{"id":14,"date":"2019-03-25T20:08:52","date_gmt":"2019-03-25T20:08:52","guid":{"rendered":"http:\/\/4topixel.com\/dev\/semiofest\/applied-semiotics\/"},"modified":"2019-03-25T20:08:52","modified_gmt":"2019-03-25T20:08:52","slug":"applied-semiotics","status":"publish","type":"page","link":"https:\/\/www.semiofest.com\/2017\/about\/applied-semiotics\/","title":{"rendered":"Applied Semiotics"},"content":{"rendered":"

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What is applied semiotics?<\/h1>\n

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Semiotics is the discipline that studies signs, symbols and narratives for their (embedded?) cultural meaning. Semiotics derives from the ancient Greek word semion meaning \u2018sign\u2019. It studies representation in the broadest sense, to uncover how \u2018this means that\u2019. Semiotics uses a range of techniques of interpretation to deconstruct meaning and helps us to understand human signs and communication more deeply.<\/p>\n

Semiotics is based on the premise that we make sense of our world based on the often subconscious, subtle and implicit cues in our environment. A sign can include \u2018signals\u2019, like online notifications, \u2018symbols\u2019, like logos or \u2018icons\u2019 like a #Selfie \u2013 these are signs that influence us. Semiotics helps us to audit and explain the meaning behind words, objects, artefacts, behaviour, spaces and language. We are all largely conditioned to \u2018read\u2019 these signs through the culture we grow up in. A semiotician is skilled at making conscious and visible these unconscious codes. Because meaning cannot be \u2018measured\u2019 as such this can be a very hard thing to do but semiotics comes closest to doing it. For many semioticians it is because it is so challenging to do, that we have got such passion for it..!<\/p>\n

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Applied semiotics is deployed predominantly by agencies and consultants in brands and marketing since communications design is where semiotic insights have thus far proved to be of most value. The best semioticians qualitatively interpret and synthesize a plethora of data sources and \u2018texts\u2019 in order to equip business owners and decision makers with provocative, actionable perspectives on their brand and competitive set, products and packaging, category dynamics or changes in the prevailing consumer culture.<\/p>\n

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We seek to create forum where semiotic theorists,
\npractitioners, consultants, researchers and students
\ncan come together for mutual learning.<\/h1>\n

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The sorts of applications we have seen most often at Semiofest tend to be about:<\/p>\n