Is Arche-Writing Just Semiotics?

In "The Outside Is The Inside" J.D. tries to not just attack F.d.S.'s privileging of speech over writing, but articulate his own idea of the way things should be. About midway through the section he starts to talk about "arche-writing" rather than writing per se (or, as J.D. puts it a "vulgar" notion of writing). So are we talking about ink marks on a piece of paper or something broader and more abstract? Sometimes J.D. seems to want it one way, sometimes another.

It goes without saying that it's unclear what he means by "arche-writing", but again gleaning from usage the term seems to refer to a more general form of communicative symbolic opposition that would underlie both speech and vulgar writing, and maybe much else besides. It sounds a lot like what other people would call "semiotics". As with transcendental signified and trace, he seems to be coining a new term where one already exists.