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 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)

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

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)

Note: This draft was updated on November 10, 2020. Discussing federal statutes, Justice Scalia tells us that “[t]he stark reality is that the only thing that one can say for sure was agreed to by both houses and the president (on signing the bill) is the text of the statute. The rest is legal fiction." How should we take this claim? If we take "text" to mean the printed text, that text without more is just a series of marks. If (...) instead we take "text" (as we must) to refer to something off the page such as the "meaning" of the series of marks at issue, what is that meaning and how do we know that all the legislators "agreed" on that "meaning"? In seeking answers here, we necessarily delve into semiotics (i.e., the “general theory of signs”) by noting that meaningful ink marks ("signifiers) signify a meaning beyond themselves (the "signified.") Thus, understanding how signs function is integral to lawyers' textual and linguistic analysis. Additionally, as this article demonstrates, legal analysis and rhetoric are much impoverished if lawyers ignore nonverbal signs such as icons, indices, and nonverbal symbols. In providing a broad overview of semiotics for lawyers, this article thus (1) begins with a general definition of signs and the related notion of intentionality. It then turns to, among other things, (2) the structure and concomitants of signs in more detail (including the signifier and the signified), (3) the possible correlations of the signifier and the signified that generate signs of interest to lawyers such as the index, the icon, and the symbol; (5) the expansion of legal rhetoric through use of the index, the icon, and the non-verbal as well as the verbal symbol, (6) the nature of various semiotic acts in public and private law (including assertives, commissives, directives, and verdictives); (7) the interpretation and construction of semiotic acts (including contracts as commissives and legislation as directives); (8) the role of speaker or reader meaning in the interpretation and construction of semiotic acts; (9) the semiotics of meaning, time, and the fixation of meaning debate; (10) the impact of signifier drift; (11) the distinction between sense and understanding; and (12) some brief reflections on semiotics and the First Amendment. This article also provides an Appendix of further terms and concepts useful to lawyers in their explorations of semiotics. (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)

The paper aims at disclosing the process of writer identity enactive construal in narrative writing. Three constituent parts of identity discoursal construction in the narrative are social semiotics as a reflection of the social environment, cultural identity theory as the embodiment of cultural choices and preferences, and pragmatics (Charles S. Peirce). The following research questions have been formulated: (1) What is the nature of identity construction? (2) What rhetorical factors influence identity construal in narrative discourse? By providing a (...) step-by-step analysis of thematic structure, the paper conducts a discourse analysis of narrative episodes in terms of Agent, Process, and Medium triad (Halliday, 1973), reflecting the mechanisms of reader’s manipulation with information as a dynamic semiotic process of interpretation, limited by a final interpretant. (shrink)

Commas can splice our sentences, and shift their connotations. Our mixed modes for hyphens compound our words as well as confuse them—even dash them to pieces. In written language, how can we know we are asking a question unless we use the proper punctuation? Punctuation is vital to how we communicate. Whether in speech or prose, we punctuate our thoughts. In this sense, we may classify punctuation among what John Wesley calls “God’s many providences” in the sermon “The One Thing (...) Needful” (1733): “designed either to wean us from what is not, or to unite us to what is worthy of our affection. Are they pleasing? Then they are designed to lift up our hearts to the Parent of all good. Are they painful?” Wesley again answers rhetorically, “Then they are means of rooting out those passions that forcibly withhold us from [God]” (§II.4). Indeed, punctuation espouses varied ‘pleasing’ and/or ‘pleasant’ responses. Rather than merely forcing the point that our punctuation carries meaning—either in addition to or against that which we otherwise intend—I want to suggest that the poetry, prose, and other linguistic media/mediums within our liturgies innately possess meaning(s) which we have the opportunity to punctuate (i.e., ‘consecrate’ or ‘sanctify’) as faith communities or else surrender to the individualisms of our so-called (post)modern preferential interpretations: our proverbial run-on sentence protracting philosophical discussions amid this (in)definite period of change we acutely sense but struggle to describe. We are not God’s grammar police. For our part, however, faith communities and their leaders can and must more dutifully approach the task of shaping the nature, meaning, and purpose of our liturgies as truly corporate worship, not as mere collections of thoughts, words, and actions expressed by individuals more or less simultaneously. (shrink)

