Introduction to Innovative Design Thinking

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Introduction to Innovative Design Thinking

• CDI

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Lecture 6

• On Interpretation
• Semiology
• Free Association

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On interpretation

• What is interpretation?
• To interpret, as Wittgenstein said, is to think.
  But obviously not all thinking is interpreting.

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On interpretation

• To interpret is, in this sense of classifying, to
  classify, but since not all classifying appears
  to be interpreting, the question becomes - what
  kind of classifying of a work of art is to be
  identified with interpreting it?

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On interpretation

• Obvious is a relative term Its obvious can
  be always be countered by To whom? A
  distinction needs to be drawn between something
  being obvious and something seeming obvious.

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On interpretation

• To interpret is, not knowing the Truth but
  guessing or imagining. Obvious and known are
  contradictive conditions against interpretation.
• Obvious Known IS
• Interpretation AS

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On interpretation

• If it is obvious to a person that x is F (the
  figure in a painting is a woman, the novel is
  long), then that person is not interpreting x as
  F (the figure in the painting as a woman, the
  novel as long).

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On interpretation

• 1. If it is obvious to A that x is F, then A
  knows that x is F and A knows that s/he knows
  this.

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On interpretation

• 2. When A knows that x is F, and A knows that
  s/he knows it, then it is not epistemically
  possible for A to be mistaken about x being F.

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On interpretation

• 3. Unless it is epistemically possible for A to
  be mistaken about x being F, A cannot interpret x
  as F.

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On interpretation

• Therefore,
• 4. If it is obvious to A that x is F, then A is
  not interpreting x as F.

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On interpretation

• A person might fail to see the impossibility of
  interpreting x as F for oneself when it is
  obvious to one that x is F, if s/he does not keep
  in mind the distinction between somethings
  seeming obvious to one is being obvious to one.

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On interpretation

• The fact is that you believe that you know x to
  be F, or find it obvious that x is F, it does not
  follow that you know x to be F, or that it
  obvious to you that x is F.

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On interpretation

• Interpreting is not equivalent to taking a
  given thing in the some way, but to taking a
  given way rather than another.

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On interpretation

• Taking x to be F rather than G, where F and G may
  be equally plausible ways of taking x, or where
  each way of taking x is at least plausible from a
  reasonable point of view.

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On interpretation

• Interpretation and the known
• 1. As knowingly knowing that x is F is
  sufficient for As not interpreting x as F for
  oneself, and

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On interpretation

• 2. It is obvious to A that x is F is sufficient
  for As knowingly knowing that x is F.

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On interpretation

• Although it is obvious to A that x is F is also
  sufficient for As not interpreting x as F for
  oneself, it looks as if it is not needed as a
  separate requirement for it.

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On interpretation

• There is no s, such that
• It is obvious to A that x is sufficient for s.
• S is sufficient for As not interpreting x as F
  for oneself.
• S is not sufficient for As knowingly knowing
  that x is F.

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On interpretation

• Re-examining the work at some later time, A comes
  to believe that other features are puzzling, and
  concludes once again the work is enigmatic.

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On interpretation

• A comes to believe, but not to know, the work to
  be enigmatic, then A can, on that occasion, be
  interpreting the work as enigmatic despite the
  fact that A has already, on the earlier occasion,
  got to the conclusion that it is.

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On interpretation

• What is obvious to a critic prevents the critic
  from interpreting for oneself because what is
  obvious to one is what one knowingly knows.

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On interpretation

• Ones knowingly knowing eliminates the
  possibility of ones making a certain kind of
  mistake, yet without this possibility of mistake
  one cannot be interpreting for oneself.

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On interpretation

• Interpretation depends on speech, and it count on
  the proficiency of language of oneself. However,
  interpreting is different from describing.

