Messages, Signs, and Meanings: a Basic Textbook in Semiotics and Communication (Studies in Linguistic and Cultural Anthropology)
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Messages, Signs, and Meanings A Basic Textbook in Semiotics and Communication 3rdedition Volume 1 in the series Studies in Linguistic and Cultural Anthropology Series Editor: Marcel Danesi, University of Toronto Canadian Scholars’ Press Inc. Toronto Disclaimer: Some images and text in the printed version of this book are not available for inclusion in the eBook. Messages, Signs, and Meanings: A Basic Textbook in Semiotics and Communication Theory, 3rdEdition by Marcel Danesi First published in 2004 by Canadian Scholars’ Press Inc. 180 Bloor Street West, Suite 801 Toronto, Ontario M5S 2V6 www.cspi.org Copyright 0 2004 Marcel Danesi and Canadian Scholars’ Press Inc. All rights reserved. No part of this publication may be photocopied, reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical or otherwise, without the written permission of Canadian Scholars’ Press Inc., except for brief passages quoted for review purposes. In the case of photocopying, a licence may be obtained from Access Copyright: One Yonge Street, Suite 1900, Toronto, Ontario, M5E 1E5, (416) 868-1620, fax (416) 868- 1621, toll-free 1-800-893-5777, www.accesscopyright.ca. Every reasonable effort has been made to identify copyright holders. CSPI would be pleased to have any errors or omissions brought to its attention. CSPl gratefully acknowledges financial support for our publishing activities from the Government of Canada through the Book Publishing Industry Development Program (BPIDP). National Library of Canada Cataloguing in Publication Danesi, Marcel, 1946- Messages and meanings : an introduction to semiotics /by Marcel Danesi - [3rd ed.] (Studies in linguistic and cultural anthropology) Previously titled: Messages and meanings : sign, thought and culture. Includes bibliographical references and index. ISBN 1-55 130-250-0 (pbk.) 1. Semiotics. I. Title. 11. Series. P99.D26 2004 302.2 C2003-907010-7 Cover design by Hothouse Canada Page design and layout by Brad Homing 04 05 06 07 08 5 4 3 2 1 Printed and bound in Canada by AGMV Marquis Imprimeur Inc. All royalties from the sale of this book will be donated to St. Jude Children’s Research Hospital. Communication I and my public understand each other very well: it does not hear what I say, and I don’t say what it wants to hear. Karl Kraus (1874-1 936) PRELIMINARY REMARKS Why do animals communicate with each other? Is it just for survival? Are there any other reasons? How does communication unfold? These are questions that fall under the rubric of cornmunication theory, and as such have traditionally fallen outside the purview of semiotics proper. However, since communication involves the exchange of signs, messages, and meanings, it is nonetheless of obvious interest to semioticians. This was certainly the opinion of the late Thomas A. Sebeok (1 920-2001), one of this century’s leading semioticians and linguists, who was instrumental in expanding the perimeter of semiotics proper to include the study of communication among all species. Known as the bioserniotic movement, Sebeok has shown that in studying cross-species communication, we end up getting a better idea of what makes human communication unique. Research has, in fact, shown how remarkably rich and varied animal communication systems are. Scientists have recorded and identified, for instance, birdcalls for courting, mating, hunger, food bearing, territoriality, warning, and distress, and elaborate vocal signals that whales and dolphins deploy to communicate over long distances underwater. Biosemiotics aims to investigate such patterns, seelung to understand how animals are endowed by their nature with the capacity to use specific types of signals and signs for survival (zoosemiosis),and thus how human semiosis (anthroposemiosis) is both linked to, and different from, animal semiosis. The objective of this new - 275 - 276 MESSAGES, SIGNS, AND MEANINGS branch of semiotics is to distil1 common elements of semiosis from its manifestations across species, integrating them into a taxonomy of notions, principles, and procedures for understanding the phenomenon of communication in its globality. The goal of this final chapter is to take a schematic overview of communication theory, touching briefly on what it entails in semiotic terms. WHAT IS COMMUNICATION? Communication is, simply, the exchange of information. It is to be distinguished from representation, which is the depiction of something (Y)in some specific way (X) to create a message (X = Y). Communication is the delivery, broadcasting, or transmission of the message (X = Y)in some way-through the air, by means of touch, visually, and so on and so forth. At a purely biological level, a message can be received successfully (i.e., recognized as a message) by another species only if it possesses the same hnd of sensory modality used to transmit it (as will be discussed below). Of these, the tactile modality is the one that seems to cut across human and many animal sensory