On Signs

Description

Thirty years ago, Roland Barthes and others first perceived the power of unassertive objects as "signs", bearers of accepted opinion and of ideological manipulation. In the three decades since, there has developed a new science of sign, called semiotics. Its practitioners include advertisers, politicians, media pundits, and cultural mandarins, all of whom send signals--a product, an image, a service, an idea--to those who will "buy" only if they recognize themselves in the message. On Signs opens up semiotics to a broad, nonspecialist audience. Here the founders of the discipline, along with some of the leading "signmakers" of contemporary culture, undertake to explain the signs in subjects as diverse as El Salvador's death squads and ladies' lingerie, the letters of Pliny and the windows of Tiffany's, fashion, food, film, jokes, psychoanalysis, and history. The forty-six essays gathered here are either newly written for On Signs or (save one) newly translated into English. Among the contributors are Roland Barthes, Jacques Derrida, Umberto Eco, Michel Foucault, Milton Glaser, Geoffrey Hartman, Frederic Jameson, Julia Kristeva, and Thomas Sebeok. On Signs is, to say the least, provocative. Umberto Eco writes on cowboys and Indians at the White House press conference. Edmundo Desnoes on the meaning of Castro's beard. Jan Kott explains the dramaturgy of a heart attack. Roland Barthes tells how to spend a week in Paris, and Milton Glaser reveals the semiotic underpinnings of supermarket design. Thomas Sebeok shows how--and why--to communicate with people who will live 10,000 years from now.