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)

Crucial components of strategic communication include the audience, which plays a decisive role in how any conflict plays out. Strategic narratives are seen as means by which political actors attempt to construct a shared meaning of international politics to shape the behaviour of domestic and international actors. The article analyzes the news discourse of the Russian media sources RT, Pervyj Kanal, and NTV on Russia’s coronavirus aid to Italy in spring 2020. In the context of media coverage, some methodological (...) questions arise: How should the intentional structuring of narratives, targeting of audiences, and the manipulative intentions of the strategic actor be studied? For this purpose, the article combines strategic narrative theory with Umberto Eco’s concepts of the Model Reader and the Model Author. Analysing the aims and intentionality of the strategic narratives, we postulate the Model Reader as an analytical category that organizes the study of the audience’s interpretation process. The function of the Model Reader is to actualize the codes and intertextual references that the author has strategically planned in the news message, in order to achieve the geopolitical aims of the strategic narratives in question. The analysis of constructing the Model Reader and the Model Author of strategic narratives is complemented by Greimas’ semiotic theory of the narrative and the composition principles of Lotman’s discrete/non-discrete texts. (shrink)

This article offers a historical perspective on the emergence of narrative as a major area of research, with a sampling of the range of possible approaches. Key early figures, including Propp, Levi-Strauss, the French structuralists (Greimas in particular), and the linguist Labov are discussed. It aims to provide a framework in which some key concepts can be examined, in particular the term narrativity, which regards narrative as a semiotic structure that transcends the verbal domain. The work of Metz in cinema (...) is discussed. Another area is painting; it is noted that the conjunction of the notion of narrative with painting has a long history. (shrink)

This study explores the semiotics of humor and political disaffection in the online feedback discourse evaluating party performance in a post-election era in Nigeria’s democratic practice. It examines the incongruities in multimodal digital humor as semiotic resources of subversive play to criticize a political party for its perceived weak program-to-policy linkage. Data for the study comprise some purposively sampled political internet memes which were deployed to express political disaffection at the party All Progressives Congress in the first half of (...) its four-year tenure. The study applies Algirdas J. Greimas’ semiotic theory by drawing upon the notions of narrativity and modalities to read the selected political internet memes, which run profound social commentaries on the anxieties and frustrations of the ordinary citizens in a failing economy, thereby underpinning the thrust of the theory, which lies not only in the signification of texts but also in the signification of the living experience. The study reveals the power of signs evidenced in the deployment of objects, behaviors, practices, images, and symbols within the socio-economic sub/culture of the production of the internet memes to configure backlashes of democratic deficits relating largely to worsening poverty, hunger, struggle for survival, and political cynicism in an emerging democracy. (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)

Journal Name: Semiotica Issue: Ahead of print.

In this article I critically discuss English-speaking philosophical literature addressing the question of what it essentially means to speak of 'life’s meaning'. Instead of considering what might in fact confer meaning on life, I make two claims about the more abstract, meta-ethical question of how to understand what by definition is involved in making that sort enquiry. One of my claims is that over the past five years there has been a noticeable trend among philosophers to try to change our (...) understanding of what talk of 'life’s meaning' connotes. For example, whereas most philosophers for a long while had held that such talk is about a kind of value possible in the life of human beings, recently some have argued that certain non-human parts of nature can exhibit meaningfulness, which, furthermore, is not necessarily something valuable. The second claim I advance is that there is strong reason to reject this trend, and instead for philosophers to retain the long-standing approach. (shrink)

A semiotic study seeks to find sign significance in its relation with others. This paper is a search for the semiotic manifestation of certain signs in the contemporary campaign against corruption in mainland China. It uses Greimas’s semiotic square as a theoretical base upon which an examination of official discourse pertaining to anti-corruption is conducted. Power, agency, and sexual relation are the three parameters of analysis. The study comes to the tentative conclusion that the marked combinatory presence of women (...) in anti-corruption discourse implicates women as the primary benefactors in the male-dominated corruption practice, thus directing the public attention to a gender issue of minor importance. (shrink)

