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2003

1981

(Symbol)(Symptom)

--Semiotics

Plato,427-347B.C.
Aristotle, 384-322 B.C.
1959
Locke, J, 1632-1704)

Semiotic1959

(Kant,Immanuel,1724-1804)

41


------
;
1997
;

Susanne.K.Langer,1895-1985
2003

;
;

2003

42

Lipman(1980)

Semiotics or semiology
1995

2000

Charles Saunders
PeirceFerdinand de Saussure
(CWMorris)

2000
Oswald

DucrotTzvetan

Todorov

Encyclopedic dictionary of the sciences of Language,1979

() C. S. Peirce1839-1914

(icon)(index)(symbol)

() F. de Saussure1857-1913
Saussure 1894 Semiology
43

Baskin ,1960

sign
(signified)(signifier)

() (E.Cassirer,1874-1945 )
(The

Philosophy

of

Symbolic

Forms)

(animal symbolicum)
:

() (G.Frege)(Sign)(Bedeutung)
(Russell and Carnap)
(C.W.Morris)
(designatum) (denotatum)
;

(Signs,Language and Behavior)


:(1)
(Semantics)---;(2)
(Syntactics)---
;(3)
(Pragmatics)---
(Catherine,1979)

44

1960
1969
(Semiotica)

(Oswald Ducrot)(Tzvelan Todorov)

1960
(
)
(C.Levi-Strauss)(Roland Barthes)
()
(Catherine,1979)

(coded
message)

(U.Eco)

(code)(paradigmatic)(syntagmatic)(connotation)
(denota-tion)1995
45

J,Peter 1978

Deely,1982

(1989)

2000


1995

text

Lavers & Smith1977)

46

Gora & Jardine & Roudiez1980)

(Seiter 1992)
SaussurePierce(Barthes)Morrls
U.Eco(Fiske)(Hartley)

(signifier)signified)
signifier signified
signifier
signified ( 3-3-1)

3-3-1 signifier signified


signifier
1

signified

1991

Ferdinand de Saussure1857-1913)

()(signifier)signified)
Saussure

47

semiology
(signifier)(signified):
;
Saussure

(2002)

(sign)
(Seiter1992)
Saussure(sign)(signifier)signified)

1992
(signifier)
(signifier)
; signified) (concept)
(Seiter1992) sister (signifier)
signified)

(signifier)signified)
(signifier)
signified) (multiple
referentiality) (Seiter
1992)

(Saussure)(
3-3-1)(signifier):
; (signified)

(John Fiske1995;
1995;2002)(Saussure)
48


(1991;
2002)

(signifier)
sign
signified)

3-3-1 (Saussure)

()(syntagm)paradigm)

(Saussure)
Seiter,1992)

2002
(://)

(Seiter1992)
paradigm)
--
(associative)(1995)

paradigm)
/
////(
3-3-2)paradigm):

(1995)

49

3-3-2

(syntagm)

paradigm)
(syntagm)(syntagm)

()
(
)(syntagm)
2002

(Charles Sanders Peirce1839-1914)

()(symbol)(icon) (index)
(Charles Sanders Peirce) (icon)
(index)(symbol)
(1992; Fiske1995)

1(icon):

""""
Eco
1979

50

2(index):
Eco
1979
3.(symbol):
Eco1979

Pierce:

( 3-3-3) ( Zoonen1994)

3-3-3
(symbol)

(icon)

(index)

:Berger,1982 Zoonen,1994:75

(symbol)

Anne1989(icon)
(index)
(Seiter,1992)
(signifier)signified)

51


(Peirce)(Saussure)

Pierce1867

(Peirce1986)
(Thriadische Relation) PeircePeirce

Pierce

(2002)

Roland Barthes1915-1980

(denotation) (connotation)

2003

1955
1942
1953
1954
1953

52

1956 1960
1957
1963
1964
1964

196619661966

1970 S/Z

1968S/Z1970
197019731975
19772003

53

3-3-4

substance
Barthes:
-- Saussure
(signifier) (signified)

Barthes
(myth)( Seiter19922002)

(message)
(discursive form)Barthes,1972)
(myth)Barthes
(myth)
(myth)
( Currie,1994;2002) Saussure

(
1996;2002)

(Saussure)(Barthes)
(Fiske]995)
:(denotation)

54


Marttem & Richard1983

(connotation)(myth)(symbol)
;
;
(Lavers1989)

Myth
-language- object

Howard1986 3-3-2

Language

1.Signifier

2. Signified

()

3.Sign
MYTH

SIGNIFIER

SIGNIFIED

SIGN

3-3-2 Myth

Susan SontagA Barthes Reader 1982100

123
Myth
Myth

2003

55


Myth

Miller1975

"""
";

( Fiske1995;
1995)

Charles William Morris1901-1979)

(Morris1938) Peirce
(Foundations of the Theory of Signs)
3-3-3

56

3-3-3

200110

(Syntax)
(Semantik) (Pragmatik)
Morris,1976

;()
;

2001
3-3-4

57

3-3-4

200116

(ChWMorris)(icons signs)
(noniconssign)Morris1971
(Susanne Langer)(Ernst Cassirer)

Umberto Eco1932)

Eco
Eco Peirce

Eco
-
Eco1984
Eco
:(Denotation)(Connotation);Eco

58

( Eco1976) Eco

2002

Fiske & Hartley (ideology)

Fiske Hartley

Saussure 3-3-5;
; Fiske & Hartley

Zoone,1994)
( 3-3-6)

59

(sign)(signifier)
(signified)

3-3-5

John Fiske199566;19987

3-3-6

(OSullivan,1989 Zoonen,1994:77;200230)

Myth

Fiske Hartley

60

Locke

Fromm, Erich, 1900-1980


19512001
3-4-1

61

3-4-1

1 2
3

1995

C.OgdenI.Richards

62


---
object

interpretant 3-4-1
3-4-21995

3-4-1
Umberto Eco197959

3-4-2
199564

image

Baskin1960 3-4-3

63

3-4-3
199566

Levi- Strauss
1995

Schaff1973

---

1999

( 3-4-4)

64

3-4-4
(2003271)

2000

Wallon
sigal
indice
icon
symbol
allegoryLavers,
A. & Smith, C. Trans.1977

65


1991

signifier
signifiedBaudrillard,J.1981
sign
(signified)(signifier)(Baskin1960)

1 (signifier):

2 (signified)

3 signification

3-5-1

()

sign

3-5-1

66


1 (syntagmaticsyntagm)

Lavers &
Smith1977

2 (paradigmssystem)

Lavers &
Smith1977

--
:
3-5-2

3-5-3

67

3-5-2

1991393

3-5-3

68