Meaning, Signification, and Consciousness: Pathways to Behavioral Change

The Definition of Meaning

Meaning is the message conveyed by words, sentences, and symbols in a context, also referred to as lexical meaning or semantic meaning in the fields of semantics and pragmatics. In its most fundamental sense, meaning is defined as "the thing one intends to convey especially by language: purport". It encompasses significant quality, logical connotation, and the logical denotation or extension of a word or phrase. In philosophy—more specifically, in its sub-fields semantics, semiotics, philosophy of language, metaphysics, and metasemantics—meaning is understood as "a relationship between two sorts of things: signs and the kinds of things they intend, express, or signify". This relationship is central to how humans interpret and understand the world around them.

The concept of meaning varies according to the types of things being represented, ranging from things that might have meaning, to signs of other things that are always meaningful, to things that are necessarily meaningful, such as words and nonverbal symbols. In philosophical discourse, meaning is sometimes understood in contrast to its referent, highlighting the distinction between sense and reference. The exploration of meaning is a philosophical endeavor that consistently engages with deeper questions about consciousness and existence.

The Definition of Signify

To signify means to show or indicate by a conventional token such as a word, signal, or gesture. It also means to "mean" something, as exemplified by historical instances like Paul Revere's understanding that one lantern would signify the British were coming by land. When objects are endowed with symbolic meaning, they are said to signify things—a dove signifies peace, a six-pointed star signifies Judaism, and so forth. In the context of language philosophy, to signify is to make something known or to show its importance.

In philosophical discourse, particularly in the field of semiotics developed by Charles Sanders Peirce, signification involves representation, reference, and meaning. The concept relates closely to the terms "signified" and "signifier," where the signified is what the sign represents (the "plane of content"), and the signifier is the "plane of expression" or the observable aspects of the sign. Signification is therefore a fundamental process through which consciousness interprets and makes sense of reality.

Relationship Between Meaning and Understanding

The existence of a close connection between meaning and understanding is undeniable. One might be said to understand another person when they know what that person meant, or at least when they know the meaning of the words uttered. An important school of thought within the philosophy of language asserts that questions about meaning are essentially questions about understanding: "a model of meaning is a model of understanding". This perspective suggests that meaning isn't simply an abstract property of words but is deeply connected to the cognitive process of comprehension.

As philosopher John L. Austin noted, "It may justly be urged that, properly speaking, what alone has meaning is a sentence," suggesting that words derive their meaning from the sentences in which they appear. Understanding, therefore, involves grasping not just individual words but how they function within larger linguistic contexts. This relationship between meaning and understanding forms the foundation for how we interpret language and construct a coherent view of the world.

Meaning, Awareness, and Consciousness

Consciousness can be defined as a cognitive and dualistic process, whereas awareness is often characterized as nondual, spontaneous, and nonlocal. While consciousness involves the dual awareness of an individual and their surroundings, nonlocal awareness can be thought of as "the ever-present, ever-fresh, and an affective self-awareness that can be aware of itself as well as of the ongoing subject-object duality, and cognitive conscious contents". This distinction suggests that awareness may be a more fundamental state than consciousness, with the latter built upon the former.

The relationship between awareness and consciousness is complex and sometimes contested. Some argue that awareness and consciousness are distinct phenomena, while others view them as essentially the same. From one perspective, "awareness is simply consciousness without any engagement" with consciousness being "primordial to awareness". Others maintain that "to be aware is to sense; to be conscious is to think". These different views highlight the nuanced relationship between these cognitive states.

Studies in cognitive science indicate that meaning arises at the intersection of consciousness and awareness. When we become conscious of something, we assign meaning to it based on our preexisting frameworks of understanding. This process of meaning-making is fundamental to how we navigate and interpret our experiences. Consciousness and awareness therefore serve as the cognitive foundation upon which meaning is constructed and understood.

The Influence of Meaning on Perception and Belief

Perception is not merely a passive reception of sensory information; it's actively shaped by the meanings we attribute to our experiences. Our perceptions are heavily influenced by our existing beliefs, prior knowledge, expectations, and the linguistic frameworks through which we interpret the world. The conscious mind, encompassing our thoughts, beliefs, and perceptions, can be significantly affected by the behavior of those around us and the meanings we attribute to these behaviors.

