Semiotics

Semiotics (also called semiotic studies; not to be confused with the Saussurean tradition called semiology which is a part of semiotics) is the study of meaning-making, the study of sign processes and meaningful communication.^[1] This includes the study of signs and sign processes (semiosis), indication, designation, likeness, analogy, allegory, metonymy, metaphor, symbolism, signification, and communication.
Semiotics is closely related to the field of linguistics, which, for its part, studies the structure and meaning of language more specifically. The semiotic tradition explores the study of signs and symbols as a significant part of communications. As different from linguistics, however, semiotics also studies non-linguistic sign systems.

https://en.wikipedia.org/wiki/Semiotics 

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