Cover; Half Title; Title Page; Copyright Page; Dedication; Table of Contents; List of illustrations; Preface; Acknowledgements; Introduction; Definitions; Relation to philosophy and linguistics; Why study semiotics?; 1 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; 2 Signs and things; Naming things; Referentiality; Modality; The word is not the thing
Empty signifiersReflections; Further reading; 3 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 reduction; Langue and parole; Reflections; Further reading; 4 Challenging the literal; Rhetorical tropes; Metaphor; Metonymy; Synecdoche; Irony; Master tropes; Denotation and connotation; Myth; Reflections; Further reading; 5 Codes; The language model; Digital and analogue codes; Typologies
Interpretive codesSocial codes; Representational codes; Genre; Aesthetic realisms; Invisible editing; Codification; Limitations; Reflections; Further reading; 6 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; 7 Prospect and retrospect; Structuralist semiotics; Poststructuralist semiotics; The return of Saussure; Methodologies; An ecological and multimodal approach; Reflections; Further reading
