Introducing semiotic methods for understanding the hidden meanings within media texts, this book explores the implications the mediasphere has on human interaction and cultural evolution.
Understanding the 'meaning structures' that all kinds of media and mediated signs spread into the system of everyday modern life is now an urgent one, given the globalization of media systems and their role in producing a uniformity of semiosis (production and understanding of signs). This new edition takes a close look at those systems within the conceptual framework of semiotics and expands the analysis of mainstream media to deal with new media, social networks, mass communications, memes, emojis, and more, from a semiotic perspective.
Providing students with all the tools they need to understand semiotic analysis in the context of the media, this third edition includes:
- fully updated chapters throughout including coverage of political and social justice issues
- a new chapter on AI
- further reading sections at the end of each chapter
- a glossary of technical terms
- an online workbook packed with activities, semiotic analysis of media products, such as websites, videos on social media, snippets of programs, and general discussion questions.
With in-depth case studies and examples from both traditional media such as television and print, as well as contemporary examples such as deepfakes and video games, Danesi demonstrates the continued relevance of semiotics in understanding how meaning is created and conveyed in our increasingly complex digital world.
