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In this regard, semiotics is of relevance to a wide spectrum of scholars and professionals, including social scientists, psychologists, artists, graphic designers, and students of literature.".
This book is the second collection from among Thomas Sebeok's essays on general semiotics and some of its applications. In the first half of the book are essays that confront a postulated separation between nature and culture, which, for the past half-century or so, has had the force almost of dogma. In Part II, Sebeok writes about the Masters, such luminaries in the field of semiotic inquiry as John Lotz and Roman Jakobson. Sebeok asserts that the semiotic mainstream has so far been unnecessarily and counterproductively split into two traditions, one scientific, philosophical, and "major," the other literary, glottal, and "minor." In The Sign and Its Masters, Volume VIII in the Sources in Semiotics Series, Sebeok's vision is presented with characteristic brilliance.
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A fully-fledged doctrine of signs, with many horizons for the future, was the result of Thomas A. Sebeok's work in the twentieth century. This volume, using the testimonies of key witnesses and participants in the semiotic project, offers a picture of how Sebeok, through his development of knowledge of endosemiotics, phytosemiotics, biosemiotics and sociosemiotics, enabled semiotics in general to redraw the boundaries of science and the humanities as well as nature and culture.
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Through Sebeok's work it may come to be recognized that sign activity is the very definition of life in the universe.
The study of semiotics underwent a gradual but radical paradigm shift during the past century, from a glottocentric (language-centered) enterprise to one that encompasses the whole terrestrial biosphere. In this collection of 17 essays, Thomas A. Sebeok, one of the seminal thinkers in the field, shows how this progression took place. His wide-ranging discussion of the evolution of the field covers many facets, including discussions of biosemiotics, semiotics as a bridge between the humanities and natural sciences, semiosis, nonverbal communication, cat and horse behavior, the semiotic self, and women in semiotics. This thorough account will appeal to seasoned scholars and neophytes alike.