Denotation - What we see when we look at an image.
Connotation - What we understand from this image (what other meanings it has).
Stuart Hall came up with the theory polysemia which means many readings.
- prefered reading - How the creator wants the audience to read the media text.
- Oppositional reading - Where the intended meaning of the text is totally opposed by the reader.
denotation: city.
Connotation: busy, crowded, built up, lost, large space
denotation: green
Connotation: nature, peace, calm, tranquility,money
denotation: snow
Connotation: cold,winter
denotation: elf
Connotation: Christmas, children, happiness
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