- Introduction
- Definitions
- Relation to philosophy and linguistics
- Why study semiotics?
- Models of the sign
- The Saussurean model
- The relational system
- Arbitrariness
- The Peircean model
- Jakobson’s model
- Sign relations
- Symbolicity
- Iconicity
- Indexicality
- Mixed modes
- Types and tokens
- Rematerializing the sign
- Hjelmslev’s model
- Reflections
- Further reading
- Signs and things
- Naming things
- Referentiality
- Modality
- The word is not the thing
- Empty signifiers
- Reflections
- Further reading
- Analysing structures
- Horizontal and vertical axes
- The paradigmatic dimension
- The commutation test
- Oppositions
- Markedness
- Deconstruction
- Alignment
- The semiotic square
- The syntagmatic dimension
- Spatial relations
- Sequential relations
- Structural reducation
- Langue and parole
- Reflections
- Further reading
- Challenging the literal
- Rhetorical tropes
- Metaphor
- Metonymy
- Synecdoche
- Irony
- Master tropes
- Denotation and connotation
- Myth
- Reflections
- Further reading
- Codes
- The language model
- Digital and analogue codes
- Typologies
- Interpretive codes
- Social codes
- Representational codes
- Genre
- Aesthetic realisms
- Invisible editing
- Codificiation
- Limitations
- Reflections
- Further reading
- Interactions
- Models of communication
- Context
- The positioning of the subject
- Modes of address
- Intertextuality
- Problematizing authorship
- No text is an island
- Intratextuality
- Types of intertextuality
- Reflections
- Further reading
- Prospect and retrospect
- Structuralistic semiotics
- Poststructuralist semiotics
- The return of Saussure
- Methodologies
- An ecological and multimodal approach
- Reflections
- Further reading
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