We explored the need for an ecosystem approach based on relational systems when conducting research on South Korea’s cultural industry. We used Mollard’s (2009. L’ingeniere culturelle. Paris: PUF) idea of the participants in the French cultural system as a key reference and extended it to the notion of the platform, which is the core concept of South Korea’s cultural industry ecosystem (CIE). We also utilized the idea of the “semiotic square of consumption values” from Floch to explicate each platform (...) and participant, which play a significant role in South Korea’s CIE. By defining a role rooted in the relationship and values for each subject (i.e., the production, consumption, authority, and intermediary subjects), we aimed to better understand the ecosystem of the cultural industry and focused on K-pop as a specific aspect of South Korea’s cultural sector by identifying the current identity of each participant. (shrink)

The paper is devoted to the problem of the linguistic grounds of the semiotic model of history, according to which history is described as a communication process circulating within a society. An analogy of principle between language and culture is the theoretical premise of that semiotic approach. Proceeding on this assumption semiotics (B. Uspensky’s case for instance) regards historical process as the process of text outcome and reading, while at the same time control over communication is provided (...) through the cultural code or in other words — through the grammar of history. But the description of history as just the functioning of a single and unified grammatical code doesn’t make it possible to explain the appearance of new meanings or history par excellence. J. Lotman interpreted the rhetorical mechanism of text outcome as the working of two (at a minimum) interplaying semiotic systems. It is the principle of its working that he takes as abasis of his semiotic version of cultural diachrony. And at the very point semiotics finds itself in front of the choice: either to stop at the decomposition the rhetorical machine on separate cultural codes and at the description their separate grammars, or to conceptualize a historical event as un-grammatism, grammatical error, “wrong text”. The analytical way leads to an extremely reduced theoretical construction; the synthetic way undermines status of the semiotic model of history as a positivistic scientific project. (shrink)

The paper is devoted to the problem of the linguistic grounds of the semiotic model of history, according to which history is described as a communication process circulating within a society. An analogy of principle between language and culture is the theoretical premise of that semiotic approach. Proceeding on this assumption semiotics (B. Uspensky’s case for instance) regards historical process as the process of text outcome and reading, while at the same time control over communication is provided (...) through the cultural code or in other words — through the grammar of history. But the description of history as just the functioning of a single and unified grammatical code doesn’t make it possible to explain the appearance of new meanings or history par excellence. J. Lotman interpreted the rhetorical mechanism of text outcome as the working of two (at a minimum) interplaying semiotic systems. It is the principle of its working that he takes as abasis of his semiotic version of cultural diachrony. And at the very point semiotics finds itself in front of the choice: either to stop at the decomposition the rhetorical machine on separate cultural codes and at the description their separate grammars, or to conceptualize a historical event as un-grammatism, grammatical error, “wrong text”. The analytical way leads to an extremely reduced theoretical construction; the synthetic way undermines status of the semiotic model of history as a positivistic scientific project. (shrink)

Continuing from Part A (2016), in which we discuss the semiotic foundation for designing a virtual museum of Byzantine art, Part B presents an applied methodology for the representation of cultural artifacts through virtual technologies and semiotic techniques. We discuss how our semiotic model, case study semiosphere, contributes to design and evaluation research of such unique art-form representation and why the approach contributes as a whole to the field of Virtual Heritage (VH). Theorizing further the design implications (...) integrating the overall approach including the evaluation experiment of three VH applications with the participation of young users and its semiotic analysis, we formulate design guidelines that can be applied also to other types of cultural heritage and art. (shrink)

Continuing from Part A, in which we discuss the semiotic foundation for designing a virtual museum of Byzantine art, Part B presents an applied methodology for the representation of cultural artifacts through virtual technologies and semiotic techniques. We discuss how our semiotic model, case study semiosphere, contributes to design and evaluation research of such unique art-form representation and why the approach contributes as a whole to the field of Virtual Heritage. Theorizing further the design implications integrating the (...) overall approach including the evaluation experiment of three VH applications with the participation of young users and its semiotic analysis, we formulate design guidelines that can be applied also to other types of cultural heritage and art. (shrink)

This paper presents an integrated framework applied towards the design and evaluation of a virtual museum of Byzantine art that combines the theorized fields of semiotics, virtual heritage (VH), and Byzantine art. A devised semiotic model, the case study semiosphere, synthesizes important principles from the theoretical background justifying the overall design and evaluation methodology. The approach presented has theoretical extensions to the understanding of the role technology plays in promoting a consummatory aesthetic experience for Byzantine art in virtual environments, (...) complementing the experience received from traditional Byzantine art media. Part A of the work presents the development of the semiotic foundation of the study prior to presenting the applied potential of the approach in design and evaluation of VH for Byzantine art, which appears in Part B. The final task of the proposed approach aims to support a meaningful interpretation, assisting in the promotion of the significance (value) of the virtual museum to potential interpreters/visitors. (shrink)

This paper presents an integrated framework applied towards the design and evaluation of a virtual museum of Byzantine art that combines the theorized fields of semiotics, virtual heritage, and Byzantine art. A devised semiotic model, the case study semiosphere, synthesizes important principles from the theoretical background justifying the overall design and evaluation methodology. The approach presented has theoretical extensions to the understanding of the role technology plays in promoting a consummatory aesthetic experience for Byzantine art in virtual environments, complementing (...) the experience received from traditional Byzantine art media. Part A of the work presents the development of the semiotic foundation of the study prior to presenting the applied potential of the approach in design and evaluation of VH for Byzantine art, which appears in Part B. The final task of the proposed approach aims to support a meaningful interpretation, assisting in the promotion of the significance of the virtual museum to potential interpreters/visitors. (shrink)

