Semiotics is one of the most popular and widely used research method in media studies. As a study of signs it may seem very simple at the first glance, but it has much deeper and complicated meaning. It does not only study signs and socio-cultural meanings they produce, but also how this particular things came to have significance (Branston & Stafford, 2003, p.12).

The most basic concept of the semiotic analysis is, indeed, a sign. According to Berger sign, generally speaking, refers to a word (both spoken and written), an image or an object, which holds a specific meaning that stands for something other than itself (2010, p.3). In other words, any sign, whether it is a “song”, a “cat”, or a “camera” consists of two elements, a signifier (the actual physical item) and a signified (a cultural meaning, idea or perception attached to it). Even though, combination of this 2 elements is crucial for any given “sign” there are certain differences between the item and what it actually means. Based on these peculiar relation Charles S. Pierce developed three types of signs: icon, symbol and index.

The most simple type – icons – literally resemble what they stand for. The most vivid example of iconic signs would be a pictures or photos, such as this advertisement of an iPhone 7. It contains an image of a specific model of iPhone and an attached meaning does not differ.

Indexes, however, holds a so-called casual link between sign and its meaning (Branston & Stafford, 2003, p.14). In other words, indexical signs would point out to something it’s linked with, can be cause for, or represent something. For example, a lighting would be an sign of a storm, smoke would refer to fire or jewellery as the sign of wealth. Gestures, mimics and certain words also may carry an identical meanings.

Symbols, on their turn, holds an arbitrary or accidental meaning. It is, so far, the trickiest type of signs, as there is no necessary connections between the signifier and the signified. This relation is usually based on historical or cultural context. If we look into history, one of the examples of symbols would be the emblems of the nobilty, nowadays it would be national flags and emblems. Another example, would be objects historically associated with certain countries or religions.

It comes as no surprise, that semiotic analysis is one of the most useful research methods when it comes to media. Media is flooded with images, sounds, words that hold multiple, complex and even contradictory meanings. Branston and Stafford argue, that it is not enough to study a certain film or photo in terms of its beauty, truthfulness or individuality; on the contrary, it became essential to understand where this meanings come from (p.12). Therefore, by applying semiotic analysis to media studies it is possible to structure the realities, cultures and cultural constructs they describe and stand for.