Existential signs as primordial data: An enigma wrapped in hypertextuality

This article employs Umberto Eco’s 2004 novel The Mysterious Flame of Queen Loana as an exemplar of the hypertextuality of Eco’s semiotic theory. Eco’s project illustrates existential semiotics, providing a corrective to Euro Tarasti. For Tarasti signs reveal possibilities for transcendence in the lived world with ‘omnipresent’ meaning in an enunciative dialogue between signs and a semiotic subject. Tarasti’s existential signs are communicative alerts that illuminate a semiotic subject’s journey of transcendence, creating meaning via infusion of signs with signification. This article forgoes Tarasti’s insistence on transcendence. The vitality of existential semiotic signs is displayed through Eco’s hypertextual approach to semiotics manifested in The Mysterious Flame of Queen Loana. Eco’s insights model an existential semiotic, correcting Tarasti’s pragmatically flawed but theoretically significant undertaking. Our rationale for explicating the scope of Tarasti’s work exemplifies an existential disconnect between information accumulation and signification. We present Tarasti’s project due to its fundamental signification for understanding the importance and vitality for existential semiotics. Existential semiotics illuminates the signifying function of communication in the presence of the ineffable.