Semiotic Coaching: Roles/Attitudes as Transitory Identities in the Semiotic Process of Self-Transformation and Empowerment

Reputable evidence -based academic sources provide limited information on the term Semiotic Coaching. To establish and enhance this term, this longitudinal, constructionist qualitative study designed a twenty -month, three-phase semiotic coaching development study (20222024) to train three female coaches in Roles/Attitudes (Fontanille, 2003 [2006]) as transitory identities. The study aims to explore the experiences of the coaches regarding Roles/Attitudes trajectory through Semiotic Coaching, and its impact on both their personal and professional lives. The study adopts Braun & Clarke's (2006) inductive reflexive thematic analysis using semi -structured one-to-one interviews. Results indicate significant empowerment and selftransformation under four main themes: competence/being, performance/doing, selftransformation/becoming, and self -realization.