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)

In the course of. his philosophic career, Charles Peirce made repeated attempts to construct mathematical definitions of the commonsense or experimental notion of 'continuity'. In what I will label his Final Definition of Continuity, however, Peirce abandoned the attempt to achieve mathe­matical definition and assigned the analysis of continuity to an otherwise unnamed extra-mathematical science. In this paper, I identify the Final Definition, attempt to define its terms, and suggest that it belongs to Peirce's emergent semiotics of vagueness. I (...) argue, further, that it marks the transformation of Peirce's synechism. Before the time of his Final Definition, Peirce adopted a theory of continuity as a foundational principle of metaphysics and assumed this principle might be formalized in a mathe­matics of continuity. After the Final Definition, Peirce abandoned his foundationalism in favor of what he called a critical common-sensism. This is the claim that philosophy (and with it, logic) derives its norms from the observation of actual cognitive practices and that continuity is a distinguishing mark of actual as opposed to merely possible or imagined practices. (shrink)

When beginning to think about the relation between experimental music and the thought of Gilles Deleuze, this quotation seems to be a natural starting point. In Deleuze and Guattari’s affirmation of this phrase from John Cage they suggest a resonance between music and philosophy: in both fields the experimental approach entails a dismantling of predetermining codes and hierarchies, and with this arises the opportunity for an open-endedness that accommodates singular events and encounters. This understanding of experimentation, however, is not as (...) transparent as it seems. In the context of the uptake and critique of Deleuzian ideas in the theorisation of music and sound, as well as recent re-evaluations of the milieu of “experimental music,” critics have argued that a range of normative demands, ideological assumptions, and metaphysical reductions undermine the purported freedoms of both Cagean and Deleuzian experimentalism. -/- Here I can only deal with a small aspect of the wide historical and theoretical problem this involves; but in short my aim is to begin to construct a means through which Deleuze and Guattari’s thought can be used to help us examine some strategies that composers and performers in post-Cagean musical experimentalism developed to navigate around the demands, assumptions, and reductions of Cage’s thought. (shrink)

The aim of this paper is to propose a new approach in the form of multimodality as a semiotic method that can be used by marketers and semioticians to induce online flow, a psychological state, on a brand website. First, we refer to multimodality as a semiotic analysis that can be used for a better optimization of semiotic resource sets in meaning-making, and we distinguish it from another similar concept: multimedia. Second, after a critical literature review, we address the (...) flow construct - a state of mind sometimes experienced by people who are deeply involved and immersed in some event, object or activity. Previous quantitative studies show a correlation between online flow experience and other variables such as design, content, sound and layout that are suggested to be its antecedents. In our study, these flow antecedents are viewed as sets of signs or modes that can be orchestrated in order to create different levels of perceived challenge for brand website users. We consider that multimodality can be used for a better optimization of these various meanings as expressed by modes that are "essentially different in nature" (Bateman, 2008, p.54). Also, we refer to the online marketing outcomes of the online flow experience, in order to outline its importance and its implications in the online environment. The main conclusion of our paper is that multimodality can be used by scholars and practitioners as a premise to induce online flow on a brand website, by optimizing the sets of signs or modes. Originality – our contribution consists of an interdisciplinary approach. We use concepts from semiotics, positive psychology, and online marketing for a better understanding of how marketers and semioticians can positively influence online customer behaviour. (shrink)

The recently rising field of Critical Data Studies is still facing fundamental questions. Among these is the enigma of digital subjectivation. Who are the subjects of Big Data? A field where this question is particularly pressing is finance. Since the 1990s traders have been steadily integrated into computerized data assemblages, which calls for an ontology that eliminates the distinction between human sovereign subjects and non-human instrumental objects. The latter subjectivize traders in pre-conscious ways, because human consciousness runs too slow (...) to follow the volatility of the market. In response to this conundrum Social Studies of Finance has drawn on Actor-Network Theory to interpret financial markets as technically constructed networks of human and non-human actors. I argue that in order to develop an explicitly critical data study it might be advantageous to refer to Maurizio Lazzarato’s theory of machinic subjugation instead. Although both accounts describe financial digital subjectivation similarly, Lazzarato has the advantage of coupling his description to a clear critique of and resistance to finance. (shrink)

Based on the dispute between Protagoras and Socrates on the origin of ethics, one can ask the question of whether the principle of ethics is reason orfeeling/emotion, or whether ethics is grounded on reason or feeling/emotion. The development of Kant’s thoughts on ethics shows the tension between reason and feeling/emotion. In Kant’s final critical ethics, he held to a principle of “rational a priori.” On the one hand, this is presented as the rational a priori principle being the binding (...) principle of judgment. On the other hand, it is presented as the doctrine of “rational fact” as the ultimate argument of his ethics. Husserl believed that Kant’s doctrine of a rational a priori totally disregarded the a priori essential laws of feeling. Like Husserl, Scheler criticized Kant’s doctrine of a rational a priori, and therefore developed his own theory of an “emotional a priori”. Both of them focused their critiques on the grounding level of ethics. Scheler, however, did not follow Husserl all the way, but criticized him and reflected on his thoughts. At last, he revealed the primary status of a phenomenological material ethics of value. (shrink)

Propaganda is one of the most apparent avenues of ideological struggle. Amidst the battlefield in the social consciousness, the purpose of this study is to forward revolutionary ideology through intensification of revolutionary propaganda, specifically the pamphlet. It is a crucial step for revolutionaries in the aim to forward their methods of propaganda writing to overcome the illness of stereotypical propaganda writing as described by Mao Zedong. Stereotypical propaganda writing in the practice of progressive propaganda leads to a genesis of a (...) manufactured language characterized by the alienation of the masses from the language of revolutionaries and the alienation of revolutionary-propagandists from the practical experience of the masses. To overcome stereotypical propaganda writing, revolutionary propagandists must have a semiotic framework and a dialectical-materialist understanding of their relationship as Author-propagandists with the Reader-masses. By incorporating modest authorial-intentionalism from E.D. Hirsch and the Model-Reader theory of Umberto Eco into textual relationships, the role and the purpose of the sign as a medium in communicating ideologies can be established. In the process, it poses an alternative against the prevalent post-structuralist view of semantic autonomy and reader-response theory in the field of literary criticism. This paper also uses V.N. Voloshinov’s linguistic theory as the framework for semantico-pragmatic linguistic relations and social intercourse as the material base of the sign. (shrink)

Globalization allegedly constitutes one of the most used and abused concepts in the contemporary academic and lay lexicons alike. This paper pursues a deconstructive avenue for canvassing the semiotic economy of cultural globalization. The variegated ways whereby ideology has been framed in different semiotic perspectives (Peircean, structuralist, post-structuralist, neo-Marxist) are laid out. By engaging with the post-structuralist semiotic terrain, cultural globalization is identified with a transition from Baudrillard’s Political Economy of Signs towards a spectral ideology where signs give way to (...) traces of différance. Subsequently, the process whereby globalization materializes is conceived as a social hauntology. In this context, global citizens engage in a constant retracing of the meaning of signs of globalization that crystallize as translocally flowing ideoscapes and mediascapes. The propounded thesis is exemplified by recourse to cultural consumption phenomena from the domains of cinematic discourse, computer-gaming, food and social gaming. (shrink)

The tendency in semiotics toward unnecessary abstractionism and antinaturalism is criticized. More broadly, a transformation is proposed from abstractionism, with its fetishism of signs, to an animism of signs in which the imagination and the signs it gives birth to not only reconnect with the biocultural heritage, but also animate an idea of culture as involving living purpose, not simply inert code. See the revised version of this chapter in my book, Meaning and Modernity.

