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Not so much a person who interprets the work exactly as the author intended, but who is aware to the possibilites the work contains. The background of the reader affects the way the message is reassembled.

The meaning doesn’t come from the relationship of the sign to reality, it comes from an arbitrary relationship between the sign(s) and the other sign(s) around it.

“A sign establishes step-by-step a habit, a regularity of behavior in the interpreter or user of that sign. A habit being a tendancy to behave in a similar way under similar circumstances in the future. The final interpretant of a sign is, as a result of this habit.

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Prototype T-Shirt design.

“Their regard of indulgent possessions of personal taste is identified yet even their appreciation of different pieces would have most consciously complicated them on serviceable ’style.’ Not the finest individual whose collective experience or art expression is natually measured by a circular ornament to the utensil.”

- Style In Pottery, Oxford University Press, 1948. (Oxfam for £1).