Two fundamental signs exist: a normative and a sub- cognitive,
respectively. The former is the epistemological center in every
knowledge domain possessing a well defined terminology. The latter
is the emotional center in every loosely defined community, e.g.
brand communities. The sub- cognitive fundamental sign exerts
attraction upon the members of the community through emotional
similarity. To the two fundamental signs there are two
corresponding significance-effects: the normative and the
sub-cognitive, respectively. The former designates the
interpretative distance between the concept and its correct
interpretation - the shorter the distance is, the more forceful the
normative significance-effect is. The latter enables us to let us
be attracted to a given sign e.g. brands. The attraction takes
place because the interpreter sees parts of himself, or wishes to
see parts of himself. Two pragmaticistically inspired methods are
also presented: the knowledge profile and semeiotic constructivism.
The former is a pragmatic tool for knowledge organization, the
latter can be used to knowledge manage i.e. scientific concepts.
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