068

Authors:

 Farias, Priscila; Queiroz, João.

Title:

 New visual models of sign processes and structures
Puc-sp

Keywords:

 graphic design, semiotics, diagrammatic reasoning, computer graphics, intelligent processes.

Abstract:

 This paper presents the work in progress of a new program of research called Sign Design: the visual models SANDERS I, 10/28/66 Classes and Semiotic Molecules. The goal of Sign Design is to provide better visual tools for the understanding of sign processes and structures, and therefore has strong links with the fields of graphic design and diagrammatic reasoning.

The theoretical framework for this research are the typologies of signs found in Charles Sanders Peirce's Semiotics, considered as a crux for the understanding of intelligent phenomena. Peirce himself stressed the importance of diagrammatic reasoning, and there have been several efforts to visually model certain aspects of his theory of signs. Most of those efforts, however, have been done by Peircean scholars, usually unfamiliar with graphic design strategies and computer technologies.

Each one of the models introduced here explores a different aspect of this theoretical framework by means of particular design strategies. It is our claim that if the model developed is rich enough, one should be able to postulate and visually test certain hypothesis regarding the sign processes or structures under scrutiny.

SANDERS I is a first step towards a dynamic diagram of Peirce's 10 classes of signs. It is a computer 3D model that allow us to examine the relative positions of the 10 classes and to simulate the proposed hypothesis on their interaction.

10/28/66 Classes deals with the complex analysis of signs based on 10 trichotomies proposed by Peirce. It aims to be a consolidated diagrammatic tool for the analysis of any kind of sign structure. With this model, it is possible to compare the conflicting claims done by Peircean scholars regarding the divisions of signs into 28, and specially into 66 classes.

Semiotic Molecules aims to model the fluidity of sign processes by an analogy with the concept of 'flickering clusters' - a theory of water proposed in chemistry. According to our visual model, different types of signs are seen as different kinds of molecules, connected by the bonds represented by the 3 kinds of relation (monadic, dyadic and triadic) considered by Peirce.
Farias, Priscila. priscila_farias@caps.com.br Centro de Estudos em Ciências Cognitivas e Semiótica - COS/PUC-SP PRISCILA FARIAS is a graphic designer and a Ph.D. student at PUC-SP Graduate Program on Communication and Semiotics. She is the author of the book "Tipografia Digital: o impacto das novas tecnologias" (Rio de Janeiro : 2AB, 1998) and a member of the board of directors of ADG (the Brazilian Association of Graphic Designers). Her typefaces are distributed by the Chicago-based digital type foundry [T-26]. Her current research is linked to COS/PUC-SP Center for Research on Cognitive Science and Semiotics (CECCS), of which she is one of the founding members. She has been an invited debater at the Ist Advanced Seminar on Communication and Semiotics: Biosemiotics and Cognitive Semiotics (Instituto Itaú Cultural, São Paulo, August 1998) and an invited lecturer at the Ist International Meeting on Information, Knowledge and Learning (UNESP/Marília, Faculdade de Filosofia e Ciências, November 1998).

Queiroz, João. queirozj@uol.com.br Centro de Estudos em Ciências Cognitivas e Semiótica - COS/PUC-SPJOÃO QUEIROZ is a Ph.D. student at PUC-SP Graduate Program on Communication and Semiotics. His current research is linked to COS/PUC-SP Center for Research on Cognitive Science and Semiotics (CECCS), of which he is a research director and one of the founding members. He has been a visiting scholar at Indiana University (Bloomington, Indiana), Semiotics Department, from October 1997 to June 1998. He has been an invited debater at the Ist Advanced Seminar on Communication and Semiotics: Biosemiotics and Cognitive Semiotics (Instituto Itaú Cultural, São Paulo, August 1998) and an invited lecturer at the Ist International Meeting on Information, Knowledge and Learning (UNESP/Marília, Faculdade de Filosofia e Ciências, November 1998). Along with Priscila Farias he is organizing a new program of research at CECCS called Sign Design.