ABSTRACT
Semiotic analysis of law/policy/regulatory content, drawing on the work of Saussure, Peirce, and others, allows for creation of a case-oriented model of brand versus product, and of medium compared with message. Refusing to take the value of public policies as given, we may become more aware of the symbolic benefit to such programs, and arrive at a deeper understanding of what is actually a disturbing break between the sometimes smug brashness of policy, in announcement and proclamation, and the bricolage of administration. There is an uncovering of and coming to terms with the failure of language in an increasingly hollow public sphere. This introductory chapter first considers the notion of failure in public policy broadly. The public sphere and the idea of instrumentality are then discussed, followed by a connecting of values and instrumentality in policy. Because public policy centers on legitimacy and consent, the aspects are featured next. Having set a foundation in relevant critical literature, the chapter shifts to semiotics and public policy - specifically focusing on metaphor, symbol, and implications for government's role. The plan of the book finishes out this chapter.
