The nurses on an intensive care ward for new-borns feed babies with fo
od and doctors with information. Showing that this is so is one of the
ways in which scholars working in humanist traditions of social analy
sis, such as symbolic interactionism, reveal the politics of hospital
relations. However, semiotics, along with similar 'non-humanist' theor
etical traditions, is no less political. neither, as is sometimes sugg
ested, does it necessarily side with the strong. Here we demonstrate t
hat semiotics implies another style of political theory - one in which
the relevant axes of different are not primarily between groups of pe
ople, but between ways of ordering the world. Thus the differences bet
ween two modes of feeding or of calculating the contents of a bottle c
an be understood as both 'political' and 'technical' matters.