Sign (semiotics) - 20th Century Theories

20th Century Theories

It is now agreed that the effectiveness of the acts that may convert the message into text (including speaking, writing, drawing, music and physical movements) depends upon the knowledge of the sender. If the sender is not familiar with the current language, its codes and its culture, then he or she will not be able to say anything at all, whether as a visitor in a different language area or because of a medical condition such as aphasia (see Roman Jakobson).

Modern theories deny the Saussurian distinction between signifier and signified, and look for meaning not in the individual signs, but in their context and the framework of potential meanings that could be applied. Such theories assert that language is a collective memory or cultural history of all the different ways in which meaning has been communicated, and may to that extent, constitute all life's experiences (see Louis Hjelmslev). Hjelmslev did not consider the sign to be the smallest semiotic unit, as he believed it possible to decompose it further; instead, he considered the "internal structure of language" to be a system of figurae, a concept somewhat related to that of figure of speech, which he considered to be the ultimate semiotic unity.

This position implies that speaking is simply one more form of behaviour and changes the focus of attention from the text as language, to the text as a representation of purpose, a functional version of the author's intention. But, once the message has been transmitted, the text exists independently.

Hence, although the writers who co-operated to produce this page exist, they can only be represented by the signs actually selected and presented here. The interpretation process in the receiver's mind may attribute meanings completely different from those intended by the senders. But, why might this happen? Neither the sender nor the receiver of a text has a perfect grasp of all language. Each individual's relatively small stock of knowledge is the product of personal experience and their attitude to learning. When the audience receives the message, there will always be an excess of connotational meanings available to be applied to the particular signs in their context (no matter how relatively complete or incomplete their knowledge, the cognitive process is the same).

The first stage in understanding the message is therefore, to suspend or defer judgement until more information becomes available. At some point, the individual receiver decides which of all the possible meanings represents the best possible "fit". Sometimes, uncertainty may not be resolved, so meaning is indefinitely deferred, or a provisional or approximate meaning is allocated. More often, the receiver's desire for closure (see Gestalt psychology) leads to simple meanings being attributed out of prejudices and without reference to the sender's intentions.