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.

Longueuil, Québec…

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?

SIXIA LIU

As a child, I immersed myself in fairy tales and fantasy stories without consciously grasping their symbolic layers. However, these stories encouraged me to think beyond the conventional and explore new ideas. From a young age, I began to understand the importance of developing a personal philosophy, knowing who you are, what your values are, and what brings you happiness. This mindset has driven me to explore diverse cultures and belief systems, now having the privilege to live and work across three continents (Asia, Europe and North America).

SEMIOVOX

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

SIXIA LIU

My semiotics journey began at the University of Limoges (France), where I initially studied French language and literature. The university’s reputation for semiotics drew me in for my postgraduate studies. 

Limoges offered a rich mix of linguistics and semiotics courses, blending cultural insights with cognitive science perspectives. I was captivated by the range of topics — whether it was a professor helping professionals identify suicidal messages in online forums for lifesaving interventions or engaging in philosophical discussions on epistemology. The practical applications in branding and marketing, where semiotics was used to strengthen brand identity and influence perception, also fascinated me. Every course offered something new to discover, especially the impact of sound and acoustic signs on brand perception.

SEMIOVOX

How did you find your own way to doing semiotics?

SIXIA LIU

I am eternally grateful to my master’s and PhD supervisor, Professor Gérard Chandez, and my mentor in market research, Jean Hénaff. 

Professor Chandez constantly encouraged me to challenge conventional semiotics and delve deeper into the study of biosemiotics, which became the focus of my doctoral thesis. Meanwhile, Mr. Hénaff guided me towards applying semiotics in market research, allowing me to work with renowned global brands across various industries on their marketing strategies. Their influence shaped my career path, blending academic theory with real-world business applications.

SEMIOVOX

What are the most important attributes of a good semiotician?

SIXIA LIU

Curiosity is essential. When reflecting on why I pursued semiotics (and ventured into marketing management and market research), the answer always comes back to curiosity. I am naturally drawn to questions that require deeper exploration and creative problem-solving.

It’s also vital to find joy and fulfillment in one’s professional life. The intellectual challenges I’ve faced have been rewarding because satisfying my curiosity brings me genuine happiness. 

Another key moment in my career was transitioning to the client side, from market research to marketing operations within a brand. Having been trained in digital creative tools from a young age — my mother was a programme director for digital arts at a university in China — I had always hoped to see how the insights from my research could be translated into real-world marketing actions. This leap into a more hands-on role was transformative, and I am grateful for the opportunity.

SEMIOVOX

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

SIXIA LIU

1. [American sf author] Ted Chiang’s novella “Story of Your Life.” Chiang’s protagonist, Louise Banks, is a linguist tasked with learning an alien language to understand their intentions. While humans experience events chronologically and causally, the aliens experience all events simultaneously — with a purpose underlying them. Chiang’s concept offers a unique perspective on the social function of language and cognition, making it a highly thought-provoking work for anyone interested in semiotics.

2. [British evolutionary biologist] Richard Dawkins’ Selfish Gene. Dawkins suggests that much of human intelligence is driven by the survival needs of our genes, with humans acting as “survival machines.” He also introduced the concept of “memes,” cultural ideas that spread similarly to genes, offering a unique perspective of civilization as a living entity. This idea inspired my interest in biosemiotics during my PhD, where I explored the connection between biological processes and communication.

3. Various publications by Jordan Zlatev, a professor of Cognitive Semiotics at Sweden’s Lund University. Zlatev’s work — which intrigues me both as a mother observing my child’s language development and as a communication strategist — offers valuable insights into the intersection of verbal and non-verbal signs and their role in shaping human consciousness and behaviour.

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?

SIXIA LIU

I avoid academic jargon, instead presenting semiotics as a tool within marketing research and strategy. I frame semiotics as a method for enhancing communication strategies, storytelling, brand positioning, identifying untapped opportunities, and creating consumer-centric journeys.

In simple terms, semiotics ensures that the message a brand wants to send is received by its audience in a way that benefits the brand. 

SEMIOVOX

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

SIXIA LIU

I feel a great sense of pride and fulfillment when my research contributes to international campaigns or product development that leaves a mark on the world. Seeing a campaign I’ve worked on displayed in public spaces or shopping malls is an indescribably rewarding experience.

I particularly enjoy working on projects related to important global topics like sustainability, diversity, and inclusion. I believe businesses should be a driving force in advancing these causes, and I’m proud of the projects I’ve contributed to that align with these values.

SEMIOVOX

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

SIXIA LIU

Semiotics, like physics, is a vast field of study, and a specialist in biosemiotics or computational linguistics may not have the same expertise as someone focused on visual arts or cinema. I believe that semioticians are better defined by their work and projects rather than by a specific title.

I’d like to see more emphasis on developing interdisciplinary skills in future semioticians. Whether someone studies physics, business management, or computer science, they can still apply semiotic principles to their work and find inspiration in sense-making. Encouraging this kind of cross-disciplinary competence would enrich the field and broaden its applications.

SEMIOVOX

Peirce or Saussure?

SIXIA LIU

In my PhD thesis on biosemiotics, I drew distinctions between the two. Saussure’s model is a code-based system, akin to how proteins are synthesized from genetic sequences. Peirce’s approach, on the other hand, can be viewed as teleological, where signs trigger responses in animals based on survival objectives — danger or leisure, for example.

The two offer different but equally valuable lenses for interpreting semiosis in the biological realm.

SEMIOVOX

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

SIXIA LIU

Stay open-minded. Semiotics is a vast and fascinating field that can satisfy your curiosity in many ways. The more open you are to unfamiliar ideas and innovative concepts, even ones that may seem unconventional at first, the more you’ll learn and grow. It’s a journey of exploration and constant learning.

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