CCT210H5 Lecture Notes - Lecture 1: Communication Theory, Semiotics, Flag Of Canada

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Semiotics a branch of communication theory that investigates sign systems and the modes of representation that humans use to convey feelings, thoughts, ideas, and ideologies. Umberto eco suggests that semiotics is a discipline which studies everything needed to lie. Sign something that stands for something or someone else in some capacity can take the form of words, smells. Flavours, acts, images, sounds, or objects signs themselves have no meaning, humans give them meaning. Ferdinand de saussure a "signifier" - the form which the sign takes (physical symbol or item or thing) the "signified" - the concept it represents. The sign is the whole that results from the association of the signifier with the signified. Example: (cid:862)ope(cid:374)(cid:863, signifier = the word, signified= concept that the shop is open for business. Value of the sign: depends on its relations with other signs.

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