Nicolai chose a male role model known for his intelligence and skills in programming who has made a large fortune through his business. Bill Gates is known world wide and has a positive impact through charities and financial support for 3rd world countries. This interests people and draws them in to the magazine. Nicolai’s work contradicts the stereotypical style of Boys’ Life magazine of an outdoor, adventurous lifestyle.

1. Roland Barthes – French literary theorist and social critic. Introduced the “denotation, connotation, myth” model.
2. Charles Sanders Peirce – American philosopher. “Icon, index, symbol”. Introduced the term ‘semiotics’.
3. Ferdinand de Saussure: Swiss linguist and semiotician. Saw language as a social-cultural reaction. Coined the term ‘seminology’.
   
4. Semiotics: the study of signs and symbols, their use, how they are represented and what they represent.
5. Sign: an object, quality, or event whose presence or occurrence indicates the probable presence or occurrence of something else.
   
6. Signifier: a sign’s physical form (such as a sound, printed word, or image) as distinct from its meaning.
   
7. Signified: the meaning expressed by a sign.
   
8. An iconic sign – is which has a direct connection to its’ object e.g. it looks or sounds like the object.
   
9. An indexical sign – is which has an indirect link to its’ object e.g. smells.
   
10. A symbolic sign – is which has a random link based on a shared knowledge or an agreement, e.g. letters, shapes, colours, sound effects, facial expressions, hand gestures, clothing, hair styles.
11. Code: a set of conventions or sub-codes currently in use to communicate meaning.
12. Dominant Signifier: dominant meaning of a sign.
13. Anchorage: directs the viewer to a given meaning.
14. Ideology: a system of ideas and ideals, especially one which forms the basis of economic or political theory and policy.
15. Paradigm: a typical example of something.
16. Syntagm: a linguistic unit consisting of a set of linguistic forms (phonemes, words, or phrases) that are in a sequential relationship to one another.
17. Signifcation: the process of making meaning.
18. Denotation: the literal or primary meaning of a word, in contrast to the feelings or ideas that the word suggests.
19. Connotation: an idea or feeling or meaning of the object.
20. Myth: a social narrative that reinforces a given belief system.
21. A radical text: a text that challenges the dominant ideology within a given society.
22. A reactionary text: a text that supports the dominant ideology within a given society.

1. Roland Gérard Barthes was a French literary theorist, philosopher, critic, and semioticianBarthes- Roland Gérard Barthes was a French literary theorist, philosopher, critic, and semiotician.

Pierce- American philosopher, logician, mathematician, and scientist

Saussure- A Swiss linguist and semiotician

Semiotics- The study of signs and symbols

Sign-  An indicator to a greater picture.

Signifier- A sign’s physical form (such as a sound, printed word, or image) as distinct from its meaning

Signified- The meaning or idea expressed by a sign

Icon- Person or thing regarded as a representative symbol

Index- A sign that has a link to its object 

Symbol- Thing that represents or stands for something else

Code-  A system of words, letters, figures, or symbols used to represent another meaning.

Dominant Signifier- the main sign and communicator

Anchorage- Words “pin down” the meaning of an image 

Ideology- Set of opinions or beliefs by an individual or group

Syntagm- A set of linguistic forms that are in a relationship to one another

Signification- The representation or conveying of meaning

Denotation- The literal or primary meaning of a word

Connotation- An idea or feeling which a word invokes for a person in addition to its literal or primary meaning

Myth- A belief or story that isn’t proven a fact.

Dominant Ideology- main or primary belief

A radical text- a person with extreme views

A reactionary text- A person or belief opposing a radical text

1. Roland Barthes:
   French literary theorist, philosopher, critic, and semiotician.
2. C. S. Pierce:
   American philosopher, logician, mathematician, and scientist who is sometimes known as “the father of pragmatism”
3. Ferdinand de Saussure:
   Swiss linguist and semiotician. His ideas laid a foundation for many significant developments in both linguistics and semiology in the 20th century.
4. Semiotics:
   The study of signs and symbols and their use or interpretation.
5. Sign: An object or action used to signify something.
6. Signifier:
   a sign’s physical form (such as a sound, printed word, or image) as distinct from its meaning. (Saussure)
7. Signified:
   the meaning or idea expressed by a sign, as distinct from the physical form in which it is expressed. (Saussure)
8. an iconic sign:
   Always bear some resemblance to their referent ie. a photo
9. an indexical sign: Signs where the signifier is caused by the signified, e.g., smoke signifies fire
10. a symbolic sign: Represents / stands for something.
11. Code: Letters / Symbols
12. Dominant Signifier:
    Main sign 
13. Anchorage: Meaning of an sign
14. Paradigm: a group of similar things
15. Syntagm: A sign within a sequence, changing it’s meaning
16. Signifcation: To have meaning
17. Denotation: The object (Barthes)
18. Connotation: idea / meaning of the object
19. Myth: A story that is believed but had no evidence of truth
20. Dominant Ideology,
21. A radical text: Challenges society
22. A reactionary text: supports society
23. Ideology – a system of ideas and ideals, especially one which forms the basis of economic or political theory and policy.

