the science of studying signs
SIGN = technical word for meaning in culture
reading images in an academic process
studying how things mean not what they mean
born out of linguistics
about reading culture and cultural codes - systems of signs that link together to form communication
sometimes these codes are only apparent when certain parts are challenged
semiotics look at this and where they started or are from
type is a signal for language but it can be a signifier in its own right
a signifier DENOTES something - basic understanding of the sign CONNOTES something - deeper underlying or associational meanings
MYTH comes into play within the realm of connotation
MYTH = where the connotations become signifiers themselves and therefore denote signs as well
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