Architecture and Semiology (Case Study: Margo City, Depok)

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1 Architecture and Semiology (Case Study: Margo City, Depok) Wiranti Sitoresmi 1, Kemas Ridwan Kurniawan 2 Department of Architecture, Faculty of Engineering, Universitas Indonesia, Depok Abstract There is a phenomenon in architecture that even though an architect designs an architectural object with an intended function, the user would use it the way they perceive about the object, which maybe either exactly the same intended function or anything else. To analyze how the architectural object delivers the function both physical and symbolical, there is a need to see it as a signal and to see architecture as a system of sign through the analysis of semiology. The analysis would be applied to Margo City, a shopping mall in Margonda Depok which is known as an icon of Margonda, to understand how the building communicate the function to the users through the forms. Keywords: Architecture, Semiology, Sign, Communication, Function, Form 1. Introduction Semiology is a study used in linguistic to analyze the language as a system of sign. A sign is used to communicate between the sender and the receiver based on a certain conventional standard, for the meaning to be transferred well (Eco, 1976). There are two main perspectives in the study of sign, semiotics and semiology. Semiotics is trying to analyze the interpretation of the sign, how the meaning is received by the interpreter. While the semiology more focus on the system of sign, how the meaning took form. The semiotics, which also known as pragmatism, is more oriented to the result of the signification process; differs from the orientation of semiology, which also known as structuralism, that more focus on the structure of the system of sign. Pragmatism is an important study to analyze the result of a communication process, while structuralism is crucial to understand how the communication process works. According to Eco (1976) a communication process happen when the sender is trying to send a message through something called signal. This signal then would be

2 delivered to the receiver, which will receive the meaning of the signal. It can be seen that the message that the sender deliver and the meaning that the receiver get could be different, even though there is only one signal. This phenomenon is similar to architecture. When an architect designs an architectural object with an intended function, there is no such written procedure attached to it so that the people who use the architectural object absolutely use it the way that architect want. The user would use it the way they perceive about the object, which maybe either exactly the same intended function or anything else. This phenomenon is so common yet there is not many architectural studies discuss this phenomenon. To analyze how the architectural object delivers the function both physical and symbolical, there is a need to see it as a signal and to see architecture as a system of sign. The system includes how the building took its form by the architectural elements and the relation between the building and its context, and from those relations the functions happen and formed (Eco, 1973). This is the main focus of this study, to analyze the architectural object and its elements deliver such function; not to judge whether an architectural object is good or bad, not to find out whether the architect designed the object properly or not, or to find out whether the user receive the exact message as the architect s intention or not. Margo City is a shopping mall in Margonda which has a crown made out of stacked tilt hollow iron on top of the building which succeeded in making the building an icon of Margonda. Even though there are five more shopping centers in Margonda Area, Margo City is the most well-known and most visited shopping mall and become the attraction of Margonda. Due to the quality of the building and its context, Margo City not only contributes to economy of the city, but also the skyline of Margonda. 2. Literature Study Semiotic is a theory or approach to analyze sign and its meaning. In development, semiotics is based on the thoughts of the philosophers or linguists, who generate various concepts and ideas and shape up the present modern semiotics. There are two main theories of semiotics, Peirce s Pragmatism and Saussure s Structuralism. Pragmatism is about the interpretation of sign, that a sign brings a message along that will be interpreted depends on the interpreter; also known as semiotics. While the structuralism widely called as semiology is more focusing on the system of sign, that the meaning is generated by the combinations of signs.

