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.

Singapore/China…

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?

COCU WU

As a Chinese person who grew up reading Chinese and writing Kanji, I found learning hieroglyphics to be quite intuitive training for sign interpretation. Being a native Chinese speaker, I naturally developed the ability to connect “text” with its meaning.

Also, growing up in a culture that has undergone significant changes, I could sense these transformations on a daily basis — although during my childhood it was more of a subconscious awareness. I vividly and personally experienced the cultural differences between my generation, my parents’ generation, and my grandparents’ generation. This experience taught me an initial, albeit naive, understanding of why culture matters.

SEMIOVOX

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

COCU WU

At 22, I made a life-altering decision to leave everything behind and embark on a journey to the opposite corner of the world — Finland — to pursue my Master’s degree. Little did I realize that this place would have such long winters and darkness. As I endured those seemingly endless winter nights, I came to realize that I had ample time on my hands… which I decided to dedicate to reading and studying. It was during this period that I stumbled upon “The Basics of Semiotics,” an optional course that introduced me to the captivating discipline of (academic) semiotics.

SEMIOVOX

How did you find your own way to doing semiotics?

COCU WU

While still a student, I stumbled upon a freelancing opportunity with [the global growth strategy firm] Gemic that opened my eyes to the idea that studying semiotics could actually lead to a job! None of my fellow students had even considered such a possibility; this was a real stroke of luck. After that gig, I was hooked… and started reading up on commercial semiotics.

When it came time to graduate from my Master’s degree program, I faced a dilemma: Go back to China or stay in Finland? Staying in Finland meant living a comfortable life in this “fairytale” country with one of the best welfare systems in the world, while going back to China meant facing more competition and challenges. I was torn, until I was introduced to Panos Dimitropoulos at [the data, insights, and consulting company] Kantar Shanghai; Panos was the leading commercial semiotician in Asia. Without hesitation, I left Finland behind and dove into the unknown world of semiotics, filled with the most fascinating and ever-changing cultures.

Commercial semiotics has shaped my path, allowed me to meet incredible people, and given me the chance to do what I truly love. Eventually, I ended up moving to Singapore and joining Space Doctors, a cultural and creative consultancy that combines the very best of cultural and semiotic insights.

SEMIOVOX

What are the most important attributes of a good semiotician?

COCU WU

Semiotics is an intuitive discipline; all of us function as semioticians in our daily lives, constantly reading signs and interpreting the world around us. However, to excel as a semiotician it’s important to possess the following qualities:

• Genuine curiosity: Maintain a deep sense of curiosity about the world and everything in it. Ask “why” frequently, seeking to unravel the underlying meanings and connections.

• Skill at people-watching: Semioticians may come across as confident and persuasive, but we aren’t always the loudest voices in the crowd. We excel at listening and observing, patiently taking the time to understand others.

• Logical thinking: Bring order and structure to the inherent messiness of the subject matter. Develop the ability to identify patterns, make connections, and establish logical frameworks.

• Creativity: A skilled semiotician possesses a knack for storytelling, using their imagination and vision to weave compelling narratives.

• Self-discipline: Semiotics is hard work. Engaging in the intricate process of decoding and analyzing requires hours of concentration, deep contemplation, connecting the dots, and persuading oneself and others.

SEMIOVOX

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

COCU WU

• Roland Barthes’s Mythologies. The classic among the classics. A delight to read. I cannot recommend it more.
• Laura R. Oswald’s Creating Value: The Theory and Practice of Marketing Semiotics Research. A good way to get introduced to commercial semiotics.
• Daniel Chandler’s Semiotics: The Basics. I found Chandler’s book extremely useful for getting into the “underneath” of semiotic theory.

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?

COCU WU

If I’m at a bar or club, I’ll often reply by referencing The Da Vinci Code. True!

With skeptical clients, however, perhaps more so here in China (where the arts and linguistics are not the most highly valued disciplines in the education system) than elsewhere, I often have to start from scratch in explaining commercial semiotics. So I’ll patiently begin with the basics, then build a persuasive case.

SEMIOVOX

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

COCU WU

We have the ability to interpret culture and make a positive impact on the future. It’s important to acknowledge that our perspectives on culture can sometimes be biased or stereotypical. There are aspects of the world that we may find problematic. However, as semioticians we hold the power to delve deeper, challenge assumptions, and offer fresh insights. We might not be changing the world, exactly, but we can influence the business world in various positive ways.

SEMIOVOX

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

COCU WU

Like most commercial semioticians, I’m frustrated that so many clients don’t think that “truth” can come from anywhere except a focus group discussion with target consumers. But I’m optimistic about the future of the discipline, especially here in Asia.

SEMIOVOX

Peirce or Saussure?

COCU WU

From an academic point of view, I think Peirce’s triangle is more convincing. But I also like Saussure’s binary theory, which originally got me excited about semiotics.

SEMIOVOX

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

COCU WU

I was given the following good advice: “Have fun and go nuts!”

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