Contemporary media discourse is inter-semiotic, it means that it involves signs of different semiotic nature in the process of meaning production (not only language but also signs of visual or sound nature and others). An analysis of media presupposes not to ignore this fact but to analyze the interplay of different semiotic systems.
In my research I use the transcription of a media text that takes into account verbal language, as well as signs belonging to other semiotic systems and cinematographic techniques, being active contributors to discourse meaning creation. The ignorance of this interrelation would mean the same loss of meaning as, for example, the ignorance of Lewis Carroll’s graphical poems representation or Antoine de Saint-Exupéry’s pictures in “The Little Prince”. [slide advertisements, Sunset Boulevard]
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