Izgleda da su mnoge značajke ljudskih društava strukturirane tako da povećavaju reprodukcijski uspjeh (Petrinovich). Da bismo razumjeli narav predodžbi, morali bismo znati što je život. Sebeok oštro razlikuje život kao arenu semioza od ne-života, ali isto tako ljudske semioze od ne-ljudskih (Kull). U specifičnoj sferi antroposemioze biće kao ljudsko biće nije samo živo biće, nego i povijesno-društveno biće. U društvenoj reprodukciji istodobnost komunikacije i bića nadiđena je utoliko što je riječ o semiotičkom biću, sposobnom da odnose vrednuje (Ponzio).
Kultura je stvorena umom zajednice i svaki je um opet proizvod genetski strukturiranog ljudskog mozga. Kulturne su razlike rezultat razilaženja prije svega u povijesti i okolini, i nisu genetskog porijekla (Wilson). Cjelokupnu a|evinu živih stvari ne povezuje logika. Kad krenete kružnim putem uzročnosti logika vas vodi u paradoks. Oscilacije su kibernetski ekvivalent logike. Glavni je značaj nove paradigme prekret od predmeta ka odnosima. Odnosi, a ne dijelovi, tvore biološki oblik. To je i način kako ljudi misle. Jedini način na koji možemo misliti (Bateson/Capra).It seems that many of the aspects of human societies are structured to enhance reproductive success (Petrinovich). In order to understand the nature of images, we need to know what life is. Sebeok sharply distinguishes life as an arena of semioses from non-life, as well as human semioses from non-human semiosis (Kull). In the specific sphere of anthroposemiosis, the being as human being is not only a living being, but a historical-social being. In social reproduction, the coincidence of communication and being is superseded in so far as it is a question of the semiotic being, the one who is capable of valuating the relations (Ponzio).
Culture is created by the communal mind and each mind in turn is the
product of the genetically structured human brain. The cultural differences are primarily result of divergence in history and environment, and are not genetic in origin (Wilson). The whole fabric of living things is not put together by logic. When you get circular trains of causation, the use of logic will make you walk into paradoxes. The cybernetic equivalent of logic is oscillations. The
central aspect of the emerging new paradigm is the shift from objects to relationships. Biological form is put together of relations and not of parts. This is also how people think. It is the only way in which we can think (Bateson/Capra)
