A Comparison of Saussure’s Understanding of Semiology from The Perspective of Human and Artificial Intelligence: Squid Game TV Series

Abstract

A review of extant literature reveals that studies of semiotic analysis have predominantly adopted a human-oriented (HO) perspective. What sets this research apart is its comparative approach to semiotic analyses, examining both human and artificial intelligence methodologies. The understanding, shaped by Saussure's concept of consensus, posits that a word's specific meaning relies on social consensus, indicating that symbols do not inherently possess universal meaning but rather acquire shared meaning based on context. The present study draws upon Saussure's semiological framework to analyze data gathered from human participants and various AI applications. This dual approach is indicative of the research's distinctiveness and originality. For both HO and AI-oriented (AIO) analyses, scenes from Squid Game were identified and examined using systematic and purposive sampling. Three distinct AI applications were selected via purposive sampling for the AIO semiotic analysis. The HO analysis was conducted from December 16 to 20, 2024, followed by the AIO analysis from December 24 to 28, 2024. The findings from both analyses were then evaluated using content analysis from January 2 to 9, 2025. The results of the study indicate significant parallels between the AIO and HO semiotic analysis findings. By emphasizing the time-saving, universal, and objective nature of AI applications, semiotic analysis can help address subjective criticisms leveled against them.