CONTENTS
INTRODUCTION
ACKNOWLEDGMENTS
1 SIGNS AND SIGNING
Signifier and Signified
Sign
Icon
Index
Symbol
Sender
Intention
Message
Transmission
Noise
Receiver
Destination
Feedback
2 WAYS OF MEANING
Simile
Metaphor
Metonym
Synecdoche
Irony
Lies
Impossibility
Depiction
Representation
3 CONCEPTUAL STRUCTURES
Truth and Falsity
Sameness and Difference
Wholes and Parts
Subjectivity and Objectivity
Appearance and Reality
Continuity and Discontinuity
Sense and Reference
Meaningful and Meaningless
Problem and Solution
4 VISUAL STRUCTURES
Viewer and Image
Ideal and Real
Given and New
Center and Margin
Foreground and Background
Proximity and Presence
Before and After
Past, Present, and Future
Fast and Slow
5 TEXTUAL STRUCTURES
Readers and Texts
Words and Images
Functions
Forms
Placing
Prominence
Voices
Intertextuality and Intratextuality
Paratext and Paralanguage
6 MATTERS OF INTERPRETATION
Concepts and Conceptions
Connotation and Denotation
Langue and Parole
Combinations and Substitutions
Tokens and Types
Rule-following
Conventions
Classifications
Understanding and Misunderstanding
7 FRAMING MEANING
Semantic Units
Genres
Styles
Stereotypes
Institutions
Ideologies
Discourses
Myths
Paradigms
8 STORIES AND STORYTELLING
Fact and Fiction
Narratives
Legends
Characters and Personas
Viewpoints
Mysteries
Tensions
Turning points
Resolutions
CONCLUSION
BIBLIOGRAPHY
PICTURE CREDITS
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