Match List – I with List – II:      

List – I	List – II
(a) Roland Barthes	1. Structural relations of traffic lights
(b) C. S. Pierce	2. Focus on sign itself
(c) Ferdinand Saussure	3. Two orders of signification
(d) Edmund Leach	4. Triangulation of sign, the user and external reality

Codes:	(a)	(b)	(c)	(d)
(A)	2	3	4	1
(B)	1	4	2	3
(C)	3	4	2	1
(D)	4	1	3	2

Correct Ans: (C)

Explanation:

Semiotics plays a crucial role in media and communication studies because it explains how signs convey meaning. Several scholars have significantly contributed to this field. Therefore, understanding their theories enhances comprehension of sign systems.

1. Roland Barthes (Two Orders of Signification – 3) – Barthes introduced the idea of connotation and denotation. In addition, he explained how signs have deeper meanings influenced by culture and ideology. His work in semiotics helps decode media texts.
2. C. S. Pierce (Triangulation of Sign, the User, and External Reality – 4) – Pierce’s model emphasizes that signs are not standalone entities. Instead, they involve a relationship between the sign, its user, and the external world. Consequently, his work laid the foundation for modern semiotic analysis.
3. Ferdinand Saussure (Focus on Sign Itself – 2) – Saussure defined the sign as a combination of the “signifier” and “signified.” Moreover, he emphasized that meaning arises from differences between signs rather than individual definitions. His structuralist approach remains influential.
4. Edmund Leach (Structural Relations of Traffic Lights – 1) – Leach extended semiotic analysis to cultural symbols, including traffic lights. Additionally, he highlighted how structural relationships shape communication and behavior.

Thus, the correct answer is (C): Roland Barthes – 3, C. S. Pierce – 4, Ferdinand Saussure – 2, Edmund Leach – 1. Clearly, these theories are essential for analyzing signs and symbols in media and everyday life.