SEMIOTICS

When watching music videos, the viewer is constantly bombarded with various images and signs, those being either; iconic (like the object it represents); indexical (having a direct connotation with the object); or symbolic (connected to a meaning through conventions, meanings, or our own social codes). 

For example, the Black Eyed Peas cleverly use a simple yet very significant and symbolic sign in their music video, 'Where is the Love?'.

This sign is somewhat ambiguous, as it can be representative of various ideas and can be interpreted in different ways. My initial perception of this sign, owing to the context and title of the song, was that we should question the harsh society we live in and ask ourselves if there really is any love in this world. However, as the song progresses and this motif is repeated, new connotations of the symbol formed. For example, when watching the youngsters running down the street, all holding paper with the reoccurring question mark on it, i though of the younger generation and perhaps the question mark was representing the questionable future that is to come for the youngsters who lack control over their society. 

Through learning about semiotics i have gained an understanding of how i can hint several social, political or even personal messages to an audience without having to throw it in their face.