What is semiotics of design?
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This document summarizes a lecture on applying semiotics to design. It discusses design semiotics, the notion of agency as it relates to whether artifacts can be agents. It also outlines some problems with current design semiotics approaches. The lecture will provide an overview of agentive semiotics theories and discuss two levels of applying these concepts - looking at how artifacts influence users' actions and experiences, and gaining a deeper understanding of the variables that contribute to how meaning is made when users incorporate artifacts. The goal is to move beyond just semantic descriptions and focus more on users than just communicative aspects of artifacts.
What is semiotics of design?
- 1. Semiotics of design and the notion of agency THE PURSUIT OF COGNITIVE SEMIOTICS APPLICATIONS LECTURER Juan Carlos Mendoza Collazos juan_carlos.mendoza_collazos@semiotik.lu.se
- 2. Seminar structure What is design semiotics? The notion of agency Are artefacts endowed with agency? The agentive assertion Theoretical background: an overview of agentive semiotics / support theories Two levels of application Centre for Cognitive Semiotics / Lund University / 2018.9.20 juan_carlos.mendoza_collazos@semiotik.lu.se 2
- 3. What is design semiotics? Centre for Cognitive Semiotics / Lund University / 2018.9.20 juan_carlos.mendoza_collazos@semiotik.lu.se The study of meaning in the specific field of design professions (industrial design, graphic design, architecture, etc.) addressing the way in which meaning, significations and signs are produced, processed and used by both designers and users. Mendoza-Collazos, 2018 Specific semiotics Applied semiotics 3
- 4. Some contributions Centre for Cognitive Semiotics / Lund University / 2018.9.20 juan_carlos.mendoza_collazos@semiotik.lu.se Design semiotics offers in-depth understanding of the variables involved in the meaning-making when users incorporate artefacts into their actions. It provides insights of users actions and experience of using artefacts. 4
- 5. Centre for Cognitive Semiotics / Lund University / 2018.9.20 juan_carlos.mendoza_collazos@semiotik.lu.se the foundations, which support an interpretation, actually become the most important issue with respect to design, and not, for example, efficient functioning or low cost, which also have to be taken into consideration. (Vihma 2007, p. 229) 5
- 6. Centre for Cognitive Semiotics / Lund University / 2018.9.20 juan_carlos.mendoza_collazos@semiotik.lu.se Image credits: 9gag.com The Norman Doors. Image credits: 99percentinvisible.org 6
- 7. Some problems in current design semiotics Centre for Cognitive Semiotics / Lund University / 2018.9.20 juan_carlos.mendoza_collazos@semiotik.lu.se It is limited to semantic descriptions It is centred on communicational aspects It overuses linguistic terminology, despite these terms could be inadequate or forced to product design It is focused in artefacts rather than users 7
- 8. The notion of agency Centre for Cognitive Semiotics / Lund University / 2018.9.20 juan_carlos.mendoza_collazos@semiotik.lu.se To continue reading, please ask for the full presentation to the author: Juan Carlos Mendoza-Collazos juan.mendoza@semiotik.lu.se 9
- 9. LECTURER Juan Carlos Mendoza Collazos juan_carlos.mendoza_collazos@semiotik.lu.se