Week 2 ——Screen Cultures and Sevles

Sign is one of the important ways in which we perceive things. Through a sign we can have endless associations. Girls this simple word will make us think of many nouns, verbs, adjectives. In the visual communication, information exchange, if the use of a reasonable sign properly, people will get very accurate information and ideas.

Signifier/Signified (Saussure)
The relationship between the signifier and the signified is arbitrary (Saussure called this ‘unmotivated’)… The thing signified is created in the perceiver and is internal to them…The signified is the concept, the meaning, that ‘thing’ that is indicated by the signifier.


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