Here we have a sign entirely composed of a written message. In that, it is a symbol. The sign also has many indexical elements, which will be discussed further on, as these rely heavily on where the sign is in public space, i.e., on the bus and everywhere the bus moves, on who the sign is interacting with those who read it, those in the bus, those who designed the sign and those who authorized its use on the bus, and to whom it makes reference to, i.e., god (whichever one it may be). First, I will discuss the meaning of its symbolic element.
It is clear. The sign makes a claim about the ontological status of a god, and another about what perspective or attitude one should have toward life provided the first claim is true. The claim “There’s probably no god,” by its very meaning, is consistent with the claim “It is possible there is a god.” The message continues by saying, “[In light of the first claim] now stop worrying and enjoy your life.” But, the first claim, by way of inferential deduction, is, at the same time, saying that it is possible there is a God. Let us examine whether the second portion of the written message is thus compatible with the inverted claim “It is possible there is a God:”
It is possible there is a god.
Now stop worrying and enjoy life.
There seems to be nothing inherently inconsistent with these two claims. Perhaps it will help if we inquire into what exactly we should stop worrying about. Consequently, this inquiry will shed light on who the message is possibly directed toward.
Of course, there are many things human beings can worry about; but we are looking for something that human beings would worry about in the case that there is a god, and this, obviously, depends on which god we are talking about. Without getting into the details of the many religions of the world, we will simply consider traditional worries that follow from religious adherence to the belief of a certain god most generally. One worry could be Judgment Day, or the Apocalypse, or going to Hell (all hells included, i.e., Hades, etc.), or, what is the same, not going to Heaven (all heavens included, i.e., paradise, etc.), or karma (more specifically bad karma), which according to many believers requires God’s implementation of the consequences of karma, and so on and so forth. So, we can see now that if you believe in the possibility that god exists, then you will worry about one of these things insofar as you adhere to any of the religions that ascribe to any of these things. But that is not true; you must believe there is a god in order to believe these things can befall onto you, not merely the possibility of a god. Therefore, the sign is aimed at those who have a very concrete belief that there is a god and all that follows according to the religion of their choice.
Now we know that the first claim is only referring to the ontological status of a god in terms of probability and possibility, that it is probable there is no god and that it is possible there is a god (I hope the difference is clear, and that anything that is probable leaves open the possibility of its opposite). We also know to whom the message is possibly directed. So, we may say that the represented participants are a god (we are not sure which although we can presume which gods might be candidates here given what has been said) and those who worry as a consequence of believing that there is a god; these participants overlap with the interactive participants, that is, those who adhere to the message and those who do not, in addition to those who suspend belief. Setting this discussion aside for later, let us examine the indexical elements in the sign now that we know who the participants are.
It can be interpreted that the sign indicates that those who are in the bus adhere to the sign displayed on the bus, not a very good assumption to make but a possible one nonetheless. Likewise, with those who authorized the use of the sign on the bus. So, by the mere presence of the sign on the bus, the sign it is pointing, as it were, to those inside of the bus and those who are in charge of the bus’ advertisements as well as any belonging to the bus system.
What of the modality and the semiotic systems used in the sign? How are they conveying meaning and or legitimacy/validity? For one, the colors used seem to be nonthreatening, and perhaps, even cheerful. This may be intended for the soothing and luring of the reader/viewer. The main claim, that is the first, is in a bigger font than the rest. This may serve to draw attention to the first claim first, which, by its nature, will shock, provoke, interest the reader to inquire further, and thus read the remainder of the sign. Notice that the message is located primarily on the left side of the sign, in the “given” portion of the frame. Of what is given, we have the “ideal” and the “real.” This could be interpreted as follows: the statement as a whole is what we offer you; the ideal is that you accept the probable/possible quality of the existence of a god, and in turn, act on what is real, namely, that you are alive now and you will enjoy life more the less you worry about things, especially if those things are of a probable/possible quality; and the “new” is “if we have convinced you, look us up, there may be more you will like.”
I picked this sign out because of its controversial nature, and also because of its subject. One of the problems with religious followers is that they are locked into the metaphysical, epistemological, and ontological system, put forth by whatever religion they follow, as an absolute truth. This would explain the purported reasons behind creating the sign: “Ms Sherine said she became angry after noticing a set of Christian advertisements carrying a website address which warned that people who reject God are condemned to spend all eternity to ‘torment in Hell.’” (Read more: http://www.dailymail.co.uk/news/article-1106924/Theres-probably-God–stop-worrying-enjoy-life-Atheist-group-launches-billboard-campaign.html#ixzz0f4fjHidK) Those behind the creation and display of the sign said it had a positive message which encouraged people to enjoy life instead of worrying about what happened afterwards.” (Read more: http://www.dailymail.co.uk/news/article-1106924/Theres-probably-God–stop-worrying-enjoy-life-Atheist-group-launches-billboard-campaign.html#ixzz0f4mdNWbK) Many in the religious circuit have expressed similar opinions: “The Rev Jenny Ellis, spirituality and discipleship officer, said: ‘We welcome the atheist bus campaign as an opportunity to talk about the deepest questions of life. The God many atheists have rejected is not the God we recognise and this campaign has opened up a dialogue between Christians and atheists which allows these types of misconceptions to be challenged.’” (Read more: http://www.dailymail.co.uk/news/article-1106924/Theres-probably-God–stop-worrying-enjoy-life-Atheist-group-launches-billboard-campaign.html#ixzz0f4n4KaPK) I am sure, however, that there are many who view the impact of the sign as negative.
Ultimately, this sign, and any opposed to it, opens the door to inquire about how signs are used to influence division and difference in society, how they can separate or alienate some and not others, and conversely, how they can bring together and include members of society in the discussion of difference and division, especially in topics of fundamental importance such as this one.