PART IV
SEMIOLOGY
What is semiology?
Technically, semiology is the study of sign systems. As use here it refers to the communication of aesthetics. The combinations and permutations in this area seem almost infinite, but the basis for them are three concepts, or some blend thereof: (a) romanticism - the focus upon one's own favorite modality, whether it be the flavor of ice cream or the genre of writing; (b) populism - "playing to the crowd" by appealing to cultural archetypes or momentary fads; and (c) formalism - aesthetic choice based on some method, whether in representation, performance, or symbolism.
How does semiology work?
For consumers of culture, the most widespread idiom appears to be "I may not know art, but I know what I like!" Romantics like things that express their own sentiments. Populists like whatever is trendy, because they are basically aesthetic conformists. Formalists look for particular art forms that demonstrate a level of artistic craftsmanship. For creators of culture, the inclinations are also quite varied. Romantic artists go to considerable lengths to place their personal stamp on whatever they produce - singing, dancing, acting, often claiming to be inspired by a "muse". Populists either possess or develop a stereotype that appeals to their audiences, as something to be liked or disliked. Formalists such as classical musicians and method actors practice constantly to achieve excellence. There are three aspects to Romanticism: Improvisation, Morale, and Genre. There are three considerations in Populism: Inspiration, Entertainment, and Catharsis. There are three motifs in Formalism: Comedy, Irony, and Tragedy. Look for all of them.
What underlies all of these modalities in semiology, are human feelings. Suzanne Langer makes the case that all of human culture can be understood as the product of the refinement of feelings just as readily as the elaboration of ideas. If will therefore often be an interesting exercise to imagine the feeling that have impelled different modes of semiology, so that by empathizing with others one can get a sense of their mind-set. In modern society, the "great aesthetic debate" has been between those who regarded aesthetics as "merely entertainment" and those who regarded it as an important source of social criticism and/or "spiritual guidance" for an otherwise superficial existence. An attitude of detached involvement is helpful here because it enables you appreciate a variety of modes and messages in aesthetic communication, rather than being a single-minded Philistine.
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