The contemporary phenomenon of ‘brand’ is addressed within a Peircean semiotic framework, showing ‘brand’ to be an inherently unstable composite of tangible (e.g. product) and intangible (e.g. brand name) values. The professional literature of brand strategy is drawn upon for definitions, and branding work in an Internet-focused ‘New Economy’ consultancy is described. Three phenomena of brandin...

Semiotics has been used as a theoretical basis for systematising the increasingly interdisciplinary nature of human-computer interaction. This paper focuses on the descriptive qualities of semiotics which are useful for understanding the user perspective of computer systems. The end goal is to assess the application of such semiotic description in interface design. An experiment is presented in...

In the tradition of Activity Theory we analyse learning as a cultural-historical activity system, mediated by tools that both constrain and support the learners in their goals of transforming their knowledge and skills. We separate two perspectives, or layers, of tool-mediated activity. The semiotic layer describes learning as a semiotic system in which the learner’s objectoriented actions are ...

This paper presents a grammar for books and journals using augmented transition networks in automated document analysis. The approach takes the structure of layout elements in books and journals to be part of a semiotic system, which therefore can be described using methods developed for the description of other semiotic systems, e.g. languages. It differs from previous research in the domain o...

As more and more companies are augmenting their data to include semantics, it is imperative that the choices made when choosing the modelling language are well founded in knowledge about the language and the domain in question. This work extends the Semiotic Quality Framework with computational and situated instruments. Furthermore, it demonstrates how the extended Semiotic Quality Framework ca...

Knowledge is a valuable asset in organisations that has become significant as a strategic resource in the information age. Many studies have focused on managing knowledge in organisations. In particular, knowledge transfer has become a significant issue concerned with the movement of knowledge across organisational boundaries. One way to capture knowledge in a transferrable form is through prac...

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A semiotic theory of systems derived from language would have the purpose of classifying all the systems of linguistic expression: philosophy, ideology, myth, poetry, art, as much as the dream, lapsus, and free association in a pluridimensional matrix that will interact with many diversified fields. In each one of these discourses it is necessary to consider a plurality of questions, the essenc...

In this paper I present the view that inquiry in education can profit from insights from semiotics. Semiotics holds that cognition, or semiosis, is the building up of structures of signs from experience. We create a personal world, an Umwelt, that determines what we perceive and know. The environment also “affords” various structures and these affordances offer special ways to interact with the...