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Design semiotics with an agentive approach : An alternative to current semiotic analysis of artifacts

Mendoza-Collazos, Juan Carlos LU (2016) p.83-99
Abstract
In chapter 5, Juan Carlos Mendoza Collazos presents an overview of a new approach to signification, known as agentive semiotics, that “links achievements of logic, phenomenology and cognitive sciences” (Niño 2015). As the author states, this clearly aligns this approach with cognitive semiotics. Similarly, agentive semiotics is influenced by enactivism, though it takes a more specific stand on the notion of agency, defining an agent as a being that is animate, situated, and capable of paying attention. This means that artifacts for example only have derived agency, that is, a kind of agency that has been assigned by agents proper, which in the case of artifacts means designers. The bulk of the chapter applies the theory of agentive... (More)
In chapter 5, Juan Carlos Mendoza Collazos presents an overview of a new approach to signification, known as agentive semiotics, that “links achievements of logic, phenomenology and cognitive sciences” (Niño 2015). As the author states, this clearly aligns this approach with cognitive semiotics. Similarly, agentive semiotics is influenced by enactivism, though it takes a more specific stand on the notion of agency, defining an agent as a being that is animate, situated, and capable of paying attention. This means that artifacts for example only have derived agency, that is, a kind of agency that has been assigned by agents proper, which in the case of artifacts means designers. The bulk of the chapter applies the theory of agentive semiotics precisely to the semiotics of artifact design. Unlike traditional semiotic design analysis, the agentive approach implies focus not on the artifacts themselves, but on acts of production and response. Artifacts have significance (a network of potential responses) and signification (“the actual response an agent activates”), thus paralleling (one version of) the distinction between semantics and pragmatics. The chapter makes a strong case for the application of the theoretical corpus of agentive semiotics to design practice, allowing new insights into the actions and experiences of designers and users. Notions such as agenda, per-agenda, agentive scene, etc. are clearly explained and illustrated, showing how theoretical and “applied” cognitive semiotics can intermix. (Less)
Please use this url to cite or link to this publication:
author
publishing date
type
Chapter in Book/Report/Conference proceeding
publication status
published
subject
keywords
design semiotics, design theory, Design Research
host publication
Meaning, Mind and Communication
editor
Zlatev, Jordan; Sonesson, Göran; Konderak, Piotr; ; and
pages
83 - 99
publisher
Peter Lang Publishing Group
ISBN
978-3-631-65704-1
DOI
10.3726/978-3-653-04948-0
language
English
LU publication?
no
id
44cec5be-dbf3-4a0b-93bd-9c2c49b5b687
date added to LUP
2018-10-18 19:55:55
date last changed
2018-11-21 21:42:35
@inbook{44cec5be-dbf3-4a0b-93bd-9c2c49b5b687,
  abstract     = {In chapter 5, Juan Carlos Mendoza Collazos presents an overview of a new approach to signification, known as agentive semiotics, that “links achievements of logic, phenomenology and cognitive sciences” (Niño 2015). As the author states, this clearly aligns this approach with cognitive semiotics. Similarly, agentive semiotics is influenced by enactivism, though it takes a more specific stand on the notion of agency, defining an agent as a being that is animate, situated, and capable of paying attention. This means that artifacts for example only have derived agency, that is, a kind of agency that has been assigned by agents proper, which in the case of artifacts means designers. The bulk of the chapter applies the theory of agentive semiotics precisely to the semiotics of artifact design. Unlike traditional semiotic design analysis, the agentive approach implies focus not on the artifacts themselves, but on acts of production and response. Artifacts have significance (a network of potential responses) and signification (“the actual response an agent activates”), thus paralleling (one version of) the distinction between semantics and pragmatics. The chapter makes a strong case for the application of the theoretical corpus of agentive semiotics to design practice, allowing new insights into the actions and experiences of designers and users. Notions such as agenda, per-agenda, agentive scene, etc. are clearly explained and illustrated, showing how theoretical and “applied” cognitive semiotics can intermix.},
  author       = {Mendoza-Collazos, Juan Carlos},
  editor       = {Zlatev, Jordan and Sonesson, Göran and Konderak, Piotr},
  isbn         = {978-3-631-65704-1},
  keyword      = {design semiotics,design theory,Design Research},
  language     = {eng},
  pages        = {83--99},
  publisher    = {Peter Lang Publishing Group},
  title        = {Design semiotics with an agentive approach : An alternative to current semiotic analysis of artifacts},
  url          = {http://dx.doi.org/10.3726/978-3-653-04948-0},
  year         = {2016},
}