AI, visual semiotics and Groupe μ

In the previous posts in this series: Taking as a starting point the subject of the exams in my course in Visual Communication, which consisted of the photo posted by Kate Middleton for mother’s day, I have been trying to experiment with the advantages and pitfalls in using ChatGPT for semiotic analysis.

After asking ChatGPT to analyze the image à-la Barthes, it was time for something bigger and deeper: Groupe *μ *(pronounced as ‘Groupe mu’), the Belgian group of semioticians with a long standing interest in Visual Semiotics.

#midjourney with prompt: ‘semiotics beyond limits’

Question: Now can you write a new piece inspired by visual semiotics as proposed by the Grouppe mu, the belgian group from the University of Liege?

ChatGPT: In the visual semiotics tradition as conceptualized by Groupe µ, the image of the Princess of Wales with her children can be dissected through a multi-dimensional analysis that examines the interplay of plastic (visual), iconic (resemblance-based), and complex (connotative) codes. Groupe µ’s approach emphasizes the structured nature of the image, interpreting each component as part of a broader system of meaning that operates both within and beyond the frame.

Plastic Codes: Groupe µ would start by analyzing the basic visual elements — color, composition, light, and lines. In this photograph, the palette is soft and muted, dominated by earth tones and pastels that suggest warmth and gentleness. The composition is balanced and centered, with the figures tightly grouped and framed by the doorway and windows of a house, which might be interpreted as symbols of domestic stability and security. The lighting is natural, diffusing softly across the subjects, enhancing the sense of an unguarded, authentic moment. These plastic elements do not merely create aesthetic harmony but also serve to construct an image that is inviting and soothing.

Iconic Codes: Next, they would consider the iconic signs, those elements of the image that rely on resemblance to the real world to convey meaning. The family is recognizable as a unit through familiar social cues: the protective and central positioning of the mother, the children’s playful and relaxed demeanors. The garden setting is an iconic sign of tranquility and privacy, further emphasizing the theme of a retreat from public life into a personal, intimate space.

Complex Codes: The complex codes involve deeper levels of connotation, where the image connects to broader cultural and ideological meanings. This photograph conveys the ideology of family and monarchy as intertwined entities. The Princess and her children are depicted not just as family members but as embodiments of contemporary monarchical ideals — accessible, relatable, and embedded within the socio-cultural fabric of everyday life. This image subtly conveys the narrative of a modern monarchy that aligns with democratic values, where royalty is seen as part of the community rather than apart from it.

Intertextuality: Groupe µ would also likely explore the intertextual relationships — the ways in which this image echoes, reinforces, or contradicts other images and texts about the royal family and monarchy in general. This photograph could be seen as part of a continuous narrative that includes public engagements, official portraits, and media coverage, all contributing to a cumulative image of the royal family that is strategic and managed yet appears spontaneous and genuine.

Rhetorical Analysis: Finally, employing a rhetorical approach, one would analyze how the image persuades its viewers. The family portrait uses the rhetoric of transparency and normalcy to engage the viewer’s sympathy and identification. It seeks to persuade the public of the royal family’s groundedness and relatability, crucial components in maintaining public support and affection in a contemporary context.

By unpacking the image through these layers of meaning, Groupe µ’s semiotic approach would highlight not just what the image shows, but how it shows it, and what it seeks to accomplish through its showing — a rich, multidimensional portrayal of monarchy set within a carefully crafted visual narrative.

Your turn to comment on the quality of ChatGPT’s answer. How do you evaluate it?

Previous posts in this thread: AI semiotics AI Barthes?

And a side-project: AI and the gender of semioticians