Semiotics.

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.
...