Semiotics:

1. Sign – Possible to stand for something else
2. Code – Technical and Symbolic codes
3. Convention – the general ways of doing something
4. Dominant Signifier, – Something that stands out
5. Anchorage – an image with context to give meaning

Ferdinand de Saussure:

1. Signifier, – the material form, seen, heard, touch etc
2. Signified, – the mental concept

C S Pierce:

1. Icon, – looks like the object
2. Index, – something that relates to the object
3. Symbol – random link to the object, numbers, colours, alphabets

Roland Barthes:

1. Signification, – a code that we read
2. Denotation, – a description of what you can see in the image
3. Connotation – the meaning we have with the image
4. Myth – to communicate cultural and political meanings
5. Ideology, – a world view of how society should function
6. radical – challenges dominants ideas
7. reactionary – confirming dominants ideas

1. Paradigm – create differentiation in meaning
2. Syntagma – an orderly combination of interacting signifiers which forms a meaningful whole