A model called the “semiotic ladder,” which consists of “consecutive semiotic squares,” is proposed in this paper, through which the meanings of the deep structure of a narrative can be depicted as fluid and dynamic. It shows the stages of producing meanings in the narrative, from beginning to end. To see this, several narratives in the epic and mythological genres are analyzed in order to discover their abstract and deep structural meanings, and to prove the dynamic nature of meaning in (...) the semiotic ladder. According to the analysis, the process of the semiotic ladder depicts the displacement and fluidity of narrative meanings using consecutive semiotic squares, and this pattern can be applied to and implemented in all narratives. Also, the semiotic ladder allows us to clearly observe the pattern of movement of the narrative subject schema in the path of accomplishing the object. (shrink)

This article concentrates on a couple of semiotic approaches working out, on the one hand, the mediated character of reducing interpretative trajectories to the actual translation into the language of narratives (A. J. Greimas) or the language of textuality (F. Rastier), and, on the other, the direct, apparently unmediated passage to the visceral physicality of the verbal signifying system, which make semantic and syntactic components perfunctory to interpretation in a way (J. Kristeva). Greimassian universal narrative grammar dismantles signifying units, navigating (...) in the network of narrative utterances. Rastier's approach structures textual artifacts by unearthing semantic constituents crucial for semiotic analysis. Kristeva examines what is behind the curtain instead of sorting out the significance of the text's content as a special category and the possibility of procedure allowing its interpretation. These three authors are compared in the context of two approaches that come to grips with the author/reader pair. (shrink)

How may Greimassian narrative semiotics join forces with feminist inquiry? This essay begins with an analysis of a cake recipe from Alasdair MacIntyre’s.

This paper conducts a semiotic analysis of the Moses and Pharaoh narrative in the Qur’an by examining descriptive, narrative and argumentative propositions, enunciation, and discourse.1 The methodology tests the narrative against an analytical model based on theories of structural and cognitive semiotics and developed by Grambye and Sonne (2003a). A bit-by-bit application of the model to the narrative yields crucial results in the propositional analysis in which descriptive, narrative, and argumentative propositions are tested against the 3-D, transport, and thematic (...) models; the enunciational analysis in which point of view and style are examined with specific focus on frequency; and the discursive analysis in which intertextual and ethical implementations underlie the core values borne by the narrative. The merit of this methodological approach is not limited to the analysis of these two narrative texts, but can reverberate to other Qur’anic narrative texts. (shrink)

This paper provides an overview of semiotic studies about advertising, beginning with the early work done in the 1960s. Advertising communication plays a particular role in semiotic studies in the second half of the twentieth century. Pioneering studies of advertising messages, in particular those of Roland Barthes and Umberto Eco, date to the 1960s and were carried out for the most part using the tools of classical rhetoric. Following a period in which semiotics displayed a relative lack of interest in (...) advertisements, in the 1980s advertising texts were used as examples in applied narratological analysis by Jean-Marie Floch and others. This occurred at the same time as the so-called “passion turn of semiotics,” which stressed that the passions and emotions present in texts are crucial issues in textual semiotics, and it also seemed to offer fresh perspectives for the analysis of advertising communication. The passion turn took account of the evolution of advertising itself, since modern advertising is more and more interested in conveying passions and emotions. The effectiveness of an advert tends to be closely bound up with the presentation of sensations associated with a given product or brand. Recently, semioticians have begun to study more general features of advertising and marketing discourse. (shrink)

This review-article deals with Duvall's book 'Faulkner's Marginal Couples' and evaluates his claim that his approach is 'primarily structuralist, with a special debt to the narrative semiotics of Greimas.' There is also a discussion of general issues in narrative semiotics not tied to any one researcher's approach.

Despite the proliferation of studies on corporate social responsibility (CSR), there is a lack of consensus and a cardinal methodological base for research on the quality of CSR communication. Over the decades, studies in this space have remained conflicting, unintegrated, and sometimes overlapping. Drawing on semiotics—a linguistic-based theoretical and analytical tool, our article explores an alternative perspective to evaluating the quality and reliability of sustainability reports. Our article advances CSR communication research by introducing a theoretical-cum-methodological perspective which provides unique insights (...) into how to evaluate the quality of CSR communication. Particularly, we illustrate the application of our proposed methodology on selected U.K. FTSE 100 companies. Our two-phased analysis employed the Greimas Canonical Narrative Schema and the Semiotic Square of Veridiction in drawing meanings from selected sustainability/csr reports. In addition, we present a distinctive CSR report quality model capable of guiding policy makers and firms in designing sustainability/csr reporting standards. (shrink)

