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Click on the link below to read 'Signs and myths' by Jonathan Bignell, which first outlines some basic concepts in semiotics: Ferdinand de Saussure's theory of

VISUAL COMMUNICATION AND SEMIOTICS. ❦ Some basic concepts ❦. COMMUNICATION. "Every cultural pattern and every single act of social behaviour

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The 'value' of a sign is determined by both its paradigmatic and its syntagmatic relations. Syntagms and paradigms provide a structural context within which signs make sense; they are the structural forms through which signs are organized…

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