Semiotic Coaching: Roles/Attitudes as Transitory Identities in the Semiotic Process of Self-Transformation and Empowerment

Abstract

Reputable evidence-based academic sources provide limited information on the term Semiotic Coaching. To establish and enhance this term, this longitudinal, constructionist qualitative study designed a twenty-month, three-phase semiotic coaching development study (2022-2024) to train three female coaches in Roles/Attitudes (Fontanille, 2003 [2006]) as transitory identities. The study aims to explore the experiences of the coaches regarding Roles/Attitudes trajectory through Semiotic Coaching, and its impact on both their personal and professional lives. The study adopts Braun & Clarke’s (2006) inductive reflexive thematic analysis using semi-structured one-to-one interviews. Results indicate significant empowerment and self-transformation under four main themes: competence/being, performance/doing, self-transformation/becoming, and self-realization.

Keywords

• semiotic coaching
• roles/attitudes
• transitory identities
• self-transformation
• empowerment