Making Sense
"To trace the evolution of a sign's meaning, in order to understand the sign's hidden essence, we need passion."
Making Sense
What makes semioticians tick? We asked members of the international community of semiotic practitioners to answer 10 questions…
Making Sense
"Once we 'break the surface' of what's given, we learn that no phenomenon is ever obvious."
Making Sense
"We are ‘working amongst the ruins’ so there’s a scope to be creative and brave."
Making Sense
"The real power of semiotics lies in understanding how consumers create their own meaning systems."
Making Sense
"We're all semioticians — we all 'decode' as part of our everyday lives."
Making Sense
"You need to be comfortable with uncertainty, contradiction, and change."
Making Sense
"We're surrounded by messages. The semiotician asks: How have these been configured?"
Making Sense
"Achieving a deep, rich understanding of why we behave the way we do is the most rewarding part of the job."
Making Sense
"Don’t set off to be a semiotician — instead, let semiotics set you off."