Original at 

04/17/2000

Electronic Signs by Jay David Bolter

This is the text of Chapter Six of Writing Space: The Computer, Hypertext, and the History of Writing (Hillsdale, NJ: Lawrence Erlbaum Associates, 1991): 85-106.

All texts in the electronic writing space, the texts of artificial intelligence form a network of elements and pointers. All electronic texts are self-sufficient, in the sense that each element refers only to other elements in the network. This apparent self-sufficiency raises questions about the meaning and reference of the electronic writing space. What happens in this new technology to the written word as a symbol: what is the semiotics of electronic writing?

Students of semiotics have not ignored the electronic media, but they seem more interested in television than the computer. And yet, while television is a relatively meager symbolic space, the computer as a writing space promises a semiotic revolution.

What the computer promises is the embodiment of semiotic views of language and communication: that is, the views of Peirce, Saussure, Eco, and others. And this is hardly surprising, since semiotics itself is a product of the same intellectual forces that have produced the computer, including symbolic logic, linguistics, and philosophy.

The computer is a machine for creating and manipulating signs; the signs may be mathematical, verbal, or pictorial. Computer programming and indeed all kinds of writing and reading by computer are exercises in applied semiotics. The first lesson any sophisticated computer user must learn is the difference between a sign and its reference, between the address of a location in the computer's memory and the value stored at that address. This dichotomy characterizes the machine at all levels: it is at the essence of hypertext and of programs for artificial intelligence, in all of which text is simply a texture of signs pointing to other signs. 

At first glance the mode of reference in the electronic writing space seems to be the same as that of earlier technologies. A printed book consists of words on a page. When we read the words, they give rise in our minds to representations of the world, of imagined worlds, or of abstract ideas. When we read words or examine illustrations in a hypertext on the computer screen, we have the same experience. Traditional reading is still possible in the new medium.

  Print Electronic
Reading traditional reading is shadowed or doubled by a new kind of reading, in which the computer helps to define the paths to follow The words in an electronic text suggest their own reference, because they are contained within topical units that relate to other topical units in a variety of ways. The topics themselves are signs, complex signs that may consist of one paragraph or a whole chapter of prose.
    The new reading permitted by the computer becomes especially clear when the text is too large to be read from cover to cover, as is the case with encyclopedias and dictionaries.
The Dictionaries   The Oxford English Dictionary on CD-ROM permits direct electronic access to quotations, definitions, and more.
  The same information existed in the printed version of the OED. But connections had to be made and followed one by one by the reader--often from the reader's memory of other entries. By using the etymological index, for example, one can isolate all the words of Greek origin . . . or by using the quotation date index, one can pull out all the dictionary's quotations falling between the years 1580 and 1600
  There is no way to get "outside" the system to the world represented, because, as in the dictionary, signs can only lead you elsewhere in the same system. The computer is a self-contained world in which the whole process of semiosis can take place.
  the text has been all image, never anything more than the ink we see on the paper or the scratches in clay or stone The electronic space is unique in that its textual structures are kinetic
    the text becomes a contested ground between author and reader. In fact there is a third player in this game, the electronic space itself.
  books as extensions of our memories, devices to help us remember more clearly and argue more effectively  
  human mind was the only activator of signs signs also become active outside the mind in the electronic circuits where the text itself resides. The interpretation and the meaning of a text is generated by the interactions.
  move from page to page, looking up definitions. The play takes place in our heads, not in the book at all. The electronic space does not prevent us from reading in this fashion, but the electronic space does duplicate within itself the process of interpretation. The links in a hypertext are acts of interpretation that move the reader from one sign to another.
    electronic reader takes an active role in the making of the text
  in a printed book, there remains a sense of the presence of the spoken word. In the earlier age of manuscripts, the reader inclined to treat the written text as a script, in which the signs were meant to be revived as sounds in the spoken language. Orality is further diminished in electronic writing. As the act of reference becomes explicit in a hypertext, there is a greater emphasis on visual meaning, on diagrammatic signs that cannot be spoken.
  Subject to limitation. Just like dictionary's writing space, the electronic space is subject to limitation.

Peirce explained semiosis as a three-part process: there must always be a bridge between the sign and what the sign represents, and this bridge Peirce called the interpretant. The interpretant is the process by which the sign is defined. We can only define a sign in terms of other signs of the same nature. A child discovers fundamental paradox of the dictionary: that if you do not know what some words mean you can never use the dictionary to learn what other words mean. The definition of any word, if pursued far enough through the dictionary, will lead you in circles. This paradox is the foundation of semiotics. A sign system is a set of rules for relating elements. The rules are arbitrary, and the system they generate is self-contained.

In Peirce's terms, the computer system itself becomes the interpretant for each sign;, and interpretation becomes the process of following links according to the constraints of the computer's logic.

In semiotic theory, a sign is not a static thing, but rather a function, a relation between the signified and the signifier: the sign function relates expression to contents. As Umberto Eco explains it, "the classical notion of a 'sign' dissolves itself into a highly complex network of changing relationships.

The electronic writing space is not a metaphor for signification, but rather a technology of signification.

Texts themselves become programs that the writer builds and the reader executes. The writer puts in not only verbal signs, but rules for the interrelation of signs, and the reader plays the writer's game by following those rules to see how the verbal signs fit together.

Each textual program embodies a range of possible meanings, many of which even the writer may not have foreseen.

Just like electronic media, there are some conventions of representation: in a printed book, the index and table of contents are conventions to help us find our way through the text. Yet we as readers do much more of the work of reference. 

Intertextuality is more than the references within a text and allusions between texts that are common in literature; it is the interrelation of all texts in the same subject, language, or culture. Mapping in the electronic writing space can be a collective process: the writer creates some connections, which pass to the first reader, who may add new connections and pass the results on to another reader, and so on. This tradition, this passing on of the text from writer to reader, who then becomes a writer for other readers, is nothing new; it is the literal meaning of the word "tradition."

Semiotics regards representation and interpretation as a process without end. In Peirce's system there are three elements in the process: the sign, the thing represented, and the interpretant. The interpretant, the definition of the sign, may in turn be treated as a sign requiring definition. The process continues in theory as long as we like, because each new interpretant allows for a further interpretation. In fact any practical system is limited.

No electronic text can be infinite--not only because it is the work of finite human beings, but also because the computer itself, as a technology of writing, is finite. All computers must operate with a limited memory and a finite speed of computation. So in electronic writing, the network of elements must always be limited, and the act of interpretation must reconcile itself to this limitation.

Peirce had imagined this world and the human's place in it. People for Peirce were like words. "The man-sign," he goes on to say, "acquires information, and comes to mean more than he did before. But so do words. Does not electricity mean more now than it did in the days of Franklin? . . . In fact, therefore, men and words reciprocally educate each other; each increase of a man's information involves and is involved by, a corresponding increase of a word's information".
 
With this bold metaphor Peirce was presenting what might be called the working philosophy for today's electronic writer, who indeed lives in a world of interconnected symbols that reciprocally educate both each other and the writer. For the new readers and writers, the human mind itself becomes a text to be fashioned and explored according to the principles of the electronic writing space. But the idea of the mind as text is older than Peirce.

The universal character itself was another manifestation of the desire for a utopia of letters--like the medieval and modern encyclopedias and now the electronic library and artificial intelligence. The computer as hypertext is the newest in a long line of candidates for the universal book. And like all the previous candidates, the computer makes the seductive promise to break down the barrier between thought and writing, to join the mind and writing surface into a seamless whole.