Semiotics
Semiotics is study of signs. It also means anything which stands for something else.
Denotation- What we see when we look at an image.
Connotation- What we understand from the meaning.
Halls theory- audiences can have different reactions to a media text, whether it will be a film, documentary, newspaper or an image. POLYSEMIA.
Preferred reading- How the creator wants the audience to view the media.
oppositional reading- where the intended meaning of the media is opposed by the audience.
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