Difference:
Binary Opposition
Presence
Superior
Positive
Powerfull
Subject
Absence
Inferior
Negative
Powerless
Object
Difference:
Binary Stereotypes
Masculine
Feminine
Strong
Active
Rational
Scientific
Hard
Gentle
Macho
Reason
Superior
Production
Weak
Passive
Irrational
Poetic
Soft
Beauty
Elegant
Emotion
Inferior
Consumption
NAME
Kartono
Kartini
SUBJECTIVITY
He
She
WORK
Industry
Domestic
OBJECT
Tool
Cosmetics
Difference:
Paradigm
seperangkat unit vertikal (tanda, kata, kamus),
yang dipilih untuk dikombinasikan dengan unit lain.
Difference: Continuum
MASKULIN
KERAS
LEMBUT
PERVERSION
FEMININ
Difference:
Hierarchic
Genus adalah generalisasi
GENUS
Organisme
Spesies
Organisme
DIFFERENCE
Organisme
Spesies
Spesies
Dice
Cup
Spoon
Coffe Cup
Mug
Egg Cup
DIFFERENCE
SAMENESS
TABLE
WARE
Difference:
Diachronic
Newness/Progress
sintesis
O-1
O-2
antitesis
O-3
O-4
Self-differentiation/Self-Negation
O-5
O-N
Syntagm
Syntagm = rantai (horizontal) tanda-tanda yang dikombinasikan berdasarkan aturan atau
kode tertentu, untuk menghasilkan keseluruhan bermakna
Syntagm
Paradigm
Space
Synchronic
Vertical
EDUCATION
Contrast
Distinctiveness
Similarity
Resemblance
Mission
Fashion
Syntagm/Paradigm
Syntagm
Paradigm
dua
orang
Dewasa
umur 20
gembira
laki+
wanita
mendorong
belanjaan
tiga
anak
60+40
murung
2 laki2
mendorong
bak sampah
empat
orang tua
40+40
marah
2 wanita
mendorong
gerobak
sepuluh
ABG
10+60
hati2
2 banci
mengangkat
kayu bakar
Syntagm of Advertisement
Lipstic + Red Lip + Glass + Sucker + Ice + Orange + Red Hat + Text + Brand
Syntagm of Arts
Jesus + Table + Table Coat + Cup + Food + Men + Dog + Scene + Pillars
Syntagm of Product
Syntagm Fashion
Sistem Teks Visual (Fashion)
jas + kemeja + dasi + pentalon + sepatu
jaket
rompi
safari
batik
jas hujan
= Resmi
= Sensual
= Kupat
= Breakfast
Syntagm of TV Ad
Sentence
Linguistik
Film
S + S + S + S + S + . . .N
P1
P2
P3
P4
N
Syntagm
Paradigmatic
TERBATAS
OPEN
TERIMA KASIH