●Preface to the Series
總序
導讀
Preface
Acknowledgements
Part One Signs in Contemporary Culture:
An Introduction to Semiotics
Chapter I Definition
Hal and Falstaff and the Problem of Honor
Chapter 2 How Signs Work
Sherlock Holmes: Master Semiotician/Semiologist
Chapter 3 Signs, Symbols, and Signals
Empire of Signs
Chapter 4 Metaphor: Communicating by Analogy
Love Is a Game
Chapter 5 Metonymy: Communicating by Using Associations
Metonymic Aspects of Political Cartoons
Chapter 6 Language and Speaking
Fashion
Chapter 7 Syntagmatic Analysis of Texts
Star Wars as a Proppian Fairy Tale
Chapter 8 Forms ol sign
Eight Hypotheses on the Significance of Digital Watches
Chapter 9 Visual Aspects of Signs
tmodern Design
Chapter 10 Problems of Signs
Pop Goes the Wesselmann
Chapter 11 Denotation and Connotation
Funny What You Can Find in the Funnies
Chapter 12 Imaginary Signs
Freud on Dreams
Chapter 13 Signs that Lie
On Parody
Chapter 14 Men's Looks: Signifiers and Life-style
Denimizaton
Chapter 15 Coherence in Signs
Formulas in the Public Arts
Chapter 16 Who Uses Signs?
Chapter 17 Signs and Identitity
Hairstyles as Signs
Teeth as Signs
Logos and Corporate Identity
The Un-cola Country
The Onion of Culture Metaphor
Chapter 18 Terms Associated with Signs
Directorial Signature in Film: A Consideration of Auteur Theory
Chapter 19 Signs and Images
Photography
Chapter 20 No Sign as a Sign
The Natural Look: (No Makeup
Chapter 21 Signs that Confound: Optical Illusions
Arcimboldo
Chapter 22 Sign Modifiers
Cartooning
Chapter 23 Manifest and Latent Meanings in Signs
Robinson Crusoe and the Myth of the Self-made Man
Chapter 24 Analyzing Signs and Sign Systems
(RO)ATS: Reach Out, Reach Out and Touch Someone
Chapter 25 Codes
Baseball: Threes, Fours, and Exclusion
Chapter 26 Characteristics of Codes
Foods as Signs
Chapter 27 Meaning
The Paper Chase VS. The Ratings Game
Chapter 28 Roles
The Playboy: A Case Study
Chapter 29 Ideologies
Donald Duck
Chapter 30 Culture
m8b 99
Falling off the Map
Chapter 31 Spectacles
The Super Bowl
Part Two Mosaic: A Psycho-semiotic Analysis of Media
Popular Culture and Everyday Life in America
Introduction: Mosaics
Chapter 32 Notes on Everyday Life
Chapter 33 Televised Baseball
Chapter 34 The Smartphone and the Psyche
Chapter 35 E Pluribus Unum
Chapter 36 The LED Bulb
Chapter 37 Activity Trackers
Chapter 38 Black Friday and Consumer Lust
Chapter 39 Media Usage in the USA
Chapter 40 Department Stores and Cathedrals
Chapter 41 Microwave Ovens
Chapter 42 The Terminator
Chapter 43 Suitcases
Chapter 44 Supermarkets
Chapter 45 Comic Strips
Chapter 46 Brands
Chapter 47 Blue Jeans
Chapter 48 Jokes
Chapter 49 . com
Coda
References for Part One
References for Part Two
A Selected Annotated Bibliography
Dictionary of Concepts
About the Author

本書是當代美國媒介批評理論家、社會學家、符號學家阿瑟·诶薩·伯格的新作。作者通過生動風趣的語言表述，將符號學範疇概念運用於社會文化現像的分析詮釋與意義解讀上，注重理論與實踐相結合，立足當今社會的眾媒體、流行文化和通俗藝術，融入符號學、語言學、文學、精神分析理論以及社會學等知識，能夠激發讀者對社會文化現像的深層思考，著力體現了符號學作為方法論的社會價值與效應，說明符號學作為一種研究的方法論，同樣可以是理解和闡釋日常生活現像，欣賞通俗藝術和揭示傳播媒體等的有效途徑，從而有助於讀者輕松、愉快地掌握符號學理論及相關媒介文化知識。作者還為本書提供了不少有趣又有意味的漫畫和圖片，不僅對文本起到了補充、說明的作用，也增加了閱讀的趣味性。