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Semiotics is in principle the discipline studying everything which can be used in order to lie. If something cannot be used to tell a lie, conversely it cannot be used to tell the truth: it cannot in fact be used "to tell" at all.

The basic principle [of hermetic drift semiotics] is not only that the similar can be known through the similar but also that from similarity to similarity everything can be connected with everything else, so that everything can be in turn either the expression or the content of any other thing.

A democratic civilization will save itself only if it makes the language of the image into a stimulus for critical reflection — not an invitation for hypnosis.