The Arrow--Directional Semiotics: Wayfinding in Transit

Airport language is a spectacle, an interface for social relations between humans and machines. Signage intensifies social relations--reconfiguring territories of geophysical/architectural space into territories of recognition that speak to a productive power of language that is fundamentally non-representational. Airports are walked, the signs don't accompany or reflect upon the airport, they are machined into it. The traveller navigates through a highly textually mediated space where the signs not only enact semioticised territories but also directly intervene into the material machinic processes of travelling. As Guattari (1992: 49) might say, these point-signs 'don't simply secrete significations'. They activate the bringing into being of ontological universes. This paper focuses on 'signage' in a quite expanded yet also limited sense. It focuses on the increasing standardisation of the signifying semiologies of transit wayfinding systems which signal the primacy of pragmatic interactivity in the communicative event of walking the airport. If the controlling semiosis of non-places is, as Auge´ (1995) notes, the dominant space of supermodernity, then a thorough consideration of such signifying technologies would seem in order. This paper focuses on one of the most ubiquitous signs at the airport: the arrow. The airport's arrow is an asemic figure through which perhaps to read the semiotic technologies of the airport itself. The arrow is both a tool and a trope for the imperatives of global transit: it turns place into passage, striates space into controlled flows, and urges the traveller to 'move on'. It is a point sign that leads the way to a consideration of the technologies, both semiotic and a-semiotic, that provide the navigational and behavioural guidance that is increasingly in evidence, not only at the airport but in all public spaces.