An Ecological Approach to Semiotics

Journal for the Theory of Social Behaviour 34 (2):179-198 (2004)
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This paper proposes an ecological approach to the perception and interpretation of signs. The theory draws upon the ecological approach of James Gibson . It is proposed that cultural and natural perception can both be explained in terms of the direct pick-up of structured information and the Gibsonian concept of affordances without having to invoke a sharp distinction between direct and indirect perception. The application of the theory is exemplified through attention to language and to the visual and audio arts



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