Signs and Wonders
The Transformative Power of International Semiotics
Alex GordonFlamingo International, United Kingdom
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...