While still utilising Semiotic theory (particularly the work of Charles Sanders Peirce) as a heuristic device, David's Ph.D. focused upon the various San ritual ceremonies, particularly the Healing or (so called) Trance Dance, and their connection to the rock art.
Its manifesto was first published in The Idler magazine and then Stewart Home's Mind Invaders: A Reader in Psychic Warfare, Cultural Sabotage And Semiotic Terrorism (1997).
One of Kristeva's most important propositions is the semiotic, as distinct from the discipline of semiotics founded by Saussure.
Elizabeth Mertz has recently reviewed the burgeoning literature in semiotic anthropology (2007).
Juri Lotman supports the text's authenticity, based on the absence of a number of semiotic elements in the Russian Classicist literary tradition before the publication of the Tale.
Anthropologists like Grant McCracken and marketing experts like Sydney Levy have even used semiotic interpretations to analyze the rich cultural meanings of products and consumer consumption behaviors as texts.