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The production of values: The concept of modality in textual discourse analysis

Pekka Sulkunen & Jukka Törrönen

Semiotica 113 (1-2):43-70 (1997)

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CSR Communication Research: A Theoretical-cum-Methodological Perspective From Semiotics.Kemi C. Yekini, Kamil Omoteso & Emmanuel Adegbite - 2021 - Business and Society 60 (4):876-908.details 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 (...) Download Export citation Bookmark 1 citation
Brand Equity Planning with Structuralist Rhetorical Semiotics.George Rossolatos - 2014 - Kassel: Kassel University Press.details 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 (...) Download Export citation Bookmark 2 citations
Michelangelo, the Duck and the Rabbit: Towards a Robust Account of Modes of Existence.Juan Felipe Miranda Medina & Marisol Cristel Galarza Flores - 2020 - Public Journal of Semiotics 9 (2):1-29.details The concept of modes of existence of semiotic entities underlies (post)Greimasian semiotics, yet it seems to have received little attention. Modes of existence can be used in different senses. For Greimas, from the perspective of narrative semiotics, when Michelangelo first receives a block of marble and decides to sculpt the David, his intention is in a virtual mode; as Michelangelo progresses he ends up bringing the David into existence, and his intention comes to the realized mode. In Fontanille’s tensive semiotics, (...) Download Export citation Bookmark
Situational, Cultural and Societal Identities: Analysing Subject Positions as Classifications, Participant Roles, Viewpoints and Interactive Positions.Jukka Törrönen - 2014 - Journal for the Theory of Social Behaviour 44 (1):80-98.details In this article I develop tools for analyzing the identities that emerge in qualitative material. I approach identities as historically, socially and culturally produced subject positions, as processes that are in a constant state of becoming and that receive their temporary stability and meaning in concrete contexts and circumstances. I suggest that the identities and subject positions that materialize in qualitative material can be analyzed from four different perspectives. They can be approached by focusing on (1) classifications that define the (...) Download Export citation Bookmark 3 citations
Cultural Competences: An Important Resource in the Industry–NGO Dialog.Maria Joutsenvirta & Liisa Uusitalo - 2010 - Journal of Business Ethics 91 (3):379-390.details This article explores the concept of cultural competence and its relevance as an organizational resource in ethical disputes. Empirically, we aim to reveal the cultural competences that a global forest industry company, StoraEnso, and a global environmental nongovernmental organization (NGO), Greenpeace, utilized in forestry conflicts during 1985–2001. Our study is based on data which were collected from corporate and NGO communication outlets and which have gone through a detailed discourse-semiotic analysis. Our reinterpretation of the discourses identified three cultural competences: (1) (...) Download Export citation Bookmark 4 citations
Alcohol, health, and reproduction: An analysis of swedish public health campaigns against drinking during pregnancy.Jukka Törrönen & Kalle Tryggvesson - 2015 - Critical Discourse Studies 12 (1):57-77.details This article analyzes two recent Swedish public health campaigns targeting pregnant women's drinking: A good start, a pamphlet by the Swedish National Institute of Public Health, and Advice about food for you who are pregnant, a brochure by the Swedish National Food Administration. It conceptualizes the public health campaigns as governmental attempts to steer citizens' behavior and behavior-related desires, aspirations, and beliefs toward a certain understanding of normal healthy lifestyle. The public health campaigns are seen as part of larger processes (...) Download Export citation Bookmark
Analysing Social Values in Identification; A Framework for Research on the Representation and Implementation of Values.Rusten Menard - 2016 - Journal for the Theory of Social Behaviour 46 (2):122-142.details This article contributes to the concept of social values by presenting analytical tools that explore how social values are classified, re-presented and interpersonally performed in the construction of identities. I approach social values as classificatory systems of acceptability and desirability that are collectively generated. The meanings of social values are embedded in culture and in power imbalanced social relations; they constantly undergo reformulation in identification processes and are also used to define the social order. I suggest that social values can (...) Download Export citation Bookmark

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