Semiotics, as more eloquently put, “is the science that attempts to answer
the following question: What does X mean? The X can be anything from a single
word or gesture, to an entire musical composition or film” (Danesi 3).
Seemingly, semiotics is a science, applied correctly, that helps one decode the
messages and signs presented by media. As said, a simple gesture or entire
succession of events can work to convey a particular or multitude of meaning/s.
Thus, identifying the icons, indexes, and symbols embedded in media is crucial
to understanding.
Rick and Morty, an
extremely popular animated TV comedy on Adult Swim, has a trio of promotional
commercials in which the viewer can learn more through visual and audible signs
than s/he can from the dialogue itself. Many promotional commercials and
snippets leave the viewer with puzzle pieces to fill. The brain automatically
makes connections and fills holes unconsciously from icons, indexes, and
symbols.
The
three promos (video here) for Rick and Morty are a continuation of the same idea/joke, in
which Rick and Morty, plus other characters, are dealing with the idea of
consciously being in a promotional commercial for “their” show. Not much is
given away to the viewer from the dialogue other than the fact that Rick seems
to be a intelligent and dominant personality but also sarcastically dismissive
of his surroundings.
However,
many non-verbal, and some verbal, signs give away many characteristics of the
show. Having seen the shows quite a lot, I am better able to pick up on these
signs than a first time viewer. For example, Rick (the main character with
spiky blue-ish gray hair) is always wearing a lab coat. This is a well-known
symbol of clothing that indicates the wearer is a scientist, as Rick turns out
to be. This simple symbol helps piece together a little bit about Rick. In the
middle portion of the video, the family is seen eating a feast and Jerry is
seen wearing a turkey sweater. Both the food shown and turkey sweater helps
symbolize that the family is enjoying a Thanksgiving meal. The orange/brown/green
sweater symbolizes the colors of autumn and the iconic turkey in the center of
table is a dead giveaway.
There
are also audible sounds that help to start and build a sense of character among
the cast. The daughter, Summer, is seen texting at the table. The viewer can
clearly hear and recognize the sounds of typing a text and sending the message,
which is done so by replicating the sounds made on an iPhone one might use
today. Her infatuation with her phone, even during an odd discussion about
promo commercials at Thanksgiving, fosters the image of her as a typical
teenage drama queen. Another example of audible icons is the constant burping
done by Rick. Burping usually indicates fullness from drinking, usually a carbonated
beverage. In the show, Rick is a functioning alcoholic. The promo commercial
begins this characterization by having Rick burp all the time because of his
constant drinking.
These
oftentimes-simple signs are what bring one’s understanding of media to a
different level. If I were to go to a foreign land and watch different media, I
would have a harder time understanding things because of different symbols,
icons, and indexes that are present in different cultures. However, all media can
be interpreted because of universal signs shared among people. Thus, semiotics
is applicable at any time one is exposed to media.
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