Introduction -- Acknowledgments -- 1: Signs And Signing -- Signifer and signified -- Sign -- Icon -- Index -- Symbol -- Sender -- Intention -- Message -- Transmission -- Noise -- Receiver -- Destination -- 2: Ways Of Meaning -- Simile -- Metaphor -- Metonym -- Synecdoche -- Irony -- Lies -- Impossibility -- Depiction -- Representation -- 3: Conceptual Structures -- Truth and falsity -- Sameness and difference -- Wholes and parts -- Subjectivity and objectivity -- Appearance and reality -- Continuity and discontinuity -- Sense and reference -- Meaningful and meaningless -- Problem and solution -- 4: Visual Structures -- Viewer and image -- Ideal and real -- Given and new -- Center and margin-- Foreground and background -- Proximity and presence -- Before and after -- Past, present, and future -- Fast and slow -- 5: Textual Structures -- Readers and texts -- Words and images -- Functions -- Forms -- Placing -- Prominence -- Voices -- Intertextuality and intratextuality -- Paratext and paralanguage -- 6: Matters Of Interpretation -- Concepts and conceptions -- Connotation and denotation -- Langue and parole -- Combinations and substitutions -- Tokens and types -- Rule-following -- Conventions -- Classifications -- Understanding and misunderstanding -- 7: Framing Meaning -- Semantic units -- Genres -- Styles -- Stereotypes -- Institutions -- Ideologies -- Discourses -- Myths -- Paradigms -- 8: Stories And Storytelling -- Fact and fiction -- Narratives -- Legends -- Characters and personas -- Viewpoints -- Mysteries -- Tensions -- Turning points -- Resolutions -- Conclusion -- Bibliography -- Picture credits.