Introduction: The agony of semiotics -- pt. 1. Seeing signs: Strategies of lying / Umberto Eco -- "Will you ever shave your beard?" / Edmundo Desnoes -- Electronic ceremonies: television performs a royal wedding / Daniel Dayan and Elihu Katz -- The shape I'm in: interview with French Playboy / Roland Barthes -- Casablanca, or the cliches are having a ball / Umberto Eco -- The death system / Edmundo Desnoes -- A portfolio on Central America / Susan Meiselas -- I hear and I obey ... / Roland Barthes -- From The story of O / Guido Crepax -- Reading Brillat-Savarin / Roland Barthes -- The infarct / Jan Kott -- Textual analysis of a tale of Poe / Roland Barthes -- Day by day with Roland Barthes / Roland Barthes -- How to spend a week in Paris: 8-14 October 1979 / Roland Barthes -- Practices of space / Michel de Certeau -- The jabbering of social life / Michel de Certeau -- pt. 2. Understanding the meaning of signs: How culture conditions the colours we see / Umberto Eco -- Producing signs / Umberto Eco -- Dear Claude, Cher Maitre / Roman Jakobson -- Barthes to the third power / Roland Barthes -- What we do when we believe / Michel de Certeau -- Sign, symbol, imaginary / Jacques Lacan -- The speaking subject / Julia Kristeva -- Eisenstein's montage of hieroglyphic signs / Vjaceslav Vsevolodovic Ivanov -- To speculate on "Freud" / Jacques Derrida -- Instant self-contradiction / Christian Metz -- Writing history with the sun king: the traps of narrative / Louis Marin -- A portrait of the elder as a young Pliny: how to build fame / Umberto Eco -- Supraconscious Turgenev / Roman Jakobson -- Is there a fish in this text? / Robert Scholes -- The unremarkable Wordsworth / Geoffrey H. Hartman -- The "Aesop" fable-animal / Louis Marin -- The love-life of the Hippopotamus: a seminar with A.J. Greimas / A.J. Greimas -- pt. 3. Signs of life: Sexuality and solitude / Michel Foucault -- The realist floor-plan / Fredric Jameson -- Cuba made me so / Edmundo Desnoes -- The Indian long march / Michel de Certeau -- Killing priests, nuns, women, children / Jean Franco -- The semiotics of semiotics / Wlad Godzich -- Pandora's box: how and why to communicate 10,000 years into the future / Thomas A. Sebeok -- I listen to the market / Milton Glaser -- Lifting the veil / Ronald Weintraub -- And above all, please do not disturb / Matthew Klein -- Towards a new middle ages / Umberto Eco.
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"On Signs opens up semiotics to a broad, nonspecialist audience. Here the founders of the discipline, along with some of the leading "signmakers" of contemporary culture, undertake to explain the signs in subjects as diverse as El Salvador's death squads and ladies' lingerie, the letters of Pliny and the windows of Tiffany's, fashion, food, film, jokes, psychoanalysis, and history"--Cover.