Semiotics (i.e. Philosophy of Signs)

Semiotics (sometimes spelled “semeiotic”) is the name first given by John Locke, and later reprised by Charles S. Peirce, for the “doctrine of signs,” or the study of how some things can stand for other things to still other things. This deliberate inquiry can be contrasted with “folk semiotic” accounts, which assume that there is some intrinsic feature about, say, the human voice or a painted board that makes them capable of signifying. Such a naive assumption does not withstand serious scrutiny. From a philosophical standpoint, what makes something a sign is an involvement in a specific sort of triadic relation. This relation is found in human/nonhuman and deliberate/nondeliberate signs alike. Semiosis, the action of signs, is what permits communication, but it is wider than communication. For example, if while in an adjacent room I smell that the turkey in the oven is ready, my pet dog can smell it too, and the turkey is not trying to “tell” us anything. But if the cook in the kitchen tells me it is ready, I receive that message, while my dog hears the sounds but is none the wiser (in contemporary semiotic parlance, my dog and I couple our Umwelten via indices, but the symbols at hand generate interpretants only in my anthroposemiosis). In spite of the fact that it has a long and distinguished history (especially during the medieval period), general inquiry into signs became an organized research program only in the mid-20th century. Today, in addition to philosophers, semiotics attracts a wide range of scholars, such as ethologists, cognitive scientists, linguists, art historians, logicians, media theorists, literary critics, computer programmers, biologists, sociologists, and so on. From a methodological standpoint, then, parochialism is not an option. The scholarly literature can nevertheless be fruitfully divided into theoretical and applied strands. Not surprisingly, most philosophers drawn to semiotic questions work in the former strand. Semiotics is not to be confused with “semiology,” a (now largely defunct) project that originated in the lectures of the linguist Ferdinand de Saussure and which was active in the 1960s, mainly in France. Semiotics, by contrast, is a vibrant tradition that continues to flourish worldwide. Although some persist in employing the term “semiotics” when discussing narrow studies that focus exclusively on cultural codes, such terminological misuse masks the fact that a study of signs is broader than a study of language. A sustained philosophy of signs, then, promises (as Locke initially surmised) to yield truly novel insights.