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This is not a comprehensive list but a collection of names that I often refer my students to for use in their own research.

 
Communications and Media Theory Hot List
Scholars and Authors for Research and Reading
 
Roland Barthes - social theorist, philosopher, and semitotician
Barthes wikipedia link
Daniel Chandler - visual semiotician, best Semiotics site on the Net
Chandler wikipedia link
Jacques Derrida - philosopher, founder or deconstruction
Derrida wikipedia link
Marcel Duchamp - artist, thinker, and all round mind-bender
Duchamp wikipedia link
Umberto Eco - medievalist, semiotician, philosopher
Eco wikipedia link
Michel Foucault - philosopher, structuralist/post-structuralist theorist
Foucault wikipedia link
Harold D. Lasswell - political scientist, communications theorist
Lasswell wikipedia link
Jean-Francios Lyotard - philosopher, literary theorist
Lyotard wikipedia link
H. Marshall McLuhan - philosopher, communication theorist
McLuhan wikipedia link
Charles Peirce - philosopher, founder of Semiotics
Peirce wikipedia link
Ferdinand de Saussure - linguist and founder of semiology
Saussure wikipedia link
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There are many more important figures in this field, but these are a good place to start.