1. Roland Barthes – One of the leading theorists of semiotics, the study of signs. He is often considered a structuralist following the structure of Saussure.
2. C. S. Pierce – Father of the iconic indexical and symbolic sign theory
3. Ferdinand De Saussure – The study of signs using behavior, the study of “the life of signs within society”.
4. Semiotics – The study of signs and symbols and their use.
5. Sign – an object, quality, or event whose presence or occurrence of something else.
6. Signifier – a signs physical form, as distinct from its meaning.
7. Signified – the meaning or idea expressed by a sign.
8. an iconic sign – the most basic or literal sign is the word “rose” signifies a particular kind of flower.
9. an indexical sign – any material or thing that signifies for example “words on a page”, “a facial expression” or an image
10. a symbolic sign – a symbolic sign allows people to make connections with other things (i.e Eiffel Tower symbolizes France or Paris)
11. Code – a system of words, letters or figures used to represent others. Especially for the purposes of security (i.e passwords or pass codes).
12. Dominant Signifier – the most accepted meaning of a sign
13. Anchorage – Directs the viewer to a chosen meaning
14. Ideology – are a set of ideas and beliefs that people have regarding different kinds of technologies.
15. Paradigm – A distinct set of concepts or thought patterns, including theories, research methods and postulates.
16. Syntagm – Signs occur in sequence or parallel and operate together to create a meaning
17. Signifcation – Signification – a message being conveyed by a sign, so a drawing, an image or text
18. Denotation – What the audience can visually see on the page (the literal meaning of a word)
19. Connotation – Usually the second level of analysis, being what the denotation represents.
20. Myth – something people believe to be false or an idea
21. A radical text – a radical text challenges a dominant ideology
22. A reactionary text – a text that supports a dominant ideology

MEDIA LANGUAGE