This paper explains how we create concepts such as the forest or the backyard through language. Reflecting on Andreas Weber’s hope for a revolution of the life sciences and a re-evaluation of the role human beings play in nature, this paper adopts as a starting point Bruno Latour’s characterization of the distinctionbetween nature and culture as an illusion that came with Modernity. Theoretical notions from modelling systems theory and cognitive linguistics explain that whilelanguage plays a key role in constructing (...) new models of nature, new cognitive habits and changes of belief depend on face-to-face and non-verbal communication with other organisms, human and non-human. (shrink)

The discipline of translation studies has been recently challenged with powerful incentives from other sciences. This tendency has become visible especially in the context of more and more interdisciplinary or multidisciplinary methodologies, which have changed the profile of translation research to a considerable degree. It has also shifted the perspective with which scholars perceive key concepts of the discipline, many of which have become rather unpopular if not completely outdated. However, it seems true that instead of rejecting old terms translation (...) scholars should try to reconcile the old and new by adopting more general frameworks that would allow them to re-interpret or re-write the existing knowledge. Moving intellectual investigations beyond the level of natural languages, semiotics may offer this framework. The article is an attempt to show the potential of a semiotics-based model of interlingual translation and to support the hypothesis that every act of translation is semiotic by nature. To this end it outlines the most significant ideas of semiotic approaches to translation studies and semiotics, with special attention to translation semiotics and semiotics of culture. This in turn helps to draft a working model of interlingual translation and its constraints. (shrink)

The paper aims to give a comprehensive cognitive and semiotic analysis of translation strategies implied in the translation of the film “Darkest Hour”. Regarding a film as a communicative process mediated by certain semiotic features makes it possible to analyze the semiotic character of film discourse in translation. Thus, it was decided that translation is not just a speech-oriented process but a communicative act taking place within a definite semiotic space in a cross-cultural perspective. The (...) class='Hi'>semiotic model of cinematic discourse has a complicated structure and is analyzed based on semantic, syntactic, and pragmatic criteria. The choice of the semiotic system primarily depends on the communicative situation and its recipients. As the semiotic system of the film “Darkest Hour” is both socioculturally and situationally conditioned, the translator reconstructed the sense of the source language text by implying the translation transformations that assured the accuracy and adequacy of its translation into the target language text. (shrink)

This paper explores cross-cultural semiotics in adaptation in order to rethink the relationships between China and the West. The multi-dimensional model of cross-cultural research presented defends a temporal semiotic orientation, rather than a purely spatial approach for intercultural interpretation. The paper insists that in the age of globalization, cultural identity is unavoidably a very sharp question, and that multiple layers of meanings are involved in cultural identity. Thus, it explores differences and parallelisms between Western and Chinese semiotics, conservative and (...) as well as unconventional approaches – misappropriation, transplantation, transfer and transformation – which appear in adaptations such as Journey to the West and Wolf Totem. Adaptations are contemplated as intercultural avenues for learning about the West and exporting Chinese culture to the world, showing the complexity of cross-cultural exchanges which are never merely one-directional and which include temporal mappings. (shrink)

The use of AI-generated videos centered on the face raises various concerns among professionals and audiences due to the difficulty of providing coherent descriptive tools of their cultural significance. At the same time, the focus of artists and their audiences shifts from the art as a text to the collaboration process between artificial intelligence (AI) and the involved social actors. This raises significant concerns between policymakers and other social actors looking for guidelines for the appropriate use of AI as a (...) tool, collaborator or substitute for creative workers, which can have immediate and long-term impacts on society and culture. Semiotics of culture provides descriptive tools for understanding and evaluating artistic texts and their role in semiotic space, the semiosphere. This article addresses how Lotman’s theory can contribute to the methodology for analyzing AI-generated texts as dynamic models. The theoretical framework developed by Lotman in his research on artistic text, dynamic systems and culture can be applied to the studies of current shifts related to AI-generated arts. This paper looks at the reception of AI-generated videos focused on face representations. In doing so, it analyses the dynamic processes in the creation process of AI-generated videos through their reception in related texts. The findings of this article highlight how Lotman’s theoretical framework can contribute to the methodology to analyze the cultural dynamics evoked by AI-generated artistic texts. (shrink)

The article delineates a model of communication among human minds that is designed to work equally well for all kinds of nonverbal and verbal significance. The model thus allows for detailed analysis of and comparison among all varieties of human communication. In particular, the transitional stage of communication, which is termed the media product, is thoroughly developed and conceptualized in terms of mediality and semiosis. By way of mapping basic media dissimilarities that are vital for differing communicative capacities, the model (...) explains both how various sorts of significance can be transferred among minds, and why they cannot always be realized. The article furthermore suggests a semiotic framework for conceptualizing the familiar notion that communication is also strongly predisposed by surrounding factors such as earlier experiences and cultural influence. (shrink)

