The concepts of bricolage and semiotics are respectively based on the understanding and interpretation of social and cultural constructs (bricolage) and the meaning of signs and symbols (semiotics). They are ways to deliver cultural insight. The practice of bricolage puts the researcher’s analytical skills at the core. Rooted in the pursuit of symbolic meaning, semiotics is a key tool to ensure intended brand meanings are understood. When combined with other methods, semiotics offers additional depth and an avenue to tackle challenging research topics.
Definition
Bricolage: the way in which different materials are used, constructed and reinterpreted in the creative process...