This study was explorative and descriptive and has therefore raised new questions concerning the complex nature of interpretation and sign development. A variety of themes were found for further research efforts.
An interdisciplinary approach was adopted for the theoretical part and for the empirical part. The theoretical part gave an overview of theories that have been tackling the issues of signs, the relationship between individual and environment (Umwelt), and the construction of the self. The empirical part combined a historical approach, the results of marketing and consumer research, a qualitative use of the semi-structured interviews and an analysis.
However, a more profound use of a wide variety of case studies would make it possible to redefi ne and modify the framework model further, so that it would be easier to use, for example, by marketing departments for purposes of justifying their marketing strategies and design decisions. In addition, the wider range of cases in design areas other than beer labels would make it possible to generalise some of the fi ndings on the manner in which signs evolve and how the interpretation and meaning-making occurs in semiosis.
From a theoretical perspective, a variety of aspects exist that could be deepened in the sense that the differences could also be covered. For example, emotions and feeling of emotions, namely the embodied nature of human activity, could be clarifi ed more deeply in relation to Peirce’s concept of abduction. This could also bring more insight into semiosis from the aspect of how the “tacit”, intuitive the new meanings arrive through/within the common ground and collateral experience (constraints-suggestions). In addition, the critical remarks expressed towards Damasio’s theory on emotions could be dealt with taking into account for example the criticism mentioned by Maxwell Bennett and Peter Hacker (2003) in Philosophical Foundations of Neuroscience and the different descriptions of emotions found in the book Philosophy and the Emotions edited by Anthony Hatzimoysis (2003). Furthermore, a deeper investigation on the Zone of Proximal Development in broadening the possible activity area of the person by/through the internalization - externalization process in relation to Peirce’s notion of semiosis and the Interpretants could be carried out. In particular, the developed view on the tension between past and present that was seen to enable the refl ective attenuating of the constraints or creation of new signs and new meanings would benefi t from deeper insight
196 197 into the actual space of the tension. However, these interdisciplinary studies
would require scholars from the different disciplines to work together, namely to develop the aspects in a collaborative manner.
In relation to embodied intuition it would be essential to contemplate how Damasio’s theory of the construction of the self differs and conforms Peirce’s theory of signs. For example, Colapietro’s well-formulated description of the self focuses more on the conscious part of the construction of the self and personality. Therefore studying deeper the Proto Self, Core Self/Core Consciousness and Autobiographical Self/Extended Consciousness part of the construction of the self could enlighten the process further. This has been somewhat initiated by Sami Paavola in his impressive research On the Origin of Ideas: An Abductivist Approach to Discovery (2006), from the perspective of the discovery process and knowledge creation.
Last but not least, the notion and role of history in Peirce’s theory of signs would need more discussion. The historical aspect was brought into view from the need of the empirical part, but Peirce’s notion of continuous semiosis and the need of a collateral experience base and common ground was also interpreted as indicating a need to know the history of mediating signs, and the history of the context (Umwelt) of the interactive participants. However, the interpretation taken in this study might be said to stretch Peirce’s writings to too great an extent, from a Peircean purists’ perspective.
I hope that this study promotes new ideas and attempts to tackle the issues of the dynamic nature of signs and their interpretation change as well as embodiment in relation to all human activities. This research established the fi rst attempt to form a holistic approach using Peirce’s theory of signs emphasising the dynamic, processual and embodied nature of signs and human activities, and not only the categorising of signs. However, this exploration and description is still a new departure.
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