SEMIOFEST Tallinn 2016 : SEMIOTICS AND CULTURE OF INNOVATION
Semiofest Tallinn 2016 will explore one of the most important problems facing countries, economies and entrepreneurs alike by asking how can semiotic thinking be applied to foster innovation. Semiotic thinking is always in the service of innovation. You can’t do things differently or be inventive without grasping the cultural or communication context. With the help of semiotic thinking you can discover fresh spaces for innovation and can arrive at unforeseen alternatives that lead us to fresh solutions. You can use it for deep diagnostics, for quick insights or to spark inspiration. It helps to make sense of the complex factors that frame any new development and uncover cultural trends that work either for or against any novel product, service, process or application. It is a route to innovation by shifting perspectives!
Although semiotics has been accepted as a transdisciplinary framework of understanding and communicating information, it is unclear how semiotic thinking fosters innovation without augmenting design approach. Semiotics as a new “third branch” of human knowledge embodies similar characteristics to those of design as a “third culture.” While Semiotics can be used for deep diagnostics and insightful interpretations, design is the approach to conceptualization and concretization of a desired future. Semiotic analysis can uncover cultural trends, but design synthesis can create wide a range choices for cultural transformations.