Which field studies how signs convey meaning in visual media?

• A. Semantics
• B. Iconography
• C. Semiotics
• D. Aesthetics

Answer: (C)

Understanding how signs convey meaning in visual media falls under semiotics. This field analyzes signs and symbols—their forms (signifiers) and the concepts they represent (signified)—and how they operate within cultural codes to communicate ideas. In visual work, signs include images, colors, objects, and gestures, and meaning emerges through how these elements are arranged, framed, and interpreted. Denotation is the surface meaning of what’s shown, while connotation involves the cultural and emotional associations viewers bring to the image. This approach explains why certain visuals carry specific messages across film, photography, advertising, and art.

Semantics is about meaning in language, not specifically visuals. Iconography focuses on identifying and interpreting symbolic imagery within art, which is related but narrower. Aesthetics deals with beauty and perception rather than how signs convey messages.