Framed within the broader theoretical context of social semiotics, we attempt to show how university students communicate using a variety of unique means, in particular social contexts. We privilege Pennycook and Otsuji’s semiotic assemblages, Jimaima and Simungala’s semiotic creativity, and the notion of semiotic economy as critical ingredients that conspire to give rise to the unique and complex coinages and innovations constituting students’ repertoires. We argue that, born out of creativity, the students’ repertoires are semiotically and economically charged discourses that (...) generate extended narratives such that more is realized with less. We show that this reality undoubtedly constitutes a multi-semiotic meaning-making endeavor that enacts and sustains students’ imagined and lived experiences in real sociocultural, historical, and political spaces in the multilingual landscapes of university campuses. (shrink)

A new semiotic model for the generation of musical texts is introduced in this article. The idea of a generative grammar is here understood in the sense of the generative trajectory, a model elaborated by A. J. Greimas. Four levels are chosen from his trajectory for the study of musical texts, namely, those of isotopies, spatial, temporal and actorial categories, modalities and semes or figures.As an illustration, the G minor Ballade by Fr. Chopin has been examined through all these levels. (...) The most formalized aspect of the analysis is constituted by what has been called a modal grammar of the piece (the term modality understood here in its philosophico-linguistic sense). The analysis tries to show how the musical form emerges from its inner processual traits, kinetic, epistemic and other aspects of a modal nature. It thus approaches for instance the problem of segmentation from the processual and dynamic nature of musical works. Moreover, the analysis is also an attempt to study the narrativity in music, since the narrative content of a piece like Chopin's G minor Ballade is clearly seen as the result of its modal processes. (shrink)

This paper aims at unfolding political conspiracies that help to manipulate political reality in Pakistan. It significantly builds on the empirical data to show how language and social semeiotics are used to coin catchy slogans to serve the politicians. Political narratives remained a field of utmost interest to the discourse analysts since they offer a rich data for a significant use of persuasively manipulative language, and they signify one of the most implicit ways in which socio-political dogmas are disseminated (...) so they are to be carefully crafted to help model linguistic choices. Based on Discourse Historical Approach the present study highlights that the identifiable linguistic patterns perform a greater role in shaping political reality, and those are influenced by the sociopolitical and historical perspectives of the society concerned. The data comprises slogans from different registered political parties in Pakistan such as Pakistan People’s Party, Pakistan Muslim League Nawaz and Pakistan Tehreke’ Insaf. The study has found that the political parties in Pakistan use to craft new slogans to manipulate reality to legitimise political environment in their favour and in doing so, they use different semiotic resources including entities, socio-cultural circumstances and verbal exchanges. (shrink)

This article presents a dialogue between Roland Barthes and Paolo Fabbri, which took place on 18 December 1965 in Florence, Italy. Barthes offers an engaging account of his structuralist approach to narrative, as was later published in essay form, ‘Introduction to the Structural Analysis of Narrative’, included in a special issue of Communications (Issue 8, 1966). In a cordial exchange with Fabbri, Barthes provides a more candid presentation of method than found in print, along with critical reflection of the underlying (...) importance of the structuralist approach, as perceived at the time. The interview took place as part of a small conference on narrativity. Participants included Algirdas Julien Greimas, Claude Bremond, Umberto Eco, Jules Gritti, Violette Morin, Christian Metz, and Tzvetan Todorov. Subsequently, a number of these participants contributed articles to the same issue of Communications, on the structural analysis of narrative. (shrink)

