This paper examines within the theoretical framework of intertextuality the mobilization of glocalization as an international marketing strategy in Nike’s and Adidas’s 2008 advertising campaigns in China. Intertextuality is seen as a form of mediation through which the glocalization strategy conducted within the domain of global marking is taken up in the domain of advertising communication. The paper also assumes the interrelations of intertextual performance to value orientations and group affiliations. By analyzing intertextuality in relation to affinity (...) groups, it aims to resolve to some extent the conundrum of Nike’s more successful than Adidas in the sportswear market of China in a social-semiotic perspective. Two print ads constituting a representative example of the corpus were selected for a qualitative analysis. The comparative analysis of intertextuality reveals the contrasting methods of glocalization applied by Nike and Adidas in their 2008 advertising campaigns, thus offering an explanation for Nike’s triumph in competition with Adidas in China. (shrink)

Intertextuality – instances of texts linking to other texts – is a key concept with which CDA accounts for discursiv...

Intertextuality (mutual illustration) is a common rhetorical device in ancient Chinese and has been used many times in Laozi (Dao Dejing). Intertextuality (mutual illustration) is of unique significance for understanding the linguistic structure and philosophical thoughts of Lao-zi. According to the current research on mutual illustration rhetoric on ancient Chinese, the forms of this rhetoric in Laozi can be divided into mutual illustration of single sentence, of multiple sentences and of ellipsis and antisense. There are only two references (...) to mutual illustration in the annotations of Laozi in the past dynasties, and most of the commentators ignore the importance of mutual illustration in understanding Laozi. By interpreting Laozi through mutual illustration rhetoric, we can make innovations in understanding methods, understanding contents and philosophical thoughts. (shrink)

Cross-cultural communication is about generating dialogical positions across cultural barriers. Communication is achieved when participants are able to construct meaning across varied sign systems. Oral communication makes use of a wide range of signs that contribute to make meaning, from eye contact to gestures and speech. In written/printed communication, together with the reproduction of visual images through painting, photography, etc., the most important resource is the textual format. Texts are grounded on a cognitive deictic basis and work alongside the cause-effect (...) relationship that links events in human working memory. This relationship frequently posits a hierarchical dependency between the understanding of visual images, textuality and narrativity. Although texts are vehicles of contextualized information and cultural positions are often presented in a historiographical way, culture is not just about textuality; it is also about multimodality, that is, the use of symbolic forms that employ simultaneously several material-semiotic resources to create a kind of common framework of socially acceptable behaviours and customs which arise both from individual personal experiences and from shared cultural and ethical values. Signs areused to represent these values and, in turn, these representations affect their further emotional interiorization. This creates particular strong moments of remembrance and recollection in human memory. In addition, the production, distribution and reception of culture has always been dependent on changing material formats and technologies, from manuscripts to printed books, from mural painting to photography, and from architecture to virtual recreations on a computer screen. In recent years, the interest in intertextual and intermedial configurations is mostly due to the growth of hypermedia paradigms, and is reflected in the increasing number of disciplinary publications and conferences devoted to the topic. This paper shall explore the reasons behind a renewed interest in intertextual and intermedial manifestations in cross-cultural communication. (shrink)

Eco, Chopin, and the limits of intertextuality -- The appeal to structure -- On codes, topics, and leaps of interpretation -- Bloom, Freud, and Riffaterre : influence and intertext as signs of the uncanny -- Narrative and intertext : the logic of suffering in Lutosawski's Symphony no. 4.

