In this article, I attempt to describe how certain theoretical constructions of semiotics could be applied in educational theoretical work. First I introduce meaning as a basic concept of semiotics, thus also touching on concepts such as action, competence and causality. I am then able to define learning as a change of competences, and also refer to the pedagogical concept of learning i.e. Bildung, which can be roughly defined as valuable human learning. I then take up the problem (...) of education as pedagogical direction and communication. Finally, I conclude with some considerations on the famous Greimassian semiotic square. (shrink)

In this reply to James H. Fetzer’s “Minds and Machines: Limits to Simulations of Thought and Action”, I argue that computationalism should not be the view that (human) cognition is computation, but that it should be the view that cognition (simpliciter) is computable. It follows that computationalism can be true even if (human) cognition is not the result of computations in the brain. I also argue that, if semiotic systems are systems that interpret signs, then both humans and computers are (...) semiotic systems. Finally, I suggest that minds can be considered as virtual machines implemented in certain semiotic systems, primarily the brain, but also AI computers. In doing so, I take issue with Fetzer’s arguments to the contrary. (shrink)

The central focus of this paper is the disjunction between the findings of climate science in revealing the threat of global warming and the failure to act appropriately to these warnings. The development of climate science can be illuminated through the perspective provided by Peircian semiotics, but efforts to account for its success as a science and its failure to convince people to act accordingly indicate the need to supplement Peirce’s ideas. The more significant gaps, it is argued, call (...) for the integration of major new ideas. It will be argued that Peirce should be viewed as a Schellingian philosopher, and it will then be shown how this facilitates integration into his philosophy of concepts developed by other philosophers and theorists within this tradition. In particular, Bourdieu’s concepts of the ‘habitus’ and ‘field’ will be integrated with Peirce’s semiotics and used to analyse the achievements and failures of climate science. It will be suggested that the resulting synthesis can augment Peirce’s evolutionary cosmology and so provide a better basis for comprehending and responding to the situation within which we find ourselves. (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.

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)

Terms loaded with informational connotations are often employed to refer to genes and their dynamics. Indeed, genes are usually perceived by biologists as basically ‘the carriers of hereditary information.’ Nevertheless, a number of researchers consider such talk as inadequate and ‘just metaphorical,’ thus expressing a skepticism about the use of the term ‘information’ and its derivatives in biology as a natural science. First, because the meaning of that term in biology is not as precise as it is, for instance, in (...) the mathematical theory of communication. Second, because it seems to refer to a purported semantic property of genes without theoretically clarifying if any genuinely intrinsic semantics is involved. Biosemiotics, a field that attempts to analyze biological systems as semiotic systems, makes it possible to advance in the understanding of the concept of information in biology. From the perspective of Peircean biosemiotics, we develop here an account of genes as signs, including a detailed analysis of two fundamental processes in the genetic information system (transcription and protein synthesis) that have not been made so far in this field of research. Furthermore, we propose here an account of information based on Peircean semiotics and apply it to our analysis of transcription and protein synthesis. (shrink)

Scholars often argue that Charles Sanders Peirce was responsible for Josiah Royce's semiotic turn in _The Problem of Christianity_ of 1913. Thus scholars tend to assume that a _Roycean_ approach to semiotics was a later development and derives almost entirely from Peirce's semiotics. Far from a later development, Royce probably read Peirce much earlier. Indeed, even before Royce had read Peirce, the kernel of a Rocyean approach to semiotics is found in the dissertation of 1878. Thus the (...) present essay will prove that a Roycean approach to semiotics did not have a basis in Peirce's semiotics, whether early or later, but rather grew out of Royce's earliest writings. The first part will reconstruct the early pragmatism in the dissertation of 1878 and find that the kernal of a Roycean approach to semiotics was the idea of a _mediating third_. The second part will show how the disseration's pragmatism develops into a phenomenology of time that contains Royce's earliest semiosic insights. The third part will explain how the early pragmatism and phenomenology come together in the argument on the possibility of error from Royce's _The Religious Aspect of Philosophy_ of 1885. The possibility of error is Royce's original argument for absolute idealism, so the essay will conclude that a Roycean approach to semiotics entails a semiotics of the absolute. (shrink)

The interpretation of many texts in the everyday world is concerned with their truth value in relation to the reality around us. The recent publication experiments with computer-generated texts have shown that the distinction between true and false, or reality and fiction, is not always clear from the text itself. Essentially, in today’s media space, one may encounter texts, videos or images that deceive the reader by displaying nonsensical content or nonexistent events, while nevertheless appearing as genuine human-produced messages. This (...) article outlines certain problems with artificial intelligence (AI)-generated content, and frames the issue as a problem of recognising its proper referential reality. Examples include generative texts, deepfakes and their functioning in contemporary culture. The article makes use of the concepts of mimicry and nonsense to reveal the elements and counterparts in the communicative processes involving generated media. (shrink)

