The semiotic tradition in communication theory is the study of signs, and includes how meaning is created and understood. Ferdinand de Saussure, a Swiss linguist radically changed the way language is studied. He argued that words and other language elements had no natural connection with the things they were indicating. They only are related through the structure which we use. We see signs as natural because they are a part of our everyday life and strongly ingrained in our minds. Although they are automatic for most of us, they are a product of our culture.
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