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

Compaq02-99 Microsoft05-98

The index finger is the obvious finger of choice. Most often the finger is used to point to an image on a computer screen. The act of pointing is indicative. The image pointed to is arbitrary, but the act of pointing is not. The salience and value of the scenes derives from the act of pointing itself. Rarely is the image recognizable and even if it is, the substance of the image has nothing to do with the narrative of the commercial. When used in computer technology and software ads the sign of the pointing finger speaks to the capacity for knowing.

Sign Formulas & Branding

Signifying Clusters

Structural Frames

Hypersignifiers of expressivity < Previous

Next > The panoptic finger

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