Signs and wonders. The transformative power of international semiotics

Alex Gordon

The success of semiotics as a research methodology has led to the absorption of some of its key methods into mainstream research (e.g.

Signs and Wonders

The Transformative Power of International Semiotics

Alex GordonFlamingo International, United Kingdom

INTRODUCTION

Semiotics, a methodology that has been at the cutting edge of qualitative research for a number of years, is now due for re-appraisal.Looking through a semiotic lens, this paper intends to consider the link between the signs of socio-cultural conditions and the resultant effect on brand 'stories'. It will seek to promote the need for an 'inter-textual' view of the semiotic process in the research industry. In particular, it will call for applying greater intellectual imagination to the use of semiotics in aiding...

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