Charles S. Peirce’s semiotics uniquely divides signs into: i) symbols, which pick out their objects by arbitrary convention or habit, ii) indices, which pick out their objects by unmediated ‘pointing’, and iii) icons, which pick out their objects by resembling them (as Peirce put it: an icon’s parts are related in the same way that the objects represented by those parts are themselves related). Thus representing structure is one of the icon’s greatest strengths. It is argued that the implications (...) of scaffolding education iconically are profound: for providing learners with a navigable road-map of a subject matter, for enabling them to see further connections of their own in what is taught, and for supporting meaningful active learning. Potential objections that iconic teaching is excessively entertaining and overly susceptible to misleading rhetorical manipulation are addressed. (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)

What is the class of possible semiotic systems? What kinds of systems could count as such systems? The human mind is naturally considered the prototypical semiotic system. During years of research in semiotics the class has been broadened to include i.e. living systems like animals, or even plants. It is suggested in the literature on artificial intelligence that artificial agents are typical examples of symbol-processing entities. It also seems that semiotic processes are in fact cognitive processes. In consequence, it (...) is natural to ask the question about the relation between semiotic studies and research on artificial cognitive systems within cognitive science. Consequently, my main question concerns the problem of inclusion or exclusion from the semiotic spectrum at least some artificial systems. I would like to consider some arguments against the possibility of artificial semiotic systems and I will try to repeal them. Then I will present an existing natural-language using agent of the SNePS system and interpret it in terms of Peircean theory of signs. I would like also to show that some properties of semiotic systems in Peircean sense could be also found in a discussed artificial system. Finally, I will have some remarks on the status of semiotics in general. (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)

This article contributes to the debate on the relationship between marketing and propaganda through an analysis of social marketing as a mode of governing in permanent campaigning. The working hypothesis is that social marketing operations are agitational rather than propagandistic. The conceptual approach stems from a comparison of propaganda and marketing with Fordist and post-Fordist modes of production and governance. The research into the role of agitation involves an empirical study of the UK government campaign against benefit fraud, the most (...) expensive of its kind. Using a combination of methodologies, the political context is framed through a discourse analysis that charts the historical emergence of the problem of benefit fraud and the material effects of this discourse on welfare spending allocation, content analysis is used to identify correspondences between different newspapers’ rhetoric and policy under different governments, and semiotic analysis helps to decode the message of the campaign against benefit fraud, as it relates to the overall government’s strategy on this issue. The study offers insights into the political strategy of the government of New Labour between 1997 and 2010 and its resort to agitational techniques, exposing the limitations of government marketing and public relations in the context of an overall crisis of its political legitimacy, in both economic and political terms. (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)

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)

The main goal of the paper is to present a putative role of consciousness in language capacity. The paper contrasts the two approaches characteristic for cognitive semiotics and cognitive science. Language is treated as a mental phenomenon and a cognitive faculty. The analysis of language activity is based on the Chalmers’ distinction between the two forms of consciousness: phenomenal and psychological. The approach is seen as an alternative to phenomenological analyses typical for cognitive semiotics. Further, a cognitive model (...) of the language faculty is described. The model is implemented in SNePS/GLAIR architecture and based on GATN grammar and semantic networks as a representation formalism. The model - reflecting traditionally distinguished linguistic structures - consists of phonological, syntactic, and semantic modules. I claim that the most important role in the phenomenon of language is played by psychological consciousness. Phenomenal consciousness accompanies various stages of language functioning, but is not indispensable in explanations of the language faculty. (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)

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)