Critics of commodification often claim that the buying and selling of some good communicates disrespect or some other inappropriate attitude. Such semiotic critiques have been leveled against markets in sex, pornography, kidneys, surrogacy, blood, and many other things. Brennan and Jaworski (2015a) have recently argued that all such objections fail. They claim that the meaning of a market transaction is a highly contingent, socially constructed fact. If allowing a market for one of these goods can improve the supply, access or (...) quality of the good, then instead of banning the market on semiotic grounds, they urge that we should revise our semiotics. In this reply, I isolate a part of the meaning of a market transaction that is not socially constructed: our market exchanges always express preferences. I then show how cogent semiotic critiques of some markets can be constructed on the basis of this fact. (shrink)

This paper examines how semiotics, in conjunction with hermeneutics, can illuminate the structure of James Joyce's 'Ulysses' as a literary text. The paper begins with an account of two poet-critics who examined Joyce's novel in terms of classical myths and literary precedents. A crucial turning-point in the essay occurs when Jean Michel Rabate's Lacanian reading of the novel is introduced to clarify Joyce's use of the "signifier of absence" to clarify the meaning of paternity in the novel. The function (...) of the intertext is then examined, particularly in view of the relationship between Stephen Dedalus and Leopold Bloom. The conclusion of the paper shows how a dialogical reading supports the belief in a 'hermeneutical self' as part of the text's underlying meaning. (shrink)

The twentieth-century obsession with meaning often fails to address the central questions: Why are we here? Where are we going? In this radical critique of modernity, Eugene (Rochberg-) Halton resurrects pragmatism, pushing it beyond its traditional formulations to meet these questions head on. Drawing on the works of the early pragmatists such as John Dewey, George Herbert Mead, and particularly C.S. Peirce, Meaning and Modernity is an ambitious attempt to reconstruct concepts from philosophical pragmatism for contemporary social theory. Through a (...) vigorous and illuminating dialogue with other perspectives in the social sciences, (Rochberg-) Halton reveals the value of the pragmatic attitude as a mode of thought, one which speaks to the contemporary hunger for significance in a world where rationalized technique has all too often severed subject and object from their living context... Throughout the work is a sustained critique of modern culture in which (Rochberg-) Halton brings his reconstruction of the pragmatic atttude to bear on twentieth-century thought and its counterparts in the expressive arts. His engaging analysis encompasses figures as diverse as Simmel, Freud, Wittgenstein, Schoenberg, Adolph Loos, Mumford, Melville, the "Vienna School of Fantastic Realism," and Doris Lessing. The author's semiotic approach to culture allows him to move freely and easily across many disciplines, including anthropology, sociology, communications, art, literature, and philosophy. This is a work of rare originality and power that is sure to provoke discussion, for Rochberg-Halton creates new premises for understanding the human web of meaning. In a review published in the London Times Literary Supplement, Charles Townshend said that (Rochberg-) Halton's, “answer to the dilemma of modernity is a still more striking synthesis, which he labels ‘critical animism’ (as distinct from primitive animism). Meaning and Modernity belies its conventional exterior: it is a passionate tract against the 'diabolical tyranny of the rational'...He pits his researches into the attitudes of Chicagoans to their household goods and to their city against the abstract semioticians who have emptied signs of their capacity to 'live objectively in the transactions people have with them'...Such humanism will probably strike his fellow social theorists as downright weird, but his work shows that the cracking shell of modernism will provide a rich intellectual agenda.”. (shrink)

The various ways whereby spatial conditions afford to monumentalize culture and to appropriate geographically demarcated places in terms of individual and collective meaning structures has been amply documented in urban cultural studies. However, considerably less attention has been paid to how cultural identity is produced against the background of musical temporality. By way of a phenomenological inquiry into the staged spectacle of James Corden’s (the host of CBS Network’s Late Late Show) Carpool Karaoke, this paper addresses the issues of directly (...) lived experience and authenticity as facets of cultural identity. By critically discussing the assumptions of self-presence and auto-affectivity while singing and listening to one’s sung voice against the background of pre-recorded songs, the notion of directly lived musical experience is put to the test. Furthermore, by examining the dramaturgical scaffolding of Carpool Karaoke, the analysis points to wider implications for post-modern cultural studies in terms of an identified ironic reversal of modernist universal criteria of legitimacy in favor of a celebration of postmodern being-with inauthentically. The analysis of the selected Carpool Karaoke corpus utilizes a resourceful blend of phenomenological method, semiotics and interpretive videography while challenging embedded orthodoxies in the extant literature. (shrink)

A close reading of Peirce’s pragmatic maxim shows a correlation between meaning and purpose. If the meaning of a concept, proposition or hypothesis is clarified by formulating its practical effects, those also can be articulated as practical maxims. To the extent that the hypotheses or propositions upon which they are based are true, practical maxims recommend reliable courses of action. This can be translated into a broader claim of an integral relation between semiosis and goal-directed or teleological systems. Any goal-directed (...) system, to be propagating, must be capable of coordinating the information in its internal or endergonic processes with exergonic information found in its environment. Signs are critical links between these two sources of information and must also serve as steering mechanisms for that system as well. If signs detected or represented information in the environments without using that information to steer the system, it would have no practical effect on the system; conversely, if a system could steer itself, but had no representation of exergonic information, it would fail to be propagating. Obviously, to get food, it must not only find it, but must also use that information to direct its behavior in a manner that makes use of that food. Using concepts found in complex systems and modern information theory, it is argued that this analysis requires a distinction between information and meaning. The result of this investigation is the claim that meaning can be understood as the propagating work of information. The remainder of the paper follows some of the ramification of this analysis for Peirce’s semiotic theory. (shrink)

This thesis is concerned with the ways in which meaning is generically mediated in the novel. In particular it addresses the productive diversity of meanings generated by critical interpretation and asks how, given this diversity, comprehension and consensus might be possible. I argue that the construction of subject, object, space and time is achieved in the novel through different manifestations of four key metaphors: voice, view, setting and event. These metaphors supply meanings that rely on a common experience of (...) embodiment. Embodiment supplies the basis for an intersubjectively established consensus which identifies subjects and objects in terms that correspond to the semiotic, syntagmatic and semantic uses of metaphor. I begin by surveying and reviewing certain constructionist accounts of language and meaning in order to establish the importance of metaphor in conveying meaning in rhetorical, rather than linguistic, terms. I then discuss two examples of continental philosophy on speech: Derrida on voice and Foucault on discourse. I demonstrate how meaning is rhetorically constructed according to the use to which metaphors are put—whether they denote formal, semantic, or functional aspects of meaning—through an explication of Foucault’s theory, reserving Derrida’s grammatology for my analysis of the stabilisation of meaning in the theory of certain narratologists (Gérard Genette and Marie-Laure Ryan). Voice and view are key terms in literary theory, and I examine refinements to these metaphors in Genette and Ryan. The insistence of these narratologists on restricting the rhetorical dimension of meaning undermines the value of the literary work, prompting me to argue for a relaxing of such constraints. I read Peter Carey’s True History of the Kelly Gang for its uses of voice and point of view, many of which expose the limitations of the narratological approach. This is a theoretical thesis, which engages a wide range of perspectives—constructionist, deconstructionist, sociological and structuralist—together with their various accounts of language, metaphor, speech and meaning. In terms of sociological approaches to genre and discourse, I employ the chronotope as a critical tool, examining it in the context of the theme of the country house to demonstrate the role of two of my key metaphors, setting and event, which are important for the construction of space and time in abstract terms. Focusing on novels by Jane Austen, Virginia Woolf, and Kazuo Ishiguro, in which the country house defines the space and the temporality through which thematic and “material” elements are mediated, I reveal how the chronotope supplies an overarching coherence that unites thought and event in narrative. My readings of these novels describe a theory that is concerned with the rhetorical capacities of genre rather than with taxonomic constructions of form. To this end I argue that the metaphorical dimensions of narrative—voice, view, setting and event—be loosely drawn, according to the acknowledged mutability of genre. I also emphasise the constructive effect of metaphor whilst according it a rhetorical versatility consistent with the mutability and instability of genre as a semiotic tool, concluding that consensus is achieved in our readings of novels through the form’s reliance on these four key metaphors of embodiment. These metaphors have ordinary, everyday, widespread usage beyond narrative theory; in appreciating their rhetorical value, it must be noted nonetheless that any confusion that ensues is productive, for it results in the diversities of meaning and form celebrated in the literary work. (shrink)

The Four ages contains a brief explicit discussion of the issue of Christian philosophy, referencing the Middle Ages and the 1930s French debates about Christian philosophy. Closer attention to the debates reveals a plurality of positions rather than unanimous agreement on Christian philosophy, indicating that the quite complex issues were not resolved. In this review article, I contest Deely’s interpretation of Maritian’s position, provide an exegesis of Maritain’s position, argue that Deely’s explicit position is identifiable as very close to Neo-Scholastic (...) opponents of Christian philosophy during the debates, and briefly discuss Gilson’s and Blondel’s criticisms of such positions articulated during the 1930s debates. I also indicate that despite his opposition to Christian philosophy, Deely shares several key insights with its proponents, and I end by suggesting but not developing a few ways Deely’s semiotic approach could bear additional fruit for postmodern Christian philosophy’s ongoing projects of self-understanding. (shrink)

A critical exposition, in Spanish, of Erving Goffman's theories on the semiotic organization of social reality and on the structure of subjectivity and subjective experience (two sides of the same coin) through a detailed analysis of the conclusion to Frame Analysis (1974). Goffman's insights into the interactional nature of subjectivity are related to other theorists' conceptions of the role of reflexivity in perception, consciousness and the structuring of semiotic artifacts (language, narrative, art).

