The intermingling of meanings in marketing: semiology and phenomenology in consumer culture theory

This paper explores the construction of meaning in consumer culture through a synthesis of two scholarly streams within the Consumer Culture Theory (CCT) body of knowledge: semiology and phenomenology. Semiology represents consumer culture as a web of meanings—studying cultural meanings as socially agreed-upon structures.  By contrast, phenomenology represents the interpretation and personalization of cultural meanings by consumers—focusing on meanings that emerge from individual lived experience. Combining these two approaches results in a framework that excavates meanings at both the cultural level and the individual level, inviting them into a figure-ground relationship. This relationship between levels of analysis illuminates how meaning in consumer culture is constructed, and how cultural meanings come to constitute a sense of normalcy in modern societies. As all marketing activity is culturally situated, understanding meaning in consumer culture provides an alternative way to understand value in marketing.