There may or may not be some legitimate field of inquiry going under the name of semiotics. In grad school a number of years ago, however, I took a (graduate-level) Introduction to Semiotics that was a pretty remarkable hodgepodge of bullshit, along with just enough non-bullshit to make a complete outsider like myself (not at all fluent in the obscurantist discourse of “cultural studies,” “critical theory,” and the like) feel like maybe the problem was me and not the material. (Later reflection gave me a lot more confidence that the problem was, in fact, the material.)
Among the reading was Freud, Lacan, Derrida, J. L. Austin, Marcel Mauss, Saussure, Lévi-Strauss, and Peirce. (There was other stuff too that I don’t recall right now.) Interestingly, of those I would say that only Lacan and Derrida were outright charlatans (which is not to endorse any of the others in particular, just to say that they were all doing something at least potentially more valuable than pulling stuff out of their asses). But the writings of the non-charlatans were presented so confusingly and tendentiously that it never remotely cohered into any sense that semiotics was a field with any integrity of its own or anything useful to contribute. That is to say, none of those thinkers would have described himself as a “semiotician,” so it was very much a post hoc attempt to put a framework around a bunch of very diverse writing that in many cases was pretty foreign to its original intent.
This is all n=1, of course, but on that basis I tend to think that semiotics as a standalone field is probably more or less as you say it is.
I like how you call it “a set of heuristic practices that work well in a lot of situations, justified by complete bullshit.” Because my first instinct when writing this comment was to include a remark to the effect that even if theoretical semiotics is mostly or entirely crap, there is some valuable work that calls itself some variety of applied semiotics. For example, there are some people who do musical semiotics, and—since it’s not at all obvious what music signifies and how it does so, either in the general or specific cases—I have found some of that work enlightening. But on further thought, you’re absolutely right in your characterization of it. Musical semiotics can be full of insight, but its adoption of the theoretical apparatus of (e.g.) Roland Barthes or Umberto Eco is no part of its value—that, instead, is an attempt to bring “theoretical” rigor to a fundamentally nonrigorous enterprise. So much the worse for any “application” of semiotics if it relies on the cesspool of semiotic theory to back up its assertions.
Well, exactly. That’s what I meant when I said that it was very confusing to me, as a young grad student in an outside field, to have a course that assigned Peirce and Lacan side by side with a straight face, evidently taking them equally seriously.