Signs of Anthropomorphism: The Case of Natural History Television Documentaries

This article employs Peirce's triadic concept of the sign, and Deleuze's theory of the image-movement to propose a social semiotic account of the ways in which visual signs in British and US natural history anthropomorphicise 'nature'. Peirce's semiotic is employed to critique both realist and relativist accounts of anthropomorphism. Although there may be a causally indexical relation between photographic signs and object, the fact that all signs are constituted by a three-way relationship between sign, object, and interpretant means that natural history documentaries, like the scientific texts that purportedly inform them, are ineluctably anthropomorphic. Deleuze's account of the image-movement is employed to explain why, far from being a dispassionate capturing of 'any-instants-whatsoevers', natural history image-movements organise movement in ways that are mediated by the semiotics of the natural history genre. As such, image-movements also constitute a form of anthropomorphism.