黎学派) Peirce‟s tradition: Morris(莫里斯), Richards, Ogden Moscow school(莫斯科学派) The Prague school(布拉格学派) Hjelmslev(叶姆斯列夫 ), Jakobson(雅各布森) and Eco bridged the two traditions. Barthes(巴特尔) drew the attention to the cultural studies by his essays in a collection entitled Mythologies(神话学). Stuart Hall(霍尔):CCCS at the University of Birmingham.
一切符号是传播符号，离开传播的符号无法存在，离开符
号的传播也无法成立。
符号学的两个传统 Two traditions
There are two traditions in semiotics theories, one is from the Swiss linguist Ferdinand de Saussure(1857-1913) and the another is from American philosopher Charles Sanders Peirce(1839-1914). 索绪尔: Founder of modern linguistics. 符号学由语言学发展而来，没有语言学就没有符号学， 没有符号学，语言学就没有新发展。 Semiology 皮尔斯:Philosopher and logician, founder of modern semiotics. Semiotics




Both the signifier(能指the „pattern‟) and the signified (所指the concept) were purely „psychological‟.
所指与能指的关系完全来自心理联系,而非实 际联系.


2. Peircean model 皮尔斯模式


Semiology, was a science which studies the role of signs as part of social life. Saussure. Semiotics, was the doctrine(学说) of signs, which was closely related to logic. Peirce.
2.
Conventionalization 约定俗成 That which we call a rose by any other name would smell as sweet conventionally.
符号的能指与所指之间ຫໍສະໝຸດ Baidu有自然的联系，是 约定俗成的.


3. Relativity 相关性 有些符号与指代的事物之间具有相似\相象等 相关关系.
Sense
B
符号在大脑中 引发的意义
Sign vehicle:
A
C
Referent
用以指涉对象的 符号
符号指涉对象
Ogden and Richards „Semiotic triangle‟ 奥格登和理查斯的符号三角型:
Thought or reference
B
意义
Symbol
A
C
Referent 指涉物:符号代表的事物

A text is an assemblage of signs (such as words, images, sounds and/or gestures) constructed (and interpreted) with reference to the conventions associated with a genre and in a particular medium of communication.
符号涉及: 意义的产生与解读 文本与传播的中介
The term text usually refers to a message which has been recorded in some way (e.g. writing, audio- and video-recording) so that it is physically independent of its sender or receiver. 文本的记载途径丰富多样 文本是相对独立的
阐释物:指代物体的符号
Semiosis: 符号和事物发生意义关系的过程__指 号过程 指涉物(referent )不等于阐释物(symbol)，让他 们产生意义联系的是指号（semiosis）过程， 这一过程是个思想心理(psychology)的过程。

符号是信息的载体，能指代事物，但不是事物 本身，是特殊标记，让其产生特殊意义的过程 是一种社会心理。
Signified: 所指 Signifier: 能指
The relationship between the signifier and the signified is referred to as ‘signification .’指代关系

Another example:
“open” a signified concept: that the shop is open for business. 所指 a signifier: the word „open‟ 能指

符号系统是按照一定的规则组合起来的符号体 系，它由组合和系列两种关系组成。
四．符号的使用：组合与系列

索绪尔提出：横组合与纵组合二元对立
一是横向的句段(连锁)关系，如“僧敲月下 门”； 二是纵向的联想(选择)关系，如“推／敲”。


——横组合

组合关系是指符号 按水平轴向而排列 组合为一组符号的 关系，即符号序列 关系
Semiotics and communication.
Semiotics is concerned with meaning-making and representation in many forms, perhaps most obviously in the form of „texts‟ and „media‟.
——纵聚合

系列关系是指在垂直 轴向上有共时性的联 想符号关系，即符号 纵类群关系.

(2)内涵和外延: 外延：能指和所指的第一次结合。（这一结合 构成第二层符号意义的“能指”）

索绪尔又将符号分为:肖像性符号和任意性符 号 能指与所指之间存在着一一对应的自然联系的 是“肖像性符号”——信号 能指与所指之间是约定俗成的是“任意性符 号”——象征性符号



语言就是一种典型的象征符号体系

人类与动物传播行为相区别的就是人类掌握和 使用象征符号。
四．符号的使用

(1)组合与系列

社会心理才是符号意义的“始作俑者” 只有社会心理的作用才能让符号具有意义，也 才能让符号与指代事物联系起来
Rose
二. 符号的特性 Natures of the sign.
1.
Arbitrariness 任意性 There is no necessary, intrinsic(固有的), direct or inevitable relationship between the signifier and the signified. 能指与所指之间的结合不是必然的，而是 人为安排的;

Medical symptoms Measuring instruments Signals …….


象征符号 Symbolic mode A mode in which the signifier does not resemble the signified but which is fundamentally arbitrary or purely conventional.
文本是文字,图像,声音或姿势的组合; 文本的建构必须参照相关传播的惯例.
Conclusion
Sign is a medium of communication. Semiotics is one of the sources of communication studies. 符号是传播的信息载体，是传播学研究的母体科学之一。 (Linguistics is only one branch of this general science. Saussure.1883 )
三、符号的分类：Types of signs


皮尔斯把符号分为: 图象符号 Iconic mode

A mode in which the signifier is perceived(被 感知) as resembling or imitating the signified.
标志符号 Indexical mode A mode in which the signifier is no arbitrary but is directly connected in some way (physically or causally) to the signified.