The paper aims at critical reconsideration of a motif popular in Indian literary, ritual, and pictorial traditions – a tree goddess (yakṣī, vṛkṣakā) or a woman embracing a tree (śālabhañjīkā, dohada), which points to a close and intimate bond between women and trees. At the outset, I present the most important phases of the evolution of this popular motif from the ancient times to present days. Then two essential characteristics of nature recognized in Indian visual arts, literature, religions and (...) philosophy will be distinguished: (1) a dynamic, creative, self-sufficient and inexhaustible power, and (2) a passive, merely reproductive or vegetative, and dependent field of potentiality. The paper is to demonstrate the interdependence of the popular concepts of nature identified with femininity, and their iconic representations circulating for centuries in Indian culture, with a specific line of argument repeatedly used in social practices and public debates. While doing so, I consider the semiotic function of a cultural topos which proves to be an effective instrument for construing and supporting the gender roles and gender identities. As a modern example illustrating vitality and persuasive power of the motif of yakṣī and śālabhañjīkā, I refer to the Chipko Movement, a group of rural women based in the Garhwal Himalayas (state Uttarakhand), who fought against the mass cut of trees in the 1970s. They were involved in the wide-spread environmental campaign which significantly affected the ecological policy of the local and state authorities. Thus, a traditional motif of the visual arts has been revived and re-elaborated by the activists of this ecofeminist movement through converting the symbolic potential of yakṣī/śālabhañjīkā into social and political power. (shrink)

This paper explores the critical conditions of such semiotic realism that is commonly presumed in the so-called Copenhagen interpretation of biosemiotics. The central task is to make basic biosemiotic concepts as clear as possible by applying C.S. Peirce’s pragmaticist methodology to his own concepts, especially to those that have had a strong influence on the Copenhagian biosemiotics. It appears essential to study what kinds of observation the basic semiotic concepts are derived from. Peirce had two different derivations to the (...) concept of sign, both having a strong logical character. Therefore, it is discussed at length what Peirce’s conception of logic consists of and how logical concepts relate to the concepts of other sciences. It is shown that Peirce had two different perspectives toward sign, the ‘transcendental’ one and the objective one, and only the latter one is executable in biosemiotic applications. Although Peirce’ theory of signs seems to appear as twofold (if not even manifold), it is concluded that the ore conception has been stable. The apparent differences are presumably due to the different perspectives of consideration. Severe limitations for the application of Peirce’s semiotic concepts follow from this analysis that should be taken into account in biosemiotics relying on its Copenhagen interpretation. The first one concerns the ‘interpreter’ of a suggested biosemiotic sign — whether it is ‘we’ (as a ‘meta-agent’) or some genuine biosemiotic ‘object-agent’. Only if the latter one is determinable, some real biosemiotic sign-action may occur. The second one concerns the application of the concept of the object of sign — its use is limited so that a sign has an object if and only if it seeks a true conception about it. This conclusion has drastic further consequences. Most of the genuinely biosemiotic sign-processes do not tend toward truth about anything but toward various practical ends. Therefore, the logical concept of sign, e.g. the one of Peirce’s semeiotic, is an insufficient concept for biosemiotics. In order to establish a sufficient one, Peircean theoretical ethics and esthetics are introduced. It is concluded that they involve simpler and more general but still normative concept of sign — the concept of anticipative or constructive representation that does not represent any object at all. Instead, it is a completely future-oriented representation that guides action. Objective ethics provides the suitable concept of representation, but it appeals to objective esthetics that provides a theory of (local) natural self-normativity. The concepts of objective logic form the special species of objective ethics. The conclusion is that biosemiotics should be based on applied objective ethics and esthetics rather than on (Peircean semeiotic) logic and its metaphysical application. Finally, the physiosemiotic over-generalization of the concept of sign is shortly discussed. It is suggested that it would be more appropriate to rename such controversial generalizations than to adhere to semiotic terminology. Here, again, Peirce appears as a healthy role model with his ‘ethics of terminology’. (shrink)

The thesis introduces and criticizes the discourse on technology, with a specific reference to the concept of AI. The discourse on AI is particularly saturated with reified metaphors which drive connotations and delimit understandings of technology in society. To better analyse the discourse on AI, the thesis proposes the concept of “Expected AI”, a composite signifier filled with historical and sociocultural connotations, and numerous referent objects. Relying on cultural semiotics, science and technology studies, and a diverse selection of heuristic (...) concepts, the thesis delves beneath the surface of AI discourse and demonstrates the hidden political, social, cultural, and ecological dangers of AI. The entanglement of the discourse(s) with (science) fiction, folklore, myth, and religion impacts how AI is perceived and received, as well as the expectations to AI-enabled technologies now and in the future. The thesis also proposes a more ethical and comprehensive ontological model for AI systems. The model describes AI systems as complex figurations, considering their socio-material organisation, global economic-material becoming, and impact on the environment, social institutions, and the semiosphere. The dissertation argues that AI should be understood not just as an object or sociotechnical system, but as its entire product chain encompassing people and cultures, as well as the used resources and impact (both material-ecological and semiotic) on a planetary scale. (shrink)

Here we propose a discussion about the "mandorla" or "vesica piscis". It is a type of 2-dimensional lens, that is, a geometric shape formed by the intersection of two circles with the same radius, intersecting in such a way that the centre of each circle lies on the perimeter of the other. The aim of the discussion is that of understanding when such a geometric shape became a symbol and when this symbol received a specific name. We will find that (...) the name "mandorla" was used long before the term "vesica piscis", which is the Latin translation of the German "fischblosen" used by Albrecht Dürer in his book on geometry. Therefore, the name invented by Dürer was not used by the painter for a sacred form. However, after the middle of the nineteenth century the term "vesica piscis" exploded in literature. Its use was criticized and, at the same time, it was stressed that the proper term for the symbol is "mandorla". Nonetheless, the "vesica piscis" continues to be largely used in the sacred geometry, which ascribes symbolic and sacred meanings to certain geometric shapes and proportions. In the proposed discussion, we will also show that, recently, the 2-dimensional lenticular symbol has been related to the Pythagorean philosophy. It is told that the followers of this philosophy had the habit of using an apple for symbolic communications. Sliced across, the core of the apple is displaying a pentagram, but sliced lengthwise it forms two intersecting circles, that is a "mandorla". Then, the investigation about terms and related uses of this specific geometric shape is the core of the matter of our discussion or, let us tell, the "core of the apple", in a Pythagorean-like approach to find how a German "fischblosen" evolved into a sacred symbol, thanks to a translation into Latin. (shrink)

Current conceptions of meaning and culture tend toward extreme forms of disembodied abstraction, indicating an alienation from the original, earthy meaning of the word culture. I turn to the earlier meanings of the word and why the “cultic,” the living impulse to meaning, was and remains essential to a conception of culture as semeiosis or sign-action. Culture and biology are often treated by social scientists as though they were oil and water, not to be mixed. I am fully aware of (...) the assumed nature-culture dichotomy, but I reject it, not because I am a sociobiologist, quite the contrary, but rather because I am a semiotician, and my studies of signs have led me toward a critical reconstruction of the concepts of nature and culture. In my perspective, culture is a living, social metaboly of signs, not limited to a convention but in transaction with the inmost recesses of the person, and with the qualitative, physical, and significant environment. The question is not whether culture is a “system” or not, but whether we shall continue to conceive of culture as an inert, mechanical system or code, incapable of self-critical cultivation, or as a “living system”--a way of living--fully open to contingency, spontaneity, purposive growth and decay. Putting the “cult” back into culture requires a reconception of the relations between human biology and meaning, and between non-discursive, non-rational reason and modern rationality. Such a reconception involves considering how the technics of the biosocial human body itself form the primary source of culture. (shrink)

