Socially, human beings are semiotic actors – their actions are mediated by signs as they explore the realms of life space. In terms of cognitive processes, human beings create new solutions to life's problems that cannot be based fully on life experiences nor derived from general social representations. The book focuses on the construction of semiotic methodology for the social sciences. Empirical evidence from the world over brought into discussion in order to demonstrate the basic humanity that is present and expressed in many different forms.
In short, this book presents a new look at the relationship between people and society, produces a semiotic theory of cultural psychology and provides a dynamic treatment of culture in human lives.