What makes a semiotician tick? SEMIOVOX’s Josh Glenn has invited his fellow practitioners in the field of commercial semiotics, from around the world, to answer a few revealing questions.

New York…

SEMIOVOX

When you were a child/teen, how did your future fascination with symbols, cultural patterns, interpreting “texts,” and getting beneath the surface of daily life manifest itself?

MARIE LENA TUPOT

When I was about ten, I wrote a series of short stories loosely based on my mom and her sisters. I used the pseudonyms Iris, Rose, and Violet to protect the innocent and fleshed out the characters, imagining an idealistic scenario in which flowers stay true to who they are but play nice. I was deeply immersed in the Victorian symbolism of flowers.

My Sicilian grandfather always communicated through flowers and would sneak surprise plantings from his own yard into ours. Growing up, our yard was filled with Tiger Lilies and Lilies of the Valley. Lilies of the Valley were my mother’s birthday flower, while Tiger Lilies were mine. The Lilies of the Valley came with the house, and the Tiger Lilies were an invasive species, courtesy of Grandpa. They pretty much grew wild together, but the Lilies of the Valley dominated for most of my life. Now, the Tiger Lilies are taking over. Their ebb and flow have acutely reflected our relationship over time.

SEMIOVOX

Describe your first encounter(s) with the theory and practice of semiotics.

MARIE LENA TUPOT

My introduction to the theory and practice of semiotics occurred long before I knew its name. Whenever I analyzed trends for my work, I instinctively diagrammed them. When someone pointed out that I was engaging in semiotic patterning, I didn’t immediately embrace the concept. I simply did what I did. Initially, I felt burdened by the idea of adhering to a set of rules. However, as I began to study and take semiotics seriously, I found relief in having my practice validated by an established framework. My diagramming became the foundation for our culture mapping patent.

SEMIOVOX

How did you find your own way to doing semiotics?

MARIE LENA TUPOT

I began my career in trend analysis, conducting research for The Japanese Department Store Association and Fujisankei Communications. My role involved aligning cultures, which required understanding the correlations and tensions between the US and Japan. Studying signs and symbols became imperative in this process.

SEMIOVOX

What are the most important attributes of a good semiotician?

MARIE LENA TUPOT

The most important attributes of a good semiotician are the ability to set aside one’s ego, the skill to discern structure in seemingly chaotic patterns, and the capacity to recognize and overcome personal biases.

SEMIOVOX

What three books about semiotics have you found the most useful and enlightening in your own work?

MARIE LENA TUPOT

• Roland Barthes’ Mythologies. In this book of essays, Barthes digs into how cultural myths and ideas get made and spread through different media and everyday experiences. He uses semiotic analysis to uncover the secret messages behind these myths. It reignited my childhood fascination and laid the foundation for a lasting adult interest in myths and their cultural importance.
• Charles Seife’s Zero: The Biography of a Dangerous Idea. Seife tells the story of how this seemingly harmless number started in Eastern philosophy, fought for acceptance in Europe, rose to prominence in the West, and continues to challenge modern physics. It enabled me to thoroughly explore and feel confident in discussing the concept of zero with a client.
• Umberto Eco’s How to Spot a Fascist. This 2020 collection comprises three profound essays that delve deeply into themes such as freedom, fascism, censorship, and tolerance. At its core is Eco’s renowned 1995 essay “Ur-Fascism,” where he identifies the fourteen essential characteristics of fascism, drawing from his personal experiences growing up under Mussolini’s regime. The relevance of these insights to contemporary issues is striking, offering valuable perspectives on understanding and identifying authoritarian tendencies in today’s world.

Each of these books engages deeply with cultural concepts and ideas — from myths and numbers to political ideologies — using rigorous analysis to uncover hidden dimensions and implications in their respective subjects.

SEMIOVOX

When someone asks you to describe what you do, what is your “elevator pitch”? How do you persuade a skeptical client to take a chance on using this tool?

MARIE LENA TUPOT

When our daughter was about three years old, and we were deeply involved in launching scenarioDNA, she would chant, “This represents this. Represents this,” as we put her to bed. This silly nighttime ritual, where she echoed our daytime conversations, perfectly encapsulates how I explain semiotics to clients. 

The explanations have to be simple enough for a child to understand and be intrigued by. I don’t talk semiotics. Instead, I focus on their goals and where they want to go. I illustrate how understanding signs and symbols can unlock new insights and pathways. By framing it in the context of their aspirations, I make the value of semiotics tangible and relevant, encouraging even the most skeptical clients to see its potential.

SEMIOVOX

What specific sorts of semiotics-driven projects do you find to be the most enjoyable and rewarding?

MARIE LENA TUPOT

The most enjoyable and rewarding projects are those where we introduce unexplored angles and challenge conventional thinking. For example, when discussing start-ups and small businesses, stakeholders often focus on the number of people that validate a business. We once brought up the concept of zero — zero employees, zero resources — because that’s where start-ups begin. Another instance is when we challenged a client in the audio business to consider the role of silence. How will you handle your own role in obsolescence? These projects are particularly gratifying because they push boundaries, provoke new thinking, and open up innovative pathways.

SEMIOVOX

What frustrates you about how semiotics is practiced and/or perceived, right now?

MARIE LENA TUPOT

One major frustration is that people often don’t realize the significance of the symbols they put forth unknowingly. There’s a lack of awareness about how their choices in language, imagery, and behavior communicate deeper meanings and influence perceptions. If symbolism is not understood at a personal level, how could semiotics possibly be effectively practiced?

I would like to see a shift towards greater mindfulness and intentionality in how symbols are used and interpreted. This involves educating people on the impact of semiotics in everyday life and encouraging them to be more deliberate in their communication. Increasing awareness and understanding of semiotic principles can lead to more effective and meaningful interactions in both personal and professional contexts.

SEMIOVOX

Peirce or Saussure?

MARIE LENA TUPOT

Of course, Peirce. For the process and evolution.

SEMIOVOX

What advice would you give to a young person interested in this sort of work?

MARIE LENA TUPOT

Be prepared to always be learning and never get set in your own perspective. The field of semiotics is dynamic, with a wide range of practitioners to learn from. Embrace different perspectives and integrate them into your own understanding. Once you find yourself recognizing patterns that you can’t unsee, you’re well on your way to becoming a semiotician.

MAKING SENSE series: MARTHA ARANGO (Sweden) | MACIEJ BIEDZIŃSKI (Poland) | BECKS COLLINS (England) | WHITNEY DUNLAP-FOWLER (USA) | IVÁN ISLAS (Mexico) | WILLIAM LIU (China) | SÓNIA MARQUES (Portugal) | CHIRAG MEDIRATTA (India / Canada) | SERDAR PAKTIN (Turkey / England) | MARIA PAPANTHYMOU (Greece / Russia) | XIMENA TOBI (Argentina) | & many more.

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