In his article “Issues of Pragmaticism” published in 1905, in The Monist, Charles S. Peirce complains that “Logicians have been at fault in giving Vagueness the go-by, so far as not even to analyze it.” That same year, occupying himself with the consequences of “Critical commonsensism,” he affirmed, “I have worked out the logic of vagueness with something like completeness,” a statement that causes the majority of the commentators on his work, including the editors of the Collected Papers to (...) ask where this logic is to be found. The fever for finding Peirce's manuscripts is fed by the hope of some researchers of discovering the logic of vagueness, a hope that has grown since Carolyn Eisele's publication of his mathematical works. Others - and I count myself among them - believe that in reality this is a matter of something already known. That is, they interpret the affirmation ending the paragraph of reproach addressed to logicians, “The present writer has done his best to work out the Stechiology, Critic, and Methodeutik of the subject,” as a tripartite semiotic of the vague, still limited, according to Peirce's older works, to symbols, that is, to the signs of natural language examined from the perspective of logic. (shrink)

Against Memetics Przeciw Memetyce (Against Memetics) Article is a critical analysis of theoretical foundations of memetics from the perspective of 2010. In my study, I mainly discuss assumptions adopted by Polish memeticians (papers published mostly in the magazine „Teksty z Ulicy. Zeszyty memetyczne”). The article concerns “biological foundations” of memetics adopted by the researchers, which causes a transfer of the biology’s conceptual paradigm exactly to the field of memetics, since a) the research methodology of memetics has been based on (...) achievements of virology (sic!); whereas, b) memetics itself has been called a scientific theory and; therefore, c) the subject of memetics has been determined and that is the evolution of culture. What is more, the article discusses the issue of so-called qualia. Joining the theory of memesreplicators with qualia is risky; nevertheless, it is not completely unjustified; especially, as memeticians attribute features of qualia to memes. Finally, the deliberations on memes and memetics are directed towards semiotics assuming the understanding of a group of memes as a code of a specific semantic deposit SD, which forms ℝ relation in a specific knowledge representation RW. (shrink)

This paper explores Berkeley's denial of matter in the light of criticisms voiced by Charles S. Peirce, who wrote two extensive review essays, one in 1871 and one in 1901, on the Fraser editions of Berkeley's Works. Elaborating upon Peirce's criticisms and utilizing Peirce's semiotics and pragmatism (two doctrines for which Peirce gives partial credit to Berkeley), it is shown that Berkeley's argument against matter is inconclusive, that the hypothesis of matter can be made to fit within Berkeley's thought, (...) and that doing so need not undermine the latter's esse is percipi doctrine. (shrink)

By comparing some founding concepts underlying developing interest in the role of signs and symbols in social life, such as the nature of the sign in Charles Peirce and Ferdinand de Saussure and in Emile Durkheim and George Herbert Mead, and then exploring recent developments in structuralism and symbolic interactionism, a critical appraisal of their theories of meaning is made in the context of an emerging semiotic sociology.

[A Czech Greenberg? Mukařovský and Aesthetic Formalism] This article revisits Tomáš Pospiszyl’s discussion of the split between the North American and the Czechoslovak postwar modernism as a difference between the views of two critics who dominated the American and the Czechoslovak art scene, respectively--Clement Greenberg and Jindřich Chalupecký. Pospiszyl convincingly traces the evolution of American art to what has been called Greenberg’s “formalism,” and the developments on the Czechoslovak scene to Chalupecký’s ideas about art as part of social social interactions. (...) Though the author of the article agrees with this analysis of Czechoslovak modernism as anti-formalist, he seeks to draw attention to the writings of the Czech literary theorist Jan Mukařovský, which were contemporaneous with Chalupecký’s and Greenberg’s--in particular Mukařovský’s 1944 lecture “The Essence of the Visual Arts.” The author provides a comparative analysis of Mukařovský and Greenberg, suggesting that the former was quite close to the latter’s “formalism.” This might seem incorrect, given that Mukařovský is considered to be a precursor of the semiotic theory of art, which is generally understood as antithetical to formalism. The solution, he argues, is to realize that Greenberg is subtler, hence not so "formalist” after all. At any rate, it turns out that in addition to Chalupecký’s “social” theory of art, Mukařovský had a more “formalist” alternative which – for well-known historical reasons – had no effect on the subsequent development of Czechoslovak modernism. (shrink)

Brand image constitutes one of the most salient, over-defined, heavily explored and multifariously operationalized conceptual constructs in marketing theory and practice. In this Chapter, definitions of brand image that have been offered by marketing scholars will be critically addressed in the context of a culturally oriented discussion, informed by the semiotic notion of iconicity. This cultural bend, in conjunction with the concept’s semiotic contextualization, are expected both to dispel terminological confusions in the either inter-changeable or fuzzily differentiated employment of such (...) terms as brand image, symbol, icon, as well as to address the function of brand image at a deeper level than a mere construct to be operationalized in quantitative studies of purchase drivers. This shift in focus is coupled with a critical turn from the cogito-centric view of the consuming subject through the cognitivist lens of the AI metaphor as decision-making centre at the origin of largely conscious meaning-making, in favor of a psychoanalytically informed approach that considers figurativity as an essential process whereby brand image is formed. In these terms, brand image will be intimately linked to brand images as figurative multimodal expressive units and rhetorical tropes, as figurative syntax, that are responsible for shaping an idiolectal brand language, as well as to distinctive levels of iconicity as textual condition of possibility of a brand language. In order to understand the role of iconicity as fundamental condition of brand textuality, rather than just a procedure for spawning brand images, the discussion is contextualized in a wider framework involving the culturally situated source of brand images, how they become correlated with brand image concepts and how correlations between brand images and brand image result in brand knowledge structures (Keller 1998). This opening up of the discussion on iconicity is enacted against the background of what I call the Brand Imaginarium which involves: (i) a critical engagement with the dominant cognitivist perspective in branding research that prioritizes individual memory in brand knowledge formation, through a cultural branding lens that involves two additional types of memory, viz. communicative and cultural (ii) a critical engagement with the cognitivist perspective on brand knowledge formation that prioritizes conscious processing of stimuli (as ‘brute facts’, rather than as already semiotized expressive units) in a cognitive mechanism from which the faculty of imagination has been expelled, by restoring the importance of imagination in brand knowledge formation, and, concomitantly, by showing that the highly figurative language of brands may not be researched thoroughly unless imagination is posited anew as processing correlate (iii) the adoption of an expansionist approach to the role of the imaginary in brand knowledge formation, from cognitive (or psychic) faculty, to a more sociologically inclined process of inter-subjective mirroring, and concomitantly as imaginary social significations (Castoriades 1985) that are shared by culturally conditioned and habituated subjects that engage in meaningful cultural practices, rather than individual processing monads. (shrink)

How should we explore the relationship between race and educational opportunity? One approach to the Black-White achievement gap explores how race and class cause disparities in access and opportunity. In this paper, I consider how education contributes to the creation of race. Considering examples of classroom micropolitics, I argue that breakdowns of trust and trustworthiness between teachers and students can cause substantial disadvantages and, in the contemporary United States, this happens along racial lines. Some of the disadvantages are academic: high (...) achievement is more difficult when one faces mistrust, ego depletion, effort pessimism, and insult. And within a knowledge economy, exclusion from knowledge work makes one vulnerable to injustice. But the problem goes deeper than achievement, for schools are contexts in which we develop self-understandings and identities that situate us as members of society. If students of color are systematically denied full participation in trusting conversations that create shared knowledge—especially, knowledge that holds power within the dominant culture—they are unjustly deprived resources to form flourishing selves that are suited to the positions of power and authority. The argument suggests that knowledge is not best understood simply as a commodity to be distributed, and opportunity is not just a matter of access. Moreover, even if access is granted, those who are motivated and talented can fail: they drain their willpower by coping with insults, or reasonably lose optimism about their efficacy. Over time, motivation may shift away from achievement, and under the circumstances this can be a rational response. The barriers to achievement are many, but true opportunity is impossible without trust and trustworthiness. (shrink)

