Signs and wonders

Date of publication: November 28, 2004

Author: Alex Gordon

Abstract:

The success of semiotics as a research methodology has led to the absorption of some of its key methods into mainstream research (e.g. communication decoding, identifying emergent culture). If it is to have a future, semiotics must consider the role it will play as a methodological force in qualitative research. This paper offers a hypothesis as an answer to this timely question. It starts by identifying and analysing the 'British School' of marketing semiotics, situating its main idea (capturing residual, dominant, and emergent trends) as historical and evolutionary, before going on to discuss whether this approach to development needs to be updated in the light of post-modern conditions. It will demonstrate how, with a more nuanced understanding of this more flexible post-modern position (inter-connectedness), semiotics could become an even more dynamic agent for change, and provide clients with even more powerful research insight.

Alex Gordon

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