Abstract:

Semiotics is constantly engaging with digital culture as it seeks to identify emergent codes in culture and communications. However, until now no one seems to have used, to a significant extent, specific digital tools for semiotic research. This presentation aims to introduce an app for semiotics and includes a case study finding the freshest premium dining experiences across the Atlantic for Virgin Atlantic. This is ground-breaking in taking semiotics away from its familiar terrain of expert desk-based research and into direct interaction with target consumers and 'cultural influencers'. The presentation will show the specific applicability of this digital methodology to a creative, networked youth market like LATAM.