Literature is open to psychoanalysis as is any other form of expression—this much is obvious. Less so is the relevancy of analysis to the specificity of literary texts, to what differentiates them from other linguistic utterances; in short, the literariness of literature.The analyst cannot avoid this problem of focus. If he did, he would treat verbal art as a document for purposes other than an understanding of its defining difference. He would simply be seeking one more set of clues to (...) the workings of the human mind, as the sociologist or historian exploits literature to explore periods or societies through their reflection in its mirror.The only approach to the proper focus must be consistent both with the analyst’s method and with the natural reader’s practice. The analyst requires free association on the part of the analysand, and he matches this free flow of information with an attention equally open to all that is said. It is only after a passive stage of “evenly-hovering attention,” or, as the French nicely call it, écoute flottante, that he seizes upon clues to build a model of interpretation. These clues are revealed to him by anomalies such as parapraxes and repetitions or deviant representations, as well as formal coincidences between what he hears and the corpus of observations on linguistic behavior accumulated since Freud. The reader, on the other hand, is faced with a text that is strongly organized, overdetermined by aesthetic, generic, and teleological constraints, and in which whatever survives of free association is marshaled toward certain effects. The reader himself is far from passive, since he starts reacting to the text as soon as his own way of thinking, and of conceiving representation, is either confirmed or challenged. The text tends therefore not to be interpreted for what it is, but for what is selected from it by the reader’s individual reactions. A segmentation of the text into units of significance thus occurs, and it is the task of the critic to verify the validity of this process. In pursuing this goal he must restrict himself to a segmentation that can be proven as being dictated by textual features rather than by the reader’s idiosyncrasies, by those elements the perceptions of which does not depend on the latter and that resist erasure when they are in conflict with such individual quirks. The analyst’s advantage in identifying such features is that he is trained to recognize the above-mentioned anomalies and to explain them by repression and displacement, that is, by the traces left in the surface of the text by the conflict between its descriptive and narrative structures and the lexicon and grammar that we call the unconscious. Michael Riffaterre, University Professor at Columbia University and a senior fellow of the School of Criticism and Theory, is the editor of Romantic Review. His previous contributions to Critical Inquiry are “Syllepsis” and “Intertextual Representation: On Mimesis as Interpretive Discourse”. (shrink)

This paper extends studies on intertextuality into a more explicitly interactional context. I examine the actual process of intertextuality where comedy audiences construct recombinant selves through making sense of various membership categories as well as through making sense of a certain kind of comedy. The examination of this process requires receptive research; however, most studies leave the interpretive process unanalyzed. Conducting both a sequential analysis and a membership categorization analysis will reveal that categories are not “pre-formed” but “per-formed” (...) in situ. To illustrate these points, I report on a receptive study of Local comedy in Hawai‘i. (shrink)

: Julia Kristeva coined the term intertextuality in 1966, and since that time intertextuality has come to have almost as many meanings as users. No small task, I clarify what intertextuality means for Kristeva and her mentor/colleague, Roland Barthes before criticizing their concept of intertextuality and its application in interpretation. Because no rational and coherent concept of intertextuality is offered by Kristeva, Barthes, or their Epigoni, I conclude that intertextuality should be stricken from the (...) lexicon of sincere and intelligent humanists. (shrink)

This article explores intertextual aspects of Chinese newspaper commentaries on the events of 11 September 2001. Newspaper commentaries in China are often a hybrid genre that combines the characteristics of comprehensive news reports and opinion articles. Informed by genre theories and discussions of intertextuality in different disciplines, this article examines the micro-genres of the data collected and investigates how the Chinese writers include and use outside sources and how they position themselves as writers in relation to other sources. The (...) analysis reveals that Chinese writers tend to use the explanatory micro-genre often with attributed but unidentified external sources or sources with high status for keeping a distance from these sources in the writing. This suggests that the writers tend to avoid personal authorship and responsibility for what they write. The article also discusses the textual and intertextual features in relation to the roles of the press in the Chinese context. (shrink)

Mikhail L. Gasparov. Intertextual analysis today. The paper provides a discussion about recent results and perspectives of intertextual analysis — the method that has been a contemporary with Tartu-Moscow school. The connections between the classical philological methods and intertextual analysis are described, together with specifying the concept of intertext and emphasizing the need for the correctness of a researcher, because such an analysis always carries a danger of overinterpretation. Several examples are used to illustrate how the imagination of a researcher (...) can create arbitrary allusions that are not based on the original text and are usually misleading. As a result, the text under study will not become more clear, vice versa, it turns to be less understandable. (shrink)

Mikhail L. Gasparov. Intertextual analysis today. The paper provides a discussion about recent results and perspectives of intertextual analysis — the method that has been a contemporary with Tartu-Moscow school. The connections between the classical philological methods and intertextual analysis are described, together with specifying the concept of intertext and emphasizing the need for the correctness of a researcher, because such an analysis always carries a danger of overinterpretation. Several examples are used to illustrate how the imagination of a researcher (...) can create arbitrary allusions that are not based on the original text and are usually misleading. As a result, the text under study will not become more clear, vice versa, it turns to be less understandable. (shrink)

