num_pages: 280
description: Two fundamental signs a normative and a sub- cognitive, respectively. The former is the epistemological center in every knowledge domain possessing a well defined terminology. The latter is the emotional center in every loosely defined community, e.g. brand communities. The sub- cognitive fundamental sign exerts attraction upon the members of the community through emotional similarity. To the two fundamental signs there are two corresponding the normative and the sub-cognitive, respectively. The former designates the interpretative distance between the concept and its correct interpretation - the shorter the distance is, the more forceful the normative significance-effect is. The latter enables us to let us be attracted to a given sign e.g. brands. The attraction takes place because the interpreter sees parts of himself, or wishes to see parts of himself. Two pragmaticistically inspired methods are also the knowledge profile and semeiotic constructivism. The former is a pragmatic tool for knowledge organization, the latter can be used to knowledge manage i.e. scientific concepts.
language: English
title: Fundamental Signs and Significance-effects: A Semeiotic outline of Fundamental Signs, Significance-effects, Knowledge Profiling and their use in Knowledge Organization and Branding
publisher: VDM Verlag