This research article examines the potential of multimodal techniques in promoting inclusive practices in the English language classroom, delving into the multidisciplinary fields of English Language Teaching (ELT) and inclusive education. This study intends to investigate how multimodal resources, such as visual aids, technology, and creative activities, may be effectively integrated to meet the various learning needs of students using a pedagogical lens. This paper examines the theoretical underpinnings and practical implications of using multimodal approaches in (...) ELT settings, shedding light on their potential to promote inclusivity, engagement, and language acquisition among learners with diverse abilities and backgrounds. It does this through a thorough literature review and analysis of pedagogical frameworks. (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)

Recent advances in neuroimaging technologies have rendered multimodal analysis of operators’ cognitive processes in complex task settings and environments increasingly more practical. In this exploratory study, we utilized optical brain imaging and mobile eye tracking technologies to investigate the behavioral and neurophysiological differences among expert and novice operators while they operated a human-machine interface in normal and adverse conditions. In congruence with related work, we observed that experts tended to have lower prefrontal oxygenation and exhibit gaze patterns that are (...) better aligned with the optimal task sequence with shorter fixation durations as compared to novices. These trends reached statistical significance only in the adverse condition where the operators were prompted with an unexpected error message. Comparisons between hemodynamic and gaze measures before and after the error message indicated that experts’ neurophysiological response to the error involved a systematic increase in bilateral dorsolateral prefrontal cortex (dlPFC) activity accompanied with an increase in fixation durations, which suggests a shift in their attentional state, possibly from routine process execution to problem detection and resolution. The novices’ response was not as strong as that of experts, including a slight increase only in the left dlPFC with a decreasing trend in fixation durations, which is indicative of visual search behavior for possible cues to make sense of the unanticipated situation. A linear discriminant analysis model capitalizing on the covariance structure among hemodynamic and eye movement measures could distinguish experts from novices with 91% accuracy. Despite the small sample size, the performance of the linear discriminant analysis combining eye fixation and dorsolateral oxygenation measures before and after an unexpected event suggests that multimodal approaches may be fruitful for distinguishing novice and expert performance in similar neuroergonomic applications in the field. (shrink)

Recent advances in neuroimaging technologies have rendered multimodal analysis of operators’ cognitive processes in complex task settings and environments increasingly more practical. In this exploratory study, we utilized optical brain imaging and mobile eye tracking technologies to investigate the behavioral and neurophysiological differences among expert and novice operators while they operated a human-machine interface in normal and adverse conditions. In congruence with related work, we observed that experts tended to have lower prefrontal oxygenation and exhibit gaze patterns that are (...) better aligned with the optimal task sequence with shorter fixation durations as compared to novices. These trends reached statistical significance only in the adverse condition where the operators were prompted with an unexpected error message. Comparisons between hemodynamic and gaze measures before and after the error message indicated that experts’ neurophysiological response to the error involved a systematic increase in bilateral dorsolateral prefrontal cortex (dlPFC) activity accompanied with an increase in fixation durations, which suggests a shift in their attentional state, possibly from routine process execution to problem detection and resolution. The novices’ response was not as strong as that of experts, including a slight increase only in the left dlPFC with a decreasing trend in fixation durations, which is indicative of visual search behavior for possible cues to make sense of the unanticipated situation. A linear discriminant analysis model capitalizing on the covariance structure among hemodynamic and eye movement measures could distinguish experts from novices with 91% accuracy. Despite the small sample size, the performance of the linear discriminant analysis combining eye fixation and dorsolateral oxygenation measures before and after an unexpected event suggests that multimodal approaches may be fruitful for distinguishing novice and expert performance in similar neuroergonomic applications in the field. (shrink)

This paper analyzes transduction as an action of transposing information from one mode to another within the communication process and its implications in terms of meaning and coherence of a multimodal message. First, I discuss the multimodal method and its conjunction with some key concepts such as: sign, meaning, mode, transduction. Secondly, I approach transduction as an essential method of translating messages across the media variety, describing my interdisciplinary approach – that brings together semiotics and communications – and (...) proposing a framework of explanation for transduction in the field of advertising. Drawing from a previous model (Culache 2015), I illustrate the way transduction takes place and identify its meaning-making issues while introducing the concept of ‘dominant mode.’. (shrink)

