Abstract: The term “medium” is characterised by the ambiguity in mass communication studies. From the perspective of semiotics, the medium is the appreciable part of a sign, which is then regarded as the material vehicle of a sign. As such, the sign is the medium, while the signifying is the process of mediumisation. Hence, art can also be perceived as a medium. Delving into the relationship between signs and their medium is of great importance, because this forms not only the foundation of textual studies, but is also a vital base for the humanities.
Keywords: medium, mass communication, semiotics, mediumisation