Eshel Ben-Jacob’s manuscript entitled ‘Bacterial wisdom, Gödel’s theorem and creative genomic webs’ summarizes decades of work demonstrating adaptive mutagenesis in bacterial genomes. Bacterial genomes, each an essential part of a Kantian whole that is a single bacterium, are thus not independent of the environment as sensed; and a single bacterium is therefore a semiotic entity. Ben-Jacob suggests this but errs in 1) assigning autonomy to the genome, and 2) analogizing through computation without making clear whether he is doing so for (...) illustrative purposes or making committed ontological propositions. We reinterpret adaptive mutagenesis and related phenomena in ways both metaphysically rigorous and revealing. We conclude that bacteria are much farther removed from the ‘self-organizing’ world of inanimate process than from the Peircian world of signs; and a critical reappraisal of existing knowledge can enhance our understanding of selfhood, semiosis, and the roots of subjective experience. (shrink)

The cultural consumption research landscape of the 21st century is marked by an increasing cross-disciplinary fermentation. At the same time, cultural theory and analysis have been marked by successive ‘inter-’ turns, most notably with regard to the Big Four: multimodality (or intermodality), interdiscursivity, transmediality (or intermediality), and intertextuality. This book offers an outline of interdiscursivity as an integrative platform for accommodating these notions. To this end, a call for a return to Foucault is issued via a critical engagement with (...) the so-called practice-turn. This re-turn does not seek to reconstitute venerably Foucauldianism, but to theorize ‘inters-’ as vanishing points that challenge the integrity of discrete cultural orders in non-convergent manners. The propounded interdiscursivity approach is offered as a reading strategy that permeates the contemporary cultural consumption phenomena that are scrutinized in this book, against a pan-consumptivist framework. By drawing on qualitative and mixed methods research designs, facilitated by CAQDAS software, the empirical studies that are hosted here span a vivid array of topics that are directly relevant to both traditional and new media researchers, such as the consumption of ideologies in Web 2.0 social movements, the ability of micro-celebrities to act as cultural game-changers, the post-loyalty abjective consumption ethos. The theoretically novel approaches on offer are coupled with methodological innovations in areas such as user-generated content, artists’ branding, and experiential consumption. (shrink)

● Sergio Cremaschi, The non-existing Island. I discuss the way in which the cleavage between the Continental and the Anglo-American philosophies originated, the (self-)images of both philosophical worlds, the converging rediscoveries from the Seventies, as well as recent ecumenic or anti-ecumenic strategies. I argue that pragmatism provides an important counter-instance to both the familiar self-images and to the fashionable ecumenic or anti-ecumenic strategies. My conclusions are: (i) the only place where Continental philosophy exists (as Euro-Communism one decade ago) is America; (...) (ii) less obviously, also analytic philosophy does not exist, or does no more exist as a current or a paradigm; what does exist is, on the one hand, philosophy of language and, on the other, philosophy of mind, that is, two disciplines; (iii) the dissolution of analytic philosophy as a school has been extremely fruitful, precisely in so far as it has left room for disciplines and research programmes; (iv) what is left, of the Anglo-American/Continental cleavage is primarily differences in styles, depending partly on intellectual traditions, partly owing to sociology, history, institutional frameworks; these differences should not be blurred by rash ecumenism; besides, theoretical differences are alive as ever, but within both camps; finally, there is indeed a lag (not a difference) in the appropriation of intellectual techniques by most schools of 'Continental' philosophy, and this should be overcome through appropriation of what the best 'analytic' philosophers have produced. ● Michael Strauss, Language and sense-perception: an aspect of analytic philosophy. To test an assertion about one fact by comparing it with perceived reality seems quite unproblematic. But the very possibility of such a procedure is incompatible with the intellectualistic basis of logical positivism and atomism (as it is for example to be found in Russell's Analysis of Mind). According to the intellectualistic approach pure sensation is meaningless. Sensation receives its meaning and order from the intellect through interpretation, which is performed with the help of linguistic tools, i.e. words and sentences. Before being interpreted, sensation is not a picture or a representation, it is neither true nor false, neither an illusion nor knowledge; it does not tell us anything; it is a lifeless and order-less matter. But how can a thought (or a proposition) be compared with such a lifeless matter? This difficulty confronts the intellectualist, if on the one hand he admits the necessity of comparing thought with sense-perception, and on the other hand presupposes that we possess only intellectual and no immediate perceptual understanding of what we see and hear. In this paper I give a critical exposition of three attempts, made by Russell, Neurath and Wittgenstein, to solve this problem. The first attempt adheres to strict conventionalism, the second tends to naturalism and the third leads to an amended, very moderate version of conventionalism. This amended conventionalism looks at sense impressions as being a peculiar language, which includes primary symbols, i.e. symbols not founded on convention and not being in need of interpretation. ● Ernst Tugendhat, Phenomenology and language analysis. The paper, first published in German in 1970, by which Tugendhat gave a start to the German rediscovery of analytic philosophy. The author stages a confrontation between phenomenology and language analysis. He argues that language analysis does not differ from phenomenology as far as the topics dealt with are concerned; instead, both currents are quite different in method. The author argues that language-analytic philosophy does not simply lay out of the mainstream of transcendental philosophy, but that instead it challenges this tradition on the very level of foundations. The author criticizes the linguistic-analytic approach centred on the subject as well as any object-centred approach, while proposing inter-subjective understanding through language as the new universal framework. This is, when construed in so general terms, the same program of hermeneutics, though in a more basic version. ● Jürgen Habermas, Language game, intention and meaning. On a few suggestions by Sellars and Wittgenstein. The paper, first published in German in 1975, in which Habermas announces his own linguistic turn through a discovery of speech acts. In this essay the author wants to work out a categorical framework for a communicative theory of society; he takes Wittgenstein's concept of language game as a Leitfade and, besides, he takes advantage also of Wilfried Sellars's quasi-transcendental account of the genesis of intentionality. His goal is to single out the problems connected with a theory of consciousness oriented in a logical-linguistic sense. ● Zvie Bar-On, Isomorphism of speech acts and intentional states. This essay presents the problem of the formal relationship between speech acts and intentional states as an essential part of the perennial philosophical question of the relation between language and thought. I attempt to show how this problem had been dealt with by two prominent philosophers of different camps in our century, Edmund Husserl and John Searle. Both of them wrote extensively about the theory of intentionality. I point out an interesting, as it were unintended, continuity of their work on that theory. Searle started where Husserl left off 80 years earlier. Their meeting point could be used as the first clue in our search. They both adopted in effect the same distinction between two basic aspects of the intentional experience: its content or matter, and its quality or mode. Husserl did not yet have the concept of a speech act as contradistinguished from an intentional state. The working hypothesis, however, which he suggested, could be used as a second clue for the further elaboration of the theory. The relationship of the two levels, the mental and the linguistic, which remained for Husserl in the background only, became the cornerstone of Searle' s inquiry. He employed the speech act as the model and analysed the intentional experience by means of the conceptual apparatus of his own theory of speech acts. This procedure enabled him to mark out a number of parallelisms and correlations between the two levels. This procedure explains the phenomenon of the partial isomorphism of speech acts and intentional states. ● Roberta de Monticelli, Ontology. A dialogue among the linguistic philosopher, the naturalist, and the phenomenological philosopher. This paper proposes a comparison between two main ways of conceiving the role and scope of that fundamental part of philosophy (or of "first" philosophy) which is traditionally called "ontology". One way, originated within the analytic tradition, consists of two main streams, namely philosophy of language and (contemporary) philosophy of mind, the former yielding "reduced ontology" and the latter "neo-Aristotelian ontology". The other way of conceiving ontology is exemplified by "phenomenological ontology" (more precisely, the Husserlian, not the Heideggerian version). Ontology as a theory of reference ("reduced" ontology, or ontology as depending on semantics) is presented and justified on the basis of some classical thesis of traditional philosophy of language (from Frege to Quine). "Reduced ontology" is shown to be identifiable with one level of a traditional, Aristotelian ontology, namely the one which corresponds to one of the four "senses of being" listed in Aristotle's Metaphysics: "being" as "being true". This identification is justified on the basis of Franz Brentano's "rules for translation" of the Aristotelian table of judgements in terms of (positive and negative) existential judgments such as are easily translatable into sentences of first order predicate logic. The second part of the paper is concerned with "neo-Aristotelian ontology", i.e. with naturalism and physicalism as the main ontological options underlying most of contemporary discussion in the philosophy of mind. The qualification of such options as "neo-Aristotelian" is justified; the relationships between "neo-Aristotelian ontology" and "reduced ontology" are discussed. In the third part the fundamental tenet of "phenomenological ontology" is identified by the thesis that a logical theory of existence and being does capture a sense of "existing" and "being" which, even though not the basic one, is grounded in the basic one. An attempt is done of further clarifying this "more basic" sense of "being". An argument making use of this supposedly "more basic" sense is advanced in favour of a "phenomenological ontology". ● Kuno Lorenz, Analytic Roots in Dialogic Constructivism. Both in the Vienna Circle ad in Russell's early philosophy the division of knowledge into two kinds (or two levels), perceptual and conceptual, plays a vital role. Constructivism in philosophy, in trying to provide a pragmatic foundation - a knowing-how - to perceptual as well as conceptual competences, discovered that this is dependent on semiotic tools. Therefore, the "principle of method" had to be amended by the "principle of dialogue". Analytic philosophy being an heir of classical empiricism, conceptually grasping the "given", and constructive philosophy being an heir of classical rationalism, perceptually providing the "constructed", merge into dialogical constructivism, a contemporary development of ideas derived especially from the works of Charles S. Peirce (his pragmatic maxim as a means of giving meaning to signs) and of Ludwig Wittgenstein (his language games as tools of comparison for understanding ways of life). 7. Albrecht Wellmer, "Autonomy of meaning" and "principle of charity" from the viewpoint of the pragmatics of language. In this essay I present an interpretation of the principle of the autonomy of meaning and of the principle of charity, the two main principles of Davidson's semantic view of truth, showing how both principles may fit in a perspective dictated by the pragmatics of language. I argue that (I) the principle of the autonomy of meaning may be thoroughly reformulated in terms of the pragmatics of language, (ii) the principle of charity needs a supplement in terms of pragmatics of language in order to become really enlightening as a principle of interpretation. Besides, I argue that: (i) on the one hand, the fundamental thesis of Habermas on the pragmatic theory of meaning ("we understand a speech act when we know what makes it admissible") is correlated with the seemingly intentionalist thesis according to which we understand a speech act when we know what a speaker means; (ii) on the other hand, to say that the meaning competence of a competent speaker is basically a competence about a potential of reasons (or also of possible justifications) which is inherently connected with the meaning of statements, or with their use in utterances. ● Rüdiger Bubner, The convergence of analytic and hermeneutic philosophy This paper argues that the analytic philosophy does not exist, at least as understood by its original programs. Differences in the analytic camp have always been bigger than they were believed to be. Now these differences are coming to the fore thanks to a process of dissolution of dogmatism. Philosophical analysis is led by its own inner logic towards questions that may be fairly qualified as hermeneutic. Recent developments in analytic philosophy, e.g. Davidson, seem to indicate a growing convergence of themes between philosophical analysis and hermeneutics; thus, the familiar opposition of Anglo-Saxon and Continental philosophy might soon belong to history. The fact of an ongoing appropriation of analytical techniques by present-day German philosophers may provide a basis for a powerful argument for the unity of philosophizing, beyond its strained images privileging one technique of thinking and rejecting the remainder. Actual philosophical practice should take the dialogue between the two camps more seriously; in fact, the processes described so far are no danger to philosophical work. They may be a danger for parochial approaches to philosophizing; indeed, contrary to what happens in the natural sciences, Thomas Kuhn's "normal science" developing within the framework of one fixed paradigm is not typical for philosophical thinking. And in philosophy innovating revolutions are symptoms more of vitality than of crisis. ● Karl-Otto Apel, The impact of analytic philosophy on my intellectual biography. In my paper I try to reconstruct the history of my Auseinandersetzung mit - as I called it - "language-analytical" philosophy (including even Peircean semiotics) since the late Fifties. The heuristics of my study was predetermined by two main motives of my beginnings: the hermeneutic turn of phenomenology and the transformation of "transcendental philosophy" in the light of the "language a priori". Thus, I took issue with the early and the later Wittgenstein, logical positivism, and post-Wittgensteinian and post-empiricist philosophy of science (i.e. G.H. von Wright and the renewal of the "explanation vs understanding controversy" as well as the debate between Th. Kuhn and Popper/Lakatos); besides, with speech act theory and the debate about "transcendental arguments" since Strawson. The "pragmatic turn", started already by C.L. Morris and the later Carnap, led me to study also the relationship between Wittgensteinian "use" theory of meaning and of truth. This resulted on my side in something like a program of "transcendental semiotics", i.e. "transcendental pragmatics" and "transcendental hermeneutics". ● Ben-Ami Scharfstein, A doubt on both their houses: the blindness to non-western philosophies. The burden of my criticism is that contemporary European philosophers of all kinds have continued to think as if there were no true philosophy but that of the West. For the most part, the existentialists have been oblivious of their Eastern congeners; the hermeneuticians have yet to stretch their horizons beyond the most familiar ones; and the analysts remain unaware of the analyses and linguistic sensitivities of the ancient non-European philosophers. Briefly, ignorance still blinds almost all contemporary Western philosophers to the rich, variegated philosophical traditions outside of their familiar orbit. Both Continental and Anglo-Americans have lost the breadth of view that once characterized such thinkers as Herder and the Humboldts. The blindness that has resulted is not simply that of individual Western philosophers but of our whole, still parochial philosophical culture. (shrink)

