Futurology through Semiotics

The article discusses the use of semiotics to predict future cultural trends. The development and nature of semiotic analysis is summarised: synchronic analysis looks at communications and culture at a single point in time across many aspects of life; diachronic analysis studies how these change over time.

Futurology through Semiotics

Dr Rachel LawesLawes Consulting


The scope of this paper.

This paper is titled 'Futurology Through Semiotics' so let me begin by defining those terms and explaining why I would want to write a paper about them. Futurology is the art and science of envisioning probable, and possible, futures. Semiotics is a formal, qualitative research method and a form of cultural analysis. It is increasingly widely-used in market research, and distinguishes itself by including a focus on cultural change over time.It is unique among market research methods in this regard....

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands