This article looks at photography from the perspective of Charles S. Peirce’s theory of signs. The topic is a mainstay in accounts of photography, though usually it is limited to discussing iconicity and indexicality in a cursive and superficial manner: photos are both likenesses of their objects, and they are existentially determined by them. Yet the practice of photography—the way we use it—requires us to delve deeper into Peirce’s theory of signs. The central argument of this article is that calling (...) on the semiotics of Peirce to investigate photography requires more than simply describing how the medium of photography functions in terms of any sort of medium specificity. It requires that we consider—and distinguish—how producers and viewers use photos as signs as well as the purposes for using them. Such uses and purposes may vary greatly in individual cases as there are no fixed rules in the matter except the adaptedness of the medium to be used for this or that purpose. (shrink)

Neuroscience has established several brain pathways that process visual information. Distinct neural circuits analyze body appearance and movement providing information about the person’s cognitive and emotional states. The activity of the pathways depends on the salience of visual stimuli for the organism in the given circumstances. Since ballet performances are not among the crucial events for the viewer’s organism, not all viewers perceive and interpret bodily signs that express the mental state of the dancer. Treatment of the dancer as close (...) other activates the neural circuits that elaborate emotions, this enables the viewer to feel the internal state of the dancer and enrich the interpretation of the scenic action. (shrink)

Indexicality, the ability of language to evoke the context in which it usually occurs, is a concept commonly drawn upon in sociolinguistics and linguistic anthropology. This article applies the framework of orders of indexicality to political discourse about a controversial topic in Pittsburgh, United States, the construction of bike lanes. A concordance analysis of the term bike lanes in news media, blogs and online news comments helps to explain the variation in the indexical meanings of bike lanes between those who (...) oppose and those who support bike lanes. We argue that the orders of indexicality approach helps explain how groups with different interests can reinforce or challenge the possible discursive associations of a loaded political term. (shrink)