Semiotics is one of the most popular subjects today, especially in relation to media. It is because this subject provides: a clear idea of what to look at when analyzing the meaning of media messages; explains why the media have differential effects; enables the observer to analyze the structure of media messages without ignoring the interpretive processes of the audience. What is Semiotics?1 The shortest definition is that it is the study of signs2. But that doesn't leave enquirers much wiser. ‘What do you mean by a sign?’ people usually ask next. The kinds of signs that are likely to spring immediately to mind are those which we routinely refer to as ‘signs’ in everyday life, such as road signs, religious signs and public utility signs. If you were to agree with them that semiotics can include the study of all these and more, people will probably assume that semiotics is about ‘visual signs’. You would confirm their notion if you said that signs can also be drawings, pain...
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