“For Umberto Eco, for example,
meaning is no longer an individual construct, as in the arbitrary semiotics of
Saussure. It is now seen as the result of a process in which an individual
takes part in society through the coding and decoding of his/her relationship
with the cultural values and societal norms of the time.” (p72)
Annotation
Umberto
Eco’s semiotics is
far more embodied with an active relationship for a person, in their background
culture and society, in interpreting
the coding and de-coding of the norms for understanding. This makes any meaning arrived at not as
an individual construct but one that is constructed from both the individual’s
internal pre-understanding
and external socio-cultural factors that form a horizon for the understanding. For Palmer (1969) the pre-understanding of
the individual and the horizonality
of the context in which the individual is interpreting the meaning dictate the terms in which any meaning is constructed.
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