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)

A comprehensive account of Peirce's third branch of semiotic--universal or speculative rhetoric. The article places Peirce's work in the context of the rhetorical tradition. Unlike the direction that analytic and positivist philosophy took, Peirce does not separate logic and rhetoric. Instead Peirce uses his novel theory of rhetoric to show how logic and scientific investigation is tied to a cooperative community of inquiry.

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)

This essay is motivated by a common call for a reconceptualization of educational processes. Taking the contemporary era of informationalism,2 transnational knowledge economies,3 and, by implication, an epistemification of everyday life,it is held that the dynamics of globalized knowledge structures, altered epistemic cultures, and learning seems to be undertheorized.5 One distinct dilemma seems to be the inherent paradox of the current discourses, signifying — on the one hand — a move away from “the postmodern condition” towards universalism, while — on (...) the other hand — carrying an anti-universal thrust, emphasizing diversity, complexity, and hybridity of knowledge. My essay will by no means offer any solution to the paradox. Nevertheless, in giving an account of C.S. Peirce’s later semeiotic, while pointing to some fruitful contributions from his “speculative rhetoric,” I here explore how Peirce may help to illuminate the dynamic relations of knowledge and learning within a globalized world of change.6 In what ways may Peirce’s later semeiotic carry a promise of a productive theory of the dynamics of knowledge and learning that moves Beyond traditional notions of educational processes? (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)

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)

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)

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

Socrates believes that living well is primarily an intellectual undertaking: we live well if we think correctly. To intellectualists, one might think, the body and activities related to it are of little interest. Yet Socrates has much to say about food, eating, and cookery. This paper examines Socrates’ criticism of ‘feeding on opson’ (opsophagia) in Xenophon’s Memorabilia and of opson cookery (opsopoiia) in Plato’s Gorgias. I argue that if we consider the specific cultural meaning of eating opson, we can see (...) that Socrates takes a nuanced stance on food and cookery: he recommends careful consumption and skillful production, not austerity or abstinence. This nuance in Socrates’ discussion of food changes our interpretation of Socrates’ criticism of rhetoric in the Gorgias: in comparing rhetoricians to opson chefs—not to pastry chefs, as many have assumed—Socrates evokes the dangers of indulging in speeches while acknowledging their necessity for Athenian public life. (shrink)

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

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

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)

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)

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)

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)

How can conceptual art contribute to political discourse? By the late 1960s, New York conceptual artists like Adrian Piper were faced with this difficult question. Conceptual artistic experiments seemed removed from the anti-war, anti-racist and feminist struggles, while personally many artists became increasingly involved in activism. I revisit the knotty relationship between art and politics through a close analysis of Piper's work in this period. Against the received view, I argue that Piper's early work was remarkably devoid of political concerns, (...) however, I also show how Piper’s later, anti-racist work, crucially derived from the rhetorical strategies, which she had developed earlier. Bridging art historical and philosophical approaches, this investigation culminates in a new philosophical view of the relationship between art and (anti-racist) political discourse: art emerges as a creative form of political rhetoric. (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)

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.

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)

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)

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.

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)

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)

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)

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

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

Typical puzzles for de se attitudes by Perry and Lewis are laid out and contrasted with the original version of Jackson's Knowledge Argument. It is argued, from an epistemic perspective, that de se attitudes can be explained by looking at the way internal/introspective knowledge is formed without resorting to acquaintance or making assumptions about the Mind/Body problem.

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)

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)

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)

The rhetorical theory of argument, if held as a conclusion of an argument, is self-defeating. The rhetorical theory can be refined, but these refinements either make the theory subject to a second self- defeat problem or tacitly an epistemic theory of argument.

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

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)

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)

Even-like particles have widely been analyzed as inducing scalar and additive presuppositions (cf. Horn 1969; Karttunen & Peters 1979; Rooth 1992; Gast & van der Auwera 2011). However, the additivity of even has been controversial since at least Horn 1992 and increasingly called into question (see Greenberg & Umbach 2021 for references); Greenberg specifically argues that scalar even-like particles can vary in additivity. This claim is surprising in light of the typological study in Gast & van der Auwera 2011, which (...) subsumes even and similar expressions under a larger class of additive particles. Against this background, we present an analysis of Italian addirittura, which with perfino has been described as scalar-additive (Visconti 2005) – but only optionally so – and is chosen preferentially over perfino precisely in those contexts that Greenberg takes to challenge the additivity of even. We argue, drawing on observations in Atayan 2017, that addirittura contrasts with perfino in deriving its scalar alternatives from rhetorical structure rather than focus structure. Once this is recognized we can view addirittura as additive, after all, in a rhetorical sense we describe below. (shrink)

In any field, we might expect different features relevant to its understanding and development to receive attention at different times, depending on the stage of that field’s growth and the interests that occupy theorists and even the history of the theorists themselves. In the relatively young life of argumentation theory, at least as it has formed a body of issues with identified research questions, attention has almost naturally been focused on the central concern of the field—arguments. Focus is also given (...) to the nature of arguers and the position of the evaluator, who is often seen as possessing a “God’s-eye view” (Hamblin 1970). Less attention, however, has been paid in the philosophical literature to the .. (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)