Semiotics, concept by Ferdinand de Saussure

 Semiotics is the study of signs. It involves the theory and analysis of signs, codes and signifying practices. the mass media understand this. They carefully select what they put in their messages — objects, images, words, sounds, even color — while taking into account the signifying value of each.

The fundamental approach in media semiotics is to investigate how cultural meanings encoded by media texts (programs, spectacles, and so on) are adopted, adapted for specific purposes, and then redistributed throughout the culture.In media studies, Semiotics can help determine what signs/messages should be used, what signs/messages should be avoided, and whether proposed options are likely to have the desired impact.

         Ferdinand de Saussure