غياب المنهج السيميائي التطبيقي في تحليل الظاهرة الإعلامية

الملخص EN

the contemporary Arab scholars deal with semiotics as an approach that helps them understand the texts, its meaning, and its structural functionalism .

that’s why every now and then we find some studies and researches using semiotics as an approach in study and comparatives, some of them even used the semiotic approach in analyzing old and new texts, while others think that semiotic holds and important place in critical approaches .

even though some of them considers semiotic just a trend of fashion this really didn’t lessen the value of semiotic as a scientific and procedural approach in literary and media studies as well as in analyzing literary and journalistic texts.

for this reason it is considered as an important approach that opens new horizons to enlighten the uncharted areas of media, art and literary contexts even though that semiotic had imposed itself on studies in the fields of media, art, literature and culture since the seventies and made a myriad of different approaches but we still see its applications absent from humanitarian studies in general and its absent from media studies in particular, especially in the middle east region including Iraq.

this absence has made a loss of important analytical tools that could uncover and reveal a lot of humanitarian and social phenomenon in the content of media if we considered media as our field of study and analysis .

accordingly this study deals with the ambiguity that surrounds the application of the semiotic approach in analyzing the message of the media and the reasons of its recession, thus the main research problem is the non-existence of a clear and complete understanding on the applications of the semiotic approach in media studies especially in analyzing the media in general and in communication in particular .

this study also tries to answer a primary question which is : does the use and application of semiotic approach in media studies contradicts the classical approaches such as content analysis that’s being used in analyzing the message of the media ?