The goal of this paper is to contrast the representation of models in photography, as well as certain kinds of inanimate beauty, with the average faces constructed by algorithms serving to identify and reproduce beauty. What are the similarities and differences between inanimate objects, characterized by faces devoid of singularities and comparable to sorts of angelic faces, and the algorithmic parameters through which beauty and attractiveness are calculated and predicted? This paper will apply an enunciative semiotic analysis to (...) photographic corpora, propose philosophical reflections on the categories of beauty, and will show that the conception of beauty changes from corpus to corpus and from one cultural domain to the other. The end of the paper states that beauty has to do with a perfect gradation between stillness and movement in the case of the models seen in fashion photography, between neutrality and expressivity for mannequins, and between singularity and multiplicity for dolls such as Barbie, and that, in the algorithmic fabrication of beautiful faces, it is linked with an enhancement of the compactness of the structure of the face. (shrink)

Communication Studies currently undergoes a crisis of paradigms that requires an ontological review that must begin with a debate about the conditions of possibility of every communicational phenomena. In this article we argue that semiosis offers a conceptual framework that allows for the study of communication as qualitative action. Semiosis, or the action of the sign, is here defined as a fundamental process based on perception that models the world of species, creating cognition and culture. At the core (...) of semiosis are dynamic structures that the authors have defined as ‘ontological diagrams’. The first purpose of Semiotics of Communication is to understand how these modeling systems evolve ontologically and phylogenically, producing, in the case of human culture, means of communication ever more varied and technologically advanced. (shrink)

The subject of the research is a modern graphic and communicative design, in the context of changing existing and forming new roles of communicators, transforming the communication model, forming a semiotic communication format. The object of the research is modern graphic and communicative design, as well as their traditional, digital and generative subdirections. Design beginning to have digital, semiotic-interactive and artificially intelligent characteristics. The author examines in detail such aspects of the topic as: dialogical, semiotic-interactive qualities of (...) design solutions; digital, semiotic-interactive design-software expressive means; features of semiotic-deconstructivity (analyticity) and semiotic-synthetics (constructiveness) of design solutions in the context of design activity; the influence of technical and technological features of tools and design-environments (design systems) for the formation of automated and artificially intelligent qualities of design solutions. The study of the conceptual model of a semiotic-interactive design is carried out in the context of a semiotic-interactive methodology (a set of principles and strategies of design activity). The main conclusions of the study are the description of the conceptual model of a semiotic-interactive design solution, in the context of a semiotic-interactive methodology implemented in the conceptual-generative subdirection of modern graphic and communicative design. The author's main contribution to the research of the topic is to identify the main components of the conceptual model of a semiotic-interactive design solution and demonstrate their relationship with each other in the form of a holistic model. The novelty of the research lies in the description of the characteristics of the components, the conceptual model of a semiotic-interactive design solution: a dialogical semiotic-interactive format for creating invariant concepts and design solutions; versioning of design solutions based on the semiotic synthesis of design programs; semiotic deconstruction of design solutions at the macro and micro levels; semiotic synthesis of design and artistic design programs; application of design programs as decision tools; use of hyperconnected capabilities of the design environment: the history of actions, integrity and continuous change and development. (shrink)

This article deals mainly with problems of cultural/transcultural translation between the Quechua and Spanish cultures, analysing these on the basis of some ideas by Juri Lotman and Peeter Torop. The process of translation implies considering the Quechua semiosphere’s internal borders as well as the external borders related to the cultures that existed at the time of Tahuantin Suyo, and all changes that have come from the Spanish conquest of Latin America. In the case of the Quechua culture, the problems (...) are numerous and conflicting in several dimensions. First of all, Quechua is an agglutinating language that creates problems for translation into a flexional language such as Spanish. Secondly, and more importantly, there exists a mythopoetical model of the world that has been built in this culture, which does not use concepts of rational logic, but poetic images integrated into mythical thinking: it represents a different cognitive pattern. Thirdly, the presence of the logic of the concrete in Quechua culture, articulated with the mythopoetical model, makes translation from Western abstract formal logic difficult. Reflections on these issues provide new analytical possibilities. (shrink)

This article deals mainly with problems of cultural/transcultural translation between the Quechua and Spanish cultures, analysing these on the basis of some ideas by Juri Lotman and Peeter Torop. The process of translation implies considering the Quechua semiosphere’s internal borders as well as the external borders related to the cultures that existed at the time of Tahuantin Suyo, and all changes that have come from the Spanish conquest of Latin America. In the case of the Quechua culture, the problems (...) are numerous and conflicting in several dimensions. First of all, Quechua is an agglutinating language that creates problems for translation into a flexional language such as Spanish. Secondly, and more importantly, there exists a mythopoetical model of the world that has been built in this culture, which does not use concepts of rational logic, but poetic images integrated into mythical thinking: it represents a different cognitive pattern. Thirdly, the presence of the logic of the concrete in Quechua culture, articulated with the mythopoetical model, makes translation from Western abstract formal logic difficult. Reflections on these issues provide new analytical possibilities. (shrink)

The aim of this paper is to single out the path towards a model of fallibility assumed by the establishment and implementation of the culture of recognition and comprehensive truth. Starting from the hypostases of the human, this anthropological model defines the fallible human being, the author of the comprehensive truth oriented towards the culture of recognition. The main idea of this demarche is, in fact, that between recognition and comprehension there is a deep, organic connection and the (...) comprehensive truth lies at the basis of the culture of recognition. (shrink)