Research shows that even subtle, unconscious influences can shape our perceptions and beliefs. For instance, priming experiments have demonstrated that exposure to certain words or concepts can unconsciously influence subsequent behavior—such as people walking more slowly after being exposed to words related to the elderly. These findings suggest that meaning can operate both at conscious and unconscious levels to shape how we perceive and interpret the world.

The meanings we assign to events and experiences play a crucial role in determining our emotional responses. It is ultimately our perception of an experience that creates our feelings about it, not the event itself. In challenging situations, our perception will either help us maintain our composure or make it almost impossible to remain calm. This insight highlights how the meaning-making process directly influences our emotional states and subsequent behavioral responses.

How Beliefs Shape Behavior

Beliefs, formed through our understanding of meaning, serve as powerful drivers of behavior. When we believe that certain actions will lead to specific outcomes, or that particular behaviors align with our values, we're more likely to engage in those behaviors. Research in behavioral psychology has consistently demonstrated that beliefs act as mediators between knowledge and action—it's not merely what we know but what we believe that ultimately determines how we behave.

Social contagion—the spread of emotions, behaviors, and attitudes through social networks—plays a crucial role in shaping our conscious experiences and behaviors. Studies have highlighted how the emotions and behaviors of those around us can influence our own, leading to the transmission of positive or negative behavioral patterns throughout a social group. This dynamic illustrates how beliefs and behaviors can spread through shared meanings within communities.

Mirror neurons, specialized cells in the brain that fire both when we perform an action and when we observe someone else performing the same action, contribute to our ability to understand and imitate the actions and emotions of others. These neurons play a vital role in empathy and behavioral learning, allowing us to experience and understand the meanings behind others' actions. This neurological mechanism provides a biological basis for how shared meanings can lead to shared behaviors.

Awareness-Driven Behavioral Change

Awareness-driven behavior changes can significantly alter patterns of action. When individuals become aware of the impacts of their behaviors—whether on themselves, others, or the environment—they may be motivated to change those behaviors. This awareness can emerge through education, personal experience, or social influence, and it can lead to both immediate and long-term behavioral modifications.

Research on awareness-based models shows that when individuals modify their behavior in direct response to the impact of a disease or other phenomenon at the population level, the outcomes can be dramatically different from what would be expected without accounting for behavior. This dynamic highlights how awareness can serve as a feedback mechanism that influences collective behavior patterns. Similar principles apply across various domains, from health behaviors to environmental conservation.

Changes in understanding, awareness, and consciousness can lead to significant transformations in behavior that might otherwise seem unlikely or difficult. Human-centered design approaches to behavior change recognize that knowledge alone is often insufficient to drive action. Instead, effective behavioral interventions must address the full spectrum of psychological and environmental factors at play, understanding where individuals are in their journey toward change and providing appropriate support.

The Power of Perception in Behavioral Change

Perception is at the core of behavioral change. If we can change our perception, we can make permanent behavior changes and, in turn, help others change their behavior too. Our perception defines who we believe we are, how we believe our interactions with others should go, and how we believe the world should operate. We view all experiences and conflicts through this perceptual lens, which ultimately determines our responses.

The Power of Perception recognizes that "no one can make you angry without your permission". This principle emphasizes that we alone are responsible for our emotional responses, and by taking ownership of these responses, we reclaim the power to choose our behaviors rather than simply reacting. Any time we believe that someone or something has made us angry, sad, or even happy, we give our power away and diminish our capacity for self-directed behavior.

Shifting from a negative to a positive perception is a crucial step in changing behavior. Rather than viewing challenging behaviors (in ourselves or others) as intentionally problematic, we can reframe them as opportunities for growth and learning. This perceptual shift enables access to the higher centers of the brain, giving us the power of choice and the ability to model healthier behaviors. Without this change in perception, we often unconsciously perpetuate the very behaviors we're trying to eliminate.

