INTRODUCTION

With a book like this, the reader has every right to ask, ‘What is semiotics?’ Furthermore, s/he is entitled to a straight answer. The usual one that is offered is that semiotics is the study of the sign – full stop. That might satisfy some readers; but, immediately, one gets into all sorts of technicalities about what constitutes a sign and then questions about the consequences. Some of these technicalities are covered in portions of the book that follow. But they are not appropriate for getting this book started.