The Semiotic Engineering Research Group (SERG) is devoted to interdisciplinary research in
Human‐Computer Interaction (HCI), focusing on Semiotics. This discipline studies processes
of signification (how signs are produced, encoded and used in culture) and communication
(how people use signs to act in the world). SERG is where Semiotic Engineering, the first full‐
fledged semiotic theory of HCI, has been created. It has gained increased interest in recent
years because of the new kinds of communication and participation brought about by the
Web 2.0. See, for example, Don Norman’s article on Semiotic Engineering.
In Scalable Game Design Brasil, we investigate theoretical issues mainly related to the following topics:
The interested reader will find more about Semiotics and HCI in our chapter on this topic for the Encyclopedia of Human-Computer Interaction.