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The conceptualization and categorization of communication design in accordance to changing media paradigm: Focus on the Greimas' semiotic square
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미디어 패러다임 변화에 따른 커뮤니케이션디자인의 개념과 범주에 관한 연구 - 그레마스 기호사각형을 중심으로

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Type
Academic journal
Author
Kim Kyung Won (동서대학교) Youngwon Park (홍익대학교)
Journal
Korea Association for Semiotic Studies 기호학 연구 기호학 연구 제53권 KCI Accredited Journals
Published
2017.1
Pages
7 - 30 (24page)

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The conceptualization and categorization of communication design in accordance to changing media paradigm: Focus on the Greimas' semiotic square
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The purpose of this study is to propose a classification of new category of communication design based on the Greimas’ semiotic square. Communication design, which acts as a medium for communicating information and messages, can exist only in conjunction with media. In other words, It is the general view of communication design that constantly changes form and category in accordance with changes of media paradigm. However, due to the changing media paradigm, the category of communication design can not escape from the existing framework and causes various problems. Greimas’ semiotic square helps to analyze the relationship of each implication by understanding the relationship between function and aesthetics through the generative trajectory of signification. Through the analysis of the semantics and syntactic frames of the surface layer, it was able to be approached the concept of realistic possibility by applying the ‘content’ to the function and aesthetics at the potential concept level of the communication design. In this study, preceding researches about classification of design will be criticized as the notion of communication design is shifting from the object to the phenomenon. In this regard, the classification method of genre will be re-categorized by suggesting the new category that based on the value pursued. It was confirmed that the new classification of communication design can be distinguished through the viewpoint of 'value production' and the discourse interpretation of 'problem solving'. The Greimas’ semiotic square does not deal with phenomena but deals with the in-depths of phenomena. Therefore, the concept of communication design that analyzed in this study can be a meaningful consideration of the upcoming media paradigm changes.
#communication design #Greimas' semiotic square #classification of design #media paradigm

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