Abstract
This paper gives an overview of position and importance of semiotics as an analytical instrument in the context of studies of new media, internet in particular. Based on several key studies the author touches upon nature and direction of particular approaches as well as newly conceived characteristics of semiosis of new media while stating that the traditionally conceived semiotic codes (i.e. written form of language) are mostly being replaced by a multimodal concept of the newly formed structures.
The paper provides information about the current scientific emphasis that is being put on the multimodal analysis of the new media content, on its modification to a system-functional approach (based on M.A.K. Halliday's theory), about hypermodal approach and finally points out more traditional perspective on semiotics when describing the web.
The paper is concluded with suggestions of topics for potential future research.