Each of the 12 chapters is clearly written and self-contained.

Part I: Basic Notions and Views
What is Culture?
The Field of Cultural Semiotics
The Signifying Order
Part II: The Semiotic Study of Culture
The Body
Language
Metaphor
Space
Art
Objects
Narrative
Media: Television and Advertising
Part III: A Practical Synthesis
Semiotic Analysis
Activities and Questions for Discussion
Biographical Sketches
Glossary
Works Cited and General Bibliography
Index