⦿ In my dissertation I introduce, motivate and take the first steps in the implementation of, the project of naturalising modal metaphysics: the transformation of the field into a chapter of the philosophy of science rather than speculative, autonomous metaphysics. -/- ⦿ In the introduction, I explain the concept of naturalisation that I apply throughout the dissertation, which I argue to be an improvement on Ladyman and Ross' proposal for naturalised metaphysics. I also object to Williamson's proposal that modal metaphysics (...) --- or some view in the area --- is already a quasi-scientific discipline. -/- ⦿ Recently, some philosophers have argued that the notion of metaphysical modality is as ill defined as to be of little theoretical utility. In the second chapter I intend to contribute to such skepticism. First, I observe that each of the proposed marks of the concept, except for factivity, is highly controversial; thus, its logical structure is deeply obscure. With the failure of the "first principles" approach, I examine the paradigmatic intended applications of the concept, and argue that each makes it a device for a very specific and controversial project: a device, therefore, for which a naturalist will find no use for. I conclude that there is no well-defined or theoretically useful notion of objective necessity other than logical or physical necessity, and I suggest that naturalising modal metaphysics can provide more stable methodological foundations. -/- ⦿ In the third chapter I answer a possible objection against the in-principle viability of the project: that the concept of metaphysical modality cannot be understood through the philosophical analysis of any scientific theory, since metaphysical necessity "transcends'' natural necessity, and science only deals with the latter. I argue that the most important arguments for this transcendence thesis fail or face problems that, as of today, remain unsolved. -/- ⦿ Call the idea that science doesn't need modality, "demodalism''. Demodalism is a first step in a naturalistic argument for modal antirealism. In the fourth chapter I examine six versions of demodalism to explain why a family of formalisms, that I call "spaces of possibility'', are (i) used in a quasi-ubiquitous way in mathematised sciences (I provide examples from theoretical computer science to microeconomics), (ii) scientifically interpreted in modal terms, and (iii) used for at least six important tasks: (1) defining laws and theories; (2) defining important concepts from different sciences (I give several examples); (3) making essential classifications; (4) providing different types of explanations; (5) providing the connection between theory and statistics, and (6) understanding the transition between a theory and its successor (as is the case with quantisation). -/- ⦿ In fifth chapter I propose and defend a naturalised modal ontology. This is a realism about modal structure: my realism about constraints. The modal structure of a system are the relationships between its possible states and between its possible states and those of other systems. It is given by the plurality of restrictions to which said system is subject. A constraint is a factor that explains the impossibility of a class of states; I explain this concept further. First, I defend my point of view by rejecting some of its main rivals: constructive empiricism, Humean conventionalism, and wave function realism, as they fail to make sense of quantum chaos. This is because the field requires the notion of objective modal structure, and the mentioned views have trouble explaining the modal facts of quantum dynamics. Then, I argue that constraint realism supersedes these views in the context of Bohm's standard theory and mechanics, and underpins the study of quantum chaos. Finally, I consider and reject two possible problems for my point of view. -/- ⦿ A central concern of modal metaphysicians has been to understand the logical system that best characterises necessity. In the sixth chapter I intend to recover the logical project applied to my naturalistic modal metaphysics. Scientists and philosophers of science accept different degrees of physical necessity, ranging from purely mathematically necessary facts that restrict physical behaviour, to kinetic principles, to particular dynamical constraints. I argue that this motivates a multimodal approach to modal logic, and that the time dependence of dynamics motivates a logic of historical necessity. I propose multimodal propositional (classical) logics for Bohmian mechanics and the Everettian theory of many divergent worlds, and I close with a criticism of Williamson's approach to the logic of state spaces of dynamic systems. (shrink)

The premise of this paper is that there are three distinct and hierarchical ‘categories of knowledge’ (Pharoah 2018). The first of these is physiological knowledge which is acquired over generations through the interaction between replicating lineages and the environment. This interaction facilitates the evolution of me-aningful physiological structures, forms, functions, and qualitative ascriptions. Second, there is phenomenal knowledge which is qualified by the utilisation of real-time experience to effect an individuated spatiotemporal subjective perspective. This capability requires sophisticated cognitive capabilities. Conceptual (...) knowledge is the third category and constitutes a network of abstracted principles about the spatiotemporal and phenomenal world of experience. From this starting premise, I argue that human knowledge can still be viewed as impove-rished because of the absence of the next category which has not yet emerged. I suggest that this category will be apparent when a fuller understanding is acquired concerning the dynamic nature of concept construction and structuring. This will demand a transdisciplinary and multimodal approach. (shrink)