The history and effects of British imperialism in Fiji created a model for analyzing the semiotics of cultural identity. Following the acquisition of land in Fiji, the British recruited impoverished people from India and relocated them as indentured servants to do work on sugar cane plantations that natives refused to do. When Fiji became independent nearly 100 years later, the island nation had nearly equal populations of native Fijians and people of Indian decent. Fiji experienced three military coupes between 1987 (...) and 2000 while the two ethnic and culturally distinct groups competed for jobs and political power. As a small, island nation, identity-based communication in Fiji represents a microcosm of other more complex multicultural societies. This study examines the semiotics of cultural identity among the people of Fiji. (shrink)

The present paper will summarise the methodology, the scientific outcomes, and the potential for generalisation of the model of a project that studied cohabitation between human inhabitants and liminal species (in the present case, corvids) in Tartu, Estonia, from October 2021 to July 2023, with a comparative field study in Paris, France. It will present the context and goals of using a semiotic model to map interspecific cohabitation, expose what kind of data can be used to feed the model (...) in a relevant way and how it was done in the case of this project. This paper will present how the model diagnosed issues in cohabitation, both from material nuisances and cultural aspects, insisting on the concept of “hostile minority” that emerged from the study. It will discuss the importance of problem-solving in interspecific cohabitation, what the model suggested regarding this aspect, how this tool can be generalised to a large variety of cases and why it should be used this way. (shrink)

The notion of culture implies the relative stability of sets of algorithms that become entrenched in human brains as children become socialized, and, to a lesser extent, when immigrants become assimilated into a new society. The semiotics of culture has used the notion of signs and systems of signs to conceptualize this process, which takes for granted memory as a natural affordance of the brain without raising the question of how and why cultural signs impact behaviour in a (...) durable manner. Indeed, under the influence of structuralism, the semiotics of culture has mostly achieved synchronic descriptions. Dynamic models have been proposed to account for the action of signs (e.g., semiosis, dialogism, dialectic) and their resulting cultural changes and cultural diversity. However, these models have remained remarkably abstract, and somewhat disconnected from the actual brain processes, which must be assumed to be involved in the emergence, maintenance, and transformations of cultures. Semiotic terminology has contributed to a systematic representation of cultural objects and processes but thephilosophical origin of its basic concepts has made it difficult to construct a productive interface with the cognitive neurosciences as they have developed and achieved notable advances in the understanding of memory over the last few decades. The purpose of this paper is to suggest that further advances in semiotics will require a shift from philosophical and linguistic notions toward biological and evolutionary models. (shrink)

We would like to open some questions here about the institutional and cultural conditions of anything that might be called cultural studies or multiculturalism. By introducing cultural studies and multiculturalism many intellectuals aim at a more democratic culture. We share this aim. In this essay, however, we would like to argue that the projects of cultural studies and multiculturalism require: a more international model of cultural studies than the dominant Anglo-American versions; renewed attention to the institutional environments of cultural (...) studies; and a questioning of the relations between multiculturalism and identity politics. We seek less to “fix” these problems than to provide a critical analysis of the languages, the methods of criticism, and the assumptions about identity, culture, and politics that present the problems to us. Because the thickets entangling what our group calls cultural studies are so deeply rooted in Western academia, which to a large degree constitutes our own group, the counterexample of cultural criticism in other contexts can be more than usually instructive. We begin by considering the position of cultural studies in China, since our group includes a number of Chinese intellectuals, on whose experience the following section is largely based. The Chicago Cultural Studies Group began meeting in June 1990. It includes Lauren Berlant, David Bunn, Vinay Dharwadker, Norma Field, Dilip Gaonkar, Marilyn Ivy, Benjamin Lee, Leo Ou-fan Lee, Xinmin Liu, Mathew Roberts, Sharon Stephens, Katie Trumpener, Greg Urban, Michael Warner, Jianyang Zha, and Jueliang Zhou. (shrink)

This article is a semiotics-based attempt to explain artistic creativity of traditional East Asia and the Romantic West. Invoking the Greimas-Tarasti model, in which the modalities of “will,” “must,” “can,” and “know” are considered as a semiotic system, the author tries to examine how these modalities are manifested in discourses that define artistic subjectivities and actions. The concepts of the sublime and yūgen, authenticity and kokoro, formal communicational standards and kata, conventional beauty and hana are discussed side by side (...) from a comparative perspective. However, the article tries to reveal cultural creative patterns not so much in terms of qualitative difference as in terms of a particular configuration of a universal system. In the subject–object conjunction-oriented metaphysics of Buddhism and Confucianism, the immanent subjectivity is treated as constituted through the body and social mediation. For this reason, as we will see from the analysis of Nō theater performance principles, individual kokoro can hardly be distinguished from impersonal kata. In the Romantic paradigm, longing for an initial (or final) subject–object conjunction is expressed in the ideal of organic synthesis, and artistic creation is considered as the best manifestation of such synthesis. However, this conjunction functions in most cases as an immanent aesthetic vision, and symbols can hardly become the “complete representation of true spiritual life.”. (shrink)

