The knew new: Innovation through familiarity
Nick GadsbyLawes Gadsby Semiotics
Introduction
When we describe something as 'new' the meaning appears to be self-evident. Newness is a quality ascribed to something that has come into being only recently as in a 'new-born baby' or a new product or brand, say a new model of car or a new flavour of fruit juice. At the very least something is new if it has never been encountered before, in the same way the American continent was described as the 'New World' when it was encountered by Europeans in the 15thcentury....