Archimedes of Syracuse has long provided a touchstone for considering how we make and acquire knowledge. Since the early Roman chroniclers of Archimedes’ life, and especially intensively since Descartes, scholars have described, sought, or derided the Archimedean point, defining and redefining its epistemic role. “Knowledge,” at least within modernity, is rhetorically tied to the figure of the Archimedean point, a place somewhere outside a regular and constrained world of experience. If this figure still leads to useful ways of thinking about (...) knowing, we are left with the question of how different modes of making knowledge approach their “Archimedean” points. The question is especially important today as a renewed .. (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)

Introduction: Clinical practice guidelines (CPGs) are an important source of justification for clinical decisions in modern evidence-based practice. Yet, we have given little attention to how they argue their evidence. In particular, how do CPGs argue for treatment with long-term medications that are increasingly prescribed to older patients? Approach and rationale: I selected six disease-specific guidelines recommending treatment with five of the medication classes most commonly prescribed for seniors in Ontario, Canada. I considered the stated aims of these CPGs and (...) the techniques employed towards those aims. Finally, I reconstructed and logically analysed the arguments supporting recommendations for pharmacotherapy. Analysis: The primary function of CPGs is rhetorical, or persuasive, and their means of persuasion include both a display of their credibility and their argumentation. Arguments supporting pharmacotherapy recommendations for the target population follow a common inductive pattern: statistical generalization from randomized controlled trial (RCT) and meta-analysis evidence. Two of the CPGs also argue their treatment recommendations for older patients in this style, while three fail to justify pharmacotherapy specifically for the older population. Discussion: The arguments analysed lack the auxiliary assumptions that would warrant making a generalization about the clinical effectiveness of medications for the older population. Guidelines reason using simple induction, while ignoring important inferential gaps. Future guidelines should aspire to be well-reasoned rather than simply evidence-based; argue from a plurality of evidence; be wary of hasty inductions; appropriately limit the scope of their recommendations; and avoid making law-like, prescriptive generalizations. (shrink)

Potentialities of attention and distraction with respect to images are critically reprised by Neapolitan artist Domenico Antonio Mancini. In Landscapes (2019), Google Street View addresses painted on canvases take the place of outlying areas of Italian cities, and of canonical oil ‘vedute’ paintings, obliging the viewer to switch from aesthetic absorption to a multitasking, reflexive attention enabled by the tools of mobile devices and the operative agency between the displayed and depicted images. Attracted by the ephemeral, geo-localized vistas displayed on (...) their smartphones, spectator-users must deal with the dynamis of the on-line GSV images: rhetorical and predictable, though, at the same time, and perhaps unintentionally, serendipitous and figural. (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 article offers a historical perspective on the emergence of narrative as a major area of research, with a sampling of the range of possible approaches. Key early figures, including Propp, Levi-Strauss, the French structuralists (Greimas in particular), and the linguist Labov are discussed. It aims to provide a framework in which some key concepts can be examined, in particular the term narrativity, which regards narrative as a semiotic structure that transcends the verbal domain. The work of Metz in cinema (...) is discussed. Another area is painting; it is noted that the conjunction of the notion of narrative with painting has a long history. (shrink)

One of Plato’s aims in the Phaedrus seems to be to outline an ‘ideal’ form of rhetoric. But it is unclear exactly what the ‘true’ rhetorician really looks like, and what exactly his methods are. More broadly, just how does Plato see the relation between rhetoric and philosophy? I argue, in light of Plato’s epistemology, that the “true craft (techne) of rhetoric” which he describes in the Phaedrus is a regulative, but also an unattainable ideal. Consequently, the mythical palinode in (...) the dialogue is not (as some have claimed) an example of the true techne—and indeed it could not be. But neither is dialectic. Rather, dialectic is the closest approximation of the true techne of rhetoric which can be had; that is to say, dialectic is the best and highest kind of psychagogia (a ‘leading of the soul through words’). Plato’s purpose in describing the “true techne of rhetoric”, then, is not to reform or to rehabilitate rhetoric, but to urge us to abandon it in favor of the philosophical life. One implication of this is that Plato is just as hostile toward rhetoric as he is in the Gorgias. (shrink)

