- Barthes – French literary theorist / philosopher. Theoised the codes theory (Hermeneutic code), the way a story is told without revealing all the facts
- Pierce – American philosopher, investigated how language is a way of connecting meaning to different signs, ICONIC, INDEXICAL, SYMBOLIC
- Saussure – Swiss linguist / semiotican, theorised that the principle of language is a system of signs, each sign is composed of signifier and signified
- Semiotics – The study of signs and symbols and their use or interpretation
- Sign – An object, quality, or event whose presence or occurrence indicates the probable presence or occurrence of something else.
- Signifier – An object/thing (comes from Saussure)
- Signified – The meaning of a signifier (comes from Saussure)
- Icon – A sign that has a direct link to its object
- Index – A sign that has an indirect link to its object
- Symbol – Has a random or arbitrary link based on a shared knowledge
- Code – A system of words, letters, figures, or symbols used to represent others
- Dominant Signifier – Most important sign, main image
- Anchorage – A sign that fixes the meaning
- Ideology – Set of ideas, beliefs and values
- Paradigm – A specific group of words/things, which can be used interchangeably all with the same meaning
- Syntagm – A series of signs that all work together eg a sentence
- Signifcation – Giving an object its purpose/meaning (process of making meaning)
- Denotation – The object (Barthes)
- Connotation – The meaning (Barthes)
- Myth – Ideas created by connotations
- Radical text – Challenges the dominant ideology
- Reaction text – Supports the dominant ideology
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