By Niall Lucy
This identify offers an method of 3 interdependent techniques of textual content, tradition and expertise, so that it will exhibit what semiotics had regularly needed to marginalize, put out of your mind or now not see within the quest to professionalize itself.
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Extra info for Beyond Semiotics: Text, Culture and Technology
Total Eclipse of the Heart (Thinking through Technology) Not for the first time, I want to underscore the importance of the speech/writing opposition as Derrida identifies it in the work of Plato. 1 Hence Plato understands writing in terms of the pharmakon, a term translators have always taken to mean either 'poison' or 'cure'. But, for Derrida, Plato's moral can make sense only by overlooking the Greek word's radical undecidability. In condemning writing, then, for seeming to threaten to take the place of 'real' memory or the 'living' speech of the mind, it can be seen that 'what Plato dreams of is a memory with no sign.
This last question raises the spectre of semiotics' disciplinarity, which we will come back to in the coda. Meanwhile a more pressing question remains: what need of semiotics in order to say that I'm opposed to the Ronald Reagans of the world (which is to say, I am a liberal) or that I think that 'images' are dangerous (again, lama liberal)? To return this to its source - what does the word 'image' mean (or what does it signify) in the passage from Blonsky above? Clearly 'image' is intended not to be met with approval.
This could mean any technology that 'arrives' in the world after we do, so that there is no community memory of its being always there already, as part of the world. It might as well have come from outer space, then; it might as well be magic. This is certainly true, I think, of the qualities associated with modern communications technology, especially space technology. Like writing, its effects cannot ever be fully controlled by whoever is doing the writing or working with the technology. Hence the classic anthropomorphic slip: technology has a 'mind' of its own.