Rhythm is generally taken to refer to a temporal pattern of events. Yet in recent years, across diverse fields in the arts, humanities, and social sciences, it has come to serve as the conceptual marker for a wide range of new approaches to understanding relations and relationality, following most explicitly from the late work of Henri Lefebvre. This article explores the temporal aspect of such relational thinking, in particular asking how time is implicated in relations, and how it can be (...) meaningful in those relations. The sense of time is surveyed from the perspectives of both cognition and metaphysics as well as with reference to music scholarship and social theory, and key threads are drawn, from the writings of Gaston Bachelard and Charles Sanders Peirce in particular, in order to suggest that time can be a sign, and that the signifying properties of rhythm have critical social consequences. (shrink)

This paper draws on the deconstruction(ist) toolbox and specifically on the textual unweaving tactics of supplementarity, exemplarity, and parergonality, with a view to critically assessing institutional (UNESCO’s) and ordinary tourists’ claims to authenticity as regards artifacts and sites of ‘cultural heritage’. Through the ‘destru[k]tion’ of claims to ‘originality’ and ‘myths of origin’, that function as preservatives for canning such artifacts and sites, the cultural arche-writing that forces signifiers to piously bow before a limited string of ‘transcendental signifieds’ is brought to (...) full view. The stench of the aeons is thus forced to evaporate through a post-transcendentalist opening towards originary myths’ original doubles. (shrink)

Objectivity is one of the central themes in Max Weber's work. Weber criticizes uncontrolled mixing up of thought and feeling which is to be avoided in investigations of cultures. At the same time he is convinced that any cultural study is necessarily an expression of some "one-sided points of view" espoused by scholars. This consideration is crucial for Max Weber's method. The paper analyzes the application of Max Weber's methodology to his study on China. Special attention is paid to the (...) unity of style, ethics and the theory of cognition. (shrink)

In a 1995 interview, contemporary American composer John Zorn stated: ‘I got involved in music because of fi lm […] There’s a lot of fi lm elements in my music’ (Duckworth, 1995, p. 451). Scholars and critics have since widely noted these cinematic elements, with emphasis being placed on Zorn’s genre of so-called ‘fi le card compositions’. Whilst these studies have primarily concentrated on how the arrangement of sound blocks – the disjointed segments of Zorn’s compositions – can be compared (...) to cinematic montage, this article instead focusses on how sound blocks suggest the visual aspects of cinema. To delve deeper into the visuo-cinematic qualities of Zorn’s fi le card compositions, an idealised cinematic listener will be constructed, aided by various psychological, semiotic, philosophical and fi lm theories. I will suggest that a listener occupying a hypnogogic state projects moving images, akin to those of cinema, onto what Bernard Lewin fi rst called a ‘dream screen’. These projections occur due to intertextual associations made between fi le card compositions and the artistic fi gures to whom they are dedicated. These images combine with the sounds that brought them into being to form an audio-visual diegesis, which can be considered a type of half-imagined fi lm. The cinematic listener then actively draws out of this diegesis a narrative, via the semi-conscious process Boris Eikhenbaum called ‘inner speech’. I will conclude by giving some broader justifi cation for the methodology that brought this cinematic listener into being and suggest how the cinematic listener may be further utilised to provide musical analyses for fi le card works. (shrink)

