Accueil > Introduction to semiotics of images in the brand culture

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Session 1: Seeing an image

  • Examples of visuals and media images
  • The components of a visual object
  • The context of reception
  • Observation and description as a discipline

Session 2: Processing meaning

  • The correlation between content and expression (signification only comes through forms); (basis of any language: expression + content)
  • Key principle of signification: relations and positions (syntax and semantics)
  • Signification process turns abstract into concrete
  • Narrativity drives the dynamics of meaning in any discourse
  • Tracking signification is a police enquiry

Session 3: Visual is a language

  • Segmentating an image into signifying units (“découper”, en isolant les différentes composantes du plan de l’expression)
  • Visual language is narrative
  • Iconicity and visuality
  • Practice : recognition of minimal visual forms
  • Session 4: Narrative approach of a brand visual language
  • Signification process is a co-construction (Enunciator/Enunciatee)
  • The frame of expectation: discourses genders, norms, codes, rules
  • A semiotic analysis of Sony Playstation communication
  • Practice
  • Group in-class oral presentation

Session 5: Images of pop culture and visual language

  • Brands and pop culture
  • Workshop: Lego brand discourse
  • Group in-class presentation

Session 6: Identity building:  condensed visual forms of brand language

  • Nature and functions of visual identity
  • Semiotic approach of the logo
  • Workshop: Comparative analysis of airlines companies
  • Group in-class presentation

Session 7: Contemporary visual forms of digital culture 

  • Accessibility and hyper proposition
  • Sociotechnical dispositives: enablement and constraint (promission)
  • The specific nature of internet: a media that transforms
  • Turning digital data into visual forms
  • The power of the formats in the digital media culture (examples of the various media formats)
  • The “manipulability” of the digital substance
  • Group in-class presentation

Session 8: Visual forms and language shaping the digital culture

  • Forms and formats of evaluation in the digital culture
  • The dynamics of evaluation
  • The list as the key pattern of knowledge
  • Quantifying forms combined with content: meaning effect of the number
  • Case study: frames, formats and norms of YouTube
  • Group in-class presentation

Session 9: Visual forms and language shaping the digital culture (II)

  • Binary forms of evaluation: a semiotic analysis of the “like” format
  • Gradual forms of evaluation: a semiotic analysis of rating and ranking formats
  • Case study
  • Group in-class presentation

Session 10: The dynamics of cultural trends and its visual forms

  • The dynamics of cultural phenomenon
  • From emerging phenomenon to macro trends
  • Brands as mediators and amplificators of those cultural phenomenon
  • Practice

Session 11: “Filtering”: from technology to cultural pattern

  • “filtering”: a competence of selection into the hyper proposition
  • Reframing and sorting reality according to individual goals and desires
  • Visual forms and practices of filtering: search engines requests, social media filters, beauty filters (photoshop, contouring, etc.)
  • Practice

Session 12: from viral forms to cultural forms: semiotics of the memes

  • From repetition to variation: evolution of the communication model
  • Semiotics characteristics of the meme
  • Circulation of a cultural object
  • A contemporary renewal of popular culture