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He also recognised that this relationship is arbitrary; it was this realisation that opened the way for development of the science, for:
?A science that studies the life of signs with society is conceivable; it would be a part of a social psychology and consequently of general psychology? (it) would show what constitutes signs, what laws govern them.' (Saussure 1966, p16)
Meaning that all types of media could be studied as "sign systems".
Saussure also recognized the fact that concepts or signifieds, have meaning because the relationship between the signifiers is one of binary opposites. For example if you say the word ?up' people automatically know you do not mean down...
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