Ferdinand de Saussure was, in his analysis, concerned only with (A) Indices (B) Entropy (C) Associations (D) Symbols Correct Ans: (D) Explanation: Ferdinand de Saussure, a Swiss linguist, is known as the founder of semiotics. His theory focused on symbols, particularly in the study of language. He argued that language is a structured system of signs, where each sign consists of two parts: the signifier and the signified. The signifier refers to the physical form of a word, sound, or image, while the signified is the concept it represents. For example, the word “tree” is a signifier, and the mental image of a tree is the signified. This distinction explains how humans create and understand meaning through symbols. Saussure’s approach differed from Charles Peirce’s semiotic theory, which categorized signs into icons, indices, and symbols. Unlike Peirce, Saussure focused only on symbols, which rely on convention and cultural agreement. He believed that the relationship between the signifier and the signified is arbitrary, meaning that words have no natural connection to their meanings. This principle explains why different languages have different words for the same object. His work laid the foundation for structuralism, influencing fields like linguistics, media studies, and communication. Modern theories of language and communication still rely on his insights. In conclusion, Saussure’s analysis centered on symbols, highlighting their role in shaping language and communication. His theories remain essential in understanding how meanings are constructed in media and culture.