Graphic Design: first reading

1. Does this semiotic concept process always follow a certain line of events (as listed in the reading - Sender, Intention, Message, Transmission, etc...) or can the designer choose the order, or consider multiples at once? 

2. The reading lists large groups, such as countries, when it talks about metaphors, Synecdoche, etc, but I assume that the groups that this can be applied to are can be various, focused, and specific.  Is this so?