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The goal of organizational semiotics is to enable a better understanding of organizations by means of an analysis of documents, texts and communications as signs. Its theory is based on Peirce’s sign concept, the relation of the sign with itself, with its object, and interpretant. In our view, this restricted use of semiotics may explain some of the limitations of organizational semiotics in practice. A shift of focus from signs as a relation to sign aspects involved in signs may enable a more practical model of interpretation, including organizations as interpreting systems. This is illustrated with an application of semiotics to accounting narratives.
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As the used concept of a sign involves interpretation, the terms, sign, interpreted, or meaningful sign, are synonymous.
Signs, offered for interpretation, are called a potential sign.
The term ‘naive’ is used as a synonym for ‘inborn’.
Not all combinations of sign aspects may define a sign type [ 3]. A treatment of this part of Peircean theory lies outside of this paper.
This important result is an achievement by A.J.J. van Breemen [ 9].
This enables a proposition to be reversed. In language, this is known as passivization.
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- Vitalizing Semiotics
Janos J. Sarbo
Jessica H. Yang
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