- Roland Barthes:
French literary theorist, philosopher, critic, and semiotician. - C. S. Pierce:
American philosopher, logician, mathematician, and scientist who is sometimes known as “the father of pragmatism” - 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. - Semiotics:
The study of signs and symbols and their use or interpretation. - Sign: An object or action used to signify something.
- 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, as distinct from the physical form in which it is expressed. (Saussure) - an iconic sign:
Always bear some resemblance to their referent ie. a photo - an indexical sign: Signs where the signifier is caused by the signified, e.g., smoke signifies fire
- a symbolic sign: Represents / stands for something.
- Code: Letters / Symbols
- Dominant Signifier:
Main sign - Anchorage: Meaning of an sign
- Paradigm: a group of similar things
- Syntagm: A sign within a sequence, changing it’s meaning
- Signifcation: To have meaning
- Denotation: The object (Barthes)
- Connotation: idea / meaning of the object
- Myth: A story that is believed but had no evidence of truth
- Dominant Ideology,
- A radical text: Challenges society
- A reactionary text: supports society
- Ideology – a system of ideas and ideals, especially one which forms the basis of economic or political theory and policy.
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