Semiotics

-semiotics is the study of signs.

-paradigm

-syntagm

PARADIGM

A paradigm is the same as a generic convention.

It is a set of signs that all have something in common.

3 types of signs:

-symbol: which you only understand due to learning it.

-index: has a direct connection to something else.

-icon: is a representation of something.
e.g. alphabet, music notes

SYNTAGM
This is a combination of signs
e.g. words/sentences, tune/melody
this can link to media as certain combinations of shots, editing and music can say something about a film.

SUBSTITUTION
This is used when you are not sure what a sign might mean, it can be changed for another sign from the same paradigm and see if it fits, e.g. changing the expression on someones face can change the meaning of the piece, this can tell you what an image means/doesn't mean.