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Personal profile


I propose an agentive approach to semiotic studies of design. My research deals with the following questions: What is agency? Are artefacts endowed with agency? If artefacts have agency, what kind of agents are they? The discussion around the notion of agency keeps being an unfinished matter with fruitful implications for semiotics of design.

UKÄ subject classification

  • Humanities
  • Engineering and Technology


  • design semiotics
  • design theory
  • design research
  • Cognitive semiotics
  • Social Innovation
  • Sustainable mobility
  • agency
  • agentive semiotics
  • product semiotics
  • design


Dive into the research topics where Juan Mendoza is active. These topic labels come from the works of this person. Together they form a unique fingerprint.
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