The connection between signifier and signified is arbitrary; they are not a natural relationship where meaning is given

For example, yellow circle could mean a yellow light or smiley face Arbitrariness Arbitrary= based on random choice rather than any reason or system hen we say the linguistic symbol !tree", we see in our mind a pic of a tree however, that linguistic symbol could be anything o the meaning that is ascribed to it is what counts The importance of Context: The #wasti$a, nat%is versus the &uddhism #ame source material, radically different use and meaning &oth mean peace, unity 'e #aussure argues that signs only ma$e sense as part of a formal, generalized and abstract system That is, signs only have meaning in realtions to other signs The meaning of a sign is dependant on its social, historical and cultural context The meaning of any individual sign is derived from the larger sign-system itself hat we experienced tell us what we see, for example the mas$, if we did not see it before we would have thought it was an ordinary mas$, but now we $now the meaning behind it

Implications (So what?) (mplication )*+ we can only thin$ within the ters of the sign system, e cannot thin$ outside it -anguages are merely forms of the same content !tree, arbol,arbre, baum" a are various symbolic representations of the same content, diff signifiers of the same signified

Text/Image/sound

representation

e create meaning about the world around us through representation this process of meaning-ma$ing through representation ta$es place via systems o for example, we must learn

Impliation !" There is no !Transcendental signifier" o This means that it is a single, .uintessential signifier that gives meaning to all related signs o e cannot single out

/eaning through Absense ithin sign#sets 0signifiers of related, but not identical, signified ob1ects2 we $now somethins is !a" because it is not !b" A tree is a tree because it is not a shrub, a bush etc

(mplication )3+ All sign systems are imbued with ideologies and therefore carry issues of power and representation 4g+ history as a system of signs as representations 4very sign system contains ideological weight 4uphemism= using a mild term or prase to represent something unpleaseant or offensive 0ex, collateral damage2

A sign= a representation A representation= a sign signs convey authority

signs encode naturali%ed norms that have a .uality of !ta$en for granted-ness" that5s 1ust the way things are, !common sense" ideology for ex, exit sign, we $now that is where we exit the room in creating meaning through exclusion, signs often help represent binary organi%ations of people or ideas eg, (f a person is not male, then she is female we consent to sign-systems and their meanins every day