1. The semiotic paradigm: implication for tourism research
Presenter: Caesar Tsou
Instructor: Kate Chen
Thesis writing and publishing

2. Introduction
Signs are identified as anything that can be used to represent something else
(Berger, 1984)

3. Introduction
A sign not only stands for something, but it also stands for somebody in a certain respect
(Hawkes, 1977)

4. SIGN = Signifier Signified
A sign as the relationship between a signifier (word) and the signified (object/concept)
(Saussure, 1916)

5. The typology of signs It consists of three categories: icon index
Symbol
(Peirce, 1934)

6. An icon resembles the object signified in some way
Definition of terms
An icon resembles the object signified in some way

7. An index has a causal relation to its designate
Definition of terms
An index has a causal relation to its designate
Score is an index of level of diligence/intelligence

8. A symbol refers to its designate only by arbitrary social agreement
Definition of terms
A symbol refers to its designate only by arbitrary social agreement
Word / hieroglyph symbol

9. Introduction The study of systems of signs is called semiotics
By uncovering the structure of systems of signs, semiotics can contribute to more fully understanding human communication and behaviour

10. Ontology and epistemology of semiotics
Ontologically speaking, semiotics views reality as a social construction, consisting of systems of signs, in which language plays a primary role

11. Ontology and epistemology of semiotics
Epistemologically, the aims of semiotics are to identify the codes and recurring patterns in a particular sign system, and to understand how they are used to construct and communicate meaning

12. Introduction
Semiotics, therefore, is concerned with uncovering the underlying structures of meaning
(Berger, 1984)

13. The semiotic process
There is no such thing as a standard structural analysis
(Leymore, 1975)

14. Process - 1
Choose a representative, closed corpus of data in order to apply a synchronic perspective

15. A synchronic perspective focuses on the current structure and not the historical context

16. Process - 2
Specify and segment the relevant elements of analysis

17. By breaking the whole into parts
By breaking the whole into parts. The most important elements, or units, of analysis are chosen and isolated

18. Process - 3
Inventory the occurrence of the elements

19. Concentrating on counting and recording elements rather than interpreting meaning

20. Process - 4
Examine the relationships among the elements through an analysis of the syntagmatic and paradigmatic structures, compare these across cases

21. Syntagmatic structure is concerned with the creation of meaning through combination

22. Paradigmatic structure refers to the choices between units that may occupy the same position within the same context

23. A semiotic analysis proceeds along both axes-the syntagmatic (combinations) and the paradigmatic (selection)

24. Process - 5
Create a comprehensive taxonomy of possible elements and understand the system of “rules” by which they are combined

25. The objective of the process is to expose the underlying structure and to understand the system of rules which govern the system

26. Process - 6
Penetrate surface meaning and extract underlying meanings

27. The semiotic analysis focuses more specifically on the layers of signification as previously introduced … while the extraction of signifying themes and connotative meanings is interpretative

28. “Behind the commercial competition [presented in tourist brochures] lies a competition of social classes” (Thurot & Thurot, 1983)

29. Semiotics and tourism marketing
Certain types and patterns of objects, poses, and photographic effects are used to structure the tourism experience (Uzzell, 1984)

30. Semiotics and tourism marketing
Going beyond the obvious contents of the photos and to explore the fantasies and myths structured at a more symbolic level
(Uzzell, 1984)

31. Semiotics and tourism marketing
In conclusion, brochure photographs provide a range of … tools with which fantasy, meaning and identity can be created and constructed
(Uzzell, 1984)

32. Semiotics and tourism marketing
Tourism is presented as a form of symbolic consumption whereby tourists display their identity and social roles through the destinations
(Brown, 1992)

33. limitation
The semiotic approach allows considerable analytic freedom and creativity in terms of methods and procedures

34. ~ Thanks for listening ~