Mikhail L. Gasparov. Intertextual analysis today. The paper provides a discussion about recent results and perspectives of intertextual analysis — the method that has been a contemporary with Tartu-Moscow school. The connections between the classical philological methods and intertextual analysis are described, together with specifying the concept of intertext and emphasizing the need for the correctness of a researcher, because such an analysis always carries a danger of overinterpretation. Several examples are used to illustrate how the imagination of a researcher (...) can create arbitrary allusions that are not based on the original text and are usually misleading. As a result, the text under study will not become more clear, vice versa, it turns to be less understandable. (shrink)

The Sanskrit D?rgh?gama manuscript is a Sarv?stiv?da/M?lasarv?stiv?da text containing a collection of ancient canonical Buddhist s?tras, composed in Sanskrit and written on birch bark folios. This collection had been lost for centuries and was rediscovered in the late twentieth century. In this paper, I examine key instances of intertextuality between a new edition of a s?tra from the Sarv?stiv?da D?rgh?gama – the Sanskrit Pras?dan?ya-s?tra –, the Pali Sampas?dan?ya-sutta, and Chinese???? – the three corresponding versions of this text in the?gama/nik?ya (...) collections of the Sarv?stiv?da, Therav?da, and Dharmaguptaka schools. Hence, contradictions among the texts that are not easily explainable will be shown, uncovering apparent confusion among the creators of these texts and hopefully shedding new light on our understanding of these texts. (shrink)

Angels of Power, by Australian lesbian playwright Sandra Shotlander, illustrates political strategies described by American lesbian philosopher Jeffner Allen. In the play three female members of Australian parliament align to force regulation of new reproductive technologies. Using essentialist, materialist, liberal, and radical feminist arguments, the characters practice sinuous strategies through loading and layering female signs (intertextuality) in order to eradicate patriarchal signification and reenact a contemporary version of ancient Amazons taking over the Acropolis.

Retrieval database artwork, unlike other artwork, does not present fixed, preset and stable contents; it is formed as external data are retrieved from different sociocultural contexts and combined into the artworks’ content. This article aims to address the intertextual relationships between retrieval database artworks and the mass-produced texts from which the database artworks retrieve their data. After briefly discussing the difference between retrieval database artwork and participatory database artwork, and exploring the main concept of intertextuality, we address why (...) class='Hi'>intertextuality is essential and beneficial in understanding retrieval database artworks. Two selected works are used to demonstrate that, as the artwork is executed, the meanings and relationships of retrieval database artwork are ever-changing, and the authorship is constantly shifting due to the viewer’s participation. Shifting authorship in retrieval database artwork is caused by the daily mass cultural production of original text, which might or might not be retrieved by the database to be incorporated into the artwork. We conclude that retrieval database artworks cannot separate themselves from mass data. The dynamic intertextual relationships between the work and its ongoing retrieval of content from other cultural productions, as well as the viewers’ contributions to the work, simultaneously shape and reshape the work and its authorship. (shrink)

The article highlights the possibility of considering the works by P.A. Florensky through the prism of an intertextual approach. In order to fully determine the relevance of the intertextual approach to the study of this issue, the article articulates such concepts as intertext and intertextuality, and Florensky’s legacy itself is considered from the point of view of Barth’s idea of the Text. А program for studying Florensky’s works is proposed based on the conclusions. This program consists in considering the (...) author’s legacy with an emphasis on reading the text and the meanings embedded in it without searching for borrowed the other philosophers’ ideas. At the same time, the article summarizes the importance of preserving the figure of the author as the creator of the text, although in a situation of reducing his role, as opposed to the intertextual approach where the role of the author is eliminated, replaced with a scriptor. Intertextual optics allows us to characterize Florensky’s texts in terms of their high ability to generate new texts and inherent meanings. (shrink)

The article offers a reading of “Through the Panama” by Malcom Lowry in light of an intertext connected with Polish literature. Lowry mentions a short story “The Lighthouse Keeper of Aspinwall” by the Polish writer Henryk Sienkiewicz, the Nobel prize winner for the whole of his literary output. What Lowry stresses in his intertextual allusion is the perilous illumination that the eponymous lighthouse keeper experiences. The article contends that the condition of the lighthouse keeper anticipates that of the Lowry protagonist (...) who in “Through the Panama” fears death by his own book, or, to take Lowry’s other phrase, being “Joyced in his own petard.” Basing her analysis on Mieke Bal’s idea of a participatory exhibition where the viewer decides how to approach a video installation, and can do so by engaging with a single detail, Filipczak treats Lowry’s text as a multimodal work where such a detail may give rise to a reassessment of the reading experience. Since the allusion to the Polish text has only elicited fragmentary responses among the Lowry critics, Filipczak decides to fill in the gap by providing her interpretation of the lighthouse keeper’s perilous illumination mentioned by Lowry in the margins of his work, and by analyzing it in the context of major Romantic texts, notably the epic poem Master Thaddeus by Adam Mickiewicz whose words trigger the lighthouse keeper’s experience, and The Rime of the Ancient Mariner by Samuel Taylor Coleridge, whose text is quoted in the margins of “Through the Panama.” This choice allows to throw a different light on Lowry’s work which is also inhabited by echoes of futurist attitude to the machine and the Kafkaesque fear of being locked in one of the many locks of the canal “as if in experience.”. (shrink)

