1
CDI
Introduction to
Innovative Design
Thinking
Lecture 6
1. On Interpretation
2. Semiology
3. Free Association
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On interpretation
What is interpretation?
To interpret, as
Wittgenstein said, is to
think. But obviously not
all thinking is interpreting.
3
On interpretation
To interpret is, in this sense of
classifying, to classify, but since
not all classifying appears to be
interpreting, the question
becomes - what kind of
classifying of a work of art is to
be identified with interpreting it?
4
On interpretation
‘Obvious” is a relative term: ‘It’s
obvious” can be always be
countered by “To whom?” A
distinction needs to be drawn
between something being
obvious and something seeming
obvious.
5
On interpretation
To interpret is, not knowing the
Truth but guessing or imagining.
Obvious and known are
contradictive conditions against
interpretation.
Obvious & Known = IS
Interpretation = AS
6
On interpretation
* If it is obvious to a person that
x is F (the figure in a painting is
a woman, the novel is long),
then that person is not
interpreting x as F (the figure in
the painting as a woman, the
novel as long).
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On interpretation
1. If it is obvious to A that
x is F, then A knows
that x is F and A knows
that s/he knows this.
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On interpretation
2. When A knows that x is F,
and A knows that s/he
knows it, then it is not
epistemically possible for
A to be mistaken about x
being F.
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On interpretation
3. Unless it is
epistemically possible
for A to be mistaken
about x being F, A
cannot interpret x as F.
10
On interpretation
Therefore,
4. If it is obvious to A that
x is F, then A is not
interpreting x as F.
11
On interpretation
A person might fail to see the
impossibility of interpreting x as
F for oneself when it is obvious
to one that x is F, if s/he does not
keep in mind the distinction
between something’s seeming
obvious to one is being obvious
to one.
12
On interpretation
The fact is that you believe
that you know x to be F, or
find it obvious that x is F, it
does not follow that you
know x to be F, or that it
obvious to you that x is F.
13
On interpretation
‘Interpreting’ is not
equivalent to ‘taking a
given thing in the some
way’, but to ‘taking a
given way rather than
another’.
14
On interpretation
Taking x to be F rather than
G, where F and G may be
equally plausible ways of
taking x, or where each way
of taking x is at least
plausible from a reasonable
point of view.
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On interpretation
Interpretation and the known:
1. A’s knowingly knowing
that x is F is sufficient for
A’s not interpreting x as F
for oneself, and
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On interpretation
2. It is obvious to A that x
is F is sufficient for A’s
knowingly knowing that
x is F.
17
On interpretation
Although it is obvious to A
that x is F is also sufficient
for A’s not interpreting x as F
for oneself, it looks as if it is
not needed as a separate
requirement for it.
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On interpretation
There is no s, such that:
1. It is obvious to A that x is
sufficient for s.
2. S is sufficient for A’s not
interpreting x as
F for oneself.
3. S is not sufficient for A’s
knowingly knowing that x is F.
19
On interpretation
Re-examining the work at
some later time, A comes
to believe that other
features are puzzling, and
concludes once again the
work is enigmatic.
20
On interpretation
A comes to believe, but not to
know, the work to be enigmatic,
then A can, on that occasion, be
interpreting the work as
enigmatic despite the fact that A
has already, on the earlier
occasion, got to the conclusion
that it is.
21
On interpretation
What is obvious to a critic
prevents the critic from
interpreting for oneself
because what is obvious to
one is what one knowingly
knows.
22
On interpretation
One’s knowingly knowing
eliminates the possibility of
one’s making a certain kind
of mistake, yet without this
possibility of mistake one
cannot be interpreting for
oneself.
23
On interpretation
Interpretation depends on
speech, and it count on the
proficiency of language of
oneself. However,
interpreting is different
from describing.
24
On interpretation
Conditions for describing:
1. A knows that x is F;
2. A is classifying in ways already
generally known or easily
knowable by anyone with
minimum knowledge and skill;
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On interpretation
3. A is classifying in ways that stay
within entrenched reference classes;
4. A is not making some claim about
the meaning of x;
5. A is not explaining x;
6. A has evidential support for A’s
belief that x is F;
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On interpretation
7. A does not believe that any
further decision about
whether x is F is required,
and that x is F can be
univocally established on
the evidence available.