The German Jewish philosophers Hermann Cohen, Martin Buber and Franz Rosenzweig introduced a critique and extension of Kant's transcendental philosophy that looks to us today like the foundations of a rabbinic semiotics. It is a theory about the semiotic character of our knowledge of the world, of other humans and of God. And it is a claim that such a theory is embedded in the classical literature of rabbinic Judaism. More recently, the American rabbinic thinker Max Kadushin presented a (...) more elaborate analysis of the logic of what he called the rabbis' "organic thinking." While influenced in some ways by Charles Peirce, Kadushin did not offer his analysis as a semiotic. In this paper, I suggest that Kadushin's analysis is better served if it is restated more precisely in the vocabulary of Peirce's semiotics. The resulting construction then serves as a complement to the work of the German Jewish philosophers. (shrink)

The "semiotic threshold" is U. Eco's metaphor of the borderline between the world of semiosis and the nonsemiotic world and hence also between semiotics and its neighboring disciplines. The paper examines Eco's threshold in comparison to the views of semiosis and semiotics of C. S. Peirce. While Eco follows the structuralist tradition, postulating the conventionality of signs as the main criterion of semiosis, Peirce has a much broader concept of semiosis, which is not restricted to phenomena of culture (...) but includes many processes in nature. Whereas Eco arrives at the conclusion that biological processes, such as the ones within the immune system, cannot be included in the program of semiotic research, Peirce's broader defmition of semiosis has meanwhile become thefoundation of semiotic studies in biology and medicine and hence in biosemiotics and medical semiotics. (shrink)

Jason Brennan and Peter Jaworski argue in recent work that “semiotic” or “symbolic” objections to markets are unsuccessful. I counter-argue that there are indeed some semiotic limits on markets and that anti-commodification theorists are not merely expressing disgust when they disapprove of markets in certain goods on those grounds. One central argument is that, contrary to what Brennan and Jaworski claim, semiotic arguments against markets do not depend fundamentally on meanings that prevail about markets. Rather, they depend on the meanings (...) that attach to various goods, meanings that give us moral bases on which to make judgments about their prospective commodification. (shrink)

What is the difference between a game and life? Is the game really ending when we go back to our everyday activities? Or could The Sims video game not be a good representation of our existence? It is with these questions in mind that I decided to explore the interdependence that exists between our everyday cultural reality and the rhetoric manifesting itself in video games. This paper introduces some of the key concepts used in the semiotics of video games (...) and attempts to articulate them in a single frame. It is a short introduction to storyworlds, procedural rhetoric and gamespace. (shrink)

Purpose of the study: Not all languages have a universal concept of the same object, and this creates problems in translation. This paper aims to examine the semiotic model for equivalence or non-equivalence in translation which attempts to define the semiotic model, to use the model for translation, and to offer the benefits of this model to solving translation’s problem in equivalence and non-equivalence. Methodology: The data of this research are derived from the novel Lelaki Harimau, as the source language (...) and L'homme Tigre, as the target language. This model is used in the Indonesian novel which has been translated into 14 languages, one of which is in French. The authors use a semiotic approach to analyze the equivalence and non-equivalence in the translation. Main Findings: This study reveals that the concept of signified in the semiotic theory proposes two models: the first: translation using the same concept in the source text (ST) and target text (TT), which is broadly known as equivalence, the second: translation using different concept between ST and TT, this called non-equivalence. This article not only explores the issue of meaning contextually in translation, but also the use of the semiotic model in translation which shows that the language perspective depends on the relationship between the sign and the object. Applications of this study: The model for this study can be used not only in translation studies at universities but also in providing supporting data for applied linguistic studies. Novelty/Originality of this study: This study provides a novelty in translation research with a semiotic approach. The contribution of this study is that the semiotics perspective suggests that a sign in the concept level (signified) will not be universal due to different cultural backgrounds. (shrink)

