Saussure
In analysing media text, we need to think about the message offered by something we see (or hear). A theorist called Saussure stated that in everything there is a sign and signified, e.g. rain is a sign of sadness or a miserable atmosphere is what has been signified.
Denotation – What is there.
Connotation – What it might mean or suggest.
Semiotics – The Study Of Signs
The word sign is used to describe anything that carries meaning, whether it’s a word, a symbol/image or sound. Media texts are encoded by their producers and decoded by their audience.
Signifiers - Because of their nature, we have to view signs as having two distinct parts.
Polysemy – Media text can be seen as open or closed.
Tables and Diagrams
Technical Code Symbolic Written
Camera Angle Objects Headlines
Camera Movement Setting Captions
Framing/Cropping Body Language Story
Clothing Style
Colour Speech Bubbles
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