Journal Name: Philologus Issue: Ahead of print.

The article highlights the impact of globalization processes on formation of dominant worldviews and guidelines, as well as ways and means of representing the latter. The state and prospects of studying intertextuality as an important element of modern world discourses in the projection on the national cultural background are studied. Attention is drawn to the high degree of development of both theoretical and applied aspects of intertextuality of discourses by representatives of academic communities of different countries and fields (...) of knowledge, which gave grounds to establish the polydiscursive and interdiscursive nature of the object of analysis. Orientation of domestic experts on parameterization of mainly specific manifestations of intertextuality within certain discourses at the level of isolated intertexts and presence of gaps in the theoretical description of the phenomenon in the context of national specificity is stated. Emphasis is placed on the definite variability of the terminology due to the interdisciplinary nature of discursiveness and, accordingly, intertextuality. A complementary link has been established between postmodernism as the dominant philosophical worldview and the intertextuality of discourses. The specifics of the intertextuality of contemporary Ukrainian literary discourse with regard to various scientific studies are clarified. The concept of “intertextual memory” is introduced and justification of its use is given. The need to apply the term “postmodern intertextuality” in relation to contemporary literary discourse is considered. The common and distinctive features of the manifestation of intertextuality in literary and journalistic discourses are traced. The specifics of intertextuality of Ukrainian journalistic discourse are described. It is established that the precedent character of the communicative act is of exceptional importance for realization of intertextuality in journalistic discourse. (shrink)

If we try to arrive at the simplest and most universally valid definition of the representation of reality in literature, we may dispense with grammatical features such as verisimilitude or with genres such as realism, since these are not universal categories. Their applicability depends on historical circumstances or authorial intent. The most economic and general definition, however, must at least include the following two features. First, any representation presupposes the existence of its object outside of the text and preexistent to (...) it. Readers feel, and critics pronounce, that the text’s significance depends on this objective exteriority, even though this significance may entail destroying the commonplace acceptance of the object; indeed, negating something still presupposes that something. Second, the reader’s response to the mimesis consists in a rationalization tending to verify and complete the mimesis and to expand on it sensory terms . The metalanguage of criticism accordingly prolongs and continues the text’s mimetic discourse, and critics evaluate representation in terms of its precision and suggestive power. Both processes—presupposition and rationalization alike—assume that referentiality is the basic semantic mechanism of the literary mimesis.There are, however, literary representations almost devoid of descriptive content, or so vague and so skimpy that their object cannot be analyzed or rationalized in sensory terms. Criticism is hard put to explain why readers feel compelled to evaluate them. And yet these texts not only lend themselves to interpretation but they are especially apt to trigger and control the reader’s hermeneutic behavior. In short, the represented object eschews referentiality yet refuses to vanish altogether, becoming instead the verbal vehicle of an interpretive activity that ends up by making the object subservient to the subject.1 1. See Roland Barthes et al., Littérature et réalité , esp. my paper, pp. 81-118, on the referential fallacy. Michael Riffaterre, University Professor at Columbia University, is the editor of Romantic Review. He is presently working on a book about Anthony Trollope . His previous contribution to Critical Inquiry, “Syllepsis,” appeared in the Summer 1980 issue. (shrink)

