Concepts and issues - the role of the interpreter - the relation of signified and signifier: arbitrary / motivated - the position of the semiotic systems in social environs - the role of the social in semiosis - semiotic analysis: techniques, problems, criteria - the special case of photography and film - the construction of identity through adopting of codes, impellation - positioning the author and reader with signs and codes
Three Modes of Relativity: the symbolic, the iconic, the indexical