1 Introduction Part I SIGNIFICATION THEORIES OF THE SIGN 2 The object of linguistics 3 A guess at the riddle THE SIGN IN USE 4 The nature of the linguistic sign 5 Toward a Marxist philosophy of language 6 'Introduction', Language as social semiotic: the social interpretation of language and meaning Part II 'MEANING': LINGUISTIC AND VISUAL LINGUISTIC 'MEANING' 7 Linguistic value PERSON, PROCESS AND PRACTICE 19 The nature of pronouns 20 Shifters and verbal categories 21 Social processes and linguistic change: time and history in language Part V THE INSCRIPTION OF THE AUDIENCE IN THE MESSAGE CINEMATIC INSCRIPTION 22 Relationships of person in the verb 23 The spectator-in-the-text: the rhetoric of Stagecoach 24 Narrative space BODIES, SUBJECTS AND SOCIAL CONTEXT 25 Language as social semiotic 26 The body literate: discourse and inscription in early literacy training 27 ... But I know what I like: the function of 'art' in advertising Part VI READERS AND READING INTERPRETATION, IDEATION AND THE READING PROCESS 28 Why no one's afraid of Wolfgang Iser 29 Wolfgang Iser Talk like whales: a reply to Stanley Fish THE STUDY OF READERS' MEANINGS 30 The act of reading and the reader 31 Reading the romance 32 Dallas between reality and fiction