Theory of Semiotics

Semiotics is the study of sign processes, or signification and communication, signs and symbols.


There are three types of semiotics:
Semantics: Relation between signs and the things to which they refer to
Syntactics: Relations among signs in formal structures
Pragmatics: Relation between signs and their effects on those (people) who use them


In our music video we have applied the theory of semiotics through out these are some of the examples below:

Examples of Pragmatics:

This picture signifies that this message (our motif) is put across to appeal to everyone. As we have used an ordinary person, the common conventions of an R'n'B genre would be using glamorous artist and dancers. Using ordinary people is an aspect in which the genre of R'n'B music videos were challenged in our music video.

The impact this has on the audience is that it will aware our audience that we are aiming this message towards them.

Semnatics:

The image below signifies to the audience that this character feels isolated from society as she sits alone in the toilets eating her lunch. This challenges the conventions of the R'n'b genre as R'n'b music videos often follow an upbeat tempo; this scene is shown as a contrast to the narrative and performance of an R'n'b music video that is often portrayed.