semiotics

• sign –
• code –
• convention –
• dominant signifier – main sign/image
• anchorage – piece of media uses another piece of media to reduce the amount of connotations
• Ideology – system of ideas and ideals
• radical – affecting the fundamental nature of something
• reactionary – opposing political/social progress/reform
• paradigm – distinct set of concepts or thought patterns
• syntagm – the relationship between any two syntagms

Ferdinand de Saussure

• signifier – associated with or image of something
• signified – idea or concept of the thing

C S Pierce

• iconic sign – looks like object eg, props
• indexical sign – links to object eg, sound
• symbolic sign – has an arbitrary/random link to object

Roland Barthes

• signification – representation/conveying of meaning.
• denotation – literal or primary meaning of a word
• connotation – idea or feeling which a word invokes 
• myth – false belief or idea