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[Semiotic studies, or semiology is the study of sign processes (semiosis), or signification and communication, signs and symbols, both individually and grouped into sign systems. It includes the study of how meaning is constructed and understood.]

Semiotics is important for understanding a process through which we derive meaning- most importantly, that meaning is negotiated- and this has specific implications for the use of power and control through language. This is a great video explanation.