On the application of semiotics to visual communication: Some epistemological and methodological issues
DOI:
https://doi.org/10.4013/fem.2014.162.07Abstract
In Brazil, the relationship between Communication and Semiotics is narrow. This is so true that these fields, together, give name to a famous graduate study program. Mostly used in the analysis of visual communication, especially of advertising, semiotic theories will be criticized in this paper. At the beginning, we investigate the foundations of approaches rooted in the work of Ferdinand de Saussure. Right after, we question the applicability of Charles S. Peirce general semiotics to some specific data. Finally (and necessarily) we ask if it is appropriate to use semiotics as epistemology and methodology to understand visual communication, a current practice for some important Brazilian research studies.
Keywords: epistemology of communication, visual communication, semiotics.
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