semiotics

Analogy- the comparison between one thing and another typically for the purpose of explanation or clarification

Allegory- a picture that can be interpreted to reveal a hidden meaning.

Metonymy- the substitution of the name of an attribute or adjunct for that of one thing meant for example suit for business executive or the turf for horse racing.  

Semiotics are about meaning in media texts it is about studying how the producer attempts to get the message across (they are signs and signifies) so for example when people see red or yellow they would make the assumption that there is danger. The implied meaning in the media text is the denotation. The way a reader reads the text is connotations. The connotations are not always the same as the denotations due to misunderstanding cultural age and gender differences. Our full processes are trying to understand the denotations but need to understand or recognize symbols analogy's and allegory's.

Paradigm are a set of rules that we check meaning against to make sure it makes sense for example panda eats shoots leaves. Paradigm makes you think that a panda eats plant shoots and leafs. This is a key piece of information but if it is changed they are for a meaning.