3 Structuralism is basically a way of thinking about the world, which specifically concern about structure (Budiman, 1999:111). Structuralism is developed by Ferdinand de Saussure, a Swiss linguist, who is known as one of the father of semiology for his idea to see language as a system of sign and is not the only sign system (Hidayat, 2004:82). Since Saussure is a linguist, he introduced the concept of Langue and Parole in linguistic. According to Masinambow (2004:21) Langue is the rule of language which is collectively used in the communication. It means that there should be a social convention that is approved and obeyed by the relevant society. Parole is the element of language which is the manifestation of langue on each individual; in a form of acts, done to express the individual thought. 2.1 Dichotomy of Sign Saussure also introduced the dichotomy of sign, sign consists of two components: signifier and signified. Signifier is the manifestation of sign which has material characteristic, such as: sound, image, or any other objects (Budiman, 1999:93). On the other hand, signified is the mental aspect which commonly called as concept. Signified is not something that is referred by the sign, but a mental representation of the one which is referred (ibid.:94). Figure 1 A Reconstruction of Saussure s Scheme of the Sign by Wendell Piez Source: Retrieved on May 16, 2013 A signifier is sensory aspect of a sign that take form as sound, image, etc., related to the concept (ibid.:93). The signifier substance is always material. While signified is the mental aspect of a sign, which commonly called as concept. A signifier is not something that is referred by the sign; it is a mental representation of what is referred (ibid.:94).

4 From the idea of dichotomy above, it can be seen that, for Saussure, sign is not referring to an objective reality; so according to Masinambow (2004:21) the meaning of the sign would only be determined based on: 1. Relations or connection between signs and 2. The concept that is remembered by human in determining the perception of a sign. Since there are differences between individual perceptions to another, the relations or connections become so important in the structuralism. But basically, it can be concluded that structuralism is based on the relations which are associated on the same system combination of the individuals memory sequences. 2.2 Approaches Saussure also explained about two approaches of linguistic analysis, which are: diachronic and synchronic. Diachronic analysis is an analysis about the changes and developments of the history of language where the connections are formed because of causal relations (Budiman, 1999:23). While in synchronic analysis only took a historical section and examine the structure of the language only on a certain period, not in the context of the historical changes; because in a context of structuralism, a sign cannot be seen as an individual but on its relation and combination to the other signs in a system. Combinations of signs are usually based on a certain code which is valid in a community, which indicates there is a social convention between the members about the combination set of signs and the meanings. Code is a certain set of arrangement as a result of collective convention where signs can be combined and enable the message to be communicated from one to another (Piliang, 2004:91). 2.3 Axis of Sign According to Saussure, there is only difference principle in language. A Word has its meaning as a result of the differences between words. Syntagm is a combination of signs, which based on certain rules, in a specific set that delivers a meaningful expression (Piliang, 2004:91). For example a phrase that consists of some words has different meaning from when each word stands individually. Saussure called this condition as in praesentia in presence (Budiman, 1999:110). Paradigmatic, or what Saussure called as associative, is a system that let us choose a sign from the catalogue of signs through the relation of similarity or

5 difference. In the language, a word has paradigmatic relation with its synonyms or antonyms, and the other words which have the same basic form or the ones those have similar sounds, and so on (Budiman, 1999:89). In other words, paradigmatic is the relation between signs which are not yet exist (in the text) or what Saussure called as in absentia or in absence (ibid.:7). Paradigmatic is simply the diction of signs from the sign dictionary. Toy Lift Paradigmatic The Boy Who Lived Syntagmatic synonym antonym Man Died Figure 2 An Example of Axis of Sign Author s Own Illustration 2.4 Stages of Sign According to Piliang (2004:94) combinations of sign and its underlying rules enable a text to be produced. Since the relation between a signifier and the signified is unnatural, but as a result of the social convention, a signifier basically open the opportunities to various signified and meanings. Roland Barthes developed two staggered system that allow the production of staggered meanings, which are denotation and connotation. Expression Expression Content Denotative meaning Content Connotative meaning Figure 3 Super-elevation of Codes Source: (Eco, 1976:79) Denotation is the first level of signification which explains the relation between the signifier (expression) and the signified (content) that directly deliver the explicit, literal meaning. Denotation is the sign which its signification has a high level of convention or agreement (Piliang, 2004:94).

