Fabbri’s Semiotics: From Sign to Action and Meaning
Fabbri’s Semiotics: Signification and Action
Fabbri posits a shift in semiotics, moving the focus from the sign itself to the process of signification. The emphasis is less on the static, nominated object and more on how we imbue things with meaning.
Addressing the “impasse” of traditional semiology, Fabbri proposes ways to explain the relationship of semiotic systems within the world, viewing signs as actions that transform reality. He advocates separating the notion of sign representation and considering speech as an action.
Semiotics, therefore, transforms into a “Theory of Action,” incorporating the perspective of the receiver and how both the sign and receiver are modified through mutual action.
Signs and speeches do not merely represent reality; they transform it.
“If speech is a form of action, languages are temporal configurations of space-meaning, acts that construct and shape reality.”
Fabbri critiques the representational theory of the sign, aiming to overcome the dichotomy between words and things, and between facts and words or signs.
He acknowledges that a thought can remain consistent across different expressive forms, allowing for diverse expressive forces.
To move beyond the representation of the sign, Fabbri proposes two concepts:
- Narrative Concatenation: Reciprocal action and processing of actions and passions.
- Act Configuration of Meanings: Achieved by manipulating form and content.
The Role of Passions in Semiotics
Passions: The effects of signs on receivers, encompassing four dimensions:
- Modal: Passions are intrinsically linked to modal phenomena: knowledge, desire, power, and duty (where duty implies a lack of power to resist).
- Temporal: The temporal dimension is crucial, as passions develop over time. Example: Esperanza (Hope).
- Aspectual: The process in which passion unfolds from the observer’s viewpoint. Example: Deployment of aspects – PATTERNS.
- Estes: The sensory, corporal aspect. Passion is embodied, transforming body image. Example: Blush.
Narrativeness and the Theory of Action
Why does narrativeness transform semiotics into a theory of action?
Fabbri, departing from traditional semiology, seeks to explore the relationships of semiotic systems in the world, viewing signs as actions that shape reality. By separating sign representation and considering speech as action, semiotics becomes a theory of action, incorporating the receiver’s perspective and the mutual modification of reality and receiver through action.
Narratives in Advertising: An Example
The use of Che Guevara/José María Aznar images in Converse advertising generates different narratives:
- The image of Che evokes revolution.
- Converse is positioned as a symbol of rebellious youth.
- The metamorphosis of Che/Aznar represents ideological-political bipolarity (left and right).
While the times of Che and socialism may be past, the brand remains present in contemporary affairs, suggesting change and future possibilities.
Passions Generated
- Modal: Desire (Revolution, transgression).
- Power: Presence, tenure, hierarchy.
- Timeframe: Change (a future), appealing to youth.