- Barthes – Barthes created the theory of semiotics, showing that the portrayals of knowledge is influenced by the bourgeoise
- Pierce – created the sign theory
- Saussure – a swiss linguist, he introduced structuralism in linguistics
- Semiotics – the study of signs and symbols, their interpretation and meaning.
- Sign – a set of items in a langauge that mean different things
- Signifier – a symbol, sound or word that represents an underlying concept of meaning eg table, words on a page. (saussure)
- Signified – the meaning or idea expressed by a sign. (saussure)
- Icon – a sign which has a characteristic in common with the thing it symbolises, for example, snarl pronounced in a snarling way.
- Index – a sign pointing to a context in which is occurs
- Symbol – a sign which has a random or arbitrary link based on shared knowledge or agreement
- Code -a system of words, letters or numbers used to encode a secret message
- Dominant Signifier – a dominating signifier that is widely known and accepted
- Anchorage – a dominant sign that fixes down a specific meaning
- Ideology – codes that reinforce or are congruent with structures of power. It works mostly by creating forms of “common sense” of the taken for granted in everyday life.
- Paradigm – a set of substitutional relationships a linguistic unit has with other units in a specific context
- Syntagm – a linguistic unit consisting of linguistic forms (words, phrases) that are in a sequence
- Signification – the representation or conveying of meaning
- Denotation – the most basic meaning of a sign. E.g, seeing a rose and recognising it as a flower.
- Connotation – a certain meaning attached to a word, phrase or item
- Myth – a combination of paradigms and syntagms that make up an oft told story with elaborate cultural associations.
- Radical text – challenges everyday accepted myths
- Reactionary text – enforces everyday accepted myths
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19/22 Well Done!