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

Human language, hominin tool production modes, and multimodal communications systems of primates and other animals are currently well-studied for how they display compositionality or combinatoriality. In all cases, the former is defined as a kind of hierarchical nesting and the latter as a lack thereof. In this article, I extend research on combinatoriality and compositionality further to investigations of everyday primate skills. Daily locomotion modes as well as behaviors associated with subsistence practices, hygiene, or body modification rely on the (...) hierarchical nesting of different behavioral and cognitive actions into complex skills. I introduce a scheme which uses hierarchical organization to differentiate combinatorial from compositional skills. Combinatorial skills are defined either as aggregational or linearly hierarchical depending on whether the skill occurs momentarily in space or unfolds sequentially over time. Compositional skills are defined either as nested or interactionally hierarchical depending on whether the skill results in new constructs or in new interactions between existing constructs. The methodology I propose combines epistemological hierarchy theory with data from primatological field research and experimental and comparative psychological research and provides a means to integrate current constructionist and extended views on cognition and action with older research on behavioral logics in psychology and operational chain thinking in anthropology. The approach furthermore synchronizes with ongoing research on teleonomy, intentionality, and creativity. -/- . (shrink)

In this paper I develop a novel account of the phenomenality of language by focusing on characteristics of perceived speech. I explore the extent to which the spoken word can be said to have a horizonal structure similar to that of spatiotemporal objects: our perception of each is informed by habitual associations and expectations formed through past experiences of the object or word and other associated objects and experiences. Specifically, the horizonal structure of speech in use can fruitfully be compared (...) to that of a tool in use. The comparison suggests an account of our linguistic faculty as continuous with more foundational faculties of perception and action. I provide empirical corroboration of this account by drawing on recent neuroimaging studies of the multimodal, sensorimotor bases of speech comprehension. I then discuss how such an understanding of our linguistic ability helps advocates of embodied, non-representationalist accounts of cognition respond to a common objection. Critics grant that embodied approaches may be adequate to account for lower-level, online modes of cognition, such as perception and action, which directly engage their object. But they question whether such approaches can “scale up” to higher modes of cognition, such as imagination, memory, thought, and language, which can entertain absent, non-existent, or abstract objects. By providing a plausible account of the continuity of lower cognition and language-involving cognition, my approach responds to this objection, at least where language is concerned. (shrink)

This article identifies and examines a tension in mental health researchers’ growing enthusiasm for the use of computational tools powered by advances in artificial intelligence and machine learning (AI/ML). Although there is increasing recognition of the value of participatory methods in science generally and in mental health research specifically, many AI/ML approaches, fueled by an ever-growing number of sensors collecting multimodal data, risk further distancing participants from research processes and rendering them as mere vectors or collections of data (...) points. The imperatives of the “participatory turn” in mental health research may be at odds with the (often unquestioned) assumptions and data collection methods of AI/ML approaches. This article aims to show why this is a problem and how it might be addressed. (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)

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)

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)

Neste trabalho, é apresentada uma investigação do que poderia ser chamado de formalização lógica do processo de mudança de teorias devido a anomalias. Por anomalia entende-se um fato observado que faz parte do escopo explanatório de uma teoria, mas que vai de encontro à previsão da mesma. Uma abordagem clássica para restaurar o poder explicativo de uma teoria ameaçada por uma anomalia é a postulação de hipóteses novas e provisórias que, em conjunto com as demais hipóteses auxiliares originais, sejam capazes (...) de resolver a anomalia. Após chegar à algumas conclusões sobre a estrutura de tal processo, propomos um framework lógico multimodal e não-monotônico capaz de representar alguns aspectos-chave dessa faceta importante da dinâmica de teorias científicas. Devido à necessidade de acomodar hipóteses provisórias incompatíveis, esse framework incorpora uma forma fraca de paraconsistência. Como um estudo de caso, analisamos o comportamento anômalo do planeta Urano que ameaçou a mecânica celeste Newtoniana por mais de meio século e ensejou a descoberta do planeta Netuno. -/- In this work, an investigation of what could be called the logical formalization of the theory change process due to anomalies is presented. An anomaly is understood as an observed fact that is part of the explanatory scope of a theory, but that goes against its prediction. A classic approach to restoring the explanatory power of a theory threatened by an anomaly is to postulate new and provisional hypotheses that, together with the other original auxiliary hypotheses, are capable of resolving the anomaly. After reaching some conclusions about the structure of such a process, we propose a multimodal and non-monotonic logical framework capable of representing some key aspects of this important facet of the dynamics of scientific theories. Due to the need to accommodate incompatible provisional hypotheses, this framework incorporates a weak form of paraconsistency. As a case study, we analyze the anomalous behavior of the planet Uranus that threatened Newtonian celestial mechanics for more than half a century and prompted the discovery of the planet Neptune. (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)

