Of Cigarettes, High Heels, and Other Interesting Things

Of Cigarettes, High Heels, and Other Interesting Things

Of Cigarettes, High Heels, and Other Interesting Things An Introduction to Semiotics Second Edition Marcel Danesi

OF CIGARETTES, HIGH HEELS, AND OTHER INTERESTING THINGS Copyright Marcel Danesi, 1999, 2008. All rights reserved. First edition published in 1999 by PALGRAVE MACMILLAN 175 Fifth Avenue, New York, N.Y. 10010 and Houndmills, Basingstoke, Hampshire, England RG21 6XS Companies and representatives throughout the world. PALGRAVE MACMILLAN is the global academic imprint of the Palgrave Macmillan division of St. Martin s Press, LLC and of Palgrave Macmillan Ltd. Macmillan is a registered trademark in the United States, United Kingdom and other countries. Palgrave is a registered trademark in the European Union and other countries. ISBN 978-0-230-60523-7 ISBN 978-0-230-61278-5 (ebook) DOI 10.1007/978-0-230-61278-5 Library of Congress Cataloging-in-Publication Data Danesi, Marcel, 1946 Of cigarettes, high heels, and other interesting things : an introduction to semiotics / by Marcel Danesi. 2nd ed. p. cm. Includes bibliographical references and index. 1. Semiotics. I. Title. P99.D36 2008 302.2 dc22 2007044448 A catalogue record for this book is available from the British Library. Design by Newgen Imaging Systems (P) Ltd., Chennai, India. Second edition: June 2008 10 9 8 7 6 5 4 3 2 1

CONTENTS List of Figures Preface to the Second Edition vii ix 1 Cigarettes and High Heels 1 The Universe of Signs 2 What Does It Mean? 23 How Humans Represent the World 3 Makeup 47 Why Do We Put It On? 4 Tell Me about Yourself 69 What Is Language? 5 Kisses Sweeter than Wine 91 Metaphor and the Making of Meaning 6 Now, You Tell Me about Yourself 115 Why Do We Tell Stories? 7 At Arm s Length 139 The Meanings of Spaces 8 What a Beautiful Ring! 157 The Meaning of Clothes and Objects 9 Art Is Indistinguishable from Life 177 The Artistic Nature of the Human Species 10 There s More to Perfume than Smell 195 Advertising, Pop Culture, Television, and Online Culture Notes 219 Index 229

LIST OF FIGURES 2.1: Connotations of United States President 28 2.2: A Railroad Crossing Sign 36 2.3: Eratosthenes Diagram 37 2.4: A Visual Illusion 46 3.1: The Kiss by Klimt 56 5.1: The Conceptual Metaphor People Are Animals 99 5.2: Cultural Model of Ideas 105

PREFACE TO THE SECOND EDITION Among species, human beings seem to be a peculiar lot. For example, why is it that certain members of the species routinely put their survival at risk by puffing on a small stick of nicotine? Why is it that some females of the species make locomotion difficult for themselves by donning high heel footwear? Are there hidden or unconscious reasons behind such strange behaviors that seem to be so utterly counterinstinctual, so to speak? For no manifest biological reason, humanity has always searched, and continues to search, for a purpose to its life. Is it this search that has led it to engage in such bizarre behaviors as smoking and wearing high heels? And is it the reason behind humanity s invention of myths, art, rituals, languages, mathematics, science, and all the other truly remarkable things that set it apart from all other species? Clearly, Homo sapiens appears to be unique in the fact that many of its behaviors are shaped by forces other than the instincts. The discipline that endeavors to understand these forces is known as semiotics. Relatively unknown in comparison to, say, philosophy or psychology, semiotics probes the human condition in its own peculiar way, by unraveling the meanings of the symbols, known more exactly as signs, that undergird not only the wearing of high heel shoes, but also the construction of words, art forms, numbers, and the like. This is not a comprehensive textbook on semiotic theory and practice. There are number of excellent textbooks that are available on the market. My aim here is to present the basic notions of semiotics that help us understand how humans produce meanings and how these constitute small-scale versions of humanity s larger-scale need to unravel the meaning of life. Studying the raison d être of the latter has always been and continues to be the aim of philosophy, theology, and various other disciplines; studying the raison d être of the former is the specific goal of semiotics, which can be defined simply as the science of produced

