Semiotics:

1. Sign – Something that expresses a form of communication.
2. Code – A symbolic tool used to construct meaning in media products/forms.
3. Convention – Accepted ways of using media codes.
4. Dominant Signifier – Is the thing, item or code that we ‘read’.
5. Anchorage – The words that go along with images to give them a specific meaning.

Ferdinand de Saussure:

1. Signifier – Any material thing that signifies (e.g words on a page).
2. Signified – The concept that a signifier refers to.

C S Pierce:

1. Icon – Signs that represent the signified (e.g a picture).
2. Index – Signs where the signifier is caused by the signified.
3. Symbol – Signs that is understood as representing an object, idea or relationship.

Roland Barthes:

1. Signification – Levels of meaning.
2. Denotation – A literal meaning of a sign.
3. Connotation – A secondary meaning for a sign.
4. Myth – Stories that are shared and widely believed by the media.
5. Ideology – Signs that support powerful structures.
6. Radical – Something that goes against something that’s expected.
7. Reactionary – Something that agrees with typical ideas.

1. Paradigm – A collection of similar signs.
2. Syntagm – The sequence which words have been put in to.