The topic of this dissertation is the nature of linguistic competence, the capacity to understand and produce sentences of natural language. I defend the empiricist account of linguistic competence embedded in the connectionist cognitive science. This strand of cognitive science has been opposed to the traditional symbolic cognitive science, coupled with transformational-generative grammar, which was committed to nativism due to the view that human cognition, including language capacity, should be construed in terms of symbolic representations and hardwired rules. Similarly, linguistic (...) competence in this framework was regarded as being innate, rule-governed, domain-specific, and fundamentally different from performance, i.e., idiosyncrasies and factors governing linguistic behavior. I analyze state-of-the-art connectionist, deep learning models of natural language processing, most notably large language models, to see what they can tell us about linguistic competence. Deep learning is a statistical technique for the classification of patterns through which artificial intelligence researchers train artificial neural networks containing multiple layers that crunch a gargantuan amount of textual and/or visual data. I argue that these models suggest that linguistic competence should be construed as stochastic, pattern-based, and stemming from domain-general mechanisms. Moreover, I distinguish syntactic from semantic competence, and I show for each the ramifications of the endorsement of a connectionist research program as opposed to the traditional symbolic cognitive science and transformational-generative grammar. I provide a unifying front, consisting of usage-based theories, a construction grammar approach, and an embodied approach to cognition to show that the more multimodal and diverse models are in terms of architectural features and training data, the stronger the case is for the connectionist linguistic competence. I also propose to discard the competence vs. performance distinction as theoretically inferior so that a novel and integrative account of linguistic competence originating in connectionism and empiricism that I propose and defend in the dissertation could be put forward in scientific and philosophical literature. (shrink)

Enriching Arts Education through Aesthetics examines the use of aesthetic theory as the foundation to design and implement arts activities suitable for integration in school curricula in pre-school and primary school education. This book suggests teaching practices based on the connection between aesthetics and arts education and shows that this kind of integration promotes enriched learning experiences. -/- The book explores how the core ideas of four main aesthetic approaches – the representationalist, the expressionist, the formalist, and the postmodernist (...) – translate into respective ways of designing and implementing experiential aesthetics-based activities. Containing relevant examples of interventions used in classes, it analyzes the ways in which the combination of different aesthetic approaches can support varied, multifaceted, multimodal and balanced teaching situations in school. (shrink)

The aim of this paper is to outline a methodological framework for brand equity planning with structuralist rhetorical semiotics. By drawing on the connectionistconceptual model of the brand generative trajectory of signification it will be displayed in a stepwise fashion how a set of nuclear semes and classemes or anintended semic structure that underlies manifest discursive structures may be projected by its internal stakeholders with view to attaining differential brand associations. The suggested methodological framework focuses on the strength and uniqueness (...) of brand associations as integral aspects of a brand’s equity structure and comprises a set of calculi that aim at addressing from a brand textuality point of view how associations may be systematically linked to their key sources with an emphasis on the ad filmic text. The propounded methodology is exemplified by recourse to a corpus of ad filmic texts from the major brand players in the UK cereals market. The argumentative thrust is intent on demonstrating that structuralist rhetorical semiotics is not only useful for analysing/interpreting brand texts, but, moreover, for constructing and for managing them over time. This demonstration is deployed by adopting a synchronic/diachronic and intra--filmic/inter--filmic approach to the formation of brand associations that make up a projected brand equity structure, in the context of embedded product category dynamics. (shrink)

Making Sense of Messages Making Sense of Messages, now in its second edition, retains the apprenticeship approach which facilitates effectively learning the complex content and skills of rhetorical theory and criticism. A new chapter on “The Rhetoric of Ignorance” provides needed theory and examples that help students deal with the new rhetorical landscape marked by such discursive complexities as “fake news,” “whataboutism,” and denial of science that creates rather than reduces uncertainty in public argument. A new chapter, “Curating and Analyzing (...) Multimodal Mediated Rhetoric,” deals with problems of media criticism in the digital age. It provides theory, models of application, and commentary that help novice critics understand and rnindfully practice criticism that leads to insight, not mere opinion. Throughout the book, extended and updated examples and commentaries are designed to promote “novice—to—expert” agency in students. This textbook is ideal for introductory courses in contemporary rhetoric, rhetorical criticism, and critical analysis of mass media. Mark Stoner is Professor Emeritus of Communication Studies University, Sacramento. at California State. (shrink)

The analysis of multimodal argumentation in advertising is a crucial and problematic area of research. While its importance is growing in a time characterized by images and pictorial messages, the methods used for interpreting and reconstructing the structure of arguments expressed through verbal and visual means capture only isolated dimensions of this complex phenomenon. This paper intends to propose and illustrate a methodology for the reconstruction and analysis of “double-mode” arguments in advertisements, combining the instruments developed in social semiotics, (...) pragmatics, and argumentation theory. An advertisement is processed through a five-step path. The analysis of its context, text genre, and images leads to a first representation of the messages that it encodes both pictorially and verbally (step 1). These first semantic representations are further enriched by including their polyphonic articulations and presuppositions (step 2), their explicatures (step 3), and their dialogical functions and illocutionary forces (step 4). These pragmatic steps retrieve the commitment structure of the ad, which allows a further argument analysis conducted through argumentation schemes (step 5). (shrink)

