Saussure
Saussure had a theroy about media texts, his theory was that everything has a sign for example the rain can repesent sadness or a missrible atmosphere. This is something we need to think about when analysisng media the message we offer like what people see and hear.
Denotation-Where is there
Conotation-What it suggests or means
Semiotics-The study of signs
Anything that is used to carry a meaning can be defined as a sign it could be a word, image or sound. Media texts are encoded by the producers and decoded by the audiance
Signifiers-Due to human nature we have to view signs for all distint meanings or parts
Polysemy-Media text can be seen as open or closed
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