Science and semiotics: What’s the relationship?

Abstract

This article considers the relationship of semiotics to science. A history of semiotics is provided. Questions are addressed of whether semiotics is empirical and what is distinctive about semiotic approaches to the inbuilt challenges of science such as controlling for bias. These scientific matters are supplemented by a discussion of the use and purpose of art in semiotics. The second half of the article demonstrates semiotic technique by applying it to debates within the market research community over the scientific status of semiotics, behavioral economics, neuromarketing, and neuroscience. Provisional conclusions are drawn regarding the fate of new market research methods within these debates, and recommendations for further investigation are offered.