One of the major arguments discussed in social and cultural SEMIOTICS is the question of norms and semiotic codes. In fact, the individual defines him/herself - in society to which he belongs - through the semiotic codes he produces. What the individual generates as his semiotic codes (behavioral, linguistic or clothing) not only tends to define him positively, but it also defines him negatively, for it shows how he fails to belong to other social groups.What is principally discussed in this article is to distinguish two types of norms: objective norm and evaluative norm. Afterwards, it aims to point to two forces - centrifugal and centripetal- that result in separation or fusion of the semiotic codes. Considering these two objective and evaluative norms, two social phenomena including security SEMIOTICS and insecurity SEMIOTICS will be explained.Eventually, this writing elaborates on the phenomena of silence, hypercorrection, compensation and semiotic confusion, that are raised as reactions to the phenomenon of insecurity SEMIOTICS. Clearly to make theses idioms more comprehensible, different examples will be presented from various fields, specifically literary field.

Modern critical approaches are not frequently applied to Persian texts, while these texts can present a great opportunity to analyze theories and find new ways to comment upon literary language. Charles Sanders Peirce who is considered as one of the founders of semiology has divided SIGNs into three classes: iconic, symbolic and indexical. Molavi's poetry has such great depth of meaning that many approaches can be applied to it. Applying Peirce's theories to Molavi'spoetry not only helps with the analysis of Molavi's idea but can also be of help in understanding the application of the theory and how it works.

Advertisement have positive functions in society and by use SEMIOTICS we can improve these functions. This paper tries to show IRIB Tv ads weakness and strength in comparison to non iranian Tv ads. This paper applies qualitative analysis whit SEMIOTICS approach and then by use comparative methode, compares between IRIB Tv ads and non iranian Tv ads. Research population consists of Tv ads that propagated on IRIB Tv and satellite networks, this research uses cluster sampling methode. Most important Research findings are: Representation of women role in IRIB Tv ads is stereotype role. From sexuality SIGN and age of audience, we can recognize who is goal audience and who dose make decision about goods or services purchasing. In IRIB Tv ads men has most roles while in non Iranian Tv ads, women has most roles, teenager has lower level presence in IRIB Tv ads. Commonly, messages isbased on verbal communication and has lower notice to pictorial SIGNs and camera movment SIGNs. According that ads needs daily qualitative development and notice to SEMIOTICS especially use of pictorial SIGNs will redound to commercial ads industry development like as a communication industry.

Purpose: The purpose of this research is to study the concept of information through the lens of SEMIOTICS, especially the Peirce’s SIGN model.Methodology: This study is an analytical study of researches on the concept of information based on SEMIOTICS in the field of information science as well as a review of researches that has defined information in the context of information systems. Information science is an interdisciplinary field that has used the concepts, patterns, and theories of other sciences to explain some of the concepts in its subject areas. One of the sciences that is very similar to information science is SEMIOTICS: The purpose of this research is to study the concept of information through the lens of SEMIOTICS, especially the Peirce’s SIGN model.Results: An analytical study of researches that have used theories of SEMIOTICS in various fields of information science showed that among the concepts, patterns and theories in SEMIOTICS, " Saussure's dyadic model of SIGN and Peirce’s triad model of SIGN were the most widely used semiotic models in this field. Among these two models, Peirce’s triad model of SIGN was more used in information science.Conclusions: If information is considered as a SIGN, a better explanation of it can be provided based on the characteristics of the SIGN because the information is carried by a variety of SIGNs. On the other hand, the definition of information from the lens of SEMIOTICS, in particular, Peirce’s Triad model of SIGN information divides into two types "passive information" and "active information". And thereby take into account both the ontology and the epistemology of information

The knowledge of SIGN-SEMIOTICS is directly related to evolution of semiology. This term is used to express all possibilities and abilities of SIGNs toward revealing the sense. In order to make this branch of knowledge useful and functional in the fields of study on sense, two models are presented. One of them is enounce system that is based on closed and ended language productions which have verified senses. The other one is discursive system that includes open, not ended and not verified senses in the language productions. These two models are actually two methods of study in the field of SIGN-SEMIOTICS knowledge. In the first method -enounce system- textual analysis goes toward SEMIOTICS generative process and the SEMIOTICS square which are related to the narrative plans of the text. In the second method, the sense tension process and the tension square are plotted which study the sense phenomenally. In the present study, Golshiri’s Shazdeh Ehtejab was investigated based on these two models. The goal of this research was to link theoretical principles and practical issues in the analysis of the story. Assumptions in this article included the issues such as: How does narrative discourse help the SIGN-SEMIOTICS analysis of the story narrative?

Tragedy and Ta' ziyeh are considered as classical dramatic forms that due to their roots in ritual and their dependence on religion, culture, myth and tone can be studied in a comparative manner. The aim of the present paper is to study the dramatic aspects and capacities of these two dramatic forms in comparison with each other. To achieve this goal, different parameters such as narrative or representation, alike and character, performance style, verbal effects, catharsis and audience impact are compared. In this study, we seek answer to the following questions; how the dramatic capacities of tragedy can be preferred over the Ta' ziyeh or vice versa. It seems that in the light of a semiotic approach and one of its sub branches, the digital and analog SEMIOTICS of Louis-Jean Calvet, the extent of dramatic similarities and differences between these two forms can be better investigated. Another objective of this research is to challenge the existing comparative studies in the context of Ta' ziyeh and tragic or epic plays that seems to have ignored the performance style, the most important element of Ta' ziyeh and have assessed its values than other types.

SIGN-semantics is one of new sciences in modern linguistics, which has caused a fundamental change in constructionist SEMIOTICS of the 20th century. One of the research linguists in this field, named Algiers Grimas, has introduced additional and new models for analyzing the semantics of discourse in the contemporary world. The semiotic square model is the first analytical model introduced by Grimas in discourse semantics. In this article, using the available data, while introducing this model, the extent of the use of the semiotic square in the interpretation of the Qur'an is investigated. Based on obtained results, the formation of a semiotic square through the discovery of contrasting relationships in a verse or a surah or finding content from the entire Quran is not only possible, but also causes the creation of a wide semantic network in finding thematic meaning in the Quran; But using this pattern is not enough to reach deeper layers of meaning and discover the hidden meanings of the text, because the performance of this pattern only reveals the conflicting relationships within the text, and to discover the deeper layers of meaning, we will need other interpretation tools, such as paying attention to the context, finding meaning through hadiths, taking help from other verses of the Qur'an, and investigating relationships of coexistence and succession in verses.

Following the shifts of views on text, communication and exchange of messages between various media, there have been refinements in views towards translation and its impacts. Given such shifts of ideas, the present paper aims at examining the SIGNificance of communication and intersemiotic translation in book cover deSIGNs, for they are seen as an important part of every book that can play a role in persuading readers to select and read a specific book. Besides offering a fresh look at the idea of intersemiotic translation, this paper adopts an interdisciplinary approach by borrowing some concepts and definitions from SEMIOTICS and incorporating them for its own purposes. Moreover, the main framework of this study is Kress and van Leeuwen's Social SEMIOTICS. The results show interesting semiotic changes in the cover of translated books which in turn could have important socio-semiotic implications in the target culture.