- 1917 Ferdinand De Saussure - how language operates which lead him to develop semiotics and the science of studying signs
- Structuralism - everything had an underlying sense of order and rules.
- Sign - semiotics is the study/ investigation of signs
- Sign = a letter, an utterance, a colour, anything that communicates something
- Signifier = utterance
- Signified = the experience
-1957 - Barthes - Denotation (literal meaning) - Connotation (cultural associations)
- Codes rely on a shared knowledge/ understanding.
- Paradigms & Syntagms - Paradigm = choices - a set of signs from which one is to be chosen- Syntagms = structure - the message into which the chosen signs are to be combined
- Syntagmatic analysis = seeks to establish the surface structure of a text and the relationship between its parts
- Paradigmatic analysis = a structural technique which seeks to identify the various paradigm which underlie the surface structure of text
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