Semiotics for Strategic Forecasting
Catherine Bitoun IMAGE & SignesCorinne Maer EDF France
INTRODUCTION
Semiology (the study of sign systems)1 is traditionally used to optimise corporate PR/communication or marketing strategy. Its function is to highlight the strengths and malfunctions (discursive, enunciative or formal) of corporate PR/communication, to translate and reveal information about a company (its system of values, references, personality, contradictions, rationale, strengths and weaknesses) beyond what the company actually wants or is able to reveal in its own PR/communication.
The proven ability of semiology to 'read between the lines' has led EDF (Elctricit de...