The aim of this paper is to argue that our experience of artworks is normally multimodal. It is the result of perceptual processing in more than one sense modality. In other words, multimodal experience of art is not the exception; it is the rule. I use the example of music in order to demonstrate the various ways in which the visual sense modality influences the auditory processing of music and conclude that this should make us look more closely (...) at our practices of engaging with artworks. (shrink)

It is common to characterize pain with touch-related terms, like ‘cutting’, ‘pressing’, ‘sharp’, and ‘pulsing’, or temperature-related terms, like ‘hot’ or ‘burning’. This suggests that many pains are phenomenally multimodal because they are experienced as having some tactile-like or thermal-like character. The goal of this chapter is to investigate the structure of phenomenally multimodal pain experiences. It is argued that the usual accounts of multimodal structure proposed in investigations regarding exteroceptive experiences cannot be plausibly applied to (...) class='Hi'>multimodal experiences of pain. Instead, an alternative framework is proposed which characterizes the structure of tactile-like and thermal-like pains by referring to the notion of crossmodal correspondences. (shrink)

What is the correct procedure for determining the contents of perception? Philosophers tackling this question increasingly rely on empirically-oriented procedures in order to reach an answer. I argue that this constitutes an improvement over the armchair methodology constitutive of phenomenal contrast cases, but that there is a crucial respect in which current empirical procedures remain limited: they are unimodal in nature, wrongly treating the senses as isolatable faculties. I thus have two aims: first, to motivate a reorientation of the admissible (...) contents debate into a multimodal framework, charting its various significances. The second is to explore whether any experimental studies of multimodal perception support a so-called Liberal (or ‘high-level’ or ‘rich’) account of perception’s admissible contents. I conclude that the McGurk effect and the ventriloquist effect are both explicable without the postulation of high-level content, but that at least one multimodal experimental paradigm may necessitate such content: the rubber hand illusion. One upshot of this argument is that Conservatives who claim that the Liberal view intolerably broadens the scope of perceptual illusions, particularly from the perspective of perceptual psychology, should pursue other arguments against that view. (shrink)

This paper presents an analytical framework for analyzing how multimodal resources of emotion expression are semiotically materialized in discursive interactions specific to political discourse. Interested in how political personae are emotionally constructed through multimodal meaning-making practices, our analysis model assumes an interdisciplinary perspective, which integrates facial expression analysis – using FaceReader™ software –, the theory of emotional arcs and bodily actions (hand gestures) analysis that express emotions, in the analytical framework of multimodality. The results show how the (...) class='Hi'>multimodal choices that political actors make during discursive interactions allow them to build their political brand and make connections with the audience on an emotional level. (shrink)

This is an excerpt of a report that highlights and explores five questions which arose from The Unity of Consciousness and Sensory Integration conference at Brown University in November of 2011. This portion of the report explores the question: Are some of the basic units of consciousness multimodal?

This is an excerpt from a report that highlights and explores five questions which arose from the workshop on perceptual learning and perceptual recognition at the University of Toronto, Mississauga on May 10th and 11th, 2012. This excerpt explores the question: What are the origins of multimodal associations?

Mental imagery is early perceptual processing that is not triggered by corresponding sensory stimulation in the relevant sense modality. Multimodal mental imagery is early perceptual processing that is triggered by sensory stimulation in a different sense modality. For example, when early visual or tactile processing is triggered by auditory sensory stimulation, this amounts to multimodal mental imagery. Pulling together philosophy, psychology and neuroscience, I will argue in this paper that multimodal mental imagery plays a crucial role in (...) our engagement with musical works. Engagement with musical works is normally a multimodal phenomenon, where we get input from a number of sense modalities. But even if we screen out any input that is not auditory, multimodal mental imagery will still play an important role that musicians and composers often actively rely on. (shrink)

From the perspective of distributed cognition I will stress how abduction is essentially multimodal, in that both data and hypotheses can have a full range of verbal and sensory representations, involving words, sights, images, smells, etc., but also kinesthetic – related to the ability to sense the position and location and orientation and movement of the body and its parts – and motor experiences and other feelings such as pain, and thus all sensory modalities. The presence of kinesthetic and (...) motor aspects demonstrates that abductive reasoning can be manipulative. We can also see, in this regard, how implicit factors take part in the abductive procedure, which consequently acquires the character of a kind of “thinking through doing”. This paper further describes 1) the fact that hypotheses in science can be built through different cognitive mediators and so they can also model the same cognitive aspect in different ways; how they can be carriers/ producers of knowledge in a multimodal way; 2) the problem of the possible non-explanatory and instrumental nature of abductive reasoning and the analysis of the consequences for induction; 3) the role of manipulative abduction in building new evidence/ experiments and how they trigger smart inductive inferences. (shrink)

