• The semiotic method:

1. Approach a communication phenomenon as a sign system.
1. Identify the (smallest) separate expressions (signifiers ) of meaning such as words, sounds, and images.
1. Each type of sign may produce separate or complimentary meanings. Identify anchoring or intended meanings, but analyze the other available signs first.
1. Recognize and identify how a sign communicates as icon, index, or symbol, and determine the significance, if any, of the importance of that type of sign in relation to its meaning.
1. Try to find the most basic denotative meaning of images, for example, before interpreting the words (which are intended to communicate the meaning of accomanying images or sounds).

• The semiotic method applied to (media) narrative analysis:

1. Audio must be analyzed through its temporality--that is, it must be explored over time. The smallest unit of image, however, is the single frame which will embody a sign system. As explained above, separate different forms of expression for analysis. First analyze individually, then together.
1. Describe the story at the denotative level as a chronological sequence of events.
1. Describe the characters and existents and the connotation of events through appropriate application of theoretical perspectives.
1. Draw conclusions as to the meaning, purpose, or influence or the narrative.

• Demonstrate understanding of theory by applying it to specific narrative moments.
• The explication of theory, and the use of specific theoretical terms takes place only where it informs the analysis.
• Use only what best facilitates the enlightenment of the reader with insights inherent in the terms or application of theory.
• Stories frequently begin with conflict (disequilibrium). In the quest for resolution the narrative harkens back to a past moment of equilibrium.
• *Theories and terms imbricate. Choose only appropriate methods of analysis. Connotation and interpellation can overlap.

Polysemy and interpellation can overlap.

Dominant ideology and a preferred meaning (encoded) are not necessarily the same.

• *Hegemony is a competition for dominance of beliefs and ideologies by persuasion, not coercion, especially as adapted by a subordinate group.
• *The author/producer of a narrative encodes meaning, not the narrator in the story.
• *Circulation of meaning takes place in the audience, not the text. *The audience reads and decodes the text, not the characters in the story.
• *polysemy is not encoding nor decoding, but the theoretical possibility for multiple meanings/interpretation.
• *interpellation is the process of interpretation through personal perspectives. identity, and experience, including age, race, class, gender.
• *Denotative text may need to be expressed in great detail.
• *the connotative text--implied or secondary--may be expressed briefly through use of loaded descriptive terms such as; religious, patriotic, faithful, codes of masculinity/femininity, bravery, honor, respect, intelligence.