Intersemiotic translation (IT) was defined by Roman Jakobson (The Translation Studies Reader, Routledge, London, p. 114, 2000) as “transmutation of signs”—“an interpretation of verbal signs by means of signs of nonverbal sign systems.” Despite its theoretical relevance, and in spite of the frequency in which it is practiced, the phenomenon remains virtually unexplored in terms of conceptual modeling, especially from a semiotic perspective. Our approach is based on two premises: (i) IT is fundamentally a semiotic operation process (semiosis) and (ii) (...) IT is a deeply iconic-dependent process. We exemplify our approach by means of literature to dance IT and we explore some implications for the development of a general model of IT. (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)

In investigating Dewey’s theory of the Great community, it is important to first examine closely Dewey’s theory of scientific inquiry and show how it evades the spectator theory of knowledge common to all modern epistemologies as closed systems. Dewey maintained that through controlled experimentalism we engage, and can solve, existential issues facing us for the purpose of expanding human freedom, promoting the democratic way of life and cultivating the institutions which foster these activities. The usage of inquiry to overcome problematic (...) situations therefore stands as one of the first conditions needed to attain the great community. Since Dewey did not view human beings as isolated and passive spectators he engaged in formulating what it means to become an individual with experimental habits. Dewey envisioned humans as organisms operating in a common cultural environment rather than private entities cut off from one another. We are communal by way of communication. The next condition required to bring about the great community is open communication. Dewey held that human beings need to operate through the development of such habits that assist them in overcoming obstacles by means of an education that secures the process of cultural growth. This aspect of his theory became the backbone of Dewey’s conception of ethical value and his political theory. Members of the Great community must trust and freely associate to accomplish the social growth that Dewey advocates therefore free association is another condition for the achievability of the great community. As I argue, for Dewey, any way of life which is oriented toward individual growth can be democratic. A democratic way of life is shown to be superior to any other currently pursued. Thus, any community which cultivates democratic practices throughout its culture can become a participant in the great community. By so doing it allows the individuals of that community to flourish as ethical and cognitive agents. Therefore democracy as a way of life requires that individuals participate within the cultivation of themselves and their community and this is the next condition for achieving the great community. The final condition for achieving the great community is the full integration and usage of individual’s potentialities. If these six conditions are met, Dewey held the conditions would be ripe to bring about a great community. He never completed the social task of what the great community would be once attained, but this dissertation will gather together the materials he did provide on it and trace the steps that would be needed to achieve it. (shrink)

Contemporary sociosemiotics is a way to transcend borderlines between trends inside semiotics, and also other disciplines. Whereas semiotics has been considered as an interdisciplinary field of research par excellence, sociosemiotics can point directions at transdisciplinary research. The present article will try toconjoin the structural and the processual views on culture and society, binding them together with the notion of signification. The signification of space willillustrate the dynamic between both cultures and metacultures, and cultural mainstreams and subcultures. This paper pays attention (...) to the practice of sociocultural semiotisation of space and territorialisation by diverse examples and different sociocultural levels that imply semiotic cooperation between several members of groups that can be characterised as socii. We analyse territorialisation by graffiti, by furnishing spatial environment through artistic manners, by shaping the semiotic essence of cities through naming, renaming and translating street names, by pinning and structuring territories with monuments, by landmarking and mapping cultural space through individualisation of cities. We will see how principles of semiotisation of space are valid on different levels (individual and social, formal and informal, democratic and hegemonic, cultural and subcultural) and how these principles form a transdisciplinary object of study as ‘semiotisation of space’, and how space can be regarded as a genuinely transdisciplinary research object. Individual, culture, and society are connected in such an object both as constituents and as a background of study. (shrink)

This research addresses an emerging scholarship examining relations between media, religion, and culture in contemporary society. Whilst it acknowledges the value of this growing body of work, the study is based on a recognition that an overwhelming concern with the contemporary scene has resulted in a neglect of the history responsible for the conditions of the present. Given the prominence of America as both a source and an object of this scholarship, moreover, the particular national context in which the institutions (...) and practices of the US media have developed has been taken for granted somewhat. Oriented towards these perceived lacunae, this thesis examines the interaction between religion and film as an influence upon the development of American culture in the twentieth-century. The dissertation is divided into two main parts. The first of these is devoted to an extended discussion of the scholarly background to the research, and argues that the historical dimension of the interrelationship between religion and film in America is worthy of more attention than it has hitherto received. In particular, it stresses the fundamental importance of religion within the discourse of national identity in the United States, and posits the notion of a non-denominational American civil religion as a useful theoretical tool with which to examine Hollywood as a distinctively 'American' form of cinema. Part Two develops this position through a case study of The Birth of a Nation, directed by D.W. Griffith, and one of the most famous films of all time. Discussing the picture as a response to a crisis in American Protestantism, the study argues that the race controversy prompted by its Southern viewpoint was, to some extent, a function of Griffith's ambitions to revive the traditional religious bases of U.S. national identity via the medium of film. Furthermore, it suggests that the impact of Birth helped enact a broader transformation of American culture, wherein the cinema became instrumental in sustaining the belief that the United States was a nation uniquely favoured by Providence. (shrink)

One of the largely untapped potentials of Sausserian semiotics is the ability it provides to examine shifts in the cultural meanings attached to objects and ideasacross time. To explore this potentiality, we trace the intertextual evolution of one of the most enduring mythic figures, the vampire. Our analysis begins with ancient texts and moves forward in time to contemporary cinematic and televised depictions of the vampire. We document the deployment of the vampire as a vehicle carrying oppositional meanings as it (...) moves through various eras. For example, vampires may connote both racism and racial resistance, homophobia and gay acceptance, women’s subjugation and women’s empowerment. By using the vampire to mediate contested, liminal regions of cultural discourse, storytellers have constructed increasingly complex and multivocal portraits of this figure. At present, vampire narratives have come to resemble an alternative universe of human morality and behavior, complete with family structures, emotional depth, and interpersonal conflicts. (shrink)

This article presents television news as a rhetorical act. Television news is understood as an account of an event usually comprising of a short introduction and a few minutes of film footage, created as a result of the work of reporters, broadcast on television, usually as one of the elements in the structure of a news magazine, but also as an element of the programme blocks of news television channels. Television news functions in the media as one of the elements (...) of the strategic actions of media broadcasters, focused on specific purposes, including image-building and political and economic goals. News is created as a response to specific events, it fulfils the need for information, but also serves the creation of a certain image of the world, focusing attention on certain aspects of reality, evaluating it, persuading viewers of the importance or unimportance of certain events. It plays an informative, creative, conceptual, stimulating, evaluative and ultimately aesthetic role. In order to achieve these objectives it is appropriately constructed, taking into account the characteristics and needs of the recipient and the ethos of the broadcaster. In this sense, it is therefore a “rhetorical” act – intentional, deliberate, constituting a response to a specific situation and addressed to specific recipients. (shrink)