Semiotics (notes)

Semiotics - symbols, add meaning

Denotation - what we see when we look at an image ? (what is it)

Connotation - what we understand from this image ? (what other meaning)

Stuart Hall - POLYSEMIA - loads of interuptations

Preferred reading - how creator wants audience to view the media text

Oppositional reading - where the intended meaning of the text is totally opposed by the reader.