This article deals with the material presence of the past and the recent call in the human sciences for a " things." This renewed interest in things signals a rejection of constructivism and textualism and the longing for what is "real," where "regaining" the object is conceived as a means for re-establishing contact with reality. In the context of this turn, we might wish to reconsider the status of relics of the past and their function in mediating relations between the (...) organic and the inorganic, between people and things, and among various kinds of things themselves for reconceptualizing the study of the past. I argue that the future will depend on whether and how various scholars interested in the past manage to modify their understanding of the material remnants of the past, that is, things as well as human, animal, and plant remains. In discussing this problem I will refer to Martin Heidegger's distinction between an object and a thing, to Bruno Latour's idea of the agency of things and object-oriented democracy, and to Don Ihde's material hermeneutics. To illustrate my argument I will focus on some examples of the ambivalent status of the disappeared person in Argentina, which resists the oppositional structure of present versus absent. In this context, the disappeared body is a paradigm of the past itself, which is both continuous with the present and discontinuous from it, which simultaneously is and is not. Since there are no adequate terms to analyze the "contradictory" or anomalous status of the present-absent dichotomy, I look for them outside the binary oppositions conventionally used to conceptualize the present-absent relationship in our thinking about the past. for this purpose I employ Algirdas Julien Greimas's semiotic square. (shrink)

Brand Equity Planning with Structuralist Rhetorical Semiotics furnishes an innovative conceptual model and methodology for brand equity planning, with view to addressing a crucial gap in the marketing and semiotic literatures concerning how advertising multimodal textual elements may be transformed into brand associations, with an emphasis on rhetorical relata as modes of connectivity between a brand’s surface and depth grammar. The scope of this project is inter-disciplinary, spanning research areas such as brand equity, structuralist semiotics, textual semiotics, visual and film (...) semiotics, multimodal rhetoric, film theory, psychoanalysis. The proposed connectionist conceptual model of the brand trajectory of signification is operationalized through a methodological framework that encompasses a structuralist semiotic interpretative approach to the textual formation of brand equity, supported by quantitative content analysis with the aid of the software Atlas.ti and the application of multivariate mapping techniques. (shrink)

Instead of arguing about elements and boundaries of civil society, recent discussions in social theory have focused on the concept of civil society itself as embedded in different currents of social and political thought. Following up on these discussions, this article reconstructs the concept of civil society by identifying a number of implicit oppositional terms and the respective semantic fields, which in different historical contexts have lent meaning to the concept. Three such oppositional terms and counter-meanings will be distinguished in (...) turn and traced back to different traditions of European social and political theory: (1) the barbarism of disorder; (2) the barbarism of order; and (3) the realm of toil and material necessity. It is argued that the multiple meanings and counter-meanings of civil society are connected by a deep structure of discourse. This deep structure of civil society thinking can be translated into a ‘semiotic square’ in the tradition of A.J. Greimas. In conclusion, it is suggested to further investigate current uses of civil society along these lines, in order to clarify normative goals and possible ways of mediating between opposing moral worlds. (shrink)

Je m'attache dans le présent article à élaborer la construction d'une classe générale de concepts, qui intègre notamment un certain nombre de contraires polarisés d'usage courant. Le point de départ de cette construction ne réside pas dans des concepts usuels, lexicalisés, c'est-à-dire pour lesquels il existe un mot correspondant dans le langage courant propre à une langue donnée. A l'inverse, la démarche qui préside à la construction de la présente classe de concepts consiste dans une définition abstraite de cette dernière, (...) sans considération du fait que les concepts correspondants soient ou non lexicalisés. Une fois une telle construction réalisée, on est alors à même de vérifier que les concepts ainsi construits correspondent effectivement à des concepts lexicalisés, alors que d'autres ne peuvent être mis en correspondance avec aucun mot du langage courant. Finalement, la présente construction permet de proposer une taxinomie de concepts qui constitue une alternative à celle basée sur le carré sémiotique (semiotic square) défini par Greimas. (shrink)