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(see also Discourseand Post-Structuralism; Postmodernism/Postmodernity)

Semiotics (or semiology) is the study of the construction of meaning through signs and symbols encoded in processes of signification and communication. Contemporary sociological analysis is frequently framed within, or influenced by, the study of semiotics. Consumer culture and the prevalence of the image and the symbolic – such as brands, logos, film and style subcultures – suggest that the everyday has become dominated by the linguistic sign – the object of semiotic analysis.

Swiss linguist Ferdinand de Saussure (1857–1913) is generally considered as the founder of modern structural linguists, or semiotics (‘a science which studies the life of signs at the heart of social life’ (Saussure, 1971: 33)). Saussure's influence and reputation was established after his death, with the publication ...

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