The document provides an overview of key concepts in semiotics and ideology analysis including: - Denotation refers to the literal or obvious meaning of a sign, while connotation refers to cultural interpretations and associations. - Mythologizing and "naturalization" obscure the ideological function of signs by making beliefs seem natural and unquestioned. - Dominant ideologies shape consciousness and are maintained through institutions like media and education. - Hegemony describes how dominant groups use culture to establish and maintain power and control over subordinate groups.