Semiotics

 

Semiotics is the study of signs and symbols in media, explaining how meaning is created and interpreted. Developed by theorists like Ferdinand de Saussure, it suggests that a sign consists of a signifier (the physical form, like an image or word) and signified (the meaning it conveys). For example, in film, a red rose might signify love or passion. Within the media, producers use signs, colors, and visual cues to encode specific meanings that influence how audiences perceive messages.

Stuart Hall’s Encoding/Decoding Model explains how audiences interpret media texts. Producers encode messages with intended meanings, but the decoding is diverse because of cultural differences. While some audiences may accept the preferred reading, others may decode it in a negotiated way, while some take an oppositional stance, completely rejecting the meaning the producer encodes. For example, an ad exhibiting luxury could be seen by some as aspirationally driven, while for others, it may be materialistic in nature. Engaging with semiotics and decoding opens up critical criticism within media studies and the demystifying of audiences' different ways of interpreting texts.