A sign represents or indicates something within an interpretive relation. Words, images, gestures, and traces can all function as signs. Their significance depends on the connection to what they signify and the conventions or circumstances through which that connection becomes intelligible.
- Entry typeKey concept
What these mean
Editorial orientation · Entry type
Key concept
Key concepts are the working vocabulary of the field: the terms that the models and tools rely on and that a decision about communication has to use precisely. Each entry defines the term and sends you to the brief or the self-guided audit where it is put to work.