Journal Name: Semiotica - Journal of the International Association for Semiotic Studies / Revue de l'Association Internationale de Sémiotique Volume: 2013 Issue: 195 Pages: 45-68.

This paper proposes to reflect from a semiotic perspective on the transformation that brands have undergone since the rise of the Internet. After a brief theoretical introduction to digital communication and the semiotics of brands, the case of the Google brand is analyzed by applying concepts of generative and interpretive semiotics. The paper holds that the iconic and linguistic enunciations are secondary with respect to interaction. In digital media interaction — the interactive experience that the Internet user lives — is (...) a fundamental component of the hypermedia cocktail and occupies a central position in the brand building process. The article concludes with some of the questions and special characteristics raised by so-called eBranding. (shrink)

Name der Zeitschrift: Semiotica Jahrgang: 2018 Heft: 224 Seiten: 1-17.

The objective of this article is to reflect on the application of Semiotics to Human-Computer Interaction (HCI) and interface analysis. To accomplish the objective the article presents an example of semiotic analysis of a blog interface but the methodology proposed, conveniently adapted, may be applied to any kind of digital interactive environment. The analysis reconstructs the interface sense production device (including the surface of the page and the link architecture), identifies implied users and exchange scenes of the blog and concludes (...) with some reflections on interface evolution and hybridation. Finally, the article proposes future trends for a Semiotics of HCI. (shrink)