69249454-chandler-semiotics

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SIGNS AND THINGS
While semiotics is often encountered in the form of textual analysis,
there is far more to semiotics than this. Indeed, one cannot engage
in the semiotic study of how meanings are made in texts and cultural
practices without adopting a philosophical stance in relation to the
nature of signs, representation and reality. We have already seen how
the Saussurean and Peircean models of the sign have different philosophical
implications. For those who adopt the stance that reality
always involves representation and that signs are involved in the
construction of reality, semiotics is unavoidably a form of philosophy.
No semiotician or philosopher would be so naïve as to treat
signs such as words as if they were the things for which they stand,
but as we shall see, this occurs at least sometimes in the psychological
phenomenology of everyday life and in the uncritical
framework of casual discourse.