Semiotics has been making progressively inroads into marketing research over the past thirty years. Despite the amply demonstrated conceptual appeal and empirical pertinence of semiotic perspectives in various marketing research streams, spanning consumer research, brand communications, branding and consumer cultural studies, there has been a marked deficit in terms of consolidating semiotic brand-related research under a coherent disciplinary umbrella with identifiable boundaries and research agenda. -/- The Handbook of Brand Semiotics furnishes a compass for the perplexed, a set of anchors (...) for the inquisitive and a solid corpus for scholars, while highlighting the conceptual richness and methodological diversity of semiotic perspectives. -/- Written by a team of expert scholars in various semiotics and branding related fields, such as John A. Bateman, David Machin, Xavier Ruiz Collantes, Kay L. O’Halloran, Dario Mangano, George Rossolatos, Merce Oliva, Per Ledin, Gianfranco Marrone, Francesco Mangiapane, Jennie Mazur, Carlos Scolari, Ilaria Ventura, and edited by George Rossolatos, Chief Editor of the International Journal of Marketing Semiotics, the Handbook is intended as a point of reference for researchers who wish to enter the ‘House of Brand Semiotics’ and explore its marvels. -/- The Handbook of Brand Semiotics, actively geared towards an inter-disciplinary dialogue between perspectives from marketing and semiotics, features the state-of-the-art, but also offers directions for future research in key streams, such as: -/- · Analyzing and designing brand language across media · Brand image, brand symbols, brand icons vs. iconicity · The contribution of semiotics to transmedia storytelling · Narrativity and rhetorical approaches to branding · Semiotic roadmap for designing brand identity · Semiotic roadmap for designing logos and packaging · Sociosemiotic accounts of building brand identity online · Multimodality and Multimodal critical discourse analysis · Challenging the omnipotence of cognitivism in brand- related research · Semiotics and (inter)cultural branding · Brand equity semiotics Comparative readings of structuralist, Peircean and sociosemiotic approaches to brandcomms . (shrink)

This paper delineates a postmodern discourse analysis that is positioned within a semiotic theory of language. This theory of language foregrounds the performative aspects of language usage and provides the theoretical space from which to theorize the interrelationship between social organizations or structure and social agents or individuals. Our version of discourse analysis contends that social structure is enacted (production and reproduction) through the employment of various vocabularies: social structure is not something outside of, behind, or underneath these (...) performances, and we argue that social organization is not produced by external structures operating upon or causing people to adopt certain behaviours. Rather, social structure is an effect of taking up practices and reproducing and modifying them. From this perspective, individuals are constituted by being recruited into and reproducing discursive practices. Hence, by looking at the actual employment of language – its tactical, practice dimensions – one can avoid the usual binary of seeing the person as either the autonomous origin of his or her experience or the ideological pawn of social determination. This methodology calls into question how the narratives or stories that individuals recount are imbricated within relational plays of power, and concomitantly, how subjects reauthorize their own positions. We assert that the methodological challenges of research addressing social injustice cannot be reduced to either: (i) interpersonal relationships between researcher and participants, or (ii) relegated to ‘social structures’ acting upon or outside of individuals. (shrink)

. This paper aims to highlight some peculiarities of the semiotic square, whose creation is due in particular to Greimas’ works. The starting point is the semiotic notion of complex term, which I regard as one of the main differences between Greimas’ square and Blanché’s hexagon. The remarks on the complex terms make room for a historical survey in Aristotle’s texts, where one can find the philosophical roots of the idea of middle term between two contraries and its relation to (...) notions such as difference, position and motion. In the Stagirite’s non-logical works, the theory of the intermediate, or middle term, represents an important link between opposition issues and ethics: this becomes a privileged perspective from which to reconsider the semiotic use of the square, i.e., its inclusion in the semio-narrative structures articulating the sense of texts. (shrink)

This essay addresses the relationships between prescription and description in legal rules. The analysis will focus on the culture-laden connotations of factual categories implied in all legal sentences and/or provisions. This investigation is spurred by the need to assess the impact of cultural difference in people’s understanding of legal imperatives and, symmetrically, how that impact is to be considered in the application of law. Differences in ways of categorizing the world could position the cultural pre-understanding required by law, and the (...) pluralism recognized and protected by constitutional principles and human/fundamental rights discourse, at a crossroads. Hence, even when we find an illegitimacy or an ignorance about what legal rules do not explicitly state but instead implicitly presuppose, this does not exclude that behind that ignorance there may be something worthy of legal protection. A question emerges: is it legitimate and reasonable to consider the ignorantia facti resulting from differing ways of categorizing the factual world as automatically and uncritically subject to the principle ignoratia legis non excusat? The essay continues with an assessment of the possible consequences of ignorantia facti in the administration of justice in multicultural societies and migration contexts. For this purpose, the opportunity for an intercultural use of law—including within national law—will be considered as a means of avoiding the discriminatory application of ignorantia facti. This topic will be addressed by leveraging both semiotic and cultural-anthropological analytical tools, including the well-known greimasien “contrat de véridiction”. (shrink)