Since 1984 when J. Lotman’s article “On semiosphere” was published, this concept has been moving from one terminological field to another. In the disciplinary terminological field of the Tartu–Moscow School semiotics of culture, ‘semiosphere’ is connected with terms ‘language — secondary modelling system — text — culture’. From interdisciplinary terminological fields, the associations either with biosphere and noosphere, or with logosphere, are more important. As a metadisciplinary concept, semiosphere belongs to the methodology of culture studies and is (...) associated with the concepts of holism and the part and the whole. In this context, semiosphere marks the complementarity of disciplines studying culture, the movement towards the creation of general culture studies and “understanding methodology”. On the background of the contemporary trends of science it has to be remembered that semiosphere is simultaneously an object- and a metaconcept. The dynamism of culture as a research object forces science to search for new description languages but the new description languages in turn influence the cultural dynamics as they offer new possibilities for self-description. Often, however, from a historical perspective, a new description language is nothing but a methodological translation. Thus also the term semiosphere joins together several concepts that are related to semiotics of culture and that have gained new relevance on the background of the culture’s developmental dynamics. The concept of semiosphere brings semiotics of culture again into contact with its history, as it also brings applicational cultural analysis into contact with the history of culture and with the newest phenomena in culture. These contacts determine the place of the semiotics of culture among the sciences studying culture. (shrink)

In this original work of psychoanalytic theory, John Muller explores the formative power of signs and their impact on the mind, the body and subjectivity, giving special attention to work of the French psychoanalyst Jacques Lacan and the American philosopher Charles Sanders Peirce. Muller explores how Lacan's way of understanding experience through three dimensions--the real, the imaginary and the symbolic--can be useful both for thinking about cultural phenomena and for understanding the complexities involved in treating psychotic patients. Muller develops Lacan's (...) perspective gradually, presenting it as distinctive approaches to data from a variety of sources, such as cognitive, social and developmental psychology, literature, history, art, and psychoanalytic treatment. The book's first four chapters present Muller's reading of selected data from child development research, psychology and linguistics, approximating a semiotic model of "normal" development. The following three chapters examine in a Lacanian framework the structural basis of psychotic stages as indicative of massive semiotic failure in development. The final chapters on human narcissism suggest reasons that "normal" development may be impossible. (shrink)

This paper argues for a dialogical approach to the cultural relations between East and West. Recognizing the importance of Edward Said’s 1978 work Orientalism, the paper shows a desire to recover more positive approaches that endeavor to integrate Eastern culture and its influence upon the West, not in terms of power or domination, but in terms of cross-cultural encounters. In order to briefly exemplify the debate, I use two examples from Chinese folk culture in the form of movie (...) adaptations in the West, and mention the multiple opera versions of Shakespeare’s plays in the East. (shrink)

Cultural Semiosis traces the theoretical itinerary of the signifier in the continental tradition. Cultural semiosis provides links for cultural studies to the philosophical, the literary, the historical and the social. Understood semiotically, cultural signs and signifiers are inscribed in the fabric of cultural practices. Cultural semiosis enters the spaces of everyday language, visuality, sexuality and symbolization. These original essays interpret and provide tools for the understanding of cultural studies within a philosophical framework. Contributors: M. Alison Arnett, Debra Bergoffen, Peter Carravetta, (...) Alessandro Carrera, Julia Kristeva, John Llewelyn, Michael Naas, Kelly Oliver, Adi Ophir, Francois Raffoul, Mark Roberts, Stephanie Sage, Hugh J. Silverman. (shrink)

The paper deals with the problem of digital restitution of art to post-colonial and postdependency countries. A new model of digital restitution composed of two elements: creation of a digital copy with a NFT attached and creation of new property right in a physical and digital object has been proposed. A system of balances between the rights and duties based on the prior user concept has been developed.

According to Greimas, the semiotic square is far more than a heuristic for semantic and literary analysis. It represents the generative “deep structure” of human culture and cognition which “define the fundamental mode of existence of an individual or of a society, and subsequently the conditions of existence of semiotic objects” (Greimas & Rastier 1968: 48). The potential truth of this hypothesis, much less the conditions and implications of taking it seriously (as a truth claim), have received (...) little attention in the literature. In response, this paper traces the history and development of the logical square of opposition from Aristotle to Greimas and beyond, to propose that the relations modelled in these diagrams are embodied relations rooted in gestalt memories of kinesthesia and proprioception from which we derive basic structural awareness of opposition and contrast such as verticality, bilaterality, transversality, markedness and analogy. To make this argument, the paper draws on findings in the phenomenology of movement (Sheets-Johnstone 2011a, 2011b, 2012, Pelkey 2014), recent developments in the analysis of logical opposition (Beziau & Payette 2008), recent scholarship in (post)Greimasian semiotics (Corso 2014, Broden 2000) and prescient insights from Greimas himself (esp. 1968, 1984). The argument of the paper is further supported through a visual and textual content analysis of a popular music video, both to highlight relationships between the semiotic square and mundane cultural ideologies and to show how these relationships might be traced to the marked symmetries of bodily movement. In addition to illustrating the enduring relevance of Greimasean thought, the paper further illustrates the neglected relevance that embodied chiasmus holds for developments in anthropology, linguistics and the other cognitive sciences. (shrink)

