Semiotics and Decoding

 

It is the study of signs, a concept founded by Ferdinand De Saussure. A sign is something which can stand for something else – in other words, a sign is anything that can convey meaning. So words can be signs, drawings can be signs, photographs can be signs, even street signs can be signs.  Modes of dress and style, the type of bag you have, or even where you live can also be considered signs, in that they convey meaning.  This chapter will introduce the idea of signs, how they function within systems and as tools of communication, and situate signs within codes.

Semiotics is a powerful tool for helping to understand and interpret how meaning is constructed and deconstructed in messages.  It is now worth stepping back and looking at how semiotics fits into the wider social patterns and ideologies.