Which of the following approaches to the analysis of content is based on the study of signs?

Semiotics is the study of signs and symbols and how they carry meaning, making it the sign based approach.

Ethnography studies cultures through immersive fieldwork rather than the analysis of signs.

Content analysis systematically counts and categorises manifest message content.

Quantitative research broadly measures variables numerically and is not specific to signs.

Semiotic analysis distinguishes the signifier from the signified in any text or image.

Ferdinand de Saussure and Charles Peirce are founding figures of semiotics.