One of the leading concerns animating current philosophy of mind is that, no matter how good a scientific account is, it will leave out what its like to be conscious. The challenge has thus been to study or at least explain away that qualitative dimension. Pursuant with that aim, I investigate how philosophy of signs in the Peircean tradition can positively reshape ongoing debates. Specifically, I think the account of iconic or similarity-based reference we find in semiotic theory offers a (...) more promising variant of the phenomenal concept strategy. Philosophers who endorse this strategy think that the difficulties we have fitting conscious qualia into a scientific picture may owe to the peculiar nature of indexical concepts. They point to the fact that, when we try to convey the feel of our experiences, we employ context-dependent gestures and/or utterances that are indexed to perspectives unique to each person. However, according to the theory I defend, there are three ways signs can refer, namely by convention, causal contact, and similarity. Since similarity is not reducible to proximity, I argue that a theory of reference that turns on shared quality can bypass some of the implausible consequences that plague indexical accounts. In the first chapter, I describe the apparatus needed to make sense of this claim. In the second chapter, I present my account of iconic reference. In the third chapter, I justify my reliance on a distinction that is less than real yet more than nominal. In the fourth chapter, I sketch a trinitarian metaphysics well-suited to house the foregoing account of qualia. (shrink)

Ecosemiotics is the study of sign processes (semioses) in relation to the natural environment in which they occur. The paper examines the cultural, biological, and evolutionary dimensions of ecosemioses on the basis of C. S. Peirce's theory of continuity between matter and mind and investigates the ecosemiotic dimensions of natural signs. Ecosemiotics and the semiotics of nature are distinguished from pansemiotism, and the coevolution of sign processes with their natural enviromnent is discussed as a determining factor of ecosemiosis.

Biosemiotics and Semiotics have similarities and differences. Both deal with signal and meaning. One difference is that Biosemiotics covers a domain (life) that is less complex that the one addressed by Semiotics (human). We believe that this difference can be used to have Biosemiotics bringing added value to Semiotics. This belief is based on the fact that a theory of meaning is easier to build up for living elements than for humans, and that the results obtained for (...) life can make available some tools for a higher level of complexity. Semiotic has been encountering some difficulties to deliver a scientific theory of meaning that can be efficient at the level of human mind. The obstacles come from our ignorance on the nature of human. As it is true that we do not understand the nature of human mind on a scientific basis. On the other hand, the nature and properties of life are better understood. And we can propose a modelization for a generation of meaningful information in the field of elementary life. Once such a modelization is established, it is possible to look at extending it to the domain of human life. Such an approach on a theory of meaning (begininig in Biosemiotics and aiming at Semiotics), is what we present in this paper. Taking an elementary living element as reference, we introduce the bases of a systemic theory of meaning. Using a simple living system submitted to a constraint, we define a meaningful information, a meaning generator system and some elements related to meaningful information transmission. We then try to identify the hypothesis that need to be taken into account so the results obtained for living elements can be extended to human. (shrink)

This paper demonstrates that Edmund Husserl’s frequently overlooked 1890 manuscript, “On the Logic of Signs,” when closely investigated, reveals itself to be the hermeneutical touchstone for his seminal 1891 Philosophy of Arithmetic. As the former comprises Husserl’s earliest attempt to account for all of the different kinds of signitive experience, his conclusions there can be directly applied to the latter, which is focused on one particular type of sign; namely, number signs. Husserl’s 1890 descriptions of motivating and replacing signs will (...) be respectively employed to clarify his 1891 understanding of the authentic and inauthentic presentations of numbers via number signs. Moreover, his schematic classification of replacement-signs in Semiotic will illuminate the reasons why he believed the number system to be necessary for the operation of replacing number signs. (shrink)

The label `semiotic grammar' captures a fundamental property of the grammars of human languages: not only is language a semiotic system in the familiar Saussurean sense, but its organizing system, its grammar, is also a semiotic system. This proposition, explicated in detail by William McGregor in this book, constitutes a new theory of grammar. Semiotic Grammar is `functional' rather than `formal' in its intellectual origins, approaches, and methods. It demonstrates, however, that neither a purely functional nor a purely formal account (...) of language is adequate, given the centrality of the sign as the fundamental unit of grammatical analysis. The author distinguishes four types of grammatical signs: experiential, logical, interpersonal, and textural. The signifiers of these signs are syntagmatic relationships of the following types, respectively: constituency, dependency, conjugational and linking. McGregor illustrates and exemplifies the theory with data from a variety of languages including English, Acehnese, Polish, Finnish, Japanese, Chinese, and Mohawk; and from his pioneering research on Gooniyandi and Nyulnyul, two languages of the Kimberleys region of Western Australia. (shrink)

