- The science of studying signs.
- Ferdinand de Saussure
- Structuralism
- Study of signs
- Individual communicative gestures.
- Signifier and signifies between a sender and receiver.
- Denotation- Literal meaning
Connotation - cultural association
- A code is a system of symbols or signs.
- Codes are found in all forms of cultural practice.
- Learn and understand these codes.
- Codes rely on shared knowledge.
- Paradigm - set of choices
Syntagns - Relationship to which message and signs are combined.
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