27
On interpretation
Conditions for interpretation:
1. A does not know that x is F;
2. A is classifying in ways not
already generally known or
easily knowable by anyone with
minimum knowledge and skill;
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On interpretation
3. A is classifying in ways that go
outside entrenched reference
classes;
4. A is making some claim about the
meaning of x;
5. A is explaining x;
6. A has evidential support for A’s
belief that x is F;
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On interpretation
7. Either A believes that a decision
about whether x is F is required
given the evidence A has, or
that x is F cannot be univocally
established on the evidence
available, further deliberation
and decision being required.
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On interpretation
31
32
On Semiology
Semiology is a notion
introduced by Roland
Barthes in 1960’s. It is a
notion about the power of
sign with refer to
languages.
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On Semiology
Terminologies:
1. Communication 交流
2. Signification 意指
3. Language 語言
4. Parole 言語
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On Semiology
5.
6.
7.
8.
9.
Schema 圖式
Norm 規範
Usage 用法
Code 符碼
Message 信息
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On Semiology
10.Sign 符號
11.Signal 信號
12.Index 徵象
13.Icon 象符
14.Symbol 象徵
15.Allegory 寓象
36
On Semiology
Semiotic play an
important role in-between
the object, the referent and
the underlying message,
which is known as the
signification.
37
On Semiology
An object has its specific
function and meaning.
However, when an object is
used to communicate with
others, the object may have
another meaning.
38
On Semiology
This is known as a
signification process. The
object is now serves as a
sign, which translate a
message (signifying) to the
referent. The object then
transcend to a signifier.意謂
39
On Semiology
Rose as an example:
Exemplification of rose as
an object :
Quality of thing itself =
Beauty
40
On Semiology
When rose is placed in a vase, it
posses certain quality and some
are selected. Rose is used for
showing forth (performing)
based on its qualities such as
colour, shape, texture, contour,
form, smell, etc.
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On Semiology
Signification
Rose
Referent
Given on bended knee
I love you
Vehicle for a message
Message
Object is
reduced to the
minimum
necessary to
communicate
the message
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On Semiology
Signification
Rose
Rose chocolate
Given on bended knee
Second order sign
of sign
Vehicle forSign
a message
Object is
I like you reduce to the
minimum
necessary to
I love you
communicate
The object the
vanishes
as
message
such rose is replaced by
a sign of the object
Referent
Message
43
References
On interpretation - A
Critical Analysis, Annette
Barns, 1988
Elements De Semiologie,
Roland Barthes, 1985
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Free association
Free association is a method
generally used in literature and
Art creativity. It depends on the
ability in mapping information or
ideas which are freely display to
the creator.
45
Free association
There is no fixed rule in
free association. It depends
on the imitation of the
problems and the
alternative solutions.
46
Free association
Pick up
information
whatever come
to mind
A
B
C
D
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Free association
Issue 2
Issue 1
Arrange the order
of the issues
based on the
author’s wish
Issue 3
Issue 4
48
Free association
Issue 2
Issue 1
If the issues are
not related to each
other, what can
we do?
Issue 3
Issue 4
49
Free association
Issue 2
Issue 1
How can we link
up the relationship
between each
issue?
Issue 3
Issue 4
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Free association
Issue 2
Issue 1
Map out
possibilities of
the issues
51
Free association
Issue 2
Issue 1
Works out the
“Best” solution
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Free association
Issue 2
Issue 1
Add “appropriate”
element whenever
necessary
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Free association
Issue 2
Linkage
Issue 1
March up all the
possibilities and create
a linkage of the issues
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Free association
Linkage
Issue 2
Linkage
Issue 1
There is no limitation
on the number of
linkage. But too
many linkages may
spoil the originality
of the issues.
Linkage
Issue 3
Issue 4
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Free association
We can create linkage by:
1. Similarity
2. Opposite
3. Metaphor
4. Jokes
5. Visual images
6. Semiotic
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Free association
Are you ready?
Let us try.
Remember, be free and
have fun.
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Thank You