Artificial intelligence has historically been conceptualized in anthropomorphic terms. Some algorithms deploy biomimetic designs in a deliberate attempt to effect a sort of digital isomorphism of the human brain. Others leverage more general learning strategies that happen to coincide with popular theories of cognitive science and social epistemology. In this paper, I challenge the anthropomorphic credentials of the neural network algorithm, whose similarities to human cognition I argue are vastly overstated and narrowly construed. I submit that three alternative supervised learning (...) methods—namely lasso penalties, bagging, and boosting—offer subtler, more interesting analogies to human reasoning as both an individual and a social phenomenon. Despite the temptation to fall back on anthropomorphic tropes when discussing AI, however, I conclude that such rhetoric is at best misleading and at worst downright dangerous. The impulse to humanize algorithms is an obstacle to properly conceptualizing the ethical challenges posed by emerging technologies. (shrink)

Early Chinese thought enjoys a wide appeal, in the scholarly world as much as elsewhere, as people are keen on learning about the ideas of Confucius, Mencius, and other thinkers whose views have shaped traditional Chinese culture. In the study of early Chinese thought, emphasis has long been on what thinkers said, not on how they proffered their views. Even studies that do consider the how, tend to focus on logic and argumentation, rather than rhetoric. Fortunately, in the past few (...) decades growing attention has been paid to Chinese rhetoric which has led to an impressive number of publications. This work briefly outlines rhetoric in the West and in China. (shrink)

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

Benardete here interprets and, for the first time, pairs two important Platonic dialogues, the Gorgias and the Phaedrus . In linking these dialogues, he places Socrates' notion of rhetoric in a new light and illuminates the way in which Plato gives morality and eros a place in the human soul.

This paper explores Plato’s views on the purpose of rhetorical form by surveying the way in which Socrates engages in speechmaking at several points in the Gorgias. I argue that Socrates has nothing in principle against the use of a long speech as part of the practice of philosophical inquiry and argument, provided that the speech is geared toward understanding. This reflects a key and relatively unremarked distinction that Socrates makes in the Gorgias between persuasion that comes from being (...) convinced and persuasion that comes from being taught. The kind of long speeches that Socrates objects to are those that have a conviction-based purpose. However, this leaves open the use of a wide variety of rhetorical techniques—pieces of argument, speechifying, analogy, myth, and exhortation—that have a teaching-based purpose, which is precisely the sort of rhetoric that Socrates licenses in the dialogue. (shrink)

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

We can define state instability as a situation in which a system's previously established norms and rules no longer function properly. Under the circumstances of changed institutional functioning, the main actors of the given environment resort to new strategies to preserve their authority and maintain their positions. In this paper, we aim to present rhetorical strategies as a response of political actors to the environment of state instability. We will use a qualitative content analysis method to present the three (...) political crises in the United States, Serbia, and Croatia. The paper aims to compare international rhetorical strategies as an attempt by political actors to avoid state instability. (shrink)

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

Given that charges of anti-Semitism, racism, and the like continue to be potent weapons of moral and intellectual critique in our culture, it is important that we work toward a clear understanding about just what sorts of conduct and circumstances constitute these moral offenses. In particular, can criticism of a state (such as Israel), or other social or political institution or organization (such as the NAACP), ever amount to anti-Semitism, racism, or other bigotry against the people represented by or associated (...) with it, even if no explicit denigration of them occurs? That a renowned scholar of rhetoric and philosophy takes up the challenge of answering such a question would seem to be cause for optimism, but the recent attempt by Judith Butler turns out to be subverted by faulty logic and blatant misreading. As a result, it obfuscates the issue, and wrongly suggests that expressive acts cannot be blameworthy on grounds of bigotry if they are not intentionally designed to serve such purposes. (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.

