Semiotics Salience (language)

connotation / denotation
encoding / decoding




semiotic theory of peirce

in semiotics (the study of signs or symbolism), salience refers relative importance or prominence of part of sign. salience of particular sign when considered in context of others helps individual rank large amounts of information importance , give attention important. process keeps individual being overwhelmed information overload.

discussion

meaning can described system of mental representations of object or phenomenon, properties , associations other objects and/or phenomena. in consciousness of individual, meaning reflected in form of sensory information, images , concepts. denotative or connotative, sign system transmitting meanings can uncertain in operation or conditions may disrupt communication , prevent accurate meanings being decoded.

further, meaning socially constructed , dynamic culture evolves. problematic because individual’s frame of reference , experience may produce divergence of prevailing social norms. salience of data determined both situational , emotional elements in combination relatively unique each individual. example, person interest in botany may allocate greater salience visual data involving plants, , person trained architect may scan buildings identify features of interest. person s world view or weltanschauung may predispose salience data matching views. because people live many years, responses become conventional. @ group or community level, conventional levels of significance or salience embedded in sign systems , culture, , cannot arbitrarily changed.

for example, first thing seen in poster may title or picture of face.