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Chapter 8: Negotiating MeaningAn ANT App... > A SEMIOTIC APPROACH TO THE WORK OF I... - Pg. 119

Negotiating Meaning We already proposed this approach as a way to manage scope in engineering design projects (Gonçalves & Figueiredo, 2010). These two papers reflect the constructivist leaning of our research. The use of some practical tools (a methodologi- cal approach for field work and a computer-aided tool) whose specifications have being obtained as a result of this research, will hopefully allow us to do practical work on these matters and ob- tain and report results in a more formalised and concrete way. changing the signifier - Change expression to maintain content (network). This last re- gime, if successful, allows the capitaliza- tion to a center and effaces mediators. Høstaker (2002) help us understand this se- miotic flavour of ANT: "Hjelmslev distinguishes between two parallel planes of language ­ that of expression (signifier) and that of content (signified). These planes presuppose each other reciprocally. In addition, within these two planes he distinguishes between form and substance". Meaning will come from the articulation of forms, expression and content, see Figure 3. Forms are crucial to semiotics as are matter and substance but these references to the natural world are better treated by other disciplines (Høstaker, 2002) namely engineering. Furthering the semiotic approach we may add that the pro- duction of signs is continuously elevated to the production of other ones in processes of denota- tion/connotation and meta-languages (Barthes, 1985). A denotation/connotation occurs when we take a sign (expression and content) as expression of a new sign ­ what does this new (connoted) content mean? A meta-language appears when we take a sign (expression and content) as content of a new sign ­ how to express this new content? Designing, making, and using artifacts are all interwoven in translations that we already know A SEMIOTIC APPROACH TO THE WORK OF IMS A Semiotic Approach to the Work of IMs Using a semiotic approach to explain the role of IMs in emergence of innovation Latour (1993c) defines two regimes of translation: · One that is built as processions where the signified (content) may change its form but the signifier (expression) must remain im- mutable - Keep expression even if content changes (procession) And one that is built as networks where it is possible to maintain the signified by · Figure 3. Hjelmslev's model of the Sign (Adapted from Eco, 1976) 119