"Semiotics is the study of how meaning is constructed through language or codes."
Semiotic analysis allows you to de-construct meanings from media texts.
Audiences are 'readers' and as such bring something from their own background.
- Signifier = text (sound, print, still or moving image)
- Signified = idea or meaning
Symbolic Signs
- Arbitrary - Example: the word CAT does not necessarily relate to a furry animal that we know as a pet, but this is how we have been brought up knowing it, so we call it a cat.
- Iconic - such as: religious paintings, statues and stained glass windows in churches.
- Indexical - direct connection with what is being signified, for example: tears represents sadness, sorrow etc.
Signs
- Anchorage - caption underneath a photograph
- Denotation - what an image actually shows, immediately apparent
- Connotation - meaning shown through cultural experiences
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