systems. There is no doubt in my mind that a household cat and a human enter into a rudimentary form of tactile communication on a daily basis. Sharing the same living space, and being codependent on each other for affective exchanges, they do indeed transmit their feeling-states to each other by sending out body signals and especially by touchng each other. However, even withm the confines of this versatile communicative mode, there is no way for humans to be sure that cats have the ability to understand a broader range of tactile feeling-states implied by words such as “embrace,” “guide,” “hold,” “tickle,” etc. Clearly, interspecies communication is realizable, but only in a restricted sense. It can occur in some modalities, partially or totally, according to species. If the sensory systems of the two species are vastly different, however, then virtually no message transmission is possible. Messages can also be transmitted through technology, i.e., through some artifact or invention. Early societies developed simple tools for transmitting messages, such as drums, fire and smoke signals, and lantern beacons, so that they could be seen or heard over short distances. Messages were also attached to the legs of carrier pigeons trained to navigate their way to a destination and back home. In later societies, so-called “semaphore” systems of flags or flashmg lights, for example, were employed to send messages over relatively short but difficult-to-cross distances, such as from hilltop to hilltop, or from one ship to another at sea. COMMUNICATION 277 Marshal1 McLuhan ( 1964) claimed that the type of technology developed to record and transmit messages determines how people process and remember them. Any major change in how information is represented and transmitted brings about a concomitant paradigm shift in cultural systems. Ancient cuneiform writing, impressed indelibly into clay tablets, allowed the Sumerians to develop a great civilization; papyrus and hieroglyphcs transformed Egyptian society into an advanced culture; the alphabet spurred the ancient Greeks on to extraordinary advances in science, technology, and the arts; the alphabet also made it possible for the Romans to develop an effective system of government; the printing press facilitated the dissemination of knowledge broadly and widely, paving the way for the European Renaissance, the Protestant Reformation, and the Enlightenment; radio, movies, and television brought about the rise of a global pop culture in the twentieth century; and the Internet and the World Wide Web ushered in McLuhan’s “global village” as the twentieth century came to a close. The term information invariably comes up in any discussion of communication, and thus requires some commentary. Information can be defined simply as data that can be received by humans or machines. In the modern theory of information, it is considered as something mathematically probabilistic-a ringing alarm signal carries more information than one that is silent, because the latter is the “expected state” of the alarm system and the former its “alerting state.” The man who developed the mathematical aspects of information theory was the American telecommunications engineer Claude Shannon (19 16-200 1). He showed, essentially, that the information contained in a signal is inversely proportional to its probability. The more probable a signal, the less information “load” it carries with it; the less likely, the more. Shannon devised his mathematical model in order to improve the efficiency of telecommunication systems. It essentially depicts information transfer between two humans as a unidirectional process dependent on probability factors, i.e., on the degree to which a message is to be expected or not in a given situation. It is called the bull’s-eye model because a sender is defined as someone or something aiming a message at a receiver as if he, she, 01- it were in a bull’s-eye target range: 27 8 MESSAGES, SIGNS, AND MEANJNGS Shannon also introduced several key terms into the general study of communication: channel, noise, redundancy, and feedback: Channel is the physical system carrying the transmitted signal. Vocally produced sound waves, for instance, can be transmitted through air or through an electronic channel (e.g., radio). The term noise refers to some interfering element (physical or psychological) in the channel that distorts or partially effaces a message. In radio and telephone transmissions, noise is equivalent to electronic static; in vocal speech transmissions, it can vary from any interfering exterior sound (physical noise) to the speaker’s lapses of memory (psychological noise). Noise is why communication systems have redundancy features built into them. These allow for a message to be decoded even if noise is present. For instance, in verbal communication the high predictability of certain words in many utterances (“Roses are red, violets are.. .”) and the patterned repetition of elements (“Yes, yes, I’ll do it; yes, I will”) are redundant features of language that greatly increase the likelihood that a verbal message will get decoded successfully.