Barthes- An French philosopher and critic, who explored social theory, semiotics, the science of symbols

Pierce- American philosopher, scientist and devolved the iconic symbol.

Saussure- A Swiss linguist and semiotician or their use of interprtation

Semiotics- The study of signs and symbols and their use or interpretation

Sign- Something that signifies something else 

Signifier- A sign’s physical form (such as a sound, printed word, or image) as distinct from its meaning. An object

Signified- The meaning or idea expressed by a sign

Icon- Person or thing regarded as a representative symbol

Index- A sign that has a link to its object/ association with something.

Symbol- Thing that represents or stands for something else

Code-  A system of words, letters, figures, or symbols used to represent others

Dominant Signifier- The main sign. Eg; a name

Anchorage- Words “pin down” the meaning of an image. Gives an object a meaning.

Ideology- Set of opinions or beliefs by an individual or group. Attitudes or ideas

Syntagm- A set of linguistic forms that are in a relationship to one another. Series or connection signs.

Signification- The representation or conveying of meaning.

Denotation- The literal or primary meaning of a word

Connotation- An idea or feeling which a word invokes for a person in addition to its literal or primary meaning (Barthes)

Myth- A widely held but false belief or idea. Something that isn’t true.

Radical – challenges our ideas

Reaction- Suport our dominant ideology.

Paradigm- A group or collection of similar things

Barthes- An influential French philosopher and literary critic, who explored social theory, anthropology and semiotics, the science of symbols, and studied their impact on society

Pierce- American philosopher, logician, mathematician, and scientist

Saussure- A Swiss linguist and semiotician

Semiotics- The study of signs and symbols and their use or interpretation

Sign- Something that signifies something else 

Signifier- A sign’s physical form (such as a sound, printed word, or image) as distinct from its meaning(saussure)

Signified- The meaning or idea expressed by a sign

Icon- Person or thing regarded as a representative symbol

Index- A sign that has a link to its object 

Symbol- Thing that represents or stands for something else

Code-  A system of words, letters, figures, or symbols used to represent others

Dominant Signifier- Main accepted meaning of sign 

Anchorage- Words “pin down” the meaning of an image 

Ideology- Set of opinions or beliefs by an individual or group

Syntagm- A set of linguistic forms that are in a relationship to one another

Signification- The representation or conveying of meaning

Denotation- The literal or primary meaning of a word

a reactionary text– text that supports the dominant ideology

a radical text-texts that challenge the dominant ideology

Connotation- An idea or feeling which a word invokes for a person in addition to its literal or primary meaning

paradigm– a typical example or pattern of something; a pattern or model

Myth- A widely held but false belief or idea

1. Roland Barthes – was a French literal theorist, philosopher, critic and semiotician.  He explored social theory, semiotics, the science of symbols
2. C. S. Pierce – was an American philosopher, logician, mathematician and scientist who is sometimes referred to as “the father of pragmatism”. 
3. C. S. Pierce – was an American philosopher, logician, mathematician and scientist who is sometimes referred to as “the father of pragmatism”. 
4. Ferdinand de Saussure – was a Swiss linguist and semiotician. His ideas laid a foundation for many significant developments in both linguistics and semiology in the 20th century. 
5. Semiotics – the study of signs and symbols and their use and interpretation.
6. Sign – an object, gesture or action that is used to convey information or an instruction.
7. Signifier – a signs physical form. 
8. Signified – the meaning or idea expressed by a sign, as distinct from the physical form in which it is expressed. 
9. an iconic sign – which has a direct connection to its’ object 
10. an indexical sign – which has an indirect link to its’ object 
11. a symbolic sign – which has a random or arbitrary link based on a shared knowledge or an agreement 
12. Code – a system of words, letters, figures or symbols used to represent other things. 
13. Dominant Signifier – most accepted meaning of a sign. (the main sign/communicator)
14. Anchorage – directs the viewer to a chosen meaning. 
15. Ideology – a system of ideas and ideals, especially one which forms the basis of economic or political theory and policy.  
16. Paradigm – a group or collection of similar things
17. Syntagm – is the relationship is one where signs occur in sequence or parallel and operate together to create meaning. Signs working together
18. Signifcation – the representation or conveying of meaning. 
19. Denotation – What the audience can visually see on a page. 
20. Connotation – is the second level of analysis, being what the denotation represents 
21. Myth – in media analysis refers to how words and images are systematically used to communicate cultural and political meanings 
22. Radical- It challenges our ideas
23. Reaction-Supports our ideas