x PREFACE TO THE SECOND EDITION meaning. I have left out many of the technical details of sign theory and I have not gone into any in-depth discussion of the pivotal contributions made by theorists, since these belong to a more comprehensive treatment. My hope is that this book will engender in the reader the same kind of inquisitive frame of mind with which a semiotician would closely examine people and cultures and why they search for meaning. Perhaps the greatest mental skill possessed by Homo sapiens, literally the knowing species, is the ability to know itself. Semiotics helps sharpen that skill considerably. The first edition of this book came out in 1999. To my pleasant surprise, it seems to have struck a chord among many readers. One of the reasons may have been that, in it, I decided to contrive my presentation of semiotics around a seemingly trivial scene, but one that nonetheless appears to reveal a lot about the human need for meaning. The scene was a fashionable modern-day restaurant an urban courtship setting where wooing rituals are performed in a sign-based manner. The fictional actions in that scene allowed me to tell the semiotic version of the human condition in concrete terms. Much has changed in the world since 1999, but the role of the restaurant as a locus for human courtship rituals has not. Therefore, in this updated second edition I have retained that scene as a framework for describing sign-based behaviors, although even there some radical changes have taken place such as, for instance, the virtual elimination of smoking from public venues owing to changes in social attitudes toward cigarettes and their meanings. The world has also become much more digitalized and technologically sophisticated since 1999, with the Internet practically replacing all other media systems for the routine transmission and recording of information. Such changes have informed the revision of this book. Similar to the previous edition, however, I have taken nothing for granted. I have defined in clear language and illustrated with common examples any concept that is basic to semiotic theory. I have also avoided making constant references to the technical literature. The works that have informed my commentaries, descriptions, and analyses are found throughout the endnotes. I have tried to cast as wide a net as possible, attempting to exemplify within two covers how semiotics can be used effectively to probe human nature in specific ways. As in the first edition, I also wish to assure the reader that I have made every possible attempt to emphasize method of analysis, rather than my personal views.

PREFACE TO THE SECOND EDITION xi Whether one agrees or disagrees with any or all of my commentaries is, in fact, besides the real purpose of this book, which is to spur the reader to identify and reflect on the unconscious meanings that flow through the system of everyday life in which he or she takes part daily. That and that alone will have made writing it worthwhile. One final note as in the first edition I refer constantly to Western culture without defining it. In today s global village it is difficult indeed to use such broad designations unambiguously. However, my purpose here is not to enter into an anthropological debate, but rather simply to use a form of culture as a backdrop to the purpose at hand to describe semiotics. So, for the sake of argument I use the term Western culture in a very limited way as a descriptor of what goes on in societies such as the United States, Canada, and Europe (to mention a few), in terms of ritualistic, expressive, and representational behaviors and patterns in general. The first edition of this book was the idea of the late Professor Roberta Kevelson of Penn State University, a leading semiotician. She will be missed greatly. It was Michael Flamini of St. Martin s Press who brought it to fruition as editor. The invitation to put together a second edition comes from Farideh Koohi-Kamali, also of St. Martin s. I cannot thank her enough for the support and enthusiasm she has shown in this regard. I am also deeply grateful to Victoria College of the University of Toronto for granting me the privilege of teaching semiotics for many years. This has allowed me to learn a great deal about human nature from the enthusiastic students I have taught over those years. I have learned more from them than they have from me. Finally, heartfelt thanks go out to my family, Lucy, Alexander, Sarah, Danila, Chris, and my late father, for all the patience they have had with me over my incessant pontifications about signs and symbols. I must also ask their forgiveness for having been so grumpy and neglectful of family duties during the rewriting of this book. I would like to dedicate it to my late father, Danilo. He was a simple and kind soul who inspired generosity and benevolence in all those around him by his very existence.