- Barthes – (Roland Barthes) is one of the leading theorists of semiotics
- Pierce – founder of semiotic theories
- Saussure – the study of signs
- Semiotics – study signs
- Sign – a gesture
- Signifier – a message
- Signified – meaning/gesture
- Icon – something represented as a symbol
- Index – a sign of something
- Symbol – a sign that associated with something
- Code – a system of words/symbols
- Dominant Signifier – a strong message
- Anchorage –
- Ideology
- Paradigm – pattern
- Syntagm
- Signifcation – exact meaning
- Denotation – meaning of something
- Connotation – a feeling a word gives
- Myth – a false belief or idea
- radical text – challenges the dominant ideology
- reactionary – dominants/supports common sense
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