Academic Paper from the year 2017 in the subject German Studies - Linguistics, grade: NA, , course: Semiotic Analysis, Film Appreciation, Media, language: English, abstract: The science of symbols, called semiotics or semiology, helps us understand our world that is full of signs and symbols. One of the areas where semiotics proves to be useful is in the field of the media. It enables us to see how media content is produced by the sender and consumed and interpreted by the audience. This paper takes a special look at the semiotic understanding of media and explains how semiotics is used in making media content, especially advertising and films. The content of an advertisement gives rise to many meanings and interpretations. Some writers use the term media 'text' instead of media 'content'. A text can be understood in a variety of ways. Thus media content or text in principle is polysemic, having multiple potential meanings for its audience. Further, media content can be differentiated according to its degree of openness. Semiotic method as applied to media content sheds light on the hidden or underlying meanings. Considered in this way, the primary objective of media semiotics is to study how the mass media create or recycle signs for their own ends.

Auteur

Did his PG Diploma in Media studies from Griffith College, Dublin, Ireland, and Licence and Doctorate in Social Sciences, specializing in media, from Gregorian and St. Thomas Universities in Rome. Has a Master's Degree in Philosophy from Nagpur University. Licence in Philosophy from St. Thomas University, Rome. Taught Media, and Philosophy for 22 years at many Institutes and colleges. Was Director of Gyandhara, Institute of Philosophy, in Orlim, Goa. From 2012-15 he taught the Under Graduate and Post Graduate Programme in the Mass Communication Department, St. Joseph's College (Autonomous) Bangalore. He was also the Head Of the Department (HOD). Has published six books. Presented papers in national and international conferences and seminars. Published scientific papers in reputed journals. Written numerous articles in religious and secular magazines. Filed press reports and Letters to the Editor in secular magazines and newspapers. He has a significant presence in online media with a personal website, blogs, and social networking pages offering comments on economic, political, religious, and social matters. He has been a full Professor of Journalism and Mass Communication at Amity University, Gurgaon, Haryana, India.