For a sign to be a sign it must bond an object, a signifier, and the idea to which it gives rise. The paper focuses on the iconicity of silence as a hypoiconic signifier, exploring the semiotics of silence in light of the notions and studies of iconicity. Fascinating parallelisms hold between iconicity and silence. These raise many challenges to the study of each separately, let alone dealing with them jointly. Some icons and some silences are qualities in the real (...) world, others are semiotic forms standing for or denoting objects. Simple, intuitive qualities of iconicity and of silence are naturally grasped and shared from antiquity to the present by cultures and peoples. The paper employs Peirce’s initial basic trichotomy of iconic classes as well as his later hierarchies for studying the iconic stance of silence as a hypoiconic signifier. Analyzing and illustrating the possible complexities between forms, contents, their relations and their interpretations, group hypoiconic silences into silence as an image, silence as a diagram, and silence as a metaphor. (shrink)

Tomando en cuenta los puntos de vista de la antigua retórica y la pragmática moderna, el autor demuestra y explica que el carácter retórico de los “actos-del-lenguaje” hoy en día se utiliza en la publicidad. Ellos tienen todas las características de los “actos del lenguaje” retóricos, pero se adaptan a las condiciones peculiares y propósitos de la publicidad como un hecho social profundamente arraigado.

The article is the first Russian translation of the most well-known piece in conversation analysis, written by the founders of CA Harvey Sacks, Emanuel Schegloff and Gail Jefferson. It has become a milestone in the development of the discipline. The authors offer a comprehensive approach to the study of conversational interactions. The approach is based on the analysis of detailed transcripts of the records of natural conversations. The authors show that in the course of the conversation co-conversationalists use a number (...) of techniques to organize the turn-taking. These techniques are combined in four rules: the first option is the transfer of speakership via allocation of the next speaker by the current speaker; if this first option is not realized, turn-taking may happen via the self-selection by one of the participants; if the second option remains unrealized too, the current speaker continues speaking, with all three options being recurrently provided at all next transition relevant places. The result of the operation of these rules is an orderly conversation based on the principle “one speaker at a time.” According to the authors, this model is compatible with obvious observations concerning conversational practices that they make. The authors show that in every conversation there is a turn-taking system in operation, which provides for a flexible adaptation of the every conversation’s structure to any possible topics and any possible speakers’ identities. Such approach considers how the participants in social interactions order their communication with each other, achieving a sense of normally occurring interaction. (shrink)