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Word Count: 986
Semiotics is a theoretical approach to communication it aims to establish widely applicable principals it can be described as the study of signs Semiotics involves the study of anything which stands for something else in some respect or capacity Signs can take the form of words images sounds and objects Every medium used whether it be television radio or magazine advertisement is Constrained by the various channel that it uses For instance even in the medium of language words fail in attempting to represent certain experiences and there is no way of representing smell and touch Different medias provide different frameworks for representing experience within a particular medium certain senses become dominant and the medium does not serve as a means of communication but as a semiotic System The press uses a visual channel the language has been written and it is supported by photographs graphic design and printing In contrast to this radio uses an oral channel and relies on spoken language sound and broadcasting Whilst television combines sound image and broadcasting Therefore Print can be seen as less personal than radio or television radio allows individuality and personality through the sound of someones voice Television takes the process further by occupying the viewer visually Signs take the form of words images sounds acts or objects but these have no genuine meaning and become signs only when we invest them with meaning- Nothing is a sign unless it is interpreted as a sign Anything can be a sign as long as someone interprets it as signifying something referring to or standing for something Every signs composed of a signifier the form which the sign takes and the signified- the
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