The properties of the word as an ideological sign...are what make the word the most suitable material for viewing the whole of this problem in basic terms. What is important about the word in this regard is not so much its sign purity as its social ubiquity. The word is implicated in literally each and every act or contact between people - in collaboration on the job, in ideological exchanges, in the chance contacts of ordinary life, in political relationships, and so on. Countless ideological threads running through all areas of social intercourse register effect in the word. It stands to reason, then, that the word is the most sensitive index of social changes, and what is more, of changes still in the process of growth, still without definitive shape and not as yet accommodated into already regularized and fully defined ideological systems. The word is the medium in which occur the slow quantitative accretions of those changes which have not yet achieved the status of a new ideological quality, not yet produced a new and fully-fledged ideological form. The word has the capacity to register all the transitory, delicate, momentary phases of social change.

• change
• relationship
• evolution
• language
• symbols
• linguistics
• society
• communication