This volume contains the majority of the papers presented at the Fifth Annual Meeting of the Semiotic Society of America, held in Lubbock, Texas, October 16-19, 1980. The varied styles topics, methodologies, and intellectual traditions represented here reflect the current state of flux in semiotics--a healthy chaos, in which new ideas vie for survival and experiment is at a premium. Because of this variety, we have kept our editorial in terventions to a minimum. In addition, we have refrained from imposing any topical classification. While we could have used the panel titles as a taxonomic principle, this would not have produced a sufficiently even format. We have therefore uti lized the alphabetical order of authors' surnames as being os tensibly the least "loaded." These Proceedings represent a current view of the "semi otic scene," especially in the U.S.A. They also include some work representative of architectural semiotics from the U.K. We have tried to bring the volume to publication rapidly, since the immediacy of the contents would seem to be the pri mary asset of any such project. We would like to express the Society's collective grati tude to the 1980 Program Committee chaired by Richard Bauman (University of Texas-Austin), the Lubbock Local Arrangements Committee chaired by Nancy P. Hickerson (Texas Tech Universi ty), and our special thanks to Laurel Phipps of the School of Continuing Education at Texas Tech University.