semiotics= the study of signs, also of anything which stands for 'something else'
denotation= what we see when we look at an image (what it is)
connotation= what we understand from this image (what other meanings it has)
red-danger,blood,love
blue-medical
yellow-happiness
green-jealousy
Stuart halls theory= audiences can have different reactions to a media text, whether it be a film, documentary,newspaper or even an image.
preferred reading: how the creator wants the audience to view the media text.
opositional reading: where the intended meaning of the text is totally opposed by the reader.
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