Literary narratives are well recognised for their power to foster engagement with complex social themes. Transmedia narratives, which present the same story in different media, can help advance both critical multimodal discourse studies and multiliteracies pedagogies. To harness this potential, we need to develop methods for systematically relating media affordances to discourse-semantic patterns and the broad social themes these patterns construct in narratives, and ensure these methods build on the knowledge learners bring to the classroom. This article introduces (...) a social semiotic method for analysing transmedia narratives and illustrates its ability to reflect the persuasive power of narrative and build on young children's critical multimodal awareness. This is achieved through a case study comprising data from three adaptations of the same award-winning narrative - animated film (Joyce, W. (Producer), Joyce, W., & Oldenburg, B. (Directors) (2011). The fantastic flying books of Mr Morris Lessmore [Motion Picture]. Moonbot Studios), interactive app (Moonbot Studios. (2011). The fantastic flying books of Mr Morris Lessmore (Version 1.4). [Mobile Application Software]), and traditional-format picture book (Joyce, W. (2012). The fantastic flying books of Mr Morris Lessmore. Illustrations by William Joyce and Joe Bluhm. Moonbot Books) - and mother-child interactions with the book and the app. (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)

This case study of a 2016 Florida constitutional amendment analyses the semiotic devices and mechanisms of shaping public opinion on solar energy and beliefs about energy distribution. After a nationwide rise in rooftop solar installations between 2014 and 2015, utilities in several US states were faced with challenges to their business models. Anticipating similar problems in Florida, utilities and energy corporations promoted constitutional amendments. This semiotic analysis follows the voter from the billboards and flyers to the text on the ballot. (...) Starting from Peirce’s phenomenological categories, this critical analysis of the campaign reveals how the goals of the amendment were shrouded in positive environmental and consumer protection narratives. Lakoff ’s cognitive linguistics and Stibbe’s ecolinguistics support a deeper analysis of the ballot text. This study shows that by leaving key concepts (especially net metering) out of the discourse, the ballot text successfully framed an anti-solar amendment as a pro-consumer measure, while hiding the direct legal implications concerning alternative energy distribution. In particular, this study explains the opposition to the sharing of surplus in the context of neoclassical economics as a key factor in shaping beliefs about alternative energy distribution. (shrink)

The article presents an account of the visual relations created by garments through their plastic formants, examining the role played by form, material, and composition in creating body hierarchies that produce prescribed behaviors between different subjects. The work dissects the concept of thematic role from Greimasian theory, investigating the manners in which an eighteenth-century wedding dress presents the chaining of programs governing materials, garments, and the body in the production of narrative interactions between subjects. The work utilizes a combination of (...) Greimas’ method with the Visual Semiotics continued by Floch and Oliveira, as well as Hammad’s Semiotics of Space which permit the exam of optical relations created in the body through its clothing – relations that can be read as manifesting values that are both historically and socially determined, or in the act of apprehension of an object. The eighteenth century provides a type of “original” case, whose results are pertinent to a broader study of the relations between body and dress: the work concludes with the understanding that Fashion changes through the transit of values and roles invested in the body and dress – a set of changes closely linked to the construction of social roles. (shrink)

This article serves as a demonstration of how certain models of literary analysis, used to theorize and analyze fiction and narrative, can also be applied to scientific communication in such a manner as to promote the accessibility of science to the general public and a greater awareness of the methodology used in making scientific discovery. The approach of this article is based on the assumption that the principles of structuralism and semiotics can provide plausible explanations for the divide between the (...) reception of science and literature. We provide a semiotic analysis of a scientific article that has had significant impact in the field of molecular biology with profound medical implications. Furthermore, we show how the structural and semiotic characteristics of literary texts are also evident in the scientific papers, and we address how these characteristics can be applied to scientific prose in order to propose a model of scientific communication that reaches the public. By applying this theoretical framework to the analysis of both scientific and literary communication, we establish parallels between primary scientific texts and literary prose. (shrink)

