This chapter presents the construction of a method for the semiotic analysis of fashion objects. The section opens with a reflection on the semiotic criteria for the selection of the corpus and how it differs from other disciplines guiding research in traditional fashion studies. Second, this chapter presents semiotic concepts utilised in the analysis of the corpus. Each methodological tool is defined according to its original postulates, which are followed by their reframing as tools for the analysis of fashion objects, processes, and discourses. Among the main concepts defined and reoperated as tools for fashion semiotics are: synchrony and diachrony (Saussure); expression and content (Hjelmslev) and connotation and myth (Barthes); plastic semiotics and the generative trajectory (Greimas); the perilous interactions (Landowski); and explosions and gradual development (Lotman). This chapter closes with a reflection on how the progression through these postulates constituted a complexification of objects, which resulted in a proportional complexification of the theoretical postulate.

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(Re)construction of a Method: Some Key Concepts in General Semiotics

  • Marilia Jardim

摘要

This chapter presents the construction of a method for the semiotic analysis of fashion objects. The section opens with a reflection on the semiotic criteria for the selection of the corpus and how it differs from other disciplines guiding research in traditional fashion studies. Second, this chapter presents semiotic concepts utilised in the analysis of the corpus. Each methodological tool is defined according to its original postulates, which are followed by their reframing as tools for the analysis of fashion objects, processes, and discourses. Among the main concepts defined and reoperated as tools for fashion semiotics are: synchrony and diachrony (Saussure); expression and content (Hjelmslev) and connotation and myth (Barthes); plastic semiotics and the generative trajectory (Greimas); the perilous interactions (Landowski); and explosions and gradual development (Lotman). This chapter closes with a reflection on how the progression through these postulates constituted a complexification of objects, which resulted in a proportional complexification of the theoretical postulate.