Class Semiotic

The curricular unit Semiotics aims to initiate the students in the problematics of a new field of studies that recognizes the permanent interpellation of the visual experience as one of the main critical issues of contemporaneity. The curricular unit will give students a critical insight into the analysis of images, allowing them to establish links and antecedents to the contemporary challenges of visual culture, to understand visual aspects as a source of cultural transmission, and to explore the relationships and interferences that cultural systems bring to the visual identification process and the understanding of the world and reality. This curricular unit will focus, above all, on the opportunities to create new and creative communication strategies that respond effectively and creatively to the most diverse challenges posed every day by an increasingly demanding modern society. 

Not applicable

1. The epistemological position of semiotics. Sign and meaning 2. Types and classifications of signs 3. The two great traditions of semiology/semiotics. Saussure and the French semiological school: the linguistic sign and the ideas of syntagma and paradigm 4. The two great traditions of semiology/semiotics. Peirce and the American semiotic school: the unlimited process of semiosis and the three phaneroscopic trichotomies 5. Myth and ideology in Barthes. Advertising language as mythical language par excellence 6. The rhetoric of the image based on Hjelmeslev's glossemics. Denotation and connotation 7. Laboratory for semiological analysis of political rhetoric and advertising rhetoric

An active methodology based on Project-Based-Learning (PBL) will be used. The aim is for students to investigate and produce critical discourse in the field of advertising through the presentation of various practical cases. Bibliographic and cinematographic resources will be used in classes to present theoretical content and case studies, in order to consolidate knowledge. Practice will involve developing work in the classroom using the tools provided by Semiotics.

BABO, Mª Augusta e MOURÃO, José Augusto, org. (2001). «O Campo da Semiótica», Revista de Comunicação e Linguagens, nº 29. Lisboa: Relógio d’Água. BARTHES, Roland (1984). Mitologias. Lisboa: Edições 70. FIDALGO, António e GRADIM, Anabela (2005). Manual de Semiótica. Covilhã: Universidade da Beira Interior, BOCC. HJELMSLEV, Louis (1991). Ensaios Linguísticos. São Paulo: Editora PerspecIva. JOLY, MarIne (2005). A imagem e os signos, Lisboa, Edições 70. PEIRCE, Charles Sanders (1975). Semiótica e Filosofia. São Paulo: Editora Cultrix. PEIRCE, Charles Sanders (1990). Semiótica, trad. J. Teixeira Coelho Neko. São Paulo: Editora Perspectiva. SAUSSURE, Ferdinand de (1992). Curso de Linguística Geral (1916). Lisboa: Publicações Dom Quixote. SANTAELLA, Lucia (2005). Teoria Geral dos Signos, São Paulo: Editora Pioneira. TOUSSAINT, Bernard (1994). Introdução à Semiologia, Lisboa, Publicações Europa-América.