Sky: Computational Semiotics - Mapping emergent cultural themes for naming research

This paper describes a UK research project for Sky, a 'triple play' (TV, Broadband & Telephone) service provider, to determine a name for a new nationwide multi-category product launch.

Sky: Computational Semiotics - Mapping emergent cultural themes for naming research

Sky

Background

Virginia Valentine pioneered a unique approach to semiotics. She not only streamlined American and European schools of semiotics to deliver commercial results, but in the process also triangulated and synthesised various streams of disparate semiotic thinking, such as Vladimir Propp's structure of narrative, Claude Levi-Strauss' work on cultural significance of myths, and critically, Roland Barthes' research on cultural meanings and codes.

Sky has been offering Triple play (TV, Broadband & Telephone) in the UK market since 2006, and as part of this has launched a plethora of...

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