COM2604
Assignment 1
Semester 2 2023
, QUESTION 1
STUDY UNIT 3:
APPROACHES TO THE STUDY OF MASS COMMUNICATION
1.1 Define the following building blocks of the semiotic approach. Include examples to
demonstrate your understanding of them:
1.1.1 Signs and sign system (4)
Signs can either be linguistic (words) or pictorial (visual). Sign systems involve the study of
how signs collectively form a sign system. Waving, which is a non-verbal gesture, is a sign
system. Listening to the radio (consisting of audio-visual signs) is a sign system (Fourie
2007:150).
1.1.2 Codes (4)
Signs are related to one another by means of codes which are understood by the users;
various sign systems are related to one another by means of various codes. For example,
how people speak in a language which they can both relate to and understand is an example
of a code. Deaf people use sign language to understand each other (Fourie 2007:150).
1.1.3 Meaning (4)
This is based on what we know (our knowledge of something or somebody) and what we
believe. Meaning is linked to semiotics (the study of signs). The media creates and
disseminate meanings (ideologies), which the user chooses either to accept or reject.
1
Assignment 1
Semester 2 2023
, QUESTION 1
STUDY UNIT 3:
APPROACHES TO THE STUDY OF MASS COMMUNICATION
1.1 Define the following building blocks of the semiotic approach. Include examples to
demonstrate your understanding of them:
1.1.1 Signs and sign system (4)
Signs can either be linguistic (words) or pictorial (visual). Sign systems involve the study of
how signs collectively form a sign system. Waving, which is a non-verbal gesture, is a sign
system. Listening to the radio (consisting of audio-visual signs) is a sign system (Fourie
2007:150).
1.1.2 Codes (4)
Signs are related to one another by means of codes which are understood by the users;
various sign systems are related to one another by means of various codes. For example,
how people speak in a language which they can both relate to and understand is an example
of a code. Deaf people use sign language to understand each other (Fourie 2007:150).
1.1.3 Meaning (4)
This is based on what we know (our knowledge of something or somebody) and what we
believe. Meaning is linked to semiotics (the study of signs). The media creates and
disseminate meanings (ideologies), which the user chooses either to accept or reject.
1
