Semiotics/LIIAR Analysis
What are semiotics?
Semiotics is the study of symbols and signs and their interpretations.
What is LIIAR?
LIIAR stands for Language, Ideology, Institution, Audience and Representation. These five concepts allow us to understand and study media effectively.
Language
The codes and conventions used in different media to convey messages to the audience which includes, the theme, the content, the purpose, the layout and photography.
Ideology
The attitudes, beliefs and values held in common by a group of people. Ideology allows society to understand the meanings of messages.
Institution
The organisations or companies that are responsible for the production, marketing, distribution or regulation of media texts.
Audience
The people who the media is aimed. The media may contain different aspects of which suit a specific audience and this is referred to as 'target audience'.
Representation
The ways in which the media portrays certain groups, communities, experiences, ideas, or topics from a particular ideological view in images, words or sound.
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