This work presents a semiotic perspective of aspects of a soundscape evaluation of the city, Supino located in the Province of Frosinone in the Italian region of Lazio. The data and sound sample collection was accomplished through the soundwalk technique undertaken by students of Çankaya University, School of Architecture during the ‘Third International Summer School in Supino’ 17–24 August 2014. For the soundscape evaluation, three zones were identified in Supino as urban, suburban, and intersection. A total of nine samples (...) across three zones were collected during three different times in a day by soundwalks from the areas located in the identified zones. A theoretical model of semiotic interpretations of soundscapes has been proposed and applied for the analysis of Supino’s soundscape. The results showed that the soundscape of Supino differs according to its cultural, habitual, and anthropological tendencies. In addition, the semantic analysis shows that the soundscape composition of the sound sources in the three zones varies by the change of time, sound composition and sources, topography, and settlement of the city. (shrink)

Social distance, as a non-static cognitive attribute of acceptance among particular groups across different contexts, has been resemioticized during the coronavirus crisis and legalized worldwide to reduce global strain on healthcare systems and prevent deaths. Concerning this, brand designers have tried to persuade the brand community to benefit from products or services safely by staying away from others as much as possible instead of in-person contact. This research was conducted to discover the semiosis process of social-distancing resemioticization through creating values (...) of brands during the post-coronavirus crisis. The corpus consists of 124 brands – all sampled purposely from 2019 to 2021 – which was investigated via a mixture of qualitative and quantitative methods using an integrated model in a functional perspective. All the results highlight the fact that, although brand designers have attempted to creatively resemioticize social-distancing during the coronavirus crisis as a means of increasing or enriching brand values, still some semiosis layers of brand discourse have been overlooked. Pertaining to this, the authors try to apply a new perspective of marketing semiotics to appraise consumer investments in light of a socio-cultural setting by conducting an inquiry about the semiosis of individual brand discourses to manage consumer perceptions regarding brand equity. (shrink)

This article discuss the origin of the Byzantine Cultural Model, influenced by the patristic anthropologic perspective, which discerns that present-day man is notgeneric man, but is at an intermediate stage, between a lost condition and one that could be attained. A dimension of the Eastern Christian understanding of man that is less known nowadays is related to the theme of the garment of skin. This is connected with another one, the theme of the simplicity of the mind.

Evaluation of other cultures is a strong force in a culture’s definition of itself. Cultures are formed in encounters that include domination, conflict, and dismissal as much as appreciation and smooth exchange. In this paper, the construction of cultural identity is discussed, with reference to a Scandinavian Theme Park proposal made in cooperation between American design consultants and a local Swedish team of planners and visionaries. The image production in this design proposal, which never came to be realised in (...) architectural production, shows that “Scandinavia” appears as a two-some dialogic construction that adopts stereotyped cultural identities, and that it was not brought to any wider public dialogue. In a semiotic account of this architectural decision-making, models of culture (Lotman. 1990.Universe of the mind: A semiotic theory of culture. London: Tauris.) are discussed in terms of the tripartition of culture into Ego-culture, Alter-culture and Alius-culture (Sonesson. 2000. Ego meets alter: The meaning of otherness in cultural semiotics.Semiotica128(3/4). 537–559.; Cabak Rédei, Anna. 2007.An inquiry into cultural semiotics: Germaine de Staël’s autobiographical travel accounts. Lund: Lund University Press.), considered as a basic abstracted backdrop of what is meant by cultural difference. In this paper it is suggested that this tripartite view on culture, can be further discussed in reflection of post-colonial studies, notably through terms such as “mimicry” (Bhabha. 1984. Of mimicry and man: The ambivalence of colonial discourse.October28. 125–133.) and “subalterity” (Spivak. 1988. Can the subaltern speak?. In Cary Nelson & Lawrence Grossberg (eds.),Marxism and the interpretation of culture, 271–313. Urbana & Chicago: University of Illinois Press.). The model of culture can furthermore be discussed through Peirce’s distinction between different stages and carriers of representation, adding to the cultural model an understanding of what it means, over time, for a culture to relate to an admired as well as to a neglected other cultural actor. (shrink)

The paper aims to make a contribution to semiotic research on the future by bringing together various approaches that deal with the relationship humans have with the future. More specifically, the paper concentrates on anticipation viewed as an activity that is based on modelling the (un)desired future as suggested by Nikolai Bernstein. The model-based approach to anticipation allows drawing connections between the psychophysiological and semiotically mediated forms of anticipation on the one hand, and between individual and collective forms of (...) anticipation on the other hand. With these aims in mind, the paper offers a sketch of a semiotic approach to the future that is based on the framework of semiotic modelling systems, i.e. views the future in terms of models of it and the semiotic resources and processes involved in the model-building. As the semiotically mediated models of the future circulating in a culture can become collectively shared means of cognizing and anticipating some futures, it is possible to talk about a collective anticipation, analogous to Juri Lotman’s cultural semiotic notion of collective memory. Accordingly, premediation, a future-oriented media practice outlined by Richard Grusin, is viewed as an example of collective anticipation. In addition to tracing the mechanisms of anticipation from its individual organismic to semiotically mediated collective forms, the paper foregrounds also the two fundamental problems that run across the diverse theoretical perspectives brought together within the approach: the individual and collective agency in future-making and the affective dimension of anticipation. (shrink)

