The study of signs
something that stands for something else
denotation - something we see
connotation - what it means
example: connotations of the colour blue
water, loyalty, cold, sadness, sky, peace, winter, calm, conservative, scifi, royalty
click the button for another example of semiotics:
Stuart Hall
Polysemia - multiple meanings or reading
Preferred reading - How the creator wants the audience to view the text
Oppositional reading - where the intended reading is completely opposed by the reader
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