“Semiotics?”
Semiotics studies the relationship between signs and patterns of action or meaning. It theorizes that particular signs are connected with particular action patterns and that the creation of this connection is achieved through a communicative process.
What that mouthful boils down to is the theory of images and how they create reactions in people.
What we do on a daily basis is tailor the images that surround us to create and illicit specific reactions from those people around us. It's the thing that stands for something, for example, the American Flag standing for patriotism in it's colors or a certain wrestler in the WWE standing for redneck patriotism by wielding a 2x4 board. This is also known as symbolic potential.
In a more reality - based example, interpretations, right or wrong, come from how you present yourself. It could also be as basic as how you dress or what you smell like. When you do something that everyone else is not expecting, or is out of the norm, you will turn heads. The cues, the outfit, the face paint, the language, and on and on could all be creating an image.
So, how do we exploit the symbolic potential of these images around us? Take for instance, the president declaring war - a large presidential official seal will be close by. On the other hand, when President Clinton was admitting his affair, his surroundings were far from appearing 'presidential,' as he didn't want the public to associate him with the office of president; rather simply yet another man having an everyday mistaken affair. That, my friends, is semiotics at work!