Everyday media consumption leaves no doubt that the perception of moving images from various media is characterized by experience and understanding. Corresponding research in this field has shown that the stimulus patterns flooding in on us are not only processed mentally, but also bodily. Building on this, the following study argues that incoming stimuli are processed not only visually, but multimodally, with all senses, and moreover affectively. The classical binding of a sensory organ to a medium, on whose delimitation the (...) common understanding of multimodality is based, is thus abolished. Can arguments for this assumption be found? Building on the research of cultural anthropologist Ernst Cassirer and his successors, the two American philosophers Susanne K. Langer and John M. Krois, and supported by research from the life sciences in which, in parallel, the arts also play an important role in understanding image formation, as in the work of Heinz Werner and, following on from this, in the more recent research of the child psychologist Daniel N. Stern in collaboration with mirror neuron research by the group of neuroscientists around Giacomo Rizzolatti in Parma, justifications for this will be provided. What the multimodal processing of film images is concretely based on will finally be made clear by means of an exemplary analysis of a video film by the Swiss artist Pipilotti Rist. It aims to prove, that the prerequisites for the thesis can only lie in the fact, that both the modes of perception (visual, tactile, auditory, olfactory, gustatory) as well as the medially conditioned modes of image formation are based on non-discursive, formal-abstract structures that are also processed affectively. At the same time, the analysis thus shows how the selection and composition of the vital experienced forms can provide information about the socio-culturally shaped self-image of the producer and the viewer. (shrink)

With a Call for Essays, the special issue Multimodality sought contributions that accept not only the material but also the body-bound dependence of media perception and understanding. To this end, contributions were included that shed light on both the structural and signifying potential of artistic works through multimodal analysis. Particular attention was paid to contributions that clarify how the structural features - the modes - of the arts, their perception, and their signifying potential in terms of content are interrelated (...) and how they are to be understood in communicative and thus socioculturally relevant terms. Thus, in addition to neuroscientific contributions, those from cultural anthropology, art history, image and art studies, and literary studies were included. -/- Articles -/- 8 Martina Sauer and Christiane Wagner - Introduction -/- 11 Giada Lombardi and Giuseppe Di Cesare - From Neuroscience to Art: The Role of ‘Vitality Forms’ in the Investigation of Multimodality -/- 25 Martina Sauer - Abstract - Affective – Multimodal: Interaction between Medium and Perception of Moving Images from the Viewpoint of Cassirer’s, Langer’s and Krois’ Embodiment Theories -/- 49 Göran Sonesson - The Secrets of Plastic Language Revealed: Multimodality, Polysemiosis, and Iconicity -/- 71 Natalia Igl - Making Sense of the Material: Multisensory Reader Involvement in Contemporary Multimodal Novels -/- 87 J. Philippe Thompson - Art is All: Proust’s Life Lessons Through Perception and Art -/- 107 Hans Dieter Huber - Philippe Parreno and the Exhibition as a Multimodal Aesthetic Experience -/- 135 Jörg U. Lensing - The Performing Human Being in a Media Interaction Space: Multi- and intermodal productions by the Düsseldorf Theater der Klänge (Theatre of Sounds) . (shrink)

Axiom weakening is a novel technique that allows for fine-grained repair of inconsistent ontologies. In a multi-agent setting, integrating ontologies corresponding to multiple agents may lead to inconsistencies. Such inconsistencies can be resolved after the integrated ontology has been built, or their generation can be prevented during ontology generation. We implement and compare these two approaches. First, we study how to repair an inconsistent ontology resulting from a voting-based aggregation of views of heterogeneous agents. Second, we prevent the generation (...) of inconsistencies by letting the agents engage in a turn-based rational protocol about the axioms to be added to the integrated ontology. We instantiate the two approaches using real-world ontologies and compare them by measuring the levels of satisfaction of the agents w.r.t. the ontology obtained by the two procedures. (shrink)

Is it true that there is an analogy between modes of creation and such of perception? Respective to the cultural anthropological research of Ernst Cassirer, Susanne K. Langer and John M. Krois and by the analysis of a tape of the Swiss video-artist Pipilotti Rist this initial thesis of Formal Aesthetics shall be supported. - I - -/- Lässt sich die Behauptung stützen, dass zwischen Gestaltungsweisen und Wahrnehmungsweisen eine Analogie besteht? Aufbauend auf den kulturanthropologischen Forschungen von Ernst Cassirer, Susanne K. (...) Langer und John M. Krois sowie der Analyse eines Tapes der Schweizer Videokünstlerin Pipilotti Rist gilt es diese ursprünglich von der formalen Ästhetik aufgeworfene These zu untermauern. (shrink)

