The Law of Requisite Variety Applied to Semiotics

Jakobson proposes a communication model different from Shannon's, one that refects semiotic functions in communications (Cobley and Jansz, 2004:147). The elements of Jakobson's semiotic model are the following:

Different signification functions have dominant influence depending on which element directs the communication. If the focus is the addresser, the emotive function drives the system, usually with interjections. The conotative function are commands when the addressee is the focus. When contact is emphacized, establishing or maintaining communications through the phatic function dominates the system. Likewise, metalingual with code and referential with context (ibid:148-9).

My work experience and academic training is in cybernetics and information theory. A principle of cybernetics I would apply to the Jakobson model is the Law of Requisite Variety. Ashby (1956:202-18) says the variety in a system must be at least as great as the environmental variety against which it is attempting to influence. One message doesn’t fit all.

As an example, Weick (1979, p 188) focuses on the addressee in his photography metaphor:

• A photographer has 5 subjects each at a different distance from the camera.
• The photographers camera must have 5 distinct setting to capture all subjects with uniform density and clarity
• If the camera has fewer than 5 settings it lacks requisite variety and will not register with sufficient detail to depict with accuracy

Wallace (1963:129) suggested a variety of segmentation strategies based on modal personalities for the addressees. A communication will have different levels of influence and effect on different modal personality types. To understand our target, we must identify the modal personas and according to the Law of Requisite Variety, have an expertise in understanding each.

This would be something I would add to the Precede-Proceed Model in communciations (Glanz and Rimer, 2005:36). They recommend there to understand a “target audience’s needs at multiple levels of a [need].” Our system must have the requisite variety to reach all our target audience's needs.

Applied to another element in the Jokobson model, Ethos is a general cultural context. The ethos of our generation is different than previous generations. Wallace (1963:103) contrasted the Dionysian and Apollonian ethos and the transition he sensed to have occurred. For a quick overview of Dionysian and Apollonian see Ethos.

The desire for the Dionysian is personal experience, while that of the Apollonian is moderation. For the Jakobson model, consider a communication for the addressee to begin exercising. I don't think an appeal to exercise because it is immoderate to be a couch potato would be effective with our generation. However, if we made an appeal that exercise increases your personal experiences and your potential for personal experiences, that might work.

Cybernetics examines a system of interrelating parts such as the Jakobson model to establish the extent can we control the relationships between the constructs.

References
Ashby, W Ross (1956). Introduction to Cybernetics. John Wiley.

Cobley, P. and Jansz, L. (2004). Introducing Semiotics. Icon Books.

Glanz, K., & Rimer, B. (Spring 2005). Theory at a Glance. National Institute of Health. Retrieved on November 1, 2009 from http://www.nih.gov/.

Wallace, A (1963). Culture and Personality. Random House.

Weick, Karl (1979). The Social Psychology of Organizing, 2nd Edition. McGraw-Hill.