A semiotic cultural psychology theory analysis of the signs 'We', 'Us', 'I' and 'Me'

Relevant to the emerging field of semiotic cultural psychology theory (SCPT), the present paper considers 'We', 'Us', 'I' and 'Me' as semiotic and cultural psychology phenomena. Drawing on the semiotics of Saussure, Peirce, Jakobson, and Cousins, a semiotic dynamic 'double-dyadic' model of the signifier and the referent is proposed. For each 'We', 'Us', 'I' and 'Me', the COVID-19 global pandemic related cases are used to analyse and illustrate the signifier-referent model. Implications are drawn from the new model for the complex systems entailed in organizing self and culture. Finally, suggestions are made for testing the model.