Social semiotics can include the study of how people design and interpret meanings, the study of texts, and the study of how semiotic systems are shaped by social interests and ideologies, and how they are adapted as society changes ( Hodge and Kress, 1988 ).
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A selection of papers from this conference were edited by Buchanan as special issues of the journals Social Semiotics ( vol 7 : 2, 1997 ) and South Atlantic Quarterly ( vol 93 : 3, 1997 ), the latter was subsequently reprinted as the book A Deleuzian Century?
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This leaves the socially determinist implication that meanings and interpretations are dictated from above, by " the whims of an inscrutably powerful collective being, Society . " For Hodge and Kress, social semiotics must respond to the question and explain how the social shaping of meanings works in practice ( 1988 : 22 ).
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Theorists who take a social semiotic approach to urban semiotics define their discipline in opposition to the methods of behavioral geography, beginning with the work of Kevin Lynch in The Image of the City, which they criticize for being limited by its exclusive focus on the denotative level of communication ( recognition of spatial elements, such as paths, as conceptual objects ), ignoring the connotative meanings associated with urban forms; instead, urban semioticians argue that urban structures often become recognizable because they have symbolic meaning beyond their functional meanings.
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