Semiology and linguistics

  Semiology and linguistics are important in understanding the messages around us. Whether one is reading a book or traversing the world a deeper understanding of the reality, situation, and environment around us can be gained through the understanding of signs and language. Words themselves are signs of thoughts, elements of nature, or ideas.

"Psychologically our thought - apart from its expression in words - is only a shapeless and indistinct mass (de Saussure (1916), 5)." This quote speaks to the challenge a writer faces in forming signs and language to properly express thought. And the complications arise in the ambiguity of language.

  The use of specific words will alter the text, for better or worse, or even obscure the true meaning of the text. It is important as a writer and a reader, especially a critical reader, to understand these sometimes minute differences and what impact they have on the message as a whole.

  Politicians are famous for their wordplay and ability to 'spin' words for use in their political battles. Take for instance the sign above which refers to a now famous sound bite from President Obama which was taken out of context by the rival party in which Obama made reference to the role that government plays in business by supplying roads and infrastructure which is in turn used by private people and businesses. His "You didn't build that" remark was in reference to "roads and bridges". But instead of taking his remark for what he meant, his political rivals used it out of context to distort Obama's words into meaning that small business owners did not build their business. Very much a red-herring fallacy in argumentation, since they distort his position and are now attacking the distorted position.
You would think that any mildly intelligent person would understand this as a fallacious claim on President Obama, but in reality now people are wearing shirts and carrying signs that claim "We Built It".

  This sort of political debauchery shows how important it is to PAY ATTENTION to signs and words, and what context they are representing. With a little elementary word play people are able to fool millions of people; unjustly and underhandedly affecting what should be a serious and just process of electing our next president.