Semiotics and Memetics
Semiotics and memetics are two sides of the same coin: while one creates meaning, the other drives its dissemination. For those working in communications, exploring this connection is an opportunity to create messages that not only make sense but also leave a lasting impact, using these concepts to enhance their creations and transform ideas into cultural phenomena.
What is Semiotics?
Semiotics, or the study of signs, investigates how we create and interpret meanings. Simply put, anything can be a sign, from words and images to gestures and sounds. These signs are composed of two elements:
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Signifier: The form the sign takes (a word, a logo, a color).
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Signified: The idea or concept it represents.
For example, the logo of a bitten apple (signifier) immediately evokes the idea of innovation and technology (meaning), thanks to the symbolic construction surrounding the Apple brand. Semiotics helps us create messages aligned with the target audience's cultural context, ensuring that the chosen signs communicate the desired message.
What is Memetics?
Memetics (or meme theory), introduced by Richard Dawkins in The Selfish Gene (1976), studies how ideas and behaviors spread, comparing them to the evolutionary process of genes. Memes are replicable “cultural units”—like slogans, icons, hashtags, or famous internet memes.
To spread successfully, memes need to be:
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Simple and replicable: Ideas that are easy to remember and reproduce.
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Culturally relevant: They must make sense within the sociocultural context.
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Adaptable: An effective meme can be modified to suit different audiences or situations.
In design and communication, memetics helps us understand how messages can go viral or establish themselves as cultural touchstones.
Reinterpreting Consumption: The Art of Visual Criticism Through Semiotics and Meme Theory
In the world of art and design, deconstruction is a powerful tool for rethinking the symbols that shape our society. My project explores the impact of iconic brands and packaging, reconstructing them through the concepts of semiotics and memetics.
It involves using these widely recognized cultural elements to question not only rampant consumption but also the underlying meanings they represent.
Creation and Purpose
Images are reinterpreted in new and often unexpected contexts.
The goal of this project is to highlight how symbols, brands, and packaging act as "signs" that carry emotional and cultural values. However, by redefining them, it is possible to generate discussions about alienation in topics such as politics, sustainability, public health, and social behavior.
This critical approach seeks to instigate a more conscious look at the patterns we follow without question.
No apologies! Just reflections
It's important to emphasize: this project doesn't advocate for or extol any concept, brand, project, or behavior. It proposes a space for critical dialogue, where images become vehicles for reflection, no matter how bold or blatant. The tension created by the juxtaposition of popular brands with controversial topics highlights the power of visual culture to shape our choices and behaviors.
An invitation to transformation
This series of images not only provokes, but invites action. It challenges the viewer to reconsider their relationship with consumption and the values it perpetuates. In a world saturated with images, it's essential to question what we consume—visually and culturally.
Why not transform what we see into a tool for change?
LEGAL NOTICE – SEMIOTICS and MEMETICS Project
This project is artistic, critical, and reflective in nature, and aims to promote discussions on symbolic and cultural communication related to social behavior. The works presented here utilize visual and symbolic elements, including images or references to well-known brands, under the principles of transformative use and freedom of artistic expression .
Legal Support
Brazilian Legislation
According to the Copyright Law (Law No. 9,610/1998), the use of protected works is permitted in cases of parody, criticism, teaching or reflective analysis, as long as there is no intention to harm the original work or cause confusion.
with the brand represented.
US legislation
Under Section 107 of the Copyright Act (1976), works fall under the concept of Fair Use , which permits transformative use of copyrighted materials for artistic, educational, or critical purposes without the need for authorization.
Furthermore, the First Amendment to the American Constitution guarantees freedom
of expression, protecting artistic and reflective manifestations that use symbols or brands with a new critical or social interpretation.
International Treaties
The Semiotics and Memetics project follows the guidelines of the Berne Convention
and the TRIPS Agreement , which allow exceptions and limitations to copyright
and trademarks when there is non-commercial, artistic or educational use and with the appropriate transformation of meaning.
Declaration of Intent
The works presented are not for commercial purposes, do not promote or condone the misuse of brands, symbols or substances, and do not represent any affiliations or endorsements by the original owners of the images or brands.
Artistic use aims to re-signify symbols for the purposes of critical and social reflection, in line with the principles of the aforementioned legislation.
Disclaimer
The Semiotics and Memetics project is a manifestation of creative and intellectual freedom, protected by national and international laws that support the artistic, critical, and educational use of protected works. Any questions or concerns should be addressed to the project creator.
DISCLAIMER – The Invisible Everyday Life Project
⚠️ Important Notice – Copyright:
All works in this exhibition are by Ledier F. and are protected by the following legislation:
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Brazil: Law No. 9,610/98 ( Copyright Law )
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USA: US Copyright Act ( Title 17, US Code )
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International: Berne Convention ( 1886 )
📸 Photos and sharing:
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You can and are encouraged to photograph and share the works on your social networks.
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Please tag the author: @ledier.design on Instagram.
🚫 Commercial use prohibited:
The use of images for commercial purposes or other unauthorized uses is strictly prohibited.
✅ Authorized institutional use:
Only the Perdizes Institute ( IPer ) and the Hospital das Clínicas – FMUSP are allowed to use the works in campaigns and institutional communications, citing the authorship.
Failure to comply with these conditions may constitute copyright infringement, subjecting those responsible to legal penalties.
Thank you for your understanding and support.
Ledier F.