Semiotics is the study of signs and how they construct meaning. A sign has two parts - the signifier, which is the physical form or object, and the signified, which is the mental concept it evokes. Signification operates at the level of denotation, simply identifying signs, and connotation, more complex mental associations. Connotative meanings can vary between individuals and cultures. Semiotics can be used as a tool to analyze texts and media.