Mohammad Arkoun (1928-2010) Muslim intellectual, offered "Islamic Criticism" projects, "Applied Islamology" and finally the "Critical Rational Future" project "Negar" with the aim of reviewing and transforming the understanding of the religious text and offering solutions to overcome the decline of Islamic civilization. His main scheme is the critique of Islamic reason, but the methodology is Applied Islamology. Arkoun projects are one of the first projects in the Islamic-Arab world, which have read the religious text based on new Western approaches. (...) Research Methods and Questions: This study uses a descriptive-analytical approach to examine the impact and application of Western approaches in religious texts reading in the thought of Mohammad Arkoun. The questions considered in this research are: What are the most important practical approaches of Arkoun in religious texts reading? What is Arkoun 's aim using different Western approaches to read religious texts? What are Arkoun 's approaches in the Applied Islamology project? The aims of this research is to study the Western approaches considered by Arkoun in the field of religious texts reading and to examine the impact and application of Western approaches in the Applied Islamology project of Arkoun. Findings: Arkoun projects in particular Applied Islamology include a set of approaches such as structuralism, genealogy, poststructuralism, hermeneutics, etc. His ultimate aim in applying various Western approaches is to provide an active and capable methodology for critical of religious texts reading, definite break from dogmatic and Orientalist perspectives and also to replace these studies with studies based on positivist methods and traditional philology. Among all practical approaches of Arkoun in the field of reading religious texts, there are three approaches that have many manifestations in his thoughts and projects: First, the linguistic-semiotic approach to the study of the foundational age, second, Foucault's paleontological approach to read contemporary Islamic-Arab modern thought and third, Historical-Sociological Analysis for the study of Islam as a social phenomenon and the Events of the history of Islam after the Prophet (PBUH). (shrink)

In this paper I propose to describe, in brief, a semiotic paradigm which results from the redefinition of the linguistic sign as a molecular sememe. Borrowing a tactic from Wittgenstein, I wish to use the game of chess as an analogy for the sake of describing what a molecular sememe is. Then I hope to use it further to sketch several implications of this semiotic paradigm for literary criticism and critical theory.

A guide for translators, about the translation theory, the translation process, interpreting, subtitling, internationalization and localization and computer-assisted translation. A special section is dedicated to the translator's education and associations. The guide include, as annexes, several independent adaptations of the corresponding European Commission works, freely available via the EU Bookshop as PDF and via SetThings as EPUB, MOBI (Kindle) and PDF. For a “smart”, sensible translation , you should forget not the knowledge acquired at school or university, but the corrective (...) standards. Some people want a translation with the touch of the source version, while another people feel that in a successful version we should not be able to guess the original language. We have to realize that both people have right and wrong, and that their only fault is to present requirement as an absolute truth. Teachers agree at least on this principle: “If a sentence is ambiguous, the translation must also be“. There is another critical, less easy to argue, based on an Italian phrase with particularly strong wording: “Traduttore, traditore“. This critique argues that any translation will betray the author‘s language, spirit, style … because of the choices on all sides. What to sacrifice, clarity or brevity, if the formula in the text is brief and effective, but impossible to translate into so few words with the exact meaning? One could understand this criticism that it encourages us to read “in the text.” It seems obvious that it is impossible to follow this advice into practice. CONTENTS: Translation - Assessment of the amount of translated texts - Translation and interpretation - - Translation documents - Translation theories - - Practical / communicative approach - - Approaches of literary theories - - Sociolinguistic mainstream - - Approaches based on linguistic theories - - Approaches based on philosophical and hermeneutic concepts - - Semiotic approaches - The translation process - Types of translations - - Technical translation - Schools of thought - Difficulties associated with specialized domains - The problem of double translation - Thoughts about translation - European standard for translation services - Beautiful infidels - Self-translation - - Types of self-translation - - Factors that promote self-translation - - Self-translation and not authorial translation - Technical translation - - Terminology - - Translation process - - Translation tools - - The technical translator - - - Status - - - Remuneration - Conference interpreting - - Methods of interpretation - - Skills of the interpreter - - Contexts and working languages - - The interpretation in international institutions - - - UNESCO - - - European Union Internationalization and localization - Example - Internationalization and localization - Challenges - Software localization - - Difficulties - - Composing specifications - - Special tools Computer-assisted translation - Translation memory - - Advantages and disadvantages - - General operation - - Various - - Software - Machine translation - - Translation process - - Prerequisites - - Difficulties - - Approaches - - Development - - Existing products and services - - Prospective - Parallel text Subtitle - Subtitling or dubbing? - Description - Subtitling the movies - - Spotting - - Translation - - Simulation - - Engraving, inlaying or packaging - - The live broadcast - Live captioning - - Velotype - - Touch typing - - Computer-aided stenotype - - Speech recognition - Surtitles - - Comments - - Technical means - - Artistic issues - Quasi instant voice translation - - Difficulties - - Ongoing projects - - Future Translation Studies - Theories of translation - Interpretive theory - Back-translation - - The proper use of back-translation - False friends - - Cognates - - - Complete false friends - - - Partial false friends - - False cognates - Translation process - - The implications of the "inside" language - - Total and not absolute translation - - A single model - Untranslatability - - Hovering - - Translation methods - - - Adaptation - - - Calque - - - Compensation - - - Borrowing - - - Periphrasis - - - Translator's note - - Untranslatability of poetry and puns - - An amazing counterexample Translators - Translator's notes - European Master's in Translation - - European Master's in Translation - - - Organization of EMT - - - Core skills - - The EMT label - - EMT Network - - - Eligibility - - Members - European Council of Literary Translators' Associations - - History - - Objectives - International Translation Day Annexes: Translation in EU - Translation Guide - - Think before you write - - - Who will be reading the document? - - - What are you trying to achieve? - - - What points must the document cover? - - Focus on the reader - - - Be direct and interesting - - Get your document into shape - - - When you start - - - As you write - - - Two common problems at the European Commission: - - KISS - Keep It Short and Simple - - - Short... - - - ... and Simple: - - - Simple, uncluttered style also means: - - Make sense - structure your sentences - - Cut out excess nouns - verb forms are livelier - - Be concrete, not abstract - - Prefer active verbs to passive - - - Name the agent - - Beware of false friends, jargon and abbreviations - - - Avoid false friends - - - Avoid or explain jargon - - - Take care with abbreviations - - Revise and cheque check - Clear English Tips - - English prefers to be simple, concise and concrete. - - - Use simple words where appropriate. - - - Prefer a verb to an abstract noun - - - Prefer a gerund to an abstract noun - - - Prefer participles to relative clauses - - - And eliminate participles entirely if appropriate. - - - Use the passive voice sparingly - - - Consider replacing negatives with positives - - - Consider short forms and pronouns to avoid repeating full names … - - - Express conditions, including hidden ones, with ‘if’ ... - - - In general, cut out extra verbiage. - - English prefers straightforward syntax - - - Keep the subject close to the beginning of the sentence - - - Avoid splitting up subjects, modals, verbs and direct objects - - - If a sentence is too long, pull information out into separate sentences. - - - Use topic-introducing phrases sparingly. - - English may use different number, articles, gender or words from other languages - - - Keep uncountable nouns in the singular. - - - Use ‘a’ rather than ‘the’ for members of a class. - - - Do not use gender pronouns for entities. - - - Consider alternatives to ‘of’. - - - Finally, avoid ‘false friends’ in translation. - English Style Guide - - Introduction - - Writing English - - - GENERAL - - - SPELLING - - - PUNCTUATION - - - NUMBERS - - - ABBREVIATIONS AND SYMBOLS - - - Acronyms and initialisms - - - Contractions and truncations - - - FOREIGN IMPORTS - - - PARTS OF SPEECH - - - LISTS - - - SCIENCE GUIDE - - - FOOTNOTES, CITATIONS AND REFERENCES - - - CORRESPONDENCE - - - PERSONAL NAMES AND TITLES - - - NAMES OF BODIES - - - GENDER-NEUTRAL LANGUAGE - - About the European Union - - - THE EUROPEAN UNION - - - PRIMARY LEGISLATION - - - SECONDARY LEGISLATION - - - THE EU INSTITUTIONS - - - REFERENCES TO OFFICIAL PUBLICATIONS - - - EU FINANCES - - - MEMBER STATES - - - OFFICIAL LANGUAGES AND CURRENCIES - - - EXTERNAL RELATIONS - - TRANSLITERATION - - - TRANSLITERATION TABLE FOR GREEK - - - TRANSLITERATION TABLE FOR CYRILLIC - - FORMS OF ADDRESS - - - Envelop - - - Start - - - Close - - - Envelop - - - Start - - - Close - - - Envelop - - - Start - - - Close - - - Envelop - - - Start - - - Close - - - Envelop - - - Start - - - Close - - - Envelop - - - Start - - - Close - - - Envelop - - - Start - - - Close - - - Envelop - - - Start - - - Close - - - Envelop - - - Start - - - Close - - - Envelop - - - Start - - - Close - - - Envelop - - - Start - - - Close - - - Envelop - - - Start - - - Close - Style Guide for EU Member States - - Austria - - - Geography - - - Judicial bodies - - - Legal instruments - - - Government bodies and administrative divisions - - Belgium - - - Geography - - - Judicial bodies - - - Legal instruments - - - Federal structure - - Bulgaria - - - Geography - - - Judicial bodies - - - Legal instruments - - Croatia - - - Geography - - - Regions - - - Judicial bodies - - - Political and administrative structure - - - Legal instruments - - - Law gazettes, official gazettes and official journals - - - Miscellaneous - - Cyprus - - - Geography - - - Judicial bodies - - - Legal instruments - - Czech Republic - - - Geography - - - Judicial bodies - - - Legal instruments - - Denmark - - - Geography - - - Judicial bodies - - - Legal instruments - - Estonia - - - Geography - - - Judicial bodies - - - Legal instruments - - - Law gazettes, official gazettes and official journals - - Finland - - - Geography - - - Judicial bodies - - - Legal instruments - - - Law gazettes, official gazettes and official journals - - France - - - Geography - - - Judicial bodies - - - Legal instruments - - Germany - - - Geography - - - Judicial bodies - - - Legal instruments - - - Government bodies and administrative divisions - - Greece - - - Geography - - - Judicial bodies - - - Legal instruments - - Hungary - - - Geography - - - Judicial bodies - - - Legal instruments - - Iceland - - - Judicial bodies - - Ireland - - Italy - - - Geography - - - Judicial bodies - - - Legal instruments - - Latvia - - - Geography - - - Judicial bodies - - - Legal instruments - - Lithuania - - - Geography - - - Judicial bodies - - - Legal instruments - - - Law gazettes, official gazettes and official journals - - Luxembourg - - - Geography - - - Judicial bodies - - - Legal instruments - - Malta - - - Geography - - - Judicial bodies - - - Legal instruments - - Netherlands - - - Geography - - - Judicial bodies - - - Legal instruments - - Poland - - - Geography - - - Judicial bodies - - - Legal instruments - - - Law gazettes, official gazettes and official journals - - Portugal - - - Geography - - - Judicial bodies - - - Legal instruments - - Romania - - - Geography - - - Judicial bodies - - - Legal instruments - - Slovakia - - - Geography - - - Judicial bodies - - - Legal instruments - - Spain - - - Geography - - - Judicial bodies - - - Legal instruments - - Sweden - - - Geography - - - Judicial bodies - - - Legal instruments - - Turkey - - - Judicial bodies - - - Legal instruments - - United Kingdom - - - Geography Quotes References About the author - Nicolae Sfetcu . 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Even if one sees the law as “a self-contained system of legal reasoning” from which we deduce “neutral,” non-political conclusions from “general principles and analogies among cases and doctrines” (including formalist claims that judges simply call “balls and strikes” like umpires in a baseball game), one should still consider certain characteristics of the party making such deductions or calling such “balls and strikes.” [Relevant citations to quoted language are in the Article.] If such decision maker has questionable motivations, lacks proper (...) perspective, does not grasp the flexibility in the concepts in play, does not grasp the restraints on concepts in play, does not follow the proper processes involved, and lacks the detail, courage, and tenacity needed to reach the proper “deduction” or “call,” on the face of things the formalist, too, should have reason to re-examine any “deduction” or “call” by such party. Thus, even the formalist should not deny the critical role of virtue when examining legal analysis, a role belying the notion of law as a "self-contained system of legal reasoning." -/- This Article thus explores basic freedoms and restraints applicable to legal analysis and the role that virtue plays in balancing such freedoms and restraints. Such exploration covers: (i) the origin, nature, and purpose of concepts and categories used in legal analysis; (ii) the experiential nature of the meaning of such concepts and categories used in legal analysis; (iii) the freedoms and restraints applicable to such concepts and categories as a result of either experience or of the concepts or categories themselves; (iv) how workable notions of virtue rightly balance such freedoms and restraints in legal analysis; (v) the distinction between such virtue and skill; (vi) reconceiving the analytically virtuous mean as a proper balance between such applicable freedoms and restraints; and (vii) defining and surveying the particular virtues that lead us to such proper balance and thus to good legal analysis. My hope is that lawyers and law schools in their curricula will follow such explorations as well in a quest to better understand legal analysis and how to teach and perform it well. (shrink)

