Its all semiotics now

Ricoeur, Paul, Interpretation Theory: Discourse and the Surplus of Meaning (Fort Worth, Texas Christian University, 1976) p4 says:

As concerns the extension of the structural model to non-linguistic entities, the application may be less spectacular – including, as it does, road signals, cultural codes such as table manners, costume, building and dwelling codes, decorative patterns, etc. – but it is theoretically interesting in that it gives an empirical content to the concept of semiology or general semantics, which was developed independently by Saussure and Charles S. Pierce. Linguistics here becomes one province of the general theory of signs, albeit a province that has the privilege of being both one species and the paradigmatic example of a sign-system.