This means this. This means that. will guide you through the morass of meanings that our culture creates. Seventy-six sets of basic semiotic concepts will be explored through a variety of objects, images, and texts. Each set will be presented with a question. Readers can then consider their own answer before turning the page to find the author’s answer. In this way, the reader is challenged to think about how meanings are made, interpreted, and understood.

Semiotics is mentioned regularly in newspaper articles, in magazines, and on radio and television. But what is semiotics, and why is it important? Semiotics is defined as the theory of signs. The word “semiotics” comes from the Greek word semeiotikos, which means an interpreter ...

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