Reworking our wiring


Like most of you, I found this weeks readings to be very though provoking and insightful. Not only in a linguistics sense but also in human interactivity with the world. Without being too existential, the key idea that I gained from this weeks readings is that perhaps as a society, we have become lazy and rely on the sign to dictate our thinking. We see this so much in the way advertising has infiltrated our lives, no longer do we have to have all three systems of relation in the one ad to understand what is the ad purpose. Nowadays we will just see one of the 3 and understand subconsciously what is being presented to us.

Think of the way that language has evolved. MacDonalds is a universal empire, however we have uniquely taken it’s name and evolved it into our conversational repertoire    – Maccas, MD’s, etc. This is a clear indication of Volosinov’s propositions, particularly that of signs being adaptable and changeable. This video show’s how we are able to so intrinsically take in so much branding without recognising. Lauren might recognise the brands a bit more than us, but you get the gist of it!

However it’s even more dangerous than the infiltration of marketing and branding into our brains constantly. As seen in the Annabelle Lukin reading “Reporting War: grammar as covert operation”, the power of the masses is destabilised through the editing and control of the signified. By controlling the active voice of communication many journalists can dramatically impact transformation of the sign to the signified. The political meaning overlap between this reading and the original Signs and Meaning readings by Shirato+ Yell is seen through the censoring of content, and it’s something that is still very relevant in an age of internet censorship and how the government frames the key concerns of this generation – violence, pornography, fraud, lack of morality and a constant lack of privacy . It’s a bit scary to see how this impacts us so easily every day. But we have such limited control over any of it.

Happy pondering all.


One Response to “Reworking our wiring”

  1. laurenkoenig Says:

    That video is pretty neat- amazing how many brands you know without even thinking twice about it. For those of you who have not yet been introduced to sporcle prepare to get distracted (haha but really) but i challenge you to this- how many of these logos can you name without thinking twice about it?

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