The current journalist relies on a deep understanding of the processes of human communication.

Linguist and semiologist Ferdinand de Saussure proposed an explanatory model for human language: “Signified-Signified-Sign.” “Signified” is an idea, a concept that needs to be expressed, “Signifier” is the material carrier of this idea / concept, and “Sign” is the sum of the signifier and the signified. Moreover, the sign is already the reflected result of the perception of another person.

That is, the Sign must be read if you want to convey the concept to the audience. If a person does not know the language in which concepts are conveyed to him in the form of letters, he will not understand the message, for him these are empty signs. Signs can be perceived differently if in another culture the same expression means different. For example, white is perceived as a festive color in Europe, while in Japan it is a symbol of mourning.

The coexistence of media and content can be explained in about the same vein. The distributor (media) and the bearer (content) of the message make sense when they interact. The third necessary component in this system is an audience that has access to media and is able to assimilate content.

By themselves, media and content can exist separately, but in different qualities, or only represent an unrealized potential. A deep understanding of the connections and mechanics of the human language allows you to design the communication space and effectively convey meanings in different ways.