The issues of the semiotics of observer and point of view are examined within a broad semiological and cognitive perspective. Structuralist narratology attempted at formal-linguistic classification of points of view to avoid anthropomorphic-visual connotations inherent in narratological terminology. The alternative option would be using terms-metaphors as theoretical models. From the point of view of the observer, the process of text generation evolves in the double perspective of perception/ conception and interpretation. Instead of comparing different media in terms of a privileged metalanguage, it would be more fruitful to base the comparison on their cognitive characteristics.
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