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1. A goal in some semiotic analysis: revealing the socially coded basis of phenomena which are taken for granted as ‘natural’. Such analysis seeks to denaturalize signs and codes in order to make more explicit the underlying rules for encoding and decoding them, often also with the intention of revealing the usually invisible operation of ideological forces. See also alignment; markedness; compare naturalization.

2. Sometimes a synonym for defamiliarization.

Subjects: Media Studies.

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