It has been repeatedly suggested that synesthesia is intricately connected with unusual ways of exercising one’s mental imagery, although it is not always entirely clear what the exact connection is. My aim is to show that all forms of synesthesia are forms of (often very different kinds of) mental imagery and, further, if we consider synesthesia to be a form of mental imagery, we get significant explanatory benefits, especially concerning less central cases of synesthesia where the inducer is not sensory (...) stimulation. (shrink)

This chapter introduces and defends a pragmatist model of aesthetic disagreement that avoids many of the philosophical puzzles generated by the traditional, semantic, approach. Mainstream philosophical inquiry into aesthetic disagreement begins with a rather innocuous assumption: to understand what’s going on we must first explain what disputants are saying, which involves identifying the meaning of the relevant expressions or determining how aesthetic claims could be true. However, this task brings with it a new host of semantic and epistemic puzzles and (...) fails to vindicate the central role aesthetic disagreements occupy in our aesthetic lives more generally. Further, it isn’t clear how settling the meaning of aesthetic expressions bears on everyday aesthetic disagreements. Paying attention to what we do in an aesthetic disagreement will give us a better chance at identifying what matters for determining what we say. (shrink)

Philosophers of logic are particularly interested in understanding the aims, epistemology, and methodology of logic. This raises the question of how the philosophy of logic should go about these enquires. According to the practice-based approach, the most reliable method we have to investigate the methodology and epistemology of a research field is by considering in detail the activities of its practitioners. This holds just as true for logic as it does for the recognised empirical and abstract sciences. If we wish (...) to systematically understand the aims and epistemology of logic, we are best placed achieving this by looking at what logicians do, rather than reflecting upon the nature of logic itself. In this entry, we outline the motivations for a practice-based approach towards the philosophy of logic and highlight its advantages over more “top-down” approaches, which attempt to infer conclusions about the nature of logic and its methodology on the basis of traditional assumptions about knowledge, metaphysics, or logic itself. We end by addressing several prominent concerns raised against the practice-based approach. (shrink)

The paper deals with the approaches to researching music from the scientific perspective. It is argued that the scientific literature concerning music contains two different methodological approaches which significantly determine the range of possible conclusions to be reached by the research. The approach „from the outside“ investigates music by automatically applying to music the more general conclusions concerning human cognition and other capacities and behaviors. Thus, this approach omits music’s internal factors. In contrast, the approach „from within“ consists (...) in empirically investigating reactions to music, capacities necessary for its understanding, performing, etc., and their relationships with the reactions and capacities outside the domain of music. The paper shows that, even though the scientific research of music is still in the beginning stage, the approach from within enables more complete explanations concerning music, due to taking into account a larger number of factors relevant for philosophical understanding of the phenomenon of music. (shrink)

My aim in this paper is to advance our understanding of medieval approaches to consciousness by focusing on a particular but, as it seems to me, representative medieval debate. The debate in question is between William Ockham and Walter Chatton over the existence of what these two thinkers refer to as “reflexive intellective intuitive cognition”. Although framed in the technical terminology of late-medieval cognitive psychology, the basic question at issue between them is this: Does the mind (or “intellect”) cognize (...) its own states via higher-order (or “reflexive”) representational states? Their debate is representative both because it highlights the central dialectical issues and alternatives at play in medieval discussions of consciousness generally and because it showcases the two main types of approach to consciousness one finds in the later medieval period, namely, those that explain consciousness in terms of intentionality (typically, higher-order intentionality), and those that understand consciousness as a non-intentional, sui-generis mode of awareness. (shrink)

Starting from the sixties of the past century theory change has become a main concern of philosophy of science. Two of the best known formal accounts of theory change are the post-Popperian theories of verisimilitude (PPV for short) and the AGM theory of belief change (AGM for short). In this paper, we will investigate the conceptual relations between PPV and AGM and, in particular, we will ask whether the AGM rules for theory change are effective means for approaching the truth, (...) i.e., for achieving the cognitive aim of science pointed out by PPV. First, the key ideas of PPV and AGM and their application to a particular kind of propositional theories - the so called "conjunctive propositions" - will be illustrated. Afterwards, we will prove that, as far as conjunctive propositions are concerned, AGM belief change is an effective tool for approaching the truth. (shrink)

