If you are to reach masses of people in this world, you must do it by a sign language. Whether your vehicle be commerce, literature, or politics, you can do nothing but raise signals, and make motions to the people. – John Jay Chapman

Every sign is subject to the criteria of ideological evaluation. The domain of ideology coincides with the domain of signs. They equate with one another. Wherever a sign is present, ideology is present, too. Everything ideological possesses semiotic value. – V. N. Volosinov