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On interpretation

• Conditions for describing
• A knows that x is F
• A is classifying in ways already generally known
  or easily knowable by anyone with minimum
  knowledge and skill

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On interpretation

• A is classifying in ways that stay within
  entrenched reference classes
• A is not making some claim about the meaning of
  x
• A is not explaining x
• A has evidential support for As belief that x is
  F

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On interpretation

• A does not believe that any further decision
  about whether x is F is required, and that x is F
  can be univocally established on the evidence
  available.

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On interpretation

• Conditions for interpretation
• A does not know that x is F
• A is classifying in ways not already generally
  known or easily knowable by anyone with minimum
  knowledge and skill

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On interpretation

• A is classifying in ways that go outside
  entrenched reference classes
• A is making some claim about the meaning of x
• A is explaining x
• A has evidential support for As belief that x is
  F

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On interpretation

• Either A believes that a decision about whether x
  is F is required given the evidence A has, or
  that x is F cannot be univocally established on
  the evidence available, further deliberation and
  decision being required.

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On interpretation
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On Semiology

• Semiology is a notion introduced by Roland
  Barthes in 1960s. It is a notion about the power
  of sign with refer to languages.

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On Semiology

• Terminologies
• Communication ??
• Signification ??
• Language ??
• Parole ??

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On Semiology

• Schema ??
• Norm ??
• Usage ??
• Code ??
• Message ??

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On Semiology

• Sign ??
• Signal ??
• Index ??
• Icon ??
• Symbol ??
• Allegory ??

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On Semiology

• Semiotic play an important role in-between the
  object, the referent and the underlying message,
  which is known as the signification.

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On Semiology

• An object has its specific function and meaning.
  However, when an object is used to communicate
  with others, the object may have another meaning.

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On Semiology

• This is known as a signification process. The
  object is now serves as a sign, which translate a
  message (signifying) to the referent. The object
  then transcend to a signifier.??

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On Semiology

• Rose as an example
• Exemplification of rose as an object
• Quality of thing itself Beauty

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On Semiology

• When rose is placed in a vase, it posses certain
  quality and some are selected. Rose is used for
  showing forth (performing) based on its qualities
  such as colour, shape, texture, contour, form,
  smell, etc.

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On Semiology
Signification
Rose
Object is reduced to the minimum necessary to
communicate the message
Referent
I love you
Given on bended knee
Vehicle for a message
Message
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On Semiology
Signification
Rose
Object is reduce to the minimum necessary to
communicate the message
Referent
I like you
Rose chocolate
I love you
Given on bended knee
The object vanishes as such rose is replaced by a
sign of the object
Second order sign
Sign of sign
Vehicle for a message
Message
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References

• On interpretation - A Critical Analysis, Annette
  Barns, 1988
• Elements De Semiologie, Roland Barthes, 1985

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Free association

• Free association is a method generally used in
  literature and Art creativity. It depends on the
  ability in mapping information or ideas which are
  freely display to the creator.

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Free association

• There is no fixed rule in free association. It
  depends on the imitation of the problems and the
  alternative solutions.

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Free association
A
Pick up information whatever come to mind
B
C
D
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Free association
Issue 2
Arrange the order of the issues based on the
authors wish
Issue 3
Issue 1
Issue 4
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Free association
Issue 2
If the issues are not related to each other, what
can we do?
Issue 3
Issue 1
Issue 4
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Free association
Issue 2
Issue 3
How can we link up the relationship between each
issue?
Issue 1
Issue 4
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Free association
Map out possibilities of the issues
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Free association
Works out the Best solution
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Free association
Issue 2
Issue 1
Add appropriate element whenever necessary
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Free association
Issue 2
Linkage
Issue 1
March up all the possibilities and create a
linkage of the issues
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Free association
Linkage
Issue 2
Linkage
Linkage
There is no limitation on the number of linkage.
But too many linkages may spoil the originality
of the issues.
Issue 3
Issue 1
Issue 4
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Free association

• We can create linkage by
• Similarity
• Opposite
• Metaphor
• Jokes
• Visual images
• Semiotic

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Free association

• Are you ready?
• Let us try.
• Remember, be free and have fun.

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Thank You