Semiotics provides key analytical tools to understand the creation and reproduction of meaning in social life. Although some fields have productively incorporated semiotic models, sociology still needs to engage with semiotic mediation. Written by a diverse group of authors in interpretive sociology, this ambitious volume asks what the relationship between meaning systems and action is, how we can describe culture and which roles we assign to language, social processes and cognition in a sociological context. Contributors offer empirical research that not only outlines the conceptual issues at stake, but also demonstrates ‘how to do things’ with semiotics through case studies. Synthesizing a diverse and fragmented landscape, this is a key reference work for scholars interested in the connection between semiotics and sociology.

Semiotics provides key analytical tools to understand the creation and reproduction of meaning in social life. Although some fields have productively incorporated semiotic models, sociology still needs to engage with semiosis mediation. Written by a diverse group of authors in interpretive sociology, this ambitious volume asks what the relationship between meaning systems and action is, how we can describe culture and which roles we assign to language, social processes and cognition in a sociological context. Contributors offer empirical research that not only outlines the conceptual issues at stake, but also demonstrates 'how to do things' with semiotics through case studies. Synthesizing a diverse and fragmented landscape, this is a key reference work for scholars interested in the connection between semiotics and sociology.

What does it mean to be a gay man living in the suburbs? Do you identify primarily as gay, or suburban, or some combination of the two? For that matter, how does anyone decide what his or her identity is?
In this first-ever ethnography of American gay suburbanites, Wayne H. Brekhus demonstrates that who one is depends at least in part on where and when one is. For many urban gay men, being homosexual is key to their identity because they live, work, and socialize in almost exclusively gay circles. Brekhus calls such men "lifestylers" or peacocks. Chameleons or "commuters," on the other hand, live and work in conventional suburban settings, but lead intense gay social and sexual lives outside the suburbs. Centaurs, meanwhile, or "integrators," mix typical suburban jobs and homes with low-key gay social and sexual activities. In other words, lifestylers see homosexuality as something you are, commuters as something you do, and integrators as part of yourself.
Ultimately, Brekhus shows that lifestyling, commuting, and integrating embody competing identity strategies that occur not only among gay men but across a broad range of social categories. What results, then, is an innovative work that will interest sociologists, psychologists, anthropologists, and students of gay culture.