Dynamic Norms and Behavior Change

Recent research suggests that changing behaviors may be easier when people see norms changing around them. Traditional approaches to behavior change have often focused on static norms—descriptions of how most people currently behave. However, studies indicate that dynamic norms—information about how behaviors are changing over time—can be more effective in motivating behavioral change.

Experiments related to meat consumption found that participants who read statements about how Americans are changing and now eat less meat reported more interest in reducing their own meat consumption compared to those who simply read that some Americans are currently trying to eat less meat. This effect was observed in real-world settings as well; lunch-goers who read dynamic statements about changing meat consumption were twice as likely to order a meatless meal than those who read static statements.

The power of dynamic norms lies in their ability to help people anticipate future normative states. When individuals perceive that others are changing their behavior, they begin to think that change is possible, important, and likely to become the norm in the future. This perception can motivate them to align their current behavior with anticipated future norms, even if the desired behavior is not yet widespread.

From Awareness to Action: The Behavioral Change Journey

Behavior change can be conceptualized as a journey with distinct stages, similar to climbing a mountain. The trans-theoretical model of change identifies five key stages: precontemplation (needing awareness to create discontent with current behavior), contemplation (understanding what action is needed and why it's important), preparation (understanding how to change and developing confidence), action (overcoming failure and building success), and maintenance (sustaining the behavior long-term).

Research has shown that awareness alone is often insufficient to drive meaningful behavioral change. While raising awareness can be a critical first step in creating an environment where change is possible, effective interventions must address the full complexity of human motivation and behavior. This includes understanding the specific obstacles or "friction" that make change difficult, as well as the motivators or "fuel" that push people forward on their journey.

A human-centered design approach to behavior change recognizes that the journey is different for everyone. Some may find the path smooth, while for others it may be steep and treacherous. People may be at different stages of their journey, and they may hold different beliefs about their capability to change. Effective interventions must therefore be tailored to individual needs, motivations, and circumstances if they are to successfully bridge the gap between awareness and action.

Practical Applications and Implications

The insights from research on meaning, awareness, and behavior change have practical applications across various domains. In educational settings, understanding the role of perception in behavior can help teachers respond more effectively to challenging behaviors, focusing on teaching missing skills rather than punishing perceived misbehavior. This approach recognizes that behaviors communicate needs and that effective intervention requires addressing those underlying needs.

In healthcare, awareness-based interventions can promote healthier behaviors by helping individuals understand the connections between their actions and health outcomes. Rather than simply providing information, effective health promotion strategies engage with people's existing beliefs and perceptions, working to shift these in ways that support healthier choices. This approach recognizes that health behaviors are influenced not just by knowledge but by deeper meanings and beliefs.

In environmental conservation, dynamic norm messaging can encourage more sustainable behaviors by highlighting how others are changing their actions to protect the environment. For example, messages about how people are increasingly using reusable bags, reducing water consumption, or shifting to renewable energy can motivate others to adopt similar behaviors. This strategy leverages the power of social influence while avoiding the potential backlash that can come from more prescriptive approaches.

Integrating Awareness into Transformative Change

The journey from meaning to understanding to behavior change is not linear but cyclical and dynamic. Changes in behavior can lead to new experiences, which in turn generate new meanings and understandings. This recursive process allows for ongoing growth and adaptation as individuals navigate complex and changing environments. Recognizing this dynamic interplay is essential for designing effective interventions that support sustainable behavioral change.

True transformation requires integration of awareness across multiple levels—from individual cognition to social systems. Research suggests that comprehensive approaches that address both individual factors (such as beliefs, motivations, and skills) and environmental factors (such as social norms, physical infrastructure, and policy frameworks) are most effective in supporting lasting change. This integrated approach recognizes that behavior is shaped by a complex interaction of internal and external influences.

By fostering greater awareness of both the meanings we attribute to our experiences and the processes through which these meanings shape our behavior, we can create more intentional and effective pathways to positive change. This approach empowers individuals to take ownership of their perceptions, beliefs, and behaviors, recognizing that while external factors may influence us, ultimately we have the capacity to choose how we respond. This recognition of agency is perhaps the most transformative insight of all, opening possibilities for more conscious and deliberate approaches to personal and social change.