Social semiotics Quotes

“Semiotics is a general theory of all existing languages... all forms of communication - visual, tactile, and so on... There is general semiotics, which is a philosophical approach to this field, and then there are many specific semiotics.”

“Reading a novel after reading semiotic theory was like jogging empty-handed after jogging with hand weights. What exquisite guilt she felt, wickedly enjoying narrative! Madeleine felt safe with a nineteenth century novel. There were going to be people in it. Something was going to happen to them in a place resembling the world. Then too there were lots of weddings in Wharton and Austen. There were all kinds of irresistible gloomy men.”

“Shifting the frame only slightly, the choice of a theory from among the range of always ideologically founded theories is itself necessarily ideologically motivated. Positioning is unavoidable; positioning is the result of choice from among a range of possibilities; that choice is socially meaningful - it is ideological.”

“I was born in Brazil and grew up in the '70s under a climate of political distress, and I was forced to learn to communicate in a very specific way - in a sort of a semiotic black market. You couldn't really say what you wanted to say; you had to invent ways of doing it. You didn't trust information very much.”

“Graphic Design, which fulfills aesthetic needs, complies with the laws of form and exigencies of two-dimensional space; which speaks in semiotics, sans-serifs, and geometrics; which abstracts, transforms, translates, rotates, dilates, repeats, mirrors, groups, and regroups, is not good design if it is irrelevant.”

“The (nation) state's concern had been the development of citizens - social subjects whose identity was shaped by the goals of the state - and the preparation of a labour force serving the needs of a national economy and administration. That state was interested in cohesion, integration and homogeneity - however imperfectly realized. The globally framed interests of current versions of the market are neither about citizenship - shared social values, aspirations, dispositions - nor about the preparation of a labour force.....”

“One picture is worth a thousand words. Yes, but only if you look at the picture and say or think the thousand words”

“I still notice the burned house, mornings, when I walk along the beach. "Well, obviously I do not notice the house. What I notice is what remains of the house. One is still prone to think of a house as a house, however, even if there is not remarkably much left of it.”

“Language disguises thought.”