The framework of a simple opposition realism – anti-realism is not enough to analyze the views on the reality of unobservable objects of quantum theory. First, it is necessary to distinguish between realism in relation to the theory and realism in relation to the theory’s objects. Secondly, realism in relation to classical objects can be combined, both with realism and with anti-realism in relation to quantum objects. Third, the concept of “existence” and “to exist objectively” can have different meanings. To (...) take into account these factors, the article describes three approaches: classical realism, quantum anti-realism, and quantum realism. I show that the debate around quantum reality has intensified in recent decades due to a series of new quantum experiments. The current stage of the debate is caused by the second quantum revolution relating to the transfer and processing of quantum information. Classical realism and old versions of quantum anti-realism have become insufficiently effective to explain the results of a series of experiments. Proponents of quantum realism, in turn, refer to the possibility of using the wave function to manipulate quantum objects before their measurement. In conclusion, I assume that not only theoretical discussions but also experiments and new technologies can have a major impact on the seemingly purely philosophical debate about reality. (shrink)

According to second‐personal approaches to moral obligation, the distinctive normative features of moral obligation can only be explained in terms of second‐personal relations, i.e. the distinctive way persons relate to each other as persons. But there are important disagreements between different groups of second‐personal approaches. Most notably, they disagree about the nature of second‐personal relations, which has consequences for the nature of the obligations that they purport to explain. This article aims to distinguish these groups from each other, (...) highlight their respective advantages and disadvantages, and thereby indicate avenues for future research. (shrink)

Paul Cilliers has developed a novel post-structural approach to complexity that has influenced several writers contributing to the current complexity literature. Concomitantly however, Cilliers advocates for modelling complex systems using connectionist neural networks (rather than analytic, rule-based models). In this paper, I argue that it is dilemmic to simultaneously hold these two positions. Cilliers’ post-structural interpretation of complexity states that models of complex systems are always contextual and provisional; there is no exclusive model of complex systems. This sentiment however appears (...) at odds with Cilliers’ promotion of connectionist neural networks as the best way to model complex systems. The lesson is that those who currently follow Cilliers’ post-structural approach to complexity cannot also develop a preferred model of complex systems, and those who currently advocate for some preferred model of complex systems cannot adopt the post-structural approach to complexity without giving up the purported objectivity and/or superiority of their preferred model. (shrink)

Philosophical treatments of natural kinds are embedded in two distinct projects. I call these the philosophy of science approach and the philosophy of language approach. Each is characterized by its own set of philosophical questions, concerns, and assumptions. The kinds studied in the philosophy of science approach are projectible categories that can ground inductive inferences and scientific explanation. The kinds studied in the philosophy of language approach are the referential objects of a special linguistic category—natural kind terms—thought to refer directly. (...) Philosophers may hope for a unified account addresses both sets of concerns. This paper argues that this cannot be done successfully. No single account can satisfy both the semantic objectives of the philosophy of language approach and the explanatory projects of the philosophy of science approach. After analyzing where the tensions arise, I make recommendations about assumptions and projects that are best abandoned, those that should be retained, and those that should go their separate ways. I also recommend adopting the disambiguating terminology of “scientific kinds” and “natural kinds” for the different notions of kinds developed in these different approaches. (shrink)

Argumentation is the gear of a cognitive process of reconstruction when it manifests itself in the discursive proximal space. The cognitive-semiotic perspective of multimodal argumentation suggests that, depending on the knowledge, the codes and signs employed (modes) and the context, certain multimodal structures can lead some audiences towards an accurate mental representation of argumentation, without the need forany formal standardized and verbal structure. We are able to argue with other(s) effectively without the need for a verbal translation of (...) the contents in a space that includes the semiotic interpretation of the message. (shrink)

Disputes over territory are a major contributing factor to the disruption of international relations. We believe that a cumulative, integrated, and continuously updated resource providing information about such disputes in an easily accessible form would be of benefit to intelligence analysts, military strategists, political scientists, and also to historians and others concerned with international disputes. We propose an ontology-based strategy for creating such a resource. The resource will contain information about territorial disputes, arguments for and against claims pertaining to sovereignty, (...) proffered evidence for such claims, political and military motives (overt or hidden), and associated conflicts. Our approach is designed to address several issues surrounding the representation of geopolitical conflict, including the tracking and individuation of disputes and the validation of disseminated information. (shrink)

This chapter defends a deontological approach to both the non-identity problem and what is referred to as the “inconsequentiality problem.” Both problems arise in cases where, although the actions of presently living people appear to have harmful consequences for future people, it is difficult to explain why there are moral reasons against such actions. The deontological response to both problems appeals to a distinction between causal and non-causal consequences. By acknowledging the moral importance of such a distinction, deontologists can vindicate (...) the judgment that, collectively and individually, we have harm-based reasons against bringing about bad consequences for future people. (shrink)