I would like to identify a certain weakness which is characteristic, in my view, of the ‘critique of the model of representation’ or of the project of ‘overturning the hegemony of representation’, popular in philosophical circles inspired by Heidegger’s writings. According to Heidegger’s influential interpretation of modernity — which, by the way, is indebted to Hegelian philosophy of history — the logic of the development of modern thought is entirely subordinated to one idea: the idea of absolute domination of the (...) subject as the power of discursive representation. This interpretation provides a unified vision of the history of modernity as the history of increasing relativization of all aspects of reality to the subject and its capacity to represent and to form judgements. This unified picture of modernity constitutes the common point of reference and inspiration for many intellectual enterprises under the banner of deconstruction, hermeneutics, philosophy of difference, and the critique of Enlightenment. The same interpretation is explicitly or tacitly assumed in postmodernist accounts of contemporary culture, according to which our task as post-modern thinkers is to abandon, overthrow, and shatter the model of representation. (shrink)

This exploratory enquiry seeks to examine the largely unexplored potential of semiotics for intercultural training and education. The proposed three-partdiscussion describes the process by which semiotic theoretical principles were selected and progressively refined into an applied model which was then pilotedthrough a 2007 research initiative entitled Tools for Cultural Development. The case study involved six groups of French and Australian trainees from both theacademic and professional sectors, in collaboration with university, government and community partners. The first part of the (...) article summarizes a review of theliterature on approaches to cultural competence training. The study then outlines the transcoding process by which the stated objectives of intercultural educationwere reformulated in semiotic terms, particularly in reference to cultural semiotics on which the theoretical core of the applied model was subsequently based.Relevant principles from other semiotic schools as well as similar theoretical and methodological stances in the social sciences reinforced the established body of theory for the training design. The third part of the study discusses the process by which semiotic principles were further defined as skill-based outcomes and goals for workshop implementation. This pragmatic defining process facilitated development of questionnaires and surveys, thereby allowing participants to evaluate the training experience by examining their perceptions about the workshop outcomes at the beginning and end of the sessions. This article presents the quantitative results of the evaluation and, in discussing the gains and limits of data obtained, provides the context for a follow-up article on the qualitative findingsof the study. (shrink)

The evolution of human symbolic capacity must have been very rapid even in some intermediate stage (e.g. the proto-symbolic behavior of Homo erectus). Such a rapid process requires a runaway model. The type of very selective and hyperbolically growing self-organization called “hypercyle” by Eigen and Schuster could explain the rapidity and depth of the evolutionary process, whereas traditional runaway models of sexual selection seem to be rather implausible in the case of symbolic evolution. We assume two levels: at the (...) first level the species is adapted to ecological demands and accumulates the effects of this process in the genome. At the second level a kind of social/cultural knowledge is accumulated via a set of symbolic forms, one of which is language. Bühler’s model of three basic functions of signs can also be elaborated so that its cyclic structure becomes apparent. We assume that the hypercyclic process of semiosis and functional differentiation was triggered in 2 my BP (with the Homo erectus) and got more and more speed with the species Homo sapiens and later. The consequences for the evolutionary stratification of human languages will be drawn in the last section of the paper. The basic aim of the paper is to provide a semiotic (and not just a linguistic) explanation of the origin of language which can be linked to relevant models in evolutionary biology and which exploits the possibilities contained in self-organizing systems. (shrink)

Biological mimicry can be considered as having a double-layered structure: there is a layer of ecological relations between species and there is a layer of semiotic relations of the sign. The present article demonstrates the limitations of triadic models and typologies of mimicry, as well as their lack of correspondence to mimicry as it actually occurs in nature. It is argued that more dynamical semiotic tools are needed to describe mimicry in a theoretically coherent way that would (...) at the same time allow comparative approach to various mimicry cases. For this a five-stage model of analysis is proposed, which incorporates classical mimicry theory, Jakob von Uexküll’s Umwelt-theory, as well as semiotic and communication analysis. This research model can be expressed in the form of five questions: 1) What is the formal structure of mimicry system? 2) What are the perceptual and effectual correspondences between the participants of mimicry? 3) What are the characteristics of resemblances? 4) How is the mimicry system regulated in ontogenetic and evolutionary processes? 5) How is the mimicry system related to human cultural processes? As a practical example of this semiotic methodology, brood parasitism between the common cuckoo Cuculus canorus and his frequent host species is examined. (shrink)

In recognition of the central place that the concept of tragedy holds in the historical understanding of culture and society, this paper features an analysis of its presence, current state, and value in the digital environments of the postmodern era, with special attention to videogames. Thus, the overcoming of a classic model of tragedy in the cybertextual condition is first determined, along with the discursive dimension underlying said overcoming. To this end a theoretical statement to the issue of tragedy (...) is proposed, from the perspective of the cybertext as procedural rhetoric. This will establish the formulation of a semiotic analytical model that problematizes Greimas’ actantial system under the light of the digital and interactive reality of videogames. To avoid this constraint, we propose to attach a new variable to the base of the generative trajectory: the “configurative synthesis,” product of the so-called “gaming/playing function.” This addition will integrate the figures of the game and the player in the dynamic distinction of the “quasi-Actant.” Finally, a sample of 79 cases will be observed in regards to the implications of the cybertextual notion of tragedy to the narrative and discourse of videogames. (shrink)

