Theory of Semiotics

Ferdinand de Saussure, Roland Barthes, C S Pierce (1916)

study of signs and symbols

Semiotics in the media doesn’t necessarily require an obvious sign. For example, it could be a camera angle, colour, background or print type. It is anything that can initiate a call to action.

They carefully select what they put in their messages — objects, images, words, sounds, even color — while taking into account the signifying value of each.