Semiotics, that is, the study of culture as communication, provides foundational knowledge for the entire field of the humanities. Umberto Eco, who is among the pioneers in this area, is uniquely qualified to introduce a comprehensive overview of the general theory of signs. New pathways for understanding are presented in a clear and engaging manner for literature and language studies, sociology, philosophy, rhetoric, art, and issues such as film aesthetics, advertising, political propaganda, trivial literature, and subculture. This edition is an authorized complete revision for the German reader.