semantics
se.man.tics \si-'mant-iks\ n pl but sing or pl in constr 1: the study of meanings : 1a: the historical and psychological study and the classification of change s in the signification of words or forms viewed as factors in linguistic development 1b1: SEMIOTIC 1b2: a branch of semiotic dealing with the relations between signs and what they refer to and including theories of denotation, extension, naming, and truth 2: GENERAL SEMANTICS 3a: the meaning or relationship of meanings of a sign or set of signs; e sp : connotative meaning 3b: the exploitation of connotation and ambiguity (as in propaganda)
Webster's English Dictionary