The semiotic paradigm: implication for tourism research Presenter: Caesar Tsou Instructor: Kate Chen Thesis writing and publishing

Introduction Signs are identified as anything that can be used to represent something else (Berger, 1984)

Introduction A sign not only stands for something, but it also stands for somebody in a certain respect (Hawkes, 1977)

SIGN = Signifier Signified A sign as the relationship between a signifier (word) and the signified (object/concept) (Saussure, 1916)

The typology of signs It consists of three categories: icon index Symbol (Peirce, 1934)

An icon resembles the object signified in some way Definition of terms An icon resembles the object signified in some way

An index has a causal relation to its designate Definition of terms An index has a causal relation to its designate Score is an index of level of diligence/intelligence

A symbol refers to its designate only by arbitrary social agreement Definition of terms A symbol refers to its designate only by arbitrary social agreement Word / hieroglyph symbol

Introduction The study of systems of signs is called semiotics By uncovering the structure of systems of signs, semiotics can contribute to more fully understanding human communication and behaviour

Ontology and epistemology of semiotics Ontologically speaking, semiotics views reality as a social construction, consisting of systems of signs, in which language plays a primary role

Ontology and epistemology of semiotics Epistemologically, the aims of semiotics are to identify the codes and recurring patterns in a particular sign system, and to understand how they are used to construct and communicate meaning

Introduction Semiotics, therefore, is concerned with uncovering the underlying structures of meaning (Berger, 1984)

The semiotic process There is no such thing as a standard structural analysis (Leymore, 1975)

Process - 1 Choose a representative, closed corpus of data in order to apply a synchronic perspective

A synchronic perspective focuses on the current structure and not the historical context

Process - 2 Specify and segment the relevant elements of analysis

By breaking the whole into parts By breaking the whole into parts. The most important elements, or units, of analysis are chosen and isolated

Process - 3 Inventory the occurrence of the elements

Concentrating on counting and recording elements rather than interpreting meaning

Process - 4 Examine the relationships among the elements through an analysis of the syntagmatic and paradigmatic structures, compare these across cases

Syntagmatic structure is concerned with the creation of meaning through combination

Paradigmatic structure refers to the choices between units that may occupy the same position within the same context

A semiotic analysis proceeds along both axes-the syntagmatic (combinations) and the paradigmatic (selection)

Process - 5 Create a comprehensive taxonomy of possible elements and understand the system of “rules” by which they are combined

The objective of the process is to expose the underlying structure and to understand the system of rules which govern the system

Process - 6 Penetrate surface meaning and extract underlying meanings

The semiotic analysis focuses more specifically on the layers of signification as previously introduced … while the extraction of signifying themes and connotative meanings is interpretative

“Behind the commercial competition [presented in tourist brochures] lies a competition of social classes” (Thurot & Thurot, 1983)

Semiotics and tourism marketing Certain types and patterns of objects, poses, and photographic effects are used to structure the tourism experience (Uzzell, 1984)

Semiotics and tourism marketing Going beyond the obvious contents of the photos and to explore the fantasies and myths structured at a more symbolic level (Uzzell, 1984)

Semiotics and tourism marketing In conclusion, brochure photographs provide a range of … tools with which fantasy, meaning and identity can be created and constructed (Uzzell, 1984)

Semiotics and tourism marketing Tourism is presented as a form of symbolic consumption whereby tourists display their identity and social roles through the destinations (Brown, 1992)

limitation The semiotic approach allows considerable analytic freedom and creativity in terms of methods and procedures

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