Codes and Contexts

Argues that qualitative research may benefit by the introduction of semiotics as an additional tool. The basis of semiotics is described: the understanding that individuals' perceptions and values, etc., are largely formed by the cultures they grow up in.

Codes and Contexts: Practical Semiotics for the Qualitative Researcher

Monty Alexander Semiotic Solutions

This paper suggests that, on appropriate occasions, researchers might wish to broaden the scope of their qualitative findings by incorporating a semiotic perspective into their interpretation. It goes on to offer some practical ways of doing this.

The first and obvious question raised is why semiotics? What would be gained from the extra work involved?

In fact, the benefits are considerable. Most of them are gifts of the semiotic perspective itself, with its liberating introduction to a world outside the box of 'consumocentrism' that has constrained...

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