Semiotic
Definition: the study of sign processes
[…] a sign is defined as anything that communicates a meaning that is not the sign itself to the sign’s interpreter.
Why I Looked It Up
A book about engineering, which discussed the “semiotic meaning” of different structural designs.
Update
Added on
In Kingmakers
Lugard became adept at the martial semiotics of imperialism. He insisted on pitching his white tents on the highest ground – the more bits of flying bunting, dress uniforms, plumed hats, ceremonial swords, seventeen-gun salutes, and trumpet fanfares, the better.
The person apparently wanted to look like an imperialist, so he went out of his way to give of all the signs of imperialism.