The Transformation of Societies in the Mirror of an Expanded Concept of 'Design'

Human beings are semiotic creatures, design creatures. Seen from a socioanthropological perspective, their survival is bound to behaviour that leaves behind traces and makes communication possible. Social systems are semiotic systems that survive by virtue of the recognisability and rerecognisability of their codified ideologies and interests. The durability of this system operates via semiotic identifications and image identifications that generate exchange language, i.e. a symbolic exchange.