This study addresses the issue of how religious authority is negotiated and redefined in the age of digital media, focusing on the case of Raja Zia ul Haq, a Pakistani Muslim cleric. Utilizing Multimodal Critical Discourse Analysis, the study posits that Zia ul Haq’s strategic semiotic choices in attire and symbolism serve as calculated maneuvers to navigate complex dialogues of power, identity, and cultural capital. The findings reveal that his appropriation of biker club symbolism disrupts traditional paradigms of Islamic (...) clerical authority in Pakistan. These choices resonate with a younger, digitally savvy audience and function as a form of religious rebranding. The study argues that Zia ul Haq’s semiotic choices challenge monolithic interpretations of Islamic authority, thereby opening new avenues for religious engagement and interpretation. The significance of this work lies in its transnational implications, offering a counter-narrative that challenges prevailing stereotypes about Islamic scholars and suggests new paradigms for understanding religious authority in a globalized world. (shrink)

The way we perform identity in everyday situations nowadays is affected in very concrete ways by our interactions with technology. However, our conceptual understanding of such exchanges has been limited to a handful of concepts or narrative devices (i.e. acyborg), which have proved their limits when facing extreme complexity. This paper develops a proposal to reexamine various possible assemblages between man and machine – at the level of the self-awareness and self-signifying of an individualvis à vistechnological-based entities – by revisiting (...) Greimas’s semiotic square, a tool from classical structural semiotics that could be readjusted to unfold what is at stake in that relationship, and under the semantic category of identity. The paper explains the constituent terms of Greimas’s elementary structure of meaning, unfolds the logic of his semiotic square, and develops some of its key underlying notions. Moreover, the limitations of the semiotic square are also surveyed. Instead of trying to pose a new paradigm, this paper wants to explore its heuristic possibilities and resist any claims of the underlying theory to produce fix typologies, semantic determinisms or stable discursive forms. In that sense, the scope of this essay is not to identify the whole array of cases in which identity is formed out of the contact between man and his machinicalother, but to deliver a working scheme that may function as an initial, navigational map, a tool by which we can further explore the idea of how identity is affected by technology as a dynamic, performative process, therefore informing a semantic know-how and granting further access to yet unfamiliar fields of a post-human condition. (shrink)

In his Ecolinguistics, Stibbe (2020) declares the story of economic growth (the continuous increase in production and consumption) as the ‘master narrative’ that is at the same time the most harmful story we live by. This paper explains where this story of growth comes from and describes how it supplants or suppresses alternatives, such as stories of thrift and sharing. By connecting the biosemiotic model of Funktionskreis (e.g. Uexküll, 1920) as “the primary mechanism of meaning making” (Kull 2020) to cognitive (...) linguistics (e.g. Lakoff, 2009) and critical discourse analysis (e.g. van Leeuwen, 2018), this paper explores how stories of thrift and sharing can be turned into activism that seeks to reframe waste as surplus that can be shared; but they can also hide the old business models of the master narrative. Stories of sharing are often erased to protect corporate interests. Narratives of sharing can be duplicitous, especially in the context of the ‘sharing economy’. Attempts at reframing resources and energy as common wealth owned by everyone are squelched by the master narrative in contexts like resource and energy distribution. Can the new story of shrinking and degrowth become a new alternative to the master narrative and promote new decelerated semiotic habits (Maran, 2023) for a more fulfilling life with less (e.g. Herrmann 2022)? (shrink)

This paper presents an analytical framework for analyzing how multimodal resources of emotion expression are semiotically materialized in discursive interactions specific to political discourse. Interested in how political personae are emotionally constructed through multimodal meaning-making practices, our analysis model assumes an interdisciplinary perspective, which integrates facial expression analysis – using FaceReader™ software –, the theory of emotional arcs and bodily actions (hand gestures) analysis that express emotions, in the analytical framework of multimodality. The results show how the multimodal choices (...) that political actors make during discursive interactions allow them to build their political brand and make connections with the audience on an emotional level. (shrink)

