A SEMIOTIC ANALYSIS IN THE MEDIA
A SEMIOTIC ANALYSIS IN THE MEDIA

Summary/Abstract: This study attempts a semiotic analysis of David Cameron’s photograph taken during the Brexit campaign. The aim is to help viewers decode and evaluate a photograph from the media by providing a few strategies as guidance. The approach adopted for this analytical research is inspired by Kress and van Leeuwen’s Reading Images-The Grammar of Visual Design (2006). Firstly, the photograph functions in the same way as a sentence with the reader, in other words, it sends a message to the viewer. Secondly, the meaning of a photograph needs to be decoded by paying attention to the objects from the image and the connection between them. The conclusion is intended to help viewers understand that the relationship between objects is not at random but a meaningful one.

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