In lieu of an abstract, here is a brief excerpt of the content: There is an abundance of scholarship on John Dewey. Dewey's writings are vast, so scholars try to find the crux that connects their many themes into a distinctive vision for philosophy and life. Many claim that the democratic way of life is the center of Dewey's philosophical vision. Others claim that Dewey's response to Darwin was the impetus for a philosophical experimentalism that could envision a better life (...) by responding to the needs in an age of modern industry. Some claim that the crux is a dynamic and non-mechanistic naturalism that Dewey develops to critically undo the dualisms of tradition, most especially the distinction between nature and culture. There has even been an effort to interpret each of these themes within Dewey's theory about the conditions for aesthetics in life, the life of art within an experience, and an experience of life as art. Arguably, no strategy is more preferable than another because each is plausible. Each plausibly selects a crux that connects the many themes across an array of writings, since Dewey's philosophy is multimodal by design and shuns reductionism for pluralism. Even amidst plurality, through many modes of activity and existence, each of these themes and all of Dewey's writings have a concern for meaning in life and how life is a process of meaning-making. And yet, meaning, for Dewey, is irreducible to verbal or written language and is made by more than propositions, but extends beyond the divide of nature and culture to potentially encompass all of life and life's processes. This expansive conception of meaning has more in common with semiotics, especially those of Charles Sanders Peirce, than any philosophy of language. And yet almost no scholar has sought to semiotically interpret Dewey's philosophy as a whole. Perhaps, though, Dewey's multimodal and pluralistic vision for philosophy and life also has a semiotic crux that intersects with the others in ways that are fundamentally important. There are scholars who have dealt with semiotic themes or insights with implications for semiotics in Dewey's writings. None have sought to semiotically interpret Dewey's philosophy as a whole, or, as a consequence, to chronologically survey Dewey's writings to determine if there is a conceivably Deweyan approach to semiotics that might contrast with or contribute to the more dominant approaches. There is a reason scholars may not have sought a Deweyan approach to semiotics. Dewey did not have an explicit theory of semiotics. There is no attempt to devise a doctrine of signs in Dewey's writings. Never did Dewey try to classify the fundamental types of sign, analyze the relations of signification by which they differ, or methodically explain how the logic of signification works. This contrasts sharply with Charles Sanders Peirce. Peirce has an explicit theory of semiotics that divides the fundamental types of sign into icons, indices, and symbols by their distinct relations of signification that are at work in the logic of inference by the categories. During his second year at Johns Hopkins, Dewey was actually Peirce's student in a class on logic. This already suggests the possibility of influence. Dewey's writings around 1883 even espouse the central thesis of Peirce's semiotics. All signs, however else their significations may differ, are triadic relations for both Peirce and Dewey. Whether and how far Peirce's logic was an influence on Dewey at Johns... (shrink)

The paper discusses possible roles of consciousness in a semiotic activity of a cognitive agent. The discussion, we claim, is based on two related approaches to consciousness: on Chalmers’ theory of phenomenal and psychological consciousness and on Damasio’s neural theory, which draws a distinction between core and extended consciousness. Two stages of cognitive-semiotic processing are discussed: the moment of perception of a sign as a meaningful entity and the metasemiotic processes understood as the human capacity to reflect on signs and (...) their usage, analyse and control processes of recognition, interpretation of signs and to detect and correct errors in semiotic activity. In the case of the first stage, it is argued that signs as meaningful entities have a distincly experiential character. The feeling of meaningfulness is a result of phenomenal consciousness, in particular a result of the so-called valuation features of phenomenal experience. I claim that this aspect of cognitive-semiotic activity is possible owing to a special neural mechanism called a semiotic marker. It is argued that semiotic systems have to be able to use signs as signs, i.e. they should display some metacognitive capacities, in particular an ability to analyse semiosis at a metalevel. It is argued that such metasemiosis is dependent on psychological consciousness and is realized at the neural level in the form of extended consciousness. The paper is based on a particular understanding of cognitive semiotics as a discipline involving analyses of cognitive processes as semiotic processes, i.e. processes requiring usage of signs. (shrink)

The subject of this paper is Charles Morris’ semiotic theory that has as one of its major projects the unification of all sciences of signs. However, since the above project has proven to be unsuccessful, we will try to examine here the reasons that led to this. Accordingly, we will argue that to transcend the particularities of individual disciplines that he wanted to unify, Morris had to make certain ontological assumptions, instead of theoretical and methodological ones, that they could share. (...) However, because the 'sign' as an ontological category could in our view only be established if we follow the principles of the pragmatic philosophical tradition, we will try to show that the reasons for this failure should be primarily sought in different effects that consistent application of the pragmatic principles has in each of them (primarily in linguistics and the philosophy of language). On the other hand, this should enable us to draw several important conclusions regarding Morris’ project: namely, that his failure does not have to mean giving up semiotics as a potentially key discipline in approaching some fundamental philosophical problems, but also that it would demand return to the original semiotics developed in Peirce’s works. (shrink)

This paper gives a fIrst overview over the role of mereology the theory of parts and wholes - in semiotics. The mereology of four major semioticians - Husserl, Jakobson, Hjelmslev, and Peirce is presented briefly and its role in the overall architecture of each of their theories is outlined - with Brentano tradition as reference. Finally, an evaluation of the strength and weaknesses of the four is undertaken, and some guidelines for further research is proposed.

