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The place of semiotics within symbolic interactionist thought is discussed. The works of Barthes and Baudrillard are examined in terms of their implications for (1) an interactionist theory of the cultural object and (2) an interpretation of consumer relations in the postmodern period. The narrative texts of advertisements for Jack Daniel's Whiskey and Dewar's White Label Scotch are analyzed in terms of the political economy of the sign suggested by Baudrillard and Barthes. The implications of this analysis for the symbolic interactionist theory of the object and language are discussed. The subject matter that now confronts us supersedes symbolic interaction; rather it is the process surrounding the autonomization of signs; signs that stand for—and refer to—nothing but themselves. 1987 Society for the Study of Symbolic Interaction

Original languageEnglish (US)
Pages (from-to)1-19
Number of pages19
JournalSymbolic Interaction
Issue number1
StatePublished - 1987

ASJC Scopus subject areas

  • Nursing(all)
  • Social Psychology
  • Education
  • Communication
  • Sociology and Political Science
  • Social Sciences(all)


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