Barthes- An influential French philosopher and literary critic, who explored social theory, anthropology and semiotics, the science of symbols, and studied their impact on society

Pierce- American philosopher, logician, mathematician, and scientist

Saussure- A Swiss linguist and semiotician

Semiotics- The study of signs and symbols and their use or interpretation

Sign- Something that signifies something else 

Signifier- A sign’s physical form (such as a sound, printed word, or image) as distinct from its meaning (Saussure)

Signified- The meaning or idea expressed by a sign

Icon- Person or thing regarded as a representative symbol

Index- A sign that has a link to its object 

Symbol- Thing that represents or stands for something else

Code-  A system of words, letters, figures, or symbols used to represent others

Dominant Signifier- Main accepted meaning of sign 

Anchorage- Words “pin down” the meaning of an image 

Ideology- Set of opinions or beliefs by an individual or group

Syntagm- A set of linguistic forms that are in a relationship to one another

Paradigm– A typical example or pattern of something; a pattern or model

Signification- The representation or conveying of meaning

Denotation- The literal or primary meaning of a word (Barthes)

Connotation- An idea or feeling which a word invokes for a person in addition to its literal or primary meaning

Myth- A widely held but false belief or idea

A Radical test– Text that challenges dominant ideology

A Reactionary test– Text that supports the dominant ideology

1. Barthes-  he was a French literary theorist, philosopher, critic, and semiotician and he studied signs.
2. Pierce- he created the idea of signs being iconic, indexical and symbolic. He was an American philosopher, mathematician, and scientist. 
3. Saussure-  he was a Swiss linguist and semiotician. He theorized in language and the connections between their meanings associated with the language.
4. Semiotics- the study of signs and symbols and their use or interpretation.
5. Sign- an object, gesture or action that is used to convey information or an instruction.
6. Signifier- a sign’s physical form (such as a sound, printed word, or image) as distinct from its meaning.
7. Signified-  the meaning expressed by a sign.
8. Icon- a person or thing regarded as a representative symbol
9. Index- a sign or measure of something
10. Symbol- a sign that represents or is associated with something
11. Code- a system of words or figures or symbols that is used to represent something
12. Dominant Signifier-  dominant meaning of a sign. 
13. Anchorage- some signs hold down and fix meaning.
14. Ideology- set of ideas or beliefs that people have regarding different. kinds of technologies. 
15. Paradigm- a typical example of something.
16. Syntagm- when a sign appears in a sequence, that creates a different meaning.
17. Signifcation- making meaning.
18. Denotation- the object.
19. Connotation- an idea or feeling or meaning of the object.
20. Myth- a story that has been made up that isn’t 100% true. 
21. A radical text- a text that challenges a dominant ideology .
22. A reactionary text. – a text that supports dominant ideology.

1. Roland Barthes – was a French literal theorist, philosopher, critic and semiotician. 
2. C. S. Pierce – was an American philosopher, logician, mathematician and scientist who is sometimes referred to as “the father of pragmatism”. 
3. Ferdinand de Saussure – was a Swiss linguist and semiotician. His ideas laid a foundation for many significant developments in both linguistics and semiology in the 20th century. 
4. Semiotics – the study of signs and symbols and their use and interpretation.
5. Sign – an object, gesture or action that is used to convey information or an instruction.
6. Signifier – a signs physical form. (saussure)
7. Signified – the meaning or idea expressed by a sign, as distinct from the physical form in which it is expressed.  (saussure)
8. an iconic sign – which has a direct connection to its’ object 
9. an indexical sign – which has an indirect link to its’ object 
10. a symbolic sign – which has a random or arbitrary link based on a shared knowledge or an agreement 
11. Code – a system of words, letters, figures or symbols used to represent other things. 
12. Dominant Signifier – most accepted meaning of a sign. 
13. Anchorage – directs the viewer to a chosen meaning. 
14. Ideology – a system of ideas and ideals, especially one which forms the basis of economic or political theory and policy.  
15. Paradigm – a group or collection of simialr things
16. Syntagm – is the relationship is one where signs occur in sequence or parallel and operate together to create meaning.
17. Signifcation – the representation or conveying of meaning. 
18. Denotation – What the audience can visually see on a page. (barthes)
19. Connotation – is the second level of analysis, being what the denotation represents. (barthes)
20. Myth – in media analysis refers to how words and images are systematically used to communicate cultural and political meanings.
21. Radical – Challenges our ideas and society.
22. Reactionary – Supports our ideas.