The article examines pedagogical semiotics as a new methodological direction that adequately reflects the specifics of the information society and is able to ensure the achievement of new guidelines in personality development. The main research methods were the generalizing analysis of scientific literature on the problems of pedagogical semiotics; conceptual analysis of terminology; an interpretive method regarding the understanding of the categories "pedagogical semiotics", "semiotics of

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... tion"; google questionnaire survey. The authors have established the scientific "contours" of this new branch of pedagogy, its methodological parameters and the guidelines for the development of the information society personality determined from the standpoint of its concepts. Pedagogical semiotics is defined as a category of philosophy of education that solves the tasks of theoretical comprehension, explanation, forecasting, conceptualization, substantiation of the main categories and concepts of pedagogy in the logic of the structure of semiotics. It explores the principles of the use and generation of various signs, sign systems and the use of their meanings in educational practices, i.e. is aimed at solving applied educational problems. The article provides examples of the use of sign systems in the educational process of a school, outlines the role of semiotic competence of an individual, experimentally revealed is its deficit among practicing teachers, students -future teachers, teachers of higher education. The main concepts of the semiotic approach, defining new guidelines in the development of the personality of the information society, are revealed: meta-subjectness, modeling, specific characteristics of pedagogical activity, convergent and nomadological approaches.