Semiotic Evolution: The Fourth Phase of the Sign

The Evolution of Signs

The world signifies before it knows what it signifies.  The world is full of signs and signs of signs.[1]  They may clear and unambiguous, like a stop sign or a green glow of a traffic light.  They may be highly ambiguous and based shifting sense of perspective. 

Religious signs were prominent in separating the world from a signification system primarily grounded in superstition and magic. 

History is a progress of signs that marked a break in the hegemony of religious  symbolism.   It is observed in the progress of the freedom and rights of individuals over despotic regimes of fixed and stratified regimes of signs desiginating caste like determinations bound from birth.  In a series of phases, class, race, gender and sexual preference were deconstructruted from legal, political and social connotations.  Everything become destratified but rapidly restratified under the commodity sign.

In the late 20th century, historical progress is usurped by the commodity.  The commodity sign marks the rise of the commercial cultural, culminating industrial production of consumer goods and media.  The brand sign of the translational corporation usurps both religous and historical signs to become an autonomous power.

Like fiat currency, the commodity sign as brand becomes destructured from use to becomes a sign relative to other signs.  In the 21st century, the rise of social signs and product marketing represents a fusion of religious spirit and commodification.  The commodity now becomes colonized by social values, integrating phase one and three of this process.   

Signs that have become destructured and destabilized by their loss of referents are in the process of restructuring and re-anchoring to become connected again to the needs of the world.

We have entered into the fourth phase of the sign.  This phase is complemented by a recessionary political economy that brings forth a counter signifying semiotic attempting to rid itself of the sign and re-focus on use, function, and design.  Fashion is the most visable level of change.  Traditional brands like Levi’s and Hanes underwear trump status brands.  Working class clothing like Dickie’s and Red Wing boots also do well.  Logos are out.  And logoless signification is in unless it is a logo that corresponds to a cause. 

Related Article: Tried-and-true suddenly back on fashion

Other Relevant Knols by Author