Semiotics

1. Sign: A gesture, action or thing that displays information or instruction
2. Code: Letters, words, symbols or figures used to represent others
3. Convention: A way that something is done
4. Dominant Signifier: The main sign
5. Anchorage: Words that go with images to give them a specific context

Ferdinand de Saussure:

1. Signifier: The thing, item or code that we read
2. Signified: The context behind the thing that is being represented
3. Syntagm: Sequence; order in which they go and how one sign links to another
4. Paradigm: Collection of similar signs; a group of things that are similar

C S Pierce:

1. Icon: A sign that looks like its object
2. Index: A sign that has a link to it’s subject
3. Symbol: A sign that has a random link to it’s subject

Roland Barthes:

1. Signification: The process of signifying by signs or symbols
2. Denotation: A literal meaning of a word in contrast to the feelings or ideas behind it
3. Connotation: A feeling that invokes for a person in addition to its literal meaning
4. Myth: Something that is made up and widely false; a rumour
5. Ideology: A system of ideas which forms the basis of economic or political theory and policy
6. Radical: Challenges dominant ideas
7. Reactionary: Confirms dominant ideas

People:

Ferdinand de Saussure: The father or semiotics. The founder of modern theoretical linguistics

C S Pierce: The founder of the idea that an account of signification, representation, reference and meaning. The earliest proponent of pragmatism.

Roland Barthes: The founder of the Semiotic theory broke down the process of reading signs and focused on their interpretation by different cultures or societies. He established structuralism and the new criticism.