- Media language - the way meaning is made
- How media texts communicate
SAUSSURE'S SEMIOTICS (The Study of Signs)
"...nothing is more appropriate than the study of languages to bring out the nature of semioligical problem." (Saussure)
Signifier - the form in which a sign takes
Signified - the concept it represents
Saussure focussed on the relationship between the signifier and signified - this is called signification
Iconic sign - a mode in which the signifier resembles or imitates the signified
Indexical sign - the signifier is directly connected in some way to the signified
Modern semiotic theory is also sometimes allied with a Marxist (e.g. Stuart Hall) approach that stresses the role of ideology.
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