Working with multmedia artifacts? Teresa de Lauretis can help you delve into it.
“There are “languages,” practices of language and discursive apparati that produce meanings; and there are different modes of semiotic production, ways in which labor is invested in the production of signs and meaning. The types of labor invested, and the modes of production involved, it seems to me, are directly , materially, relevant to the constitution of subjects in ideology –class subjects, race subjects, sexed subjects, and any other differential category that may have political use-value for particular situations of practice and particular historical moments” (De Lauretis, Teresa. Alice Doesen´t, 32 )