TOOLKIT / Semiotics
Semiotics is a desk-analysis methodology, which identifies the communication strategy starting from (constant and variable) signs. To do this, it uses a standard interpretative analysis model. Semiotics objectively defines the communication responsibilities of the item analysed and decodifies its properties on four coherent levels (expressive level: style, language, etc.; discursive level: themes, concepts, etc.; relational level: tone of voice, personality etc.; narrative level: promise and values).
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