To relate theories of affordance and frame with the tradition of formal aesthetics, philosophical iconology and the life sciences (keyword Vitality Semiotics) is the starting point of the paper. According to this approach, the structural preconditions of images, as determined by materials, techniques and the composition of the design means, become essential. Through these structures, the producers are able to set impulses that become decisive for the interpretation of space and time or the "scene" as a dynamic event. Against (...) the social and cultural background of the recipients the "scene" gains a meaning to their life. This means to understand the productʼs conception and composition as an affordance which determines the framework of the reception conditions. The benefit of this approach lies in the identification of changes in the self-understanding and thus of trends in to new standards of societies. This is to be illustrated by Exekiasʼ drinking bowl around 540/30 BC in Munich. (shrink)

This paper employs a technical framework that integrates physical, historical, semiotic, and structuralist analyses to conduct a semiotic deconstruction of the "Thinker Man" statue. The study systematically examines the statue’s scale, materiality, and form, situating it within a mental health hospital to explore themes of resilience and legacy. Key signifiers are analyzed to uncover meanings related to contemplation and psychological strength, while structuralist methods highlight the interdependencies among these elements. Drawing a superficial analogy to state space representation from control systems (...) and dynamics, the interactions of semiotic components are modeled to illustrate the statue’s comprehensive significance. This analysis was conducted as a midterm assignment under the guidance of Ayşe Deniz Hakyemez in the Textual Analysis and Argumentation class. (shrink)

The aim of this paper is to demonstrate the applicability of multivariate mapping techniques to the exploration of the rhetorical semiotic brand image structure of ad films. By drawing on correspondence analysis and multidimensional scaling, two techniques that are amply used in corpus linguistics and in marketing research, but also on the data reduction technique of factor analysis, it will be displayed how a set of nuclear semes and classemes or an intended semic structure that underlies ad filmic discursive structures (...) may be projected alongside rhetorical figures by its internal stakeholders (i.e., a brand management team, an account planning team or a marketing research team) with view to attaining differential brand associations. The illustration of the exploratory analytical methods takes place by recourse to a corpus of 62 ad filmic texts from 13 sub-brands of the 3 major brands in the UK cereals market and 321 ad filmic segments that resulted from the segmentation procedure. This paper seeks to contribute to advancements in the brand image and advertising rhetoric research streams by addressing distinctive modes of advertising rhetorical configuration at the level of the ad filmic text (as against print ads where the bulk of research on advertising rhetoric has concentrated), and moreover on a segment-by-segment level, rather than treating the ad film as a standalone unit of analysis, by adopting a multimodal outlook to advertising configurations that takes into account not only the verbal or the visual mode, but also interactions among modes, by adopting a product category-specific approach to advertising/brand textuality that draws on rhetorical semiotics and by employing exploratory statistical methods against the background of content analytic output. (shrink)

How does fiction work? How can mere words create realities that exist only in the mind of the writer and the reader, yet seem so tangible in their realness? How can the first sentence of a novel transport one into a very real, yet purely objective, world — literally word-by-word? How do the subjective worlds of the writer and reader interact with the words on the page to create similar, yet always highly individualized, objective worlds? How can semiotics function (...) as a means to analyzing a written text in order to answer these questions about how the processes of writing and reading work? These, amongst others, are the questions explored in this paper, “Mrs. Dalloway and the Semiotics of a First Sentence”. In it I analyze Virginia Woolf ’s classic novel from a semiotic stance. Through exploring the semiotics of the novel’s first sentence, I attempt to show how we can read even the first nine words of a book and find ourselves transported to a whole, new, highly detailed world — the world of fiction. (shrink)

