The development of the media confronts contemporary semiotics with the particularly difficult task to broaden its field of interest to include phenomena which have never been investigated before. The fact that such units only partially resemble the current signs is undoubtedly no reason for excluding them from the sign category. However, the reflection on their sign character and their position among other signs requires a prejudice-free approach and a notion of sign which is broad enough for the new units. This concerns for example news tickers on television, which are discussed within the framework of this article.

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