sounds familiar

Hodge asks us to look to semiosis to understand and act in the politically over-charged moment. 

McCarthyism was constituted in texts and in explosive discursive, semiosic processes that carried the effects very far, very quickly…. Semiosic contexts inflect meanings and are themselves meanings. McCarthy’s strategy included waving a list in the Senate which he claimed contained 205 names of proven commu- nists in public office, which he would not reveal. Waving the list was a multimodal signifier supporting his spoken words. This semiosic situation contains multiple splits. McCarthy’s speech is a surface text split from its real meaning, supposedly known to the speaker but not the audience. The speaker demands absolute trust from his hearers at the same time as he excludes them. We do not need a theory of schizophrenia to see this as a way to provoke paranoia.

Hodge, Social Semiotics for a Complex World. 91.