Signifier

SIGNIFIER
Screen printed in Los Angeles using black ink (front) on Gildan Ultra Cotton long sleeve t-shirt with TAGBANGER demask woven label hand stitched inside. Typeset in Dinamo Janson Max. In semiotics, signified and signifier stand for the two main components of a sign, where signified pertains to the ‘plane of content,’ while signifier is the ‘plane of expression.’ The idea was first proposed in the work of Swiss linguist Ferdinand de Saussure, one of the two founders of semiotics. The postmodernist social theorist Jean Baudrillard spoke of hyperreality, referring to a copy becoming more real than reality — in other words, how the signifier becomes more important than the signified.