Semiotics

Semiotics- This is about the meaning in media texts, it's studying how a producer tries to get that message across (that is the signs and the signifiers).

Syntagm- A simple word or element of design that, when altered, can change the overall meaning. A key piece of information which if it's changed then it changes our perception and what we understand.

Paradigm- A group or related idea that are interchangeable in a sentence or design, yet they still have the same collective meaning. It is a set of rules that we check things against to make sure they make sense. E.G- A panda enters a restaurant, it eats shoots and leaves. A panda enters a restaurant, it eats, shoots (with a gun) and leaves (the restaurant).

Sign- When a signifier involves a signified concept in someones mind a sign has occured. The relationship between a signifier and the signified is arbitrary. An example would be the word 'eagle' has no relation the the concept of an eagle, it is learnt through language.

Signifier- A physical entity that can include sounds, images or letters to convey a meaning. 

Denotation- The action or process of indicating or referring to something by means of a word, symbol etc. 

Signified- An interpretation of a signifier. The idea or connotations it creates is what is signified.

Connotation- An image or idea that a word invokes in addition to its literal or primary meaning. People can misunderstand due to cultural, age, gender differences and our experiences. Our thought processes i trying to understand the denotations needed to understand symbols, metaphors, analogy's and allegory's.1

Analogy- The definition for this is: A comparison between one thing and another, typically for the purpose of explanation or clarification.
"an analogy between the workings of nature and those of human societies"

Allegory- The definition for this is: A story, poem, or picture which can be interpreted to reveal a hidden meaning, typically a moral or political one.

Metonymy- The definition for this is: The substitution of the name of an attribute or adjunct for that of the thing meant, for example suit for business executive, or the turf for horse racing.

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