week 1 : semiotics
Semiotics is concerned with meaning; how representation, in the broad sense (language, images, objects) generates meanings or the processes by which we comprehend or attribute meaning. (Brian Curtin,Semiotics and Visual Representation)
Examples of Semiotics can be found all over Singapore, one good example is the tissue paper packet. To a non-singaporean, the tissue paper packet is just a mere packet of tissues that they can use to clean things with. However, in a Singaporean context, tissues are used to “chope” seats in hawker centres or coffee shops. When Singaporeans see that there is a tissue paper packet on a table, they would understand that the table is reserved and they are not allowed to take the seat.
Another example of Semiotics in Singapore is the road signs. The road signs are present in order to instruct or warn drivers about some of the dangers and rules on the road. One example is the elderly people sign. When drivers see the sign with elderly people, they will instinctively slow down. This is because the sign taps on our sympathy and our prior knowledge of how older people may be slower, thus causing us to slow down when driving in a silver zone.