المقاربة السيميائية لثقافة الخطاب البصري الإعلامي

Abstract EN

Today we live in the midst of a space of images until the imagined becomes something real and realistic, and the image transcends the language itself, the intellectual understands it as the illiterate understands it, and the patriot receives it as the foreigner receives it, it crosses the continents without a complex visa.

until the topic of visual discourse in our time has become part of the general media strategy for social communication, it is one of the discourses that fall within the daily cultural practices, so it has acquired a cultural character with its iconic, deliberative and linguistic components.

it is characterized by its high ability to crystallize opinion and form awareness by influencing culture and directing it in its various ethical and philosophical dimensions.

since semiotics is a contemporary scientific theory that studies everything related to sign and semantic communicative patterns, and the resulting semantics to capture the meaning, it is the most appropriate method analytical study of the image in its semantic and cultural dimension, and accordingly we will present the semiotic theoretical concepts related to the semantic and cultural dimensions of visual discourse.