The article attempts to bridge semiotics with species conservation and management. Biosemiotic and cultural semiotic methodology is applied in the analysis of a case study – the early occurrence of the golden jackal in Estonia. Nine semi-structured interviews were carried out with the local inhabitants of the Matsalu region, professional zoologists and environmental officials who were involved in the golden jackals’ discourse. The interviews were analyzed for interactions between golden jackals and humans, expected ecological effects of golden jackals, communication (...) between different interest groups and central cultural motifs used to interpret the new species. It is argued that in the development of this discourse, the golden jackals’ own activity has played an essential role. At the same time, human cultural models also influence the interpretation of a new species to a considerable degree. Two of such models – the opposition of the own and the alien and the “settler’s” narrative – are brought out and analyzed. The effect of the fear of the unknown is also specified. To improve human communication about new or invasive species, it is suggested to raise awareness of the underlying cultural models and to use integrative communication as the developing discourse is dynamical and constantly changing for all interest groups. For a semiotic study of species management, it is suggested to combine methodology from biosemiotics, cultural semiotics and actor-network theory. (shrink)

Despite the dramatic changes in international politics it appears that crises---episodes in which decision-makers hazard urgent, perilous choices---will remain a prominent and dangerous feature of international relations. This realization prompts the question that informs this paper: why do American decision-makers define a situation as a crisis in the first place? I argue that prevailing theories do not adequately account for crises: the same situation (or perception of the situation) may be interpreted differently by various decision-makers. Specifically, it may be construed (...) as an endurable problem to be resolved in due course, or an unendurable crisis demanding immediate resolution at considerable risk. I entertain the possibility that crises occur because crisis discourse has become the lingua franca in the halls of power. Taking a semiotic approach, I argue that crisis narratives are read into ambiguous situations to render them meaningful and dramatically self-valorizing. (shrink)

This paper emphasizes the crucial role that language use plays in climate change communication. In particular, this paper examines UN public discourse and narratives about climate change. It will be shown that the climate change is often described as a "threat to human wellbeing" and as an external enemy—the Other. On the other hand, humanity is often portrayed as a victim of climate change. The consequence of this rhetoric and logic of apocalypse is insufficient action in relation to climate (...) change. The narrative construction of the Other that is described as a threat is founded on binary oppositions: we/they, self/other, culture/nature, human/non-human and so forth. As long as climate change is described as an external enemy and "independent matter" and climate policy is based on binary oppositions, action to combat climate change will remain insufficient. (shrink)

Gamified news is a clear example of contemporary convergent practices which conflate the functionalities of formerly separate entities, video games and journalism. This practice marks a shift in the journalistic norms, positioning journalism and news users within the neoliberal paradigm. In this view, the study proposes a discursive approach to examine how gamified news discourse is colonized by the neoliberal values of marketization and commodification. The analysis takes a case study of Pirate Fishing: An Interactive Investigation, a gamified news (...) launched by Al Jazeera. It is not just the narrative of Pirate that carries ideological bearings, rather the ludic design itself is found to be fit within the neoliberal mentality. Therefore, the ludic semiosis of Pirate Fishing is examined as well. As such, a dialectical relation between discourse, semiotics and neoliberal ideologies, in the context of gamification, is drawn in this article. Based on the analysis, seven interrelated neoliberal discourses are highlighted: ‘calculative rationality’, ‘self-entrepreneurship’, ‘minimalism’, ‘aesthetic preferences’, ‘individualism’, ‘sovereign consumer’ and ‘personal responsibility’. (shrink)

The structure of narrative discourse is the focus of much current research, but the classicist Walter Burkert argues for a revitalization of the historical approach to myth. He pushes the origins of myth beyond ritual to action patterns man shares with animals. His approach is evaluated in the context of Propp's historical analysis, which complements his 'morphological' approach to Russian folktales; and to Levi-Strauss's synchronic analysis of myth, which sees an ahistoric connection between the myths of North and South (...) America. (shrink)

