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Abstract:: Scientific research usually emphasizes objectivity unaffected by any form of subjectivity. By comparison, however, semiotic inquiries must consider the role of subjectivity. Although social development, art, and literature all follow certain rules of objectivity, these rules seem to be inescapably linked to the subjectivity of human beings. How do we avoid the subjectivity of research, or research biases caused by subjectivity, to ensure the objectivity of scientific research to the greatest possible extent? The present paper answers this question through cultural semiotics of Jingshen, which is grounded in Chinese cultural traditions, especially the philosophies of Laozi and Zhuangzi. This line of inquiry seeks to identify objectivity in the constant transformation between the subject’s states of self and selflessness, while striving to avoid inductive and deductive biases caused by the “conceit” of rationality and eliminate the constraints of specific concepts and images formed by existing knowledge as well as possible consequential “Verborgenheit”. The purpose is to get into a state of “rational intuition”, returning to the natural mode of human existence and forging for semiotics a rationality-based path to intuitive understanding of meaning.