A Semiotic Reading of Digital Avatars and Their Role of Uncertainty Reduction in Digital Communication


This study tries to explain the role of digital avatars for communication in two distinct ways. In the first part it debates what kinds of meanings avatars have for their users. To answer this question based on semiotic theories of Saussure and Lacan, a new approach will be proposed. Saussures theory of signs and Lacans theory of chain of signifiers as an entry for self, will be merged to form a new viewpoint. In the second part, the role of avatars in the digital communication for the receivers will be approached by Bergers uncertainty reduction theory.


Avatar; Saussure; Lacan; Berger; Semiotics; Uncertainty Reduction Theory

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DOI: https://doi.org/10.17349/jmc114311


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