Representation

Ferdinand de Saussure's theory presented the idea that 'signs' which can be a numerous amount of things, such as images, gestures, musical sounds or objects, have associations with certain things, often illustrating particular ideas and representations of people. This is particularly used in the world of media and public entertainment. Roland Barthes continued to evolve this theory, helping the theory of semiotics to become more well known and identifiable.

• Signifier - The form which the sign takes. So this basically means the sign that presents something.
• Signified - The concept it represents. What the sign illustrates to audiences. 
• Symbolic Codes - All visual texts use symbols to encode meaning,. Symbols are what we see in the image, such as; colours, objects, body language, clothing and settings. When we interpret these symbols, we decode the meaning which carry a number of connotations.  

  This links to our media projects such as, the music video, digipak and magazine advertisement. We have to consider all of these aspects whilst producing these products as what signifiers and symbolic codes we include and angle, will illustrate what we are aiming to represent and achieve (signified).
  Some signifiers that we are using in our music video enable us to present our female protagonist in a particular way, for example;

• 'Alice in Wonderland' jumper - This use of image presents the idea that Rosie is lost and on a journey to find herself, much like Alice. 
• Powder Paint - This object is used to illustrate a sense of unity and welcoming, much like a tribe.
• The settings - Our choice of multiple settings also demonstrate Rosie's character to the audience, as at times we often see her alone, in an isolated setting, as well as a busy London scene, where she does not fit in with the working people. 
• Pocket Watch  - The use of this object is to link with the Alice in Wonderland theme, again presenting the idea that Rosie's life has parallels to Alice's.