6 Connotation is a signification level that explains that relation between the signifier and the signified, which is attached to a sign for its history of usage. Connotation is a system which the expression is already a signification process (Budiman, 1999:65). It produces the second layer meaning, which is formed when the signifier is related to the psychological aspects; such as feelings, emotions, or beliefs (Piliang, 2004:94). Connotation, as a system of its own, consist of the signifiers, the signifieds, and the significations the process that combining the first two (Budiman, 1999:65). Actually, beside connotation which has more than one content for an expression, there is another stage of sign called meta-language. Meta-language is a stage where a sign has more than one expression for one content; which, in linguistic, called as synonym (Hoed, 2004:53). However this stage will not be explained deeper in this study. 3. Discussion Margo City has a distinctive feature on its exterior, the white-grand-sculptural crown on the top of the building. This crown contributes the skyline of Margonda since 2006 and can be seen even from afar and from any direction. People who already visit, or even only passing by, acknowledge this feature as the main attraction of Margo City. Figure 4 Sculptural Ornament on Top of Margo City Author s Own Illustration

7 Grand and white, piercing through the sky, it can be seen even from a far. The location, in the center of the whole mall area, and the size, no other part is higher, make this ornament more eye-catching. the building, but also as the icon of Margo City and landmark of Margonda. Figure 5 Elevations of Margo City Crown Source: Document of PT. Arkitekton Limatama

8 Figure 6 Timeline of Margo City History (Diachronic) Author s Own Illustration Figure 7 Changes in Margo City from 2006 to 2013 Author;s Own Illustration

9 Area where people gather or looking for entertainment (spend a longer time) Area where people shop or looking for what they need or what they want to buy (spend more money) Entertainment Entertainment Food and Beverages Food and Beverages Food and Beverages Lifestyle Retail Household Appliances Apparel and Lifestyle Apparel and Lifestyle Household Appliances Figure 8 Floor Division of Margo City Source: Margocity < [June ] 3.1 Typology According to Verdil (2009) there are four typologies of shopping centers. These typologies are based on the axis and space configuration that form the plan of the shopping mall. These typologies consist of shopping mall with Cartesian system, shopping mall with dumb-bell system, shopping mall with branch system, and shopping mall with hybrid system. The typology of the Margo City Mall can be classified as the dumb-bell type.

10 Figure 9 Axis in Margo City Plan Author s Own Illustration 3.2 Urban Context Depok, at its young age, already become a satellite city for Jakarta. Since there are some educational institution such as schools, from elementary to senior high, and especially universities and institutes, many people are coming or even staying temporarily in Margonda. The needs of the students and their family for foods, stationeries, shopping and even entertainment are needed to be fulfilled.

11 Figure 10 Syntagmatic Analysis on Jabodetabek Map Reference: Figure 11 Access of Margonda Author s Own Illustration That is why Margonda is a very strategic place for business. With the easy access and clear visibility, the mall itself has been provided the Depok Citizen and many other people from outside the downtown many facilities inside. Within the reachable distance, the mall can be accessed by almost the entire transportation mode available in Depok City.

12 Figure 12 Semantic Analysis on Zoning of Margonda Author s Own Illustration 3.3 Customers (Pragmatic Analysis) Based on the zoning, there are two major activities happening on the ground floor area, shopping and eating activity. With these two active activities, it can be seen that the visitors coming could be varied from young age to old age, male and female. The ground floor area is the main entrance to enter the building that creates all the visitors to vary more at this particular floor. They will be spreading out to the first floor, second floor, and to the basement area. The first floor is more vibrant and with a view addition of types of merchandise and services, this will attract mostly young people. Due to the difference in level, this will automatically filter the customer based on their age. The old people will need

13 more effort to reach the first floor, which could become the reason the first floor is filled with mostly young to young adult customers, both male and female. The most top floor in the mall also varies in its merchandise. The most crowded by visitors is the food and beverage area, which attract many people in more diverse category. Types of customer who come to this floor are those who come to find additional goods, so they vary in both male and female, from children to old people. The great area for entertainment section in this floor attracts mostly young people, including children and young adult. Unlike the other floor areas, the visitors of the basement area are mostly those who come to shop grocery. Since most of the area is filled with retail shop, it obviously attracts housewives and more young adult to come. (a) (b)