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

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

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

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

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

What kind of rhetoric frames French reproductive policy debate? Who does such policies exclude? Through an examination of the “American import” of gender studies, along with an analysis of France’s Catholic heritage and secular politics, I argue that an unwavering belief in sexual difference as the foundation of French society defines the productive reproductive citizen. Sylviane Agacinski is perhaps the most vocal public philosopher who has framed the terms of reproductive policy debate in France, building an oppositional platform to reproductive (...) technology around anthropological assertions of sexual difference. This paper engages with Agacinski to examine rhetorical claims of sexual difference and how such claims delayed passage of France’s revised bioethics legislation that extends access of assisted reproductive technology (ART) to “all women.” Though the “PMA pour toutes” [ART for all women] legislation was eventually passed, such rhetoric motivated the explicit exclusion of all trans person from its extension, thus hardly permitting ART to all women. (shrink)

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

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

Since Peirce defined the first operators for three-valued logic, it is usually assumed that he rejected the principle of bivalence. However, I argue that, because bivalence is a principle, the strategy used by Peirce to defend logical principles can be used to defend bivalence. Construing logic as the study of substitutions of equivalent representations, Peirce showed that some patterns of substitution get realized in the very act of questioning them. While I recognize that we can devise non-classical notations, I argue (...) that, when we make claims about those notations, we inevitably get saddled with bivalent commitments. I present several simple inferences to show this. The argument that results from those examples is ‘pragmatic’, because the inevitability of the principle is revealed in use (not mention); and it is ‘semiotic’, because this revelation happens in the use of signs. (shrink)

The principal objective of this study is to present and discuss the elements that emerge from Michel Foucault's archeological undertakings, which, in our view, configure the existence of a new rhetoric that deals with what the French philosopher called the rarefaction of the subject and rarefaction of discourse in his inaugural lecture at the Collège de France (Foucault, 1996). This new rhetoric would be in charge of reflecting and analyzing the phenomena that result from both the rarefaction of the subject (...) and the rarefaction of discourse, that is, such rhetoric invests in what is responsible for imposing on the speaking subject what to say and how to say it. Therefore, it turns to certain mechanisms of control of discourses that Foucault presented in The Discourse on Language, a work that completes five decades of its publication. This Foucauldian rhetoric also has as its main function to deal with the history of the present, that is, to reflect on what we do and think at this exact moment, which, in turn, would be in charge of contributing to the history of how we became subjects in a culture like ours, at this stage of high modernity and the Information Age. From this perspective, she would be interested in the processes of identification and subjectivation that result from the ways in which we become subjects. In short, it is a study that seeks to present elements that demonstrate the emergence of a new rhetoric that emerges from the work of Michel Foucault, who, according to Deleuze (1992), increasingly invested in a generalized pragmatics. (shrink)

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

Bodily rhetoric is a burgeoning field, with scholars investing attention to the ways in which non-verbal communication mediates change between individuals and groups in complex scenarios, including political settings. Scenarios in which individuals move together – whether in completely extemporaneous situations or in existing forms such as Contact Improvisation, Argentinian Tango, or Classical Pas de Deux – pose a similarly complex communicative problem. Drawing on the work of Lloyd Bitzer, I demonstrate how rhetorical theory provides methodological insight by which (...) we can better understand the dynamic practice that is always already happening in situations where individuals move together. (shrink)

In Plato’s early dialogues, the impossibility of talking to the crowd appears as a constitutive element of the opposition between rhetoric and dialectic and raises the understudied question of the role of the audience in Socratic thought. However, Xenophon’s Socrates constantly identifies public and private speech. But this likening is also found in the Alcibiades Major, which gives a key to understand the true meaning of this assimilation: one can convince an audience, by talking to each individual in the crowd. (...) The need to address each one implies an adaptation of language that can be found in the texts of different disciples of Socrates. The rhetorical aspects of the Phaedrus’ psychagogia should then be understood, not as a new Platonic concept which allows the good orator to address the many, but rather as a new for- mulation of a well-known and shared Socratic ideal. (shrink)