a set of norm-oriented methods for business systems 
modelling and requirement specification for 
information systems (Liu 2000; Stamper 1994). 
The semiotic framework has not yet been seen as 
a mainstream methodology in the software industry. 
Barry & Lang (2001) conducts a survey covering 
multimedia and Web development techniques, and 
methodologies used in companies involved in large-
scale, in-house, data-heavy business applications. 
The survey concludes that practitioners are not using 
models cited in the literature or research work. This 
could probably be explained by the fact that use of 
the models demands in-depth understanding of 
relevant knowledge and the lack of tools to map the 
theoretical model to implementation. On the other 
hand, commercial programming languages are only 
applicable to a specific problem domain or 
technology platform with limited portability and 
they usually work at a low level of abstraction. This 
paper aims at solving this dilemma by finding a 
modelling technique that is based on a sound 
theoretical framework but at the same time can be 
easily understood and translated into proper 
implementation of different types of real-life 
applications in different problem domains as well as 
technology platforms. 
In the past few years, the Model Driven 
Development (MDD) has gained substantial 
attention among practitioners with the Unified 
Modelling Language (UML) (OMG. 2009) from 
OMG and the Specification and Description 
Language (SDL) (ITU 2000) from ITU as two 
prominent examples. A model is defined as a 
collection of artefacts that describes the system 
(Balmelli, et al. 2006). An artefact is defined as any 
item that describes the architecture, ranging from 
diagram, document or specific language designed for 
the description. MDD uses the technique of 
abstraction to handle complex system modelling. A 
system model can be looked at from different 
viewpoints and abstraction levels. An abstraction or 
model level is therefore a subset of the overall model 
that presents a particular focus of the system. 
Specification of a system with a design language is a 
representation in the form of a model consisted of 
different language constructs. The language 
constructs are based on lower level models (meta-
models) and the specification has to be translated 
into implementation which is also another kind of 
model. This series of model transformations is the 
essence of model-driven development. Our work is 
an attempt to evangelise the use of semiotics in 
information systems development and designing a 
modelling language is a first step. The MDD 
approach is also adopted because it is well 
understood in the industry. 
2 SEMIOTIC FRAMEWORK 
2.1 MEASUR 
The modelling language is based on the semiotic 
framework and MEASUR. MEASUR as a 
methodology provides five methods for information 
systems development: 
  Problem Articulation Methods (PAM) - to be 
applied at the early stage of a project with the 
aims to identify related agents and an action 
course; to reveal the cultural behaviour;  to 
structure the problem into a main course action 
and its surrounding collateral activities and to 
identify norms that govern agent’s behaviour in 
the system; 
  Semantic Analysis Methods (SAM) - this is 
basically the ontological dependency analysis to 
explicate in a precise form the relationship 
between words and appropriate actions used in 
the system; 
  Norm Analysis Methods (NAM) - this is to 
specify the patterns of behaviour of the agents in 
the form of norms in which responsibilities of 
agents are defined, conditions in which some 
actions can or cannot be performed by agents; 
  Communication and Control Analysis - this is to 
analyse communications between agents 
identified by PAM through a classification of 
messages into groups of informative, 
coordinative and control according to the 
intention of sender agent; 
  Meta-Systems Analysis - this is to deal with the 
meta-aspects of a project such as planning and 
management. 
Our work focuses on the modelling part and is 
therefore based on the SAM and NAM. 
2.2  Semiotics and the Information 
Systems Development Cycle 
Our aim is to use a semiotics based modelling 
language to build information systems instead of 
only perform the analysis and design. Liu describes 
approaches of combining semiotics with other 
system analysis and design techniques in going 
through different stages of information systems 
development with different activities. Table 1, 
modified from Liu's work (Liu 2000), summarises  
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