African traditional religion is a highly non-dogmatic spiritual lifestyle that is practiced by millions of people around the world. Some African scholars argue that it is related to the religion practiced by the African Egyptians during the Dynastic Period. This study examines the nature of African traditional religion in an effort to determine the common attributes of the religion of the continent. In fact, the focal point of this study is the West African religious experience. To make this examination, the (...) study used an intertextual, soteriological analysis of African traditional religion by isolating key elements in the Yoruba, Dagara, and Ibo cultures. Specifically, this project determined that enough intertextual relations existed in oral and written literatures of the West African people to define a particular and common response to the environment. ;Principal elements isolated included sacrifice, salvation and culture, modes of revelation, divination, and African resilience in the face of invasions, colonization, and various outside religious assaults. The soteriological value of Yoruba, Dagara, and Ibo cultures, particularly as it relates to cosmology, symbolism, and ritual, was found to be the fundamental basis for the African traditional religious moral system. (shrink)

In order to interpret the work of British photographer Miles Aldridge and gain insight into the semiotic ambiguity of his photographs, this paper relies on the capacity to decipher the photographs’ relationship to other arts such as Italian cinema and in particular, to the work of Italian film director Michelangelo Antonioni. From the perspective of this present study, the decisive role of semiotics in relation to photography is that it promotes an interactive process between artist and spectator. The methodology employed (...) in this study to demonstrate how previous systems of language inspire a semiotic dialogue and produce multiple interpretations is a combination of Umberto Eco’s concept of open work and French narratological theories of hypertextuality. Through an examination of the Italian cinematic influence in the work of Miles Aldridge, this paper demonstrates how generating interpretations becomes an essential element of a photograph’s aesthetics. (shrink)

The ArgumentA scientific work presupposes a body of texts that are a condition for its intelligibility. This paper shows that the study of intertextual reference — of the ways a text indicates its relation to other texts — provides a fruitful perspective in the study of science that deserves more attention than it has hitherto received. The paper examines intertextual reference in early nineteenth-century mathematics, first surveying a variety of mathematical texts in the period and then examining in detail W.R. (...) Hamilton's work on quaternions.Three questions are addressed: (1) What forms of intertextual reference are employed? (2) What is the range of intertextual reference? (3) What are the functions of intertextual reference? The answers to the first two questions provide an unexplored perspective on the institutional changes in science during the period. The transitional status of the period in the development of later professional science is reflected in the relative openness in the forms of intertextual reference employed and the range of texts to which reference was made. In virtue of these features the period is particularly fruitful in the study of the functions of intertextual reference. With some major qualifications, the paper defends a Mertonian view that intertextual reference needs to be understood in terms of the claim to intellectual property rights. (shrink)

Name der Zeitschrift: Journal of Ancient History Jahrgang: 5 Heft: 2 Seiten: 228-279.

This book critically analyses the "mutual illuminations" between literature, religion, architecture, films, performative arts, paintings, woodworks, memes and masks cutting across time and space. In architecture for example, the eventual success of a project depends on the harmony between physical sciences and aesthetics, design and planning, knowledge of building material, the local climate, and awareness of cultural sensibilities. This volume affirms that aesthetics and arts are deeply linked through existential issues of who I am. The essays in this volume present (...) diverse discursive structures showcasing the in-between spaces between various art forms and mediums, such as, architecture, literature and memory, Kafka in SoHo; Kafka and Bernhard, Kirchner's woodcuts; pictorial and stage representations of E.T.A Hoffmann, Hesse's fairy tales; translations of Pañcatantra; Nietzsche, ritual arts and face masks; martyrdom in La chanson de Roland, Goethe and Hafiz, Indian thought in Martin Buber; Rhythms of the 'Third' across cultures; Dadaism and contemporary memes This book examines these sublime linkages in a comparative and interdisciplinary way. Engaging and intersectional, this volume will appeal to students and scholars of arts and aesthetics, literature, philosophy, architecture, sociology, translation studies and readers who are interested in cultural, intertextual, intermedial, and comparative studies. (shrink)

Iouri Lotman, taking as a starting point the idea that the rapport with the sign determines all the codes of a given culture and their systems of classification, proposes a typology of cultures. His resarch has been received with little interest in France, to the extent that some important articles in which it is described have not yet been translated. This is surprising considering the interest in Lotman's hypotheses, which give a boost and a broader outlook to semiotics which it (...) had lost in certain scholarly minutiae. It may also be held that this indifference is normal for those whose profession is to reflect on the sign, unwilling to consider their object as a relative entity subject to the contingencies of history and culture, but also refusing to recognize the sign as a concrete force in Man's life, capable of directing his knowledge and his exchanges. (shrink)

Name der Zeitschrift: Cultura. International Journal of Philosophy of Culture and Axiology Jahrgang: 8 Heft: 2 Seiten: 7-22.