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Semiotic interpretation of a social sign (Mama Moon (Xu Ziuzhen…
Semiotic interpretation of a social sign
Saussure
signified
sound-image
signifier
concept
social sign
different meanings
interpretant
representamen
Mama Moon
Xu Ziuzhen interpretation
representamen 2: Xu Ziuzhen is Mama Moon
interpretant 2: Mama Moon is a friend to foreigners.
object 2: Xu Xiuzhen is kind, open, and friendly.
Villagers’ interpretation
representamen 2: Xu Xiuzhen is Mama Moon.
interpretant 2: Everyone (every ordinary person) can be Mama Moon.
object 2: Xu Xiuzhen is an ordinary person.
Local government’s interpretation
representamen 2: Xu Xiuzhen is Mama Moon.
interpretant 2: More individuals can be Mama Moon.
object 2: Xu Xiuzhen is a local model.
Media’s interpretation