a theory of expositions

'In architecture, it seems at first that the inherent function of every item prevents us from regarding it as a message, as a medium of communication (a staircase is used for going up, a chair for sitting); if architecture communicates something, it is in the form of a symbol. The colonnade by Bernini in St. Peter's Square in Rome can be interpreted as an immense pair of arms, open to embrace all the faithful. Aside from this, a product of architecture or design is simply like a mechanism that suggests a function and acts on the user only has a stimulus that requires a behavioural response: A staircase, because it is one step after another, does not allow one to walk on a plane, but stimulates the walker to ascend. A stimulus is not a symbol; a stimulus acts directly at the physiological level and has nothing to do with the culture.
But as Roland Barthes wrote in Elements of Semiology, as soon as society can be said to exist, every use also becomes the sign of that same use. The staircase becomes for everybody the conventional sign to denote ascending, whether or not anyone ascends a given staircase in fact. The known connection between form and function mainly means this: The known connection between fundamentally and unequivocally communicate the function for which the object was designed, and only if it denotes this function unambiguously is one stimulated to use it the way it was intended. The architectural product acts as a stimulus only if it first acts as a sign. So the object, according to the linguistic theory of de Saussure, is the signifier, denoting exactly and conventionally that signified which is its function. Nevertheless, ben if a chair communicates immediately the fact of sitting, the chair does not fulfill only this function and does not have only this meaning. If the chair is a throne, its use is not only to have somebody sitting on it; it has to make somebody sit with dignity, and should stress the act of sitting with dignity, through various details appropriate to royalty. For example, it might have eagles on the arms of the chair and crown surmounting the back. These connotations of royalty are functions of a throne and are so important that as long as they are there, one can minimize or even forget the primary function of sitting comfortably. Frequently, for that matter, a throne, in order to indicate royalty, demands that the occupant sit stiffly (that is, uncomfortably) because providing a seat is only one of the meanings a throne and not the most important one. More important are the symbolic connotations that the throne must communicate and whose communication reinforced its social function.
This continuous oscillation between primary function (the conventional use of the object, or its most direct or elementary meaning) and secondary functions (its related meanings, based on cultural conventions, and mental and semantic associations) forms the object as a system of signs, a message. The history of architecture and design is the history of the dialectic between these two functions. The history of civilization influences the history of architecture in such a way that objects in which the two functions were harmoniously integrated are in time deprived of one of these functions, so that the other becomes dominant; or else the original functions change, creating quite a different object.'

Travels in Hyperreality
(A Theory of Expositions)
(Pages 296-298)