An introduction to semiotics

The easiest way to ‘get semiotics’ is to watch this short indicatory video.


If you want to understand how semiotics works, download this slideshare and you’ll get the idea.

What is semiotics?

Semiotics is the science of meaning.

It shows what’s happening in culture by decoding it – a bit like The Matrix.

What’s it based on?

It's based on data.

Semiotics looks at cultural data for patterns that predict the future – good semioticians use empirical and soft data.

Semiotic soft data includes things like analyzing media, TV, magazines and blogs to understand how culture is changing.

Empirical semiotic data is about using large data sets to understand the changes to a category in terms of shifts in the language, visual imagery and overall meaning.

Who uses it?

Most blue chip companies use semiotics as a supplement to qualitative research, or in it’s own right.

Semiotics is used to predict new opportunities in a category.

To future proof brands by elongating their communication.

To find out how to fix a brand out of step with it’s market.

Why is it used?