Practical Tasks: Applying a Commutation Test

The commutation test is a semiotic tool for exploring the significance of particular 'signs' (or more strictly, signifiers). It involves substituting one element in a 'text' (e.g. the background colour of a webpage) for an alternative and then exploring people's reactions to both versions: for instance, by using the Semantic Differential scale.

The commutation test is covered on pages 88-90 of the second edition of my book, Semiotics: The Basics.

Daniel Chandler

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