- Roland Barthes – he was a French literary theorist, philosopher, critic, and semiotician and the study of sign
- C. S. Pierce – created the idea of signs being iconic, indexical and symbolic. He was an American philosopher, logician, mathematician, and scientist who is sometimes known as “the father of pragmatism”
- Ferdinand de Saussure – he was a Swiss linguist and semiotician. He theorised in language and the connections between their meanings associated with the language
- Semiotics – the study of signs and symbols and their use or interpretation
- Sign – an object, gesture or action that is used to convey information or an instruction
- Signifier – A signs physical form (Saussure)
- Signified – The meaning expressed by a sign
- an iconic sign – A person or thing represented as a symbol for a deeper meaning
- an indexical sign – A sign of something
- a symbolic sign – Is a sign that is represents/ is associated with something
- Code – a system of words/ figures or symbols that is used to represent others
- Dominant Signifier – main accepted meaning of a sign
- Anchorage – directs the viewer to a chosen meaning.
- Ideology – a set of ideas or beliefs that people have regarding different kinds of technologies
- Paradigm – a grouped/typical example of something similar
- Syntagm – when a sign appears in a sequence, that creates a different meaning
- Signification – A representation or conveying of a message, a sequence to create meaning
- Denotation – The literal meaning of words in contrast to what the word suggests (Barthes)
- Connotation – an idea or feeling that is abstract to the meaning of intentions
- Myth – A false belief or idea
- Radical text – A text that goes against the dominant ideology.
- A Reactionary text – A text that conforms to the dominant ideology.
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22/22 Very Good