Landscapes of Global Capital
tv globe icon link to home Signifying Clusters: Hands
The handshake of capital
Precapital deals
What are we doin' here?
The global handshake
Signifying possibility
Gestures of human concern
Hands of parental care
Hypersignifiers of expressivity
The finger of knowledge
The panoptic finger


Lockheed and Mastercard ads use the finger to make reference to new identification technology. In the Lockheed-Martin ad the finger first points to a rocket then shifts to signify a new identification system. Both commercials associate the increasing panopticism of this identification system with security and progress. Like the eye and the gaze the finger always points upward - an indexical sign that points here to the fruits of enlightenment: to control over Nature.

Sign Formulas & Branding

Signifying Clusters

Structural Frames

The finger of knowledge < Previous

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© Copyright 1998-2003
Robert Goldman, Stephen Papson, Noah Kersey