A SEMIOTIC READING OF DIGITAL AVATARS AND THEIR ROLE OF UNCERTAINTY REDUCTION IN DIGITAL COMMUNICATION Cover Image

A SEMIOTIC READING OF DIGITAL AVATARS AND THEIR ROLE OF UNCERTAINTY REDUCTION IN DIGITAL COMMUNICATION
A SEMIOTIC READING OF DIGITAL AVATARS AND THEIR ROLE OF UNCERTAINTY REDUCTION IN DIGITAL COMMUNICATION

Author(s): Sercan Şengün
Subject(s): Semiotics / Semiology, Media studies, Semiology, Structuralism and Post-Structuralism, Philosophy of Language, Theory of Communication, Psychoanalysis, Social Theory, Social Informatics, ICT Information and Communications Technologies
Published by: University of Lincoln and World Experience Campus Foundation
Keywords: Avatar; Saussure; Lacan; Berger; Semiotics; Uncertainty Reduction Theory;

Summary/Abstract: This study tries to explain the role of digital avatars for communication in two distinct ways. In the first part it debates what kinds of meanings avatars have for their users. To answer this question based on semiotic theories of Saussure and Lacan, a new approach will be proposed. Saussure’s theory of signs and Lacan’s theory of chain of signifiers as an entry for self, will be merged to form a new viewpoint. In the second part, the role of avatars in the digital communication for the receivers will be approached by Berger’s uncertainty reduction theory.

  • Issue Year: 1/2014
  • Issue No: Special
  • Page Range: 149-162
  • Page Count: 14
  • Language: English