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When we subject messages or texts to a semiotic analysis, we are examining closely the way in which meanings are both encoded and decoded.

Semiotics or semiology is simply the study of how signs come to mean what they mean.

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In a semiotic analysis of text, we must be aware of the connotations of words, pictures, colours etc, was well as the denotive meanings.

A dictionary will tell us what a particular word denotes, but its connotations will be different for different individuals, groups and cultures.

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