This book arose from the author’s recent dissertation written under the Gerhard Schonrich at Munich. It focuses on Peirce’s theory of categories and his epistemology. According to Baltzer, what is distinctive in Peirce’s theory of knowledge is that he reconstrues objects as “knots in networks of relations.” The phrase may ring a bell. It suggests a structuralist interpretation of Peirce, influenced by the Munich environs. The study aims to shows how Peirce’s theory of categories supports his theory of knowledge and (...) how “question concerning a priori structures of knowledge” are transformed within this relational framework. A chief critical target is David Savan’s semiotics, specifically the idea that “the multiplicity of development of the categories” is “conditioned by nothing but the indefiniteness of the categories.”1 But in contrast with this, if there is any indefiniteness in the categories, they cannot fully direct their own application, and this is to say regarding them “that our knowledge is never absolute but always swims, as it were, in a continuum...”2 If the doctrine of continuity applies to the categories, they also have a continuum to swim in. (shrink)

(Also titled "A Place for Peirce's Categories?"in Meaning without Analyticity.) This book arose from the author’s recent dissertation written under the Gerhard Schönrich at Munich. It focuses on Peirce’s theory of categories and his epistemology. According to Baltzer, what is distinctive in Peirce’s theory of knowledge is that he reconstrues objects as “knots in networks of relations.” The phrase may ring a bell. It suggests a structuralist interpretation of Peirce, influenced by the Munich environs. The study aims to shows how (...) Peirce’s theory of categories supports his theory of knowledge and how “question concerning a priori structures of knowledge” are transformed within this relational framework. A chief critical target is David Savan’s semiotics, specifically the idea that “the multiplicity of development of the categories” is “conditioned by nothing but the indefiniteness of the categories.” But in contrast with this, if there is any indefiniteness in the categories, they cannot fully direct their own application, and this is to say regarding them “that our knowledge is never absolute but always swims, as it were, in a continuum...” If the doctrine of continuity applies to the categories, they also have a continuum to swim in. (shrink)

In hindsight, it is primarily Susanne K. Langer’s theory of act, and only secondarily her theory of art, that is central to the conception of Vitality Semiotics. It focuses on affective, semiotically relevant forms that constitute our world experience, human social interaction, and ultimately art experience. Thus, this somewhat unusual distinction between these two aspects of Langer’s work is not only important for art and our understanding of the world, but can also be seen as fundamental to social interaction (...) and, furthermore, to the universal formation of culture(s). It is, as the article suggests, to be regarded as the basis of the conditio humana. (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)

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)

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)

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.

Critical realism is a frequently mentioned, but not very well-known, late nineteenth-/early twentieth-century philosophical tradition. Having its roots in Kantian epistemology, critical realism is best characterized as a revisionist approach toward the original Kantian doctrine. Its most outstanding thesis is the idea that Kantian things-in-themselves are knowable. This idea was—at least implicitly—suggested by thinkers such as Alois Riehl, Wilhelm Wundt, and Oswald Külpe. Interestingly enough, the philosophical position of the early Moritz Schlick stands in the critical realist (...) tradition as well. As will be outlined in the course of this paper, both Schlick’s magnum opus General Theory of Knowledge (1918) and his seminal Space and Time in Contemporary Physics (1917) are based on the assumption that the objects of science are relations and that relations have the status of Kantian things-in-themselves. By way of conclusion, I shall point out that this— more or less directly—leads to the current debate over ‘structural’ realism. (shrink)