My research project will be based on the two theories of semiotics and ideology and representation. My research will be showing how perfection is explained through semiotics and ideology.
Semiotics makes us aware that the cultural values with which we make sense of the world are a tissue of conventions that have been handed down from generation to generation by the members of the culture of which we are a part. It reminds us that there is nothing 'natural' about our values; they are social constructs that not only vary enormously in the course of time but differ radically from culture to culture. (Cited in Schroeder 1998, 225)
I have used Semiotics as part of my theory to understand the politics of perfection because there is semiotics and signs everywhere in the mass media. It helps us understand how the mass media represent the perfect of a ‘man’ and a ‘women’. No image is neutral; every image is constructed through power. We communicate through visualized images.
Semiotics makes us aware that the cultural values with which we make sense of the world are a tissue of conventions that have been handed down from generation to generation by the members of the culture of which we are a part. It reminds us that there is nothing 'natural' about our values; they are social constructs that not only vary enormously in the course of time but differ radically from culture to culture. (Cited in Schroeder 1998, 225)
I have used Semiotics as part of my theory to understand the politics of perfection because there is semiotics and signs everywhere in the mass media. It helps us understand how the mass media represent the perfect of a ‘man’ and a ‘women’. No image is neutral; every image is constructed through power. We communicate through visualized images.
In order to help us deconstruct the meaning of objects, we use the Saussure concept of the sign. For him everything including colours sounds and odours were signs. The crucial aspect in his theory is that signs only have meaning in a formal abstract system (Chandler, 2005). Signs are purely psychological. For example the colour red is often associated to women, when we look at what red signifies in the media world we see red is often used to evoke erotic feelings (red lips, red nails, red-light districts, 'Lady in Red', etc) (Color Wheel Pro 2002-2010). Through the use of such signs 'Women are coded as erotic' (Laura Mulvey)
Red is usually associated with 'perfected' women, we see this in fashion runways, the red carpet, advertisements and movies. For example the Kellogg’s special K model is always wearing a red outfit which is aimed to help women lose weight.
This can be juxtaposed with a darker colour for example blue is generally used in the media and culture to signify a man it detonates knowledge, power, integrity, and seriousness. (Color Wheel Pro 2002-2010) In most cultures if a women had just a baby boy people would instantly buy a blue present. We have grown up in society to believe that blue is a male colour. According to studies blue is a masculine colour; it is highly accepted among males. Dark blue is associated with depth, expertise, and stability; it is a preferred colour for corporate America. For example the in Dolce & Gabbana advertisement we see that the male model is holding down the female model, the male models all wear blue and represented as very masculine and dominant.
In mass media we see gender is used frequently to reinforce patriarchal gender roles. It convinces the audience on what role they fit in. Colours are key signifiers in the mass media; it represents our identity as a male and a female in society.
