Экспансия образов в СМИ и их анализ: возможности семиотического метода

Abstract

The development of the culture of mass communications opened up the possibilities of semiotics for creating, constructing an image, for analyzing existing, current images. Today it is possible to speak about the technology of analysis and construction of images. Communications architects regard semiotics as the science of signs, their creation, perception, a science that can enhance the very influence of mass communications. The authors show how semiotics was able to attract them. First of all, it is due to understanding that any object, event, concept, any entity has its own image, which is also a sign. “And a sign appeared to me” - an expression from the biblical parable. According to F. de Saussure, one of the founders of semiotics, this science stands on the unity and interaction of an object and a sign corresponding to it; an object as a signified (a certain verbal essence, a certain object, a concept) and a sign, expressed in a certain form, as a signifier. The article analyzes the signs of social reality and the method itself of such an analysis, including the selection of an object, a subject, a plan of content and a plan of expression, the meaning of a sign-image, etc. The article can be useful in methodological terms to all those who are engaged in both the theory of language and semiotics and those working and studying in the field of public relations and mass communications. English version of the article is available at URL:https://panor.ru/articles/expansion-of-images-in-the-media-and-their-analysis-the-possibilities-of-the-semiotic-method/76863.html