“…This is not to deny the existence of Peircean influences in the field, albeit they are mostly connected to a somewhat distorted semiotic appropriation (in Fiske, 1990; Pietilä, 2005, for instance). Moreover, while a number of philosophers (such as Colapietro, 1995; Habermas, 1995; Liszka, 1996, 2000), semioticians (such as Johansen, 1993a, 1993b), and rhetoricians (such as Braun, 1981; Lyne, 1980, 1982) have in various ways tried to expound Peirce's view of communication, the only all‐out attempt to introduce Peircean approaches to the field of communication studies seems to be Klaus Bruhn Jensen's social semiotics of mass communication (Jensen, 1991, 1995; but see also Moriarty, 1996; Schrøder, 1994a, 1994b). However, albeit Jensen's effort is laudable and his employment of Peircean sign theory as a criticism of traditional dualisms (still prevalent in the semiological tradition stemming from Ferdinand de Saussure) is highly commendable, but he does not utilize all the resources of Peirce's philosophy.…”