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semiotics noun

  /ˌsiː.maɪˈɑt.ɪks/ , /ˌsiː.miˈɑt.ɪks/ , /ˌsɛm.iˈɑt.ɪks/ , /ˌsɛm.iˈɒt.ɪks/
  • The study of signs and symbols, especially as means of language or communication.
 göstergebilim, semiyotik
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