The paper follows the thesis, that the perception of real or virtual media shares the anthropological state of "Ausdruckswahrnehmung" or perception of expression (Ernst Cassirer). This kind of perception does not represent a distant, neutral point of view, but one that is guided by feelings or "vitality affects" (Daniel N. Stern). The prerequisites, however, for triggering these feelings/"vitality affects" are not recognizable objects or motifs, but rather their sensually evaluable “abstract representations” or their formal logical structures. In contrast to aesthetic (...) feelings, however, they affect not only our feelings of lust or unlust or our knowledge (formal aesthetics) but also our actions (semiotics). So, when I extend aesthetic experiences to semiotic effects, I will talk about vitality semiotics. This new concept is of consequence, because the thesis of the responsibility of the producer is based on these effects. This is to be carried out by analyzing and presenting the approach of the Bauhaus master Josef Albers. (shrink)

Since Peirce defined the first operators for three-valued logic, it is usually assumed that he rejected the principle of bivalence. However, I argue that, because bivalence is a principle, the strategy used by Peirce to defend logical principles can be used to defend bivalence. Construing logic as the study of substitutions of equivalent representations, Peirce showed that some patterns of substitution get realized in the very act of questioning them. While I recognize that we can devise non-classical notations, I argue (...) that, when we make claims about those notations, we inevitably get saddled with bivalent commitments. I present several simple inferences to show this. The argument that results from those examples is ‘pragmatic’, because the inevitability of the principle is revealed in use (not mention); and it is ‘semiotic’, because this revelation happens in the use of signs. (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 article demonstrates how a new reading of Rilke’s poetry can provide a basis for comparing and contrasting the aesthetic approach to art and the language-based approach that foregrounds the role of metaphor and materiality in literary production. Lessing’s Laocoön is discussed in terms of an implied dialogue between painting and poetry, which, however, acquires a different valence when the Fifth of Rilke’s 'Duino Elegies' suggests that poetry itself functions as a ‘metaphorical hypoicon’ allowing for shared meanings. My concluding remarks (...) emphasize the importance of the performing self to a complete understanding of Rilke’s semiotic potential. (shrink)

According to Greimas, the semiotic square is far more than a heuristic for semantic and literary analysis. It represents the generative “deep structure” of human culture and cognition which “define the fundamental mode of existence of an individual or of a society, and subsequently the conditions of existence of semiotic objects” (Greimas & Rastier 1968: 48). The potential truth of this hypothesis, much less the conditions and implications of taking it seriously (as a truth claim), have received little attention in (...) the literature. In response, this paper traces the history and development of the logical square of opposition from Aristotle to Greimas and beyond, to propose that the relations modelled in these diagrams are embodied relations rooted in gestalt memories of kinesthesia and proprioception from which we derive basic structural awareness of opposition and contrast such as verticality, bilaterality, transversality, markedness and analogy. To make this argument, the paper draws on findings in the phenomenology of movement (Sheets-Johnstone 2011a, 2011b, 2012, Pelkey 2014), recent developments in the analysis of logical opposition (Beziau & Payette 2008), recent scholarship in (post)Greimasian semiotics (Corso 2014, Broden 2000) and prescient insights from Greimas himself (esp. 1968, 1984). The argument of the paper is further supported through a visual and textual content analysis of a popular music video, both to highlight relationships between the semiotic square and mundane cultural ideologies and to show how these relationships might be traced to the marked symmetries of bodily movement. In addition to illustrating the enduring relevance of Greimasean thought, the paper further illustrates the neglected relevance that embodied chiasmus holds for developments in anthropology, linguistics and the other cognitive sciences. (shrink)

