philosopher Peirce and the linguist Saussure developed the ideas for which we call semiotics.

the semiotic theory suggests communication is the production of meaning.


semiotics // learning of the meaning of signs and symbols

sign // something that indicates something else; two levels: denotation and connotation

icon // physically represents the thing it signifies

index // a reference to figure out the object from the signs

symbol // subjective, learned representations for ideas

signifier // the physical form of a sign

signified // the idea indicated by the sign

syntagm // a sequence of units that have a particular linear relationship to one another

paradigm // units in a set have familiar characteristics; pattern or model for the syntactic roles of a set

code // a culturally approved set of signs

polysemy // coexistence of different meanings for one particular thing


Visible Signs & Visual Communication 




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