I was, you see, a semiotics major at Brown University, during a remarkable spell in the 1980s when semiotics was allegedly the third-most-popular major in the humanities there, despite being a field (and a word) that drew nothing but blank stares at family cocktail parties and job interviews. “Ah, semiotics,” a distant relative once said to me during winter break. “The study of how plants grow in light. Very important field.”

The obscurity of the field was partly the point. In Jeffrey Eugenides’s new novel, “The Marriage Plot,” which takes place in part at Brown in the early 1980s, the heroine first stumbles across the semiotics program when a friend comes home with a copy of Jacques Derrida’s “Of Grammatology”: “When Madeleine asked what the book was about, she was given to understand by Whitney that the idea of a book being ‘about’ something was exactly what this book was against, and that, if it was ‘about’ anything, then it was about the need to stop thinking of books as being about things.”

Greek for the “science of signs,” semiotics as a field dates back to fin de siècle philosophers and linguists like C. S. Peirce and Ferdinand De Saussure; in modern times it is most commonly associated with Umberto Eco. The general thrust of pure semiotics is a kind of linguistics-based social theory; if language shapes our thought, and our thought shapes our culture, then if we are looking for a master key to make sense of culture, it makes sense to start with the fundamental structures of language itself: signs, symbols, metaphors, narrative devices, figures of speech. You could interpret a Reagan speech using these tools as readily as you could a Nike ad.

-- Steven Johnson, "I Was an Under-Age Semiotician," New York Times, October 14, 2011