Research output: Chapter in Book/Report/Conference proceedingEntry for encyclopedia/dictionary

Abstract / Description of output

Semiotics is a sub-discipline of linguistics. The fundamental unit of analysis in semiotics is a sign which includes verbal and visual symbols. Any sign can be divided into two parts hypothetically: a signifier and a signified. The relation between a signifier and a signified is arbitrary, and such a relationship is the product of cultural convention. The interpretation of a sign is a contested domain. Denotation is a descriptive meaning of a sign whereas connotation is its contextual meaning. As to sport management, advertising and branding are the two areas where this logic of semiotics is widely applicable. Various sporting entities such as athletes, activities and events are all signs that are frequently utilized in advertising and branding. Whenever these sporting signs appear in promotional campaigns, they mostly signify their cultural meanings. Branding and advertising is a field of symbolic communication where the principles of semiotics play an active role.
Original languageEnglish
Title of host publicationEncyclopedia of Sport Management
EditorsPaul M. Pedersen
PublisherEdward Elgar
ISBN (Electronic)9781800883284
ISBN (Print)9781800883277
Publication statusPublished - 16 Dec 2021

Publication series

NameElgar Encyclopedias in Business and Management
PublisherEdward Elgar


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    Lee, J. W., 16 Dec 2021, Encyclopedia of Sport Management. Pedersen, P. M. (ed.). Edward Elgar, p. 137-138 (Elgar Encyclopedias in Business and Management).

    Research output: Chapter in Book/Report/Conference proceedingEntry for encyclopedia/dictionary

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