The essays in this book and develop a semiotic elaboration of the theory of mental spaces, a grounding hypothesis of semantic domains, and the methodologically necessary idea of a mental architecture corresponding to the neural organization of the brain.
I really loved this book, how it started with pure theory on semiotics and then applied it to many fields of knowledge and general cultural behaviours (chapter 15 What's new? —50.000 years of Modernism: A semiotic rhapsody was just great). It took me a while to understand the jargon but definitely worth the reading if in the field. Not so sure I can read the schemes tho.