14 (c) Figure 13 Zonings of Each Floors in Margo City Source: Author s Own Illustration (d) 4. Conclusion Based on the explanations from the previous chapters, it can be concluded that architecture is far more than an object that is designed by an architect and will be used by the user. Architectural object can both be effected by and influence all the aspects of human life, the social, cultural, economy, politics, and so on. This is because architecture also can communicate indirectly. Aside from how the architectural object being interpreted by the users and the viewers, how the architectural object act as a sign is also interesting to be analyzed. Since architecture is based on a certain standard, the elements of architecture would be designed and arranged based on such system that could be analyzed by semiology. Besides analyzing a building and its elements, the context should also be examined the location, the users, and the history for better understanding. Through the analysis of semiology of Margo City, the customers come to this shopping mall because of it is located in a strategic location, surrounded by educational facilities and residential, and in the border of both Bogor and Jakarta. Customers who are coming back and forth Jakarta relate the crown of the Margo City

15 to the Crown of National Monument, the landmark of Jakarta. There is a remain of Depok history, conserved as a café in Margo City area, which remind the citizen of Depok of their heritage. Those qualities somehow make Margo City such a new landmark of Margonda Raya Street. Beside the external aspects that this shopping mall has, the design also has a certain quality that allow customer to spend their time and money in quality for its efficient zoning and space arrangement. The various types of tenants allow customers from any age and economic level fulfill their needs and wants. References Bally, Charles, and Sechehaye, Albert (ed.) Course in General Linguistics: Ferdinand de Saussure. Geneva: McGraw-Hill Book. Budiman, Kris Kosa Semiotika. Yogyakarta: LKiS Christomy, T., Peircean dan Kajian Budaya. In: Christomy, T., Yuwono, U. (Eds.), Semiotika Budaya. Depok: Pusat Penelitian Kemasyarakatan dan Budaya Direktorat Riset dan Pengabdian Masyarakat Universitas Indonesia, 2004, pp Eco, Umberto Teori Semiotika. (Translated and edited by Inyiak Ridwan Muzir,) Bantul: Kreasi Wacana, Eco, Umberto Function and Sign: The Semiotics of Architecture, reprinted in Rethinking Architecture: Reader in Cultural Theory, ed. Neil Leach (London: Routledge, 1997), pp Frank, D. K. Ching (2007) Architecture: Form, Space, and Order. 3 rd edn. Canada: John Wiley & Sons, Inc. Hidayat, Rahayu S., Semiotik dan Bidang Ilmu. In: Christomy, T., Yuwono, U. (Eds.), Semiotika Budaya. Depok: Pusat Penelitian Kemasyarakatan dan Budaya Direktorat Riset dan Pengabdian Masyarakat Universitas Indonesia, 2004, pp Hoed, Benny H., Bahasa dan Sastra dalam Tinjauan Semiotik dan Hermeneutik. In: In: Christomy, T., Yuwono, U. (Eds.), Semiotika Budaya. Depok: Pusat Penelitian Kemasyarakatan dan Budaya Direktorat Riset dan Pengabdian Masyarakat Universitas Indonesia, 2004, pp Masinambow, E.K.M., Teori Kebudayaan dan Ilmu Pengetahuan Budaya. In: In: Christomy, T., Yuwono, U. (Eds.), Semiotika Budaya. Depok: Pusat Penelitian Kemasyarakatan dan Budaya Direktorat Riset dan Pengabdian Masyarakat Universitas Indonesia, 2004, pp Nas, Peter J.M. (ed.) Cities Full of Symbols: A Theory of Urban Space and Culture. Leiden University Press.

16 Piliang, Yasraf A., Semiotik sebagai Metoda dalam Penelitian Desain. In: Christomy, T., Yuwono, U. (Eds.), Semiotika Budaya. Depok: Pusat Penelitian Kemasyarakatan dan Budaya Direktorat Riset dan Pengabdian Masyarakat Universitas Indonesia, 2004, pp Powell, Jim Derrida for Beginners. Danbury: Writers and Readers Publishing, Inc. Van Breemen, A.J.J. and Sarbo, J.J. Sign Process and the Sheets of Semeiosis (S s ). Retrieved on May 31, 2013, from Verdil, Ahmet (2009) Transformation of Space Behavior Relation: A Case Study of Shopping Centers in Istanbul. In: Koch, D., Marcus, L., Steen, J., Proceeding of the 7 th International Space Syntax Symposium, Stockholm: KTH, 128:1-128:12.