Jacques Lacan used to say that “meaning is a stone in the mouth of the signifier.” In our lives, meaning suffocates the signifier. We are surrounded by writing, by symbols; we nourish ourselves on signifiers sacrificed to meaning, and yet we cannot let them go, nor transcend them. We cling to them as our only handhold to find sense in things—in life, in discourse, in the everyday, in the phenomenon as much as the noumenon.“Can language be the expression of all realities?” Nietzsche asks. The word and the symbol are but a metaphor for the 'thing-in-itself.' Therefore, everything is "graphics" and nothing is "graphics." "Graphics" is never an objective representation of a concept, but rather the transformation of individual ideas into products perceived through the mediation of the senses. This occurs within the relationship between the object and the subject—a relationship containing variables not devoid of randomness. Depending on one's cultural context, the perception of the product or service varies.

Leonardo Lenchig, 2026