Imagine an equilateral triangle “pointing upward”—its horizontal base under its apex angle. A semiotic triangle has the following three “vertexes”: (apex) an expression, (lower-left) one of the expression’s conceptual meanings or senses, and (lower-right) the referent or denotation determined by the sense [1, pp. 88ff]. One example: the eight-letter string ‘coleslaw’ (apex), the concept “coleslaw” (lower-left), and the salad coleslaw (lower-right) [1, p. 84f]. Using Church’s terminology [2, pp. 6, 41]—modifying Frege’s—the word ‘coleslaw’ expresses the concept “coleslaw”, the word ‘coleslaw’ (...) denotes or names the salad coleslaw, and the concept “coleslaw” determines the salad coleslaw—recalling Frege’s principle that sense determines denotation. Church [2, p. 6] wrote: -/- We shall say that a name denotes or names its denotation and expresses its sense. […] Of the sense we say that it determines its denotation, or is a concept of the denotation. -/- Aristotle seems cognizant of distinctions going beyond those in semiotic triangles. The expression Aristotle’s semiotic pyramids seem warranted by Aristotle’s Categories, 1a1: -/- When [two] things have a name (onoma) in common and the concept (logos) of being (ousia) which corresponds to the name in each case is different, they are called same-named (homonuma). Thus, for example, both a man and a picture [of an animal] are called animals. These have only a name in common. In each case the name’s concept of being [an animal] is different; for if one says what being an animal is for each of them, one will give two distinct concepts. -/- Semiotic triangles and pyramids in Aristotle’s logic are compared to those in Church’s [2]. [1] JOHN CORCORAN, Sentence, proposition, judgment, statement, and fact, Many Sides of Logic, College Publications, 2009. [2] ALONZO CHURCH, Introduction to Mathematical Logic, Princeton, 1956. -/- The semiotic pyramid in Categories, 1a1 has a square base under the vertex ‘animal’. On the corners of the square are: the concept “animal”, the concept “animal picture”, the animals, and the animal pictures. The animals are homonymous with the animal pictures. People find Aristotle’s example far-fetched or inept even if the experience of pointing to a picture while saying “That is Tarski” is familiar. Imagine looking at a painting while thinking “That is an animal”. Without putting too fine a point on this, notice that in Aristotle’s sense it is individual things that are homonymous, not words. It would be natural to say also in his sense that two things are homonyms if one is homonymous with the other. In contrast, we use the words homonym and homonymous to relate words that are spelled the same and pronounced the same but have different meaning. Consider the noun ‘center’ and the verb ‘center’. Consider the noun ‘smell’ and the verb ‘smell’. The spelling of two homonyms is an ambiguity, or an ambiguous spelling. We need appropriate adjectives to distinguish the Categorical senses of ‘homonym’ and ‘homonymous’ from the current English sense just mentioned. I propose ‘ontological’ for the sense relating things and ‘linguistic’ for that relating words. Given that all words are things but not all things are words, we ask are words that are linguistically homonymous also ontologically homonymous? END OF POST ABSTRACT. (shrink)

We present SASC, Self-Adaptive Semantic Crossover, a new class of crossover operators for genetic programming. SASC operators are designed to induce the emergence and then preserve good building-blocks, using metacontrol techniques based on semantic compatibility measures. SASC performance is tested in a case study concerning the replication of investment funds.

Our research pays attention to the problem of the coverage of the realm of semiotic beings. This problem is raised by the meeting between the contemporary account of the human animal as a semiotic animal and the possible advent of a technological singularity, meaning a living technological being aware of semiosis. Apart from highlighting the prospective emergence of a complex phenomenon leading to evolutionary pressures on humans, we also pointed to a positive direction towards the development of a cooperative relationship (...) between the latter and a sustainable form of technological life: the furtherance of semiotics. To this end, we started by providing a few historical and philosophical references to help us better understand the problem at stake. Next, we described the way in which beings gain semiotic access to reality, the distinction between the realm of semiotic beings and of machines, and the infinite character of the study of semiotics. Finally, we concluded that the realm of semiotic beings is still, despite technological advances, exclusively human. (shrink)

This article examines Richard Bauman's conception of oral narrative as performance and argues instead for a view of narrative texts as autonomous entities, analyzable in language-internal Saussurian terms. Plot is viewed as a matter of syntagmatic relations, and character as a matter of paradigmatic relations. A contrast is drawn between narrative truth (cohesion) and historical truth (correspondence). Alternatives to some of Bauman's analyses of narrative texts are proposed.

"Representation" is one of those Janus-faced terms that seems blatantly obvious when used in a casual or pre-theoretic manner, but which reveals itself far more slippery when attentively studied. Any allusion to "metarepresentation", it would then seem, only compounds these difficulties. Taking the metarepresentationalist framework in its roughest outline as our point of departure, we thus articulate four key "structural" features that appear binding for any such theory.

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)

This paper argues that Hegel attempts to appropriate the irreversible aspects of Romantic aesthetics in four ways: (i) Hegel radicalizes Kantian aesthetics on the basis of a basically textual approach to sublime experience that opens up the question of community as a philosophical one; (ii) without demoting classical conceptions of art, Hegel privileges Romantic conceptions that demonstrate the ascendancy of sign over symbol in a spiraling chain; (iii) Hegel laments the fate of art in the triumph of Romantic subjectivism but (...) also suggests how communities can reconstitute themselves on the horizon of aesthetic dissolution; so that, finally, (iv) art can be reconceived as a emancipatory adventure that redefines metaphysics through its historical unfolding as an unending series of semiotic transformations. (shrink)

