基于皮尔斯符号学的图标跨文化包容设计模型研究  

Cross Cultural Inclusive Design Model of Icons Based on Pierce Semiotics

作　　者：王雪皎[1] WANG Xuejiao(University of Science&Technology Beijing,Beijing 100083,China)

机构地区：[1]北京科技大学,北京100083

出　　处：《包装工程》2024年第22期259-265,370,共8页Packaging Engineering

基　　金：教育部人文社会科学基金规划项目(23YJA760091)。

摘　　要：目的从皮尔斯符号学的研究视角,从地域文化、社会规约、异质文化间涵三个维度构建图标跨文化包容设计模型,为图标设计实践提供理论依据和参照标准。方法选取具有代表性的北京冬奥会和雅典奥运会图标为研究案例,将其置于中西两种异质文化间的关联语境中进行讨论,通过分析图标符号三元结构代表项、对象、解释项的复杂变化关系,阐释图标跨文化包容设计的本质规律。结论构建图标跨文化包容设计的三类模型:一是图标跨文化包容设计的地域文化相异而和。在跨文化语境中,符号代表项分别融入相异的地域文化风格,符号对象和解释项相同,社会规约相同,不会引起误读和冲突;二是图标跨文化包容设计的社会规约相异而和。在跨文化语境中,符号代表项和对象不同,两者的社会规约存在明显差异,选取符号解释项相和的元素,避免在其他关联文化语境产生歧义;三是图标跨文化包容设计的异质文化间涵聚点。在跨文化语境中,关键是寻找异质文化之间相互彼此认同的文化聚点,拓宽符号对象与解释项之间社会规约的适用范围。The work aims to construct a cross cultural inclusive design model for icons from the perspective of Pierce semiotics,covering three dimensions:regional culture,social norms,and heterogeneous cultural connotations,so as to provide theoretical basis and reference standards for icon design practice.Representative icons from the Beijing Winter Olympics and the Athens Olympics were selected as research cases to discuss them in the context of the correlation be-tween the two heterogeneous cultures of China and the West.By analyzing the complex relationship between the repre-sented items,objects,and interpretants in the ternary structure of icon symbols,the essential laws of cross cultural inclu-sive design of icons were elucidated.There are three types of models for constructing cross cultural inclusive design of icons:The first is the regional cultural differences and integration of icon cross-cultural inclusive design.In cross cultural contexts,symbol representation items are integrated into different regional cultural styles,with the same symbol object and interpretation,social norms,and will not cause misreading or conflict;The second is the different and consistent so-cial norms of cross cultural inclusive design of icons.In cross cultural contexts,symbols represent different items and objects,and there are significant differences in social norms between the two.Therefore,selecting elements with symbol interpretation that are in harmony with each other can avoid ambiguity in other related cultural contexts;The third is the heterogeneous cultural convergence point of icon cross-cultural inclusive design.In cross cultural contexts,the key is to find cultural convergence points where heterogeneous cultures mutually identify with each other,and to broaden the scope of social norms between symbolic objects and interpretants.

关 键 词：皮尔斯符号学 图标 跨文化 包容设计模型 

分 类 号：TB472[一般工业技术—工业设计]