ABSTRACT he paper examines the digital practices and discourses of the Islamic State when exploiting Social Media Communication environments to propagate their jihadist ideology and mobilise specific audiences. It draws on insights from Social Media Critical Discourse Studies, observational approaches, and visual content/semiotic analysis. The paper maintains the complementary nature of technological practice and discursive content in the process of meaning-making in digital jihadist discourse. The study shows that digital practices of strategic sharing, distribution and campaigns to re-upload (...) textual materials are made possible by exploiting SMC communicative affordances. As for the analysis of discursive content, the paper focuses on YouTube and highlights strategic patterns and covert references in an IS-produced flagship video. It illustrates how IS discourse constructs its envisaged in-group/outgroup by symbolising current events within historical, political and ideological conflict scenarios, i.e. the incessant resistance and legitimacy of forces of virtue vs evil. By foregrounding symbolic references to military outgroup actors, IS legitimises its own violence and projects a powerful self-identity against a global hegemony. The paper shows how the combination of a technologically savvy operation and a resistant, anti-hegemonic narrative, embedded in a strategically framed symbolism of Islam, may resonate with global -diasporic digital consumers. (shrink)

This paper considers the ways that concepts such as social justice and law were used as semiotic objects-in-tension by a group of five US undergraduates considering law school to make sense of their ideas about entering the discourse communities and communities of practice associated with being a lawyer. This group was made up of undergraduate women who had completed a summer residency program sponsored by the Law School Admissions Council to increase enrollment of students from under-represented groups. Of the (...) five participants, two were US-born; the others immigrated to the US as teenagers; each was aware of her position as multiply marginalized, by gender as well as other factors, including refugee or immigrant status, religious affiliation, sexual identity, and/or association with “at risk” labeling. Data analyzed reflect a 3-year study of their changing perceptions of their relationships to law school discourse communities, using text, interviews, individual video narratives, and informal, face-to-face group meetings. A sociolinguistic approach to multimodal discourse analysis is used to examine the ways that the women, each in a unique way, articulated an increased investment in direct and embodied engagement, lived experience, and personal testimony—not as supplements to doing/being a lawyer, but as necessary and expected practices therein. Over time and through various modalities, they used their vantage point from outside the dominant discourse communities of law to stage social critique and to contest the binary logic and normative criteria that forge the boundaries of exclusion from and inclusion in these communities. Specifically, they resemiotized notions of being a lawyer from the margins in ways that demanded a more fluid and polysemous interpretation of what it means to do ethically rigorous social justice work—hence reworking the relationships between justice and the law and widening the semiotic potential of their own future work. Particularly significant are the ways that semiotic trajectories progressed from an emphasis on what Halliday identifies as textual functions of language to interpersonal and ideational functions. Such a trajectory away from entextualization suggests that voices and perspectives from the margins may be using those imaginary margins tactically as sites from which to contest the boundaries that define whose voices count within the legal system and to contest normative limits on semiotic potentialities for lawyers working toward more just social futures. (shrink)

This volume provides a critical roadmap through the major historical sources of legal semiotics as we know them today. The history of legal semiotics, now at least a century old, has never been written (a non-event itself pregnant with semiotic possibility). As a consequence, its sources are seldom clearly exposed and, as word, object and meaning change, are sometimes lost. They reach from an English translation of the 1916 inaugural lecture of the first Chair in Legal Significs at the Amsterdam (...) University, via mid 20th century studies on "property" or "contract," to equally fascinating essays on contemporary semiotic problems produced by former students of the Roberta Kevelson Semiotics Roundtable Seminar at Penn State University 2012 and 2013. Together, the materials in this book weave the fabric of semiotics and significs, two names for the unfolding of semiotics in law and legal discourse at least until the second half of the 20th century, and both of which covered a lawyer's focus on sign and meaning in law. The latter is embedded within the cultural imperatives of the civilization that gave these terms meaning and made them an effective tool for the dissection of law, its reconstitution as an instrument to be used by the lawyer to advance the interests of her clients, and for judges as a means to restructure language as a narrative of law whose power could bend behavior to its strictures. Legal semiotics has become an indispensible part of the elite lawyer's toolkit and a fundamental approach to analysis of legal texts. Two previous volumes published in 2011 and 2012 explored the conceptual, methodological and epistemological progress in the field of legal semiotics, the modern forms of semiotics study, and the mechanics of meaning making processes by lawyers. Yet the great lessons of semiotics requires a focus on the origins of the concepts and frameworks that would become contemporary legal semiotics, its origins as an object of the consciousness of meaning making-one whose roots, as lessons for the oracular conversations of law, are expanded in this volume. (shrink)