It is often thought that consciousness has a qualitative dimension that cannot be tracked by science. Recently, however, some philosophers have argued that this worry stems not from an elusive feature of the mind, but from the special nature of the concepts used to describe conscious states. Marc Champagne draws on the neglected branch of philosophy of signs or semiotics to develop a new take on this strategy. The term “semiotics” was introduced by John Locke in the modern (...) period – its etymology is ancient Greek, and its theoretical underpinnings are medieval. Charles Sanders Peirce made major advances in semiotics, so he can act as a pipeline for these forgotten ideas. Most philosophers know Peirce as the founder of American pragmatism, but few know that he also coined the term “qualia,” which is meant to capture the intrinsic feel of an experience. Since pragmatic verification and qualia are now seen as conflicting commitments, Champagne endeavors to understand how Peirce could (or thought he could) have it both ways. The key, he suggests, is to understand how humans can insert distinctions between features that are always bound. Recent attempts to take qualities seriously have resulted in versions of panpsychism, but Champagne outlines a more plausible way to achieve this. So, while semiotics has until now been the least known branch of philosophy ending in –ics, his book shows how a better understanding of that branch can move one of the liveliest debates in philosophy forward. (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)

Any attempt to develop biosemiotics either towards a new biological ground theory or towards a metaphysics of living nature necessitates some kind of naturalization of its semiotic concepts. Instead of standard physicalistic naturalism, a certain kind of semiotic naturalism is pursued here. The naturalized concepts are defined as referring only to the objects of our external experience. When the semiotic concepts are applied to natural phenomena in biosemiotics, there is a risk of falling into anthropomorphic errors if the semiotic concepts (...) remain mentalistic. It is suggested that there really is an anthropomorphic error or “hidden prototype fallacy” arising from Peirce’s prototype for semiosis: the research process of an experimental scientist. The fallacy lies in the concept of the object of representation — it is questionable whether there are any objects of representation for bacteria and whether the DNA-signs have any objects. The conclusion is that Peircean semiotic concepts are naturalizable but only if they are based on some more primitive concept of representation. The causal origins of representations are not relevant, only their anticipative consequences (i.e. meaning). (shrink)

An exploration of the relational ontology of space, time and light.

"It is difficult not to notice a curious unrest in the philosophic atmosphere of the time, a loosening of old landmarks, a softening of oppositions, a mutual borrowing from one another on the part of systems anciently closed, and an interest in new suggestions, however vague, as if the one thing sure were the inadequacy of extant school-solutions. The dissatisfactions with these seems due for the most part to a feeling that they are too abstract and academic. Life is confused (...) and superabundant, and what the younger generation appears to crave is more of the temperament of life in its philosophy, even though it were at some cost of logical rigor and formal purity." - William James (1904). -/- Abstract: The study of model-based reasoning (MBR) is one of the most interesting recent developments at the intersection of psychology and the philosophy of science. Although a broad and eclectic area of inquiry, one central axis by which MBR connects these disciplines is anchored at one end in theories of internal reasoning (in cognitive science), and at the other, in C.S. Peirce’s semiotics (in philosophy). In this paper, we attempt to show that Peirce’s semiotics actually has more natural affinity on the psychological side with ecological psychology, as originated by James J. Gibson and especially Egon Brunswik, than it does with non-interactionist approaches to cognitive science. In particular, we highlight the strong ties we believe to exist between the triarchic structure of semiotics as conceived by Peirce, and the similar triarchic stucture of Brunswik’s lens model of organismic achievement in irreducibly uncertain ecologies. The lens model, considered as a theory of creative abduction, provides a concrete instantiation of at least one, albeit limited, interpretation of Peirce’s semiotics, one that we believe could be quite fruitful in future theoretical and empirical investigations of MBR in both science an philosophy. (shrink)

This paper offers a more comprehensive and accurate picture of Edmund Husserl’s semiotics. I not only clarify, as many have already done, Husserl’s theory of signs from the 1901 Logical Investigations, but also examine how he transforms that element of his philosophy in the 1913/14 Revisions to the Sixth Logical Investigation. Specifically, the paper examines the evolution of two central tenets of Husserl’s semiotics. I first look at how he modifies his classification of signs. I disclose why he (...) revised his 1901 distinction between indicators and expressions, instead claiming in 1913/14 that the divisions should be drawn between indicators, signals, and categorial signs. Second, I elucidate why Husserl overturned his conclusion from the Investigations, that signs execute their signitive operations in three steps, because he recognizes that categorial signs and their meant object are experienced all at once. By exploring the transformation of these two tenets of Husserl’s semiotics, we will see that he conceived of the First Investigation only as a starting or jumping off point for future analyses of signitive experience, rather than as his final account. This analysis will further reveal novel insights about Husserl’s understanding of intersubjectivity, passivity, and temporality. (shrink)