SEMIOTICS

-Semiotics, also called semiology, the study of signs and sign-using behavior. It was defined by one of its founders, the Swiss linguist Ferdinand de Saussure, as the study of “the life of signs within society.” Although the word was used in this sense in the 17th century by the English philosopher John Locke, the idea of semiotics as an interdisciplinary field of study emerged only in the late 19th and early 20th centuries with the independent work of Saussure and of the American philosopher Charles Sanders Peirce.

   

   FERDINAND DE SAUSSURE 

-Ferdinand de Saussure was a famous Swiss linguist and semiotician. His ideas formed the basis of many important theories in semiotics and linguistics. He is considered one of the founding fathers of linguistics in the twentieth century. Along with Charles Sanders Peirce, he is considered one of his two principal representatives of semiotics/semiology. Born into a family of scientists, he showed signs of his intellectual abilities from an early age. Shortly after his 21st birthday, he published a book focusing on a new version of the original Proto-Indo-European vowel system. As a physician at the University of Leipzig, he published major ideas on structural linguistics, semiotics, language and parole, signs and signs, synchrony and diachronism, linguistic signs, laryngeal theory, and semiotic arbitrariness. After Saussure's death, his colleagues Barry and Sechehey collected student notes from Saussure's courses and manuscripts and produced the 'Cours de linguistique générale' ('General Linguistics Course'), published in 1916. Over the decades that followed, this book formed the basis of a structuralist approach to linguistics. Saussure's contributions span fields such as literary studies, psychology, philosophy, psychoanalysis, sociology, and anthropology, and many intellectuals and scholars in various fields rely on his ideas.

SIGNIFIER AND SIGNIFIED

-Signifier and Signified are two words commonly used in semiotics. The Swiss linguist Ferdinand de Saussure was one of the founders of semiotics. According to Saussure's semiotics, signifiers and signified consist of signs. Signs are made up of both physical forms and spiritual concepts. A signifier is a physical form. i.e., Anything that can be heard, seen, smelled, touched or tasted, and a signifier is the spiritual concept associated with it

DECODING:

-Decoding means listener or audience of encoded message. So decoding means interpreting the meaning of the message. For example, a breakfast cereal company want to convey their message to you to buy its product. They will create an ad for the purposes, and you will see or hear it on tv, radio or other social media. You will interpret and understand the message, what just been said.