This is the book's "meat." Eco argues that if we treat structures as eternal and unchanging, we ignore the historical and social evolution of signs.

The implications of Eco's work are far-reaching, influencing various fields, including literary theory, communication studies, and cultural studies. His ideas on the absent structure and the role of the reader have shaped the development of poststructuralism and postmodernism. Eco's work has also influenced the study of popular culture, advertising, and media studies.