This exploratory enquiry seeks to examine the largely unexplored potential of semiotics for intercultural training and education. The proposed three-partdiscussion describes the process by which semiotic theoretical principles were selected and progressively refined into an applied model which was then pilotedthrough a 2007 research initiative entitled Tools for Cultural Development. The case study involved six groups of French and Australian trainees from both theacademic and professional sectors, in collaboration with university, government and community partners. The first part of the (...) article summarizes a review of theliterature on approaches to cultural competence training. The study then outlines the transcoding process by which the stated objectives of intercultural educationwere reformulated in semiotic terms, particularly in reference to cultural semiotics on which the theoretical core of the applied model was subsequently based.Relevant principles from other semiotic schools as well as similar theoretical and methodological stances in the social sciences reinforced the established body of theory for the training design. The third part of the study discusses the process by which semiotic principles were further defined as skill-based outcomes and goals for workshop implementation. This pragmatic defining process facilitated development of questionnaires and surveys, thereby allowing participants to evaluate the training experience by examining their perceptions about the workshop outcomes at the beginning and end of the sessions. This article presents the quantitative results of the evaluation and, in discussing the gains and limits of data obtained, provides the context for a follow-up article on the qualitative findingsof the study. (shrink)

First published in 1998. Routledge is an imprint of Taylor & Francis, an informa company.

This entry addresses the action theoretical semiotics derived from A. J. Greimas’s theory and positions it in the context of edusemiotics. Greimas’s narratological theory is discussed and investigated in terms of its fruitfulness for education. The entry focuses on the major features of Greimas’s theory such as his famous actantial model as well as the anthropomorphic, or human- and subject-centered, approach in general. According to Greimas, at the core of the meaning of every significant discourse, there lies a typical human (...) situation within which the actants – or entities that assume certain roles in a narrative story – function as Subject and Object, Sender and Receiver, and at times also as Helper and Opponent. Greimas’s central analytic tools, the semiotic square and the generative model, are interpreted in dynamic terms and applied to the analysis of education as a meaningful practice. These tools help us see education as a value-based action and shed a critical light on the presupposed dualism between nature and culture in the context of education. For the analysis of action, Greimas’s major concepts prove themselves to be especially useful. The conception of competences expressed, specifically, in modal verbs such as want, can, know, and must is significant for education. As such, education becomes an action that strives to develop students’ competences. (shrink)

A methodological framework is presented for the analysis of the discursive function of the science exhibit, which is treated as a multimodal “text” with conceptual, structural, and operational features encoding science knowledge. This analytical model is founded on Bernstein's theory of cultural codes (classification and framing) and socio-linguistics (formality). By using this framework, it is hoped that the museum researcher, the science museum practitioner, and the science communicator are empowered to retrieve the science exhibit “message,” to reconstruct the image of (...) the represented science, and the socio-cultural positioning of the model visitor in the communicative context of the science museum. (shrink)

In this paper I will focus on the concept of the person in its philosophical, representative and bodily facets, in a gender perspective. Starting from the interesting figure of Gianna Beretta Molla, known for having been beatified for having sacrificed her own life to save that of the child she was carrying, I’ll try to reason about some key concepts concerning women representation in modernity, such as motherhood, iconic figures and cultural models from which the meaning of feminine subjects (...) itself depends. (shrink)

With the ternary relationship of influence and cooperation between sign, object, and its interpreter in the semiotic rapport as a starting point, the present study aims to capture the “productive tension” of semiotics and communication in the Japanese advertising discourse. The advertisement, considered a semiotic system which ranks the fundamental functions of language in a particular manner, searches for new methods of communication, of message production, directing the sign towards the symbolic space of communication. In trying to measure (...) this symbolic fund of mass communication, the following text wishes to argue, from the perspective of rhetoric and cultural semiotics, that in the Japanese advertising message which is not transmitted mechanically between speaker and listener, one may recognise a model of impressiveness alongside a model of stimulation or of insertion . Also, calling on “syncretic” semiotics, this research devoted to the Japanese advertising discourse wishes to probe the way in which meaning is constructed through the act of signification resulted from the interaction of the verbal sentence with procedures and strategies that manifest themselves in several types of language, such as the visual, auditory, gestural, etc. (shrink)

What we generally regard as ‘the face’ should be semiotically understood not as something given and monolithic, but rather stratified – it is at least threefold: biological (face), physiognomic (expression), perceivable (visage) – and relational as it has to be put within a narrative in order to make sense. The face lies at the centre of a whole semiotic system, the form of life, revolving around the issue of identity (which the face – the visage, to be precise – (...) embodies and still does not resolve). What we may call ‘the natural face’ is not, as common sense would suggest, the precondition of the ‘culturalized’ one (featured with modifications ranging from make-up and proper masks to surgery), but rather just one of the possible semiotic masks a person may choose to wear. At the same time, the mask does not have to be reduced to a deceptive device only (nor to be meant merely as a material object), being in fact at the centre of a more complex axiology. The classic veridictory square articulating the opposition between Being and Seeming may provide a suitable model for the semiotic square of ‘visageness’, so that we would have: Face, Disguise (the place of the mask proper), Fake, Anonymity. Based on these theoretical premises, the paper finally addresses popular music and outlines a provisional map of the pragmatics of the mask (subtractive vs. additive, ritualistic vs. continuous, material vs. virtual, mask as face vs. face as mask), as a suggestion for further studies. (shrink)