Semiotics is the study of signs and symbols. Denotation refers to the literal or dictionary meaning of a sign, while connotation refers to the deeper implied meanings that depend on social and historical context. Ideology refers to systems of ideas and beliefs, such as political, religious, capitalistic, patriarchal, and heteronormative ideologies. Capitalism values making money as life's purpose. Patriarchy believes men are in control. Heteronormativity sees non-heterosexual relationships as abnormal.