69249454-chandler-semiotics

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6
TEXTUAL
INTERACTIONS
In this chapter we will consider semiotic approaches to the interactions
between makers, texts and users. First, we will explore the
issue of the encoding and decoding of texts and the ways in which
readers are ‘positioned’ in this process. Then we will consider intertextuality
– or the interactions between texts.
MODELS OF COMMUNICATION
In 1972, Pioneer 10, a ‘deep-space probe’, was launched into interstellar
space by NASA; attached to the craft (and to the later Pioneer
11) was a plaque bearing the image shown in Figure 6.1. A press
release noted the possibility that during its long journey the spacecraft
might be intercepted by ‘intelligent scientifically educated
beings’. One of the designers wrote that the plaque was intended to
‘convey, in what is hoped is easily understood scientific language,
some information on the locale, epoch, and nature of the builders
of the spacecraft’ (Sagan 1977, 235). Ernst Gombrich wrote an