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)

In recent years, semiotics has become an innovative theoretical framework in mathematics education. The purpose of this article is to show that semiotics can be used to explain learning as a process of experimenting with and communicating about one's own representations of mathematical problems. As a paradigmatic example, we apply a Peircean semiotic framework to answer the question of how students learned the concept of "distribution" in a statistics course by "diagrammatic reasoning" and by developing "hypostatic abstractions," that is (...) by forming new mathematical objects which can be used as means for communication and further reasoning. Peirce's semiotic terminology is used as an alternative for notions such as modeling, symbolizing, and reification. We will show that it is a precise instrument of analysis with regard to the complexity of learning and of communication in mathematics classroom. (shrink)

This article concentrates on a couple of semiotic approaches working out, on the one hand, the mediated character of reducing interpretative trajectories to the actual translation into the language of narratives (A. J. Greimas) or the language of textuality (F. Rastier), and, on the other, the direct, apparently unmediated passage to the visceral physicality of the verbal signifying system, which make semantic and syntactic components perfunctory to interpretation in a way (J. Kristeva). Greimassian universal narrative grammar dismantles signifying units, (...) navigating in the network of narrative utterances. Rastier's approach structures textual artifacts by unearthing semantic constituents crucial for semiotic analysis. Kristeva examines what is behind the curtain instead of sorting out the significance of the text's content as a special category and the possibility of procedure allowing its interpretation. These three authors are compared in the context of two approaches that come to grips with the author/reader pair. (shrink)

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

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 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)

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)

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)

The aim of the paper is to sketch an idea—seen from the point of view of a cognitive scientist—of cognitive semiotics as a discipline. Consequently, the article presents aspects of the relationship between the two disciplines: semiotics and cognitive science. The main assumption of the argumentation is that at least some semiotic processes are also cognitive processes. At the methodological level, this claim allows for application of cognitive models as explanations of selected semiotic processes. In particular, the processes (...) of embedded interpretation are considered: belief revision, dynamic organization of meaning and metaknowledge. The explanations are formulated in terms of artificial cognitive agents of the GLAIR/SNePS cognitive architecture. Finally, it is suggested that even if someone rejects the idea of artificial cognitive systems as simulations of semiotic processes, they may acknowledge the usefulness of cognitive modeling in analysis of semiotic processes in virtual, simulated worlds and in the area of “new media”. (shrink)

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

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)

Despite the proliferation of studies on corporate social responsibility (CSR), there is a lack of consensus and a cardinal methodological base for research on the quality of CSR communication. Over the decades, studies in this space have remained conflicting, unintegrated, and sometimes overlapping. Drawing on semiotics—a linguistic-based theoretical and analytical tool, our article explores an alternative perspective to evaluating the quality and reliability of sustainability reports. Our article advances CSR communication research by introducing a theoretical-cum-methodological perspective which provides unique insights (...) into how to evaluate the quality of CSR communication. Particularly, we illustrate the application of our proposed methodology on selected U.K. FTSE 100 companies. Our two-phased analysis employed the Greimas Canonical Narrative Schema and the Semiotic Square of Veridiction in drawing meanings from selected sustainability/csr reports. In addition, we present a distinctive CSR report quality model capable of guiding policy makers and firms in designing sustainability/csr reporting standards. (shrink)

This text explores four books produced by one of the most prominent semioticians of the previous century, Umberto Eco, in order to create a semiotic meta-theory which enhances a multifarious way of â oereadabilityâ and scientifically justifies the dichotomy between the creation of a work of art and its being read, visualized and experienced by the audience. It begins by treating the â oenarrationâ component as one of the main theoretical challenges of Ecoâ s theory, specifically focusing on the (...) concept of time, seen from the linguistic and semiotic viewpoints. The book also explores Ecoâ s text theory, as well as â oesemiotics properâ, representing an analysis of the â oeencodingâ and â oedecodingâ theories. In addition, it exemplifies the â oeopennessâ and â oecollaborationâ between the writer and the reader, as well as relationships between the creator and audience in all forms of art. The book will appeal to scholars, students, and intellectuals who want to have a detailed knowledge of Ecoâ s overall contribution to semiotics, and seek a â oeformulaâ which would inter-connect informational and code theories with the narration method, so as to create what we call â oeinterpretative semioticsâ today. (shrink)

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

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

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

Purpose – The purpose of the research reported here is to improve comprehension of the socially-negotiated identity of concepts in the domain of knowledge organization. Because knowledge organization as a domain has as its focus the order of concepts, both from a theoretical perspective and from an applied perspective, it is important to understand how the domain itself understands the meaning of a concept. Design/methodology/approach – The paper provides an empirical demonstration of how the domain itself understands the meaning of (...) a concept. The paper employs content analysis to demonstrate the ways in which concepts are portrayed in KO concept maps as signs, and they are subjected to evaluative semiotic analysis as a way to understand their meaning. The frame was the entire population of formal proceedings in knowledge organization – all proceedings of the International Society for Knowledge Organization’s international conferences (1990-2010) and those of the annual classification workshops of the Special Interest Group for Classification Research of the American Society for Information Science and Technology (SIG/CR). Findings – A total of 344 concept maps were analyzed. There was no discernible chronological pattern. Most concept maps were created by authors who were professors from the USA, Germany, France, or Canada. Roughly half were judged to contain semiotic content. Peirceian semiotics predominated, and tended to convey greater granularity and complexity in conceptual terminology. Nodes could be identified as anchors of conceptual clusters in the domain; the arcs were identifiable as verbal relationship indicators. Saussurian concept maps were more applied than theoretical; Peirceian concept maps had more theoretical content. Originality/value – The paper demonstrates important empirical evidence about the coherence of the domain of knowledge organization. Core values are conveyed across time through the concept maps in this population of conference papers. (shrink)

The structure of narrative discourse is the focus of much current research, but the classicist Walter Burkert argues for a revitalization of the historical approach to myth. He pushes the origins of myth beyond ritual to action patterns man shares with animals. His approach is evaluated in the context of Propp's historical analysis, which complements his 'morphological' approach to Russian folktales; and to Levi-Strauss's synchronic analysis of myth, which sees an ahistoric connection between the myths of North and (...) South America. (shrink)

This chapter argues that the Great Ideas are integral to Mortimer J. Adler’s Great Books Movement in much the same way that the Four Noble Truths and the Noble Eightfold Path are integral to Buddhism. Both use ‘Great’ and ‘Noble’ to point toward human excellence. For Adler, the Great Ideas are the metaphysical and moral concepts out of which Western civilization developed. They are the main topics in an ongoing great conversation that shapes Western culture. Precisely because these Great Ideas (...) are great, insofar as they point toward human excellence (virtue), they ought not be considered the exclusive property of the West. Instead, as Adler recognized, they should be utilized in the analysis of other cultural traditions. This chapter uses two of Adler’s Great Ideas, freedom and religion, to analyze Buddhism as it is encountered in the early Indian Buddhist texts. It asserts all human philosophy and culture, including that of Buddhism, is ultimately based in religion, thereby making religion the greatest of Adler’s and the Buddha’s Great philosophical and cultural ideas. (shrink)

This article analyses the use of signs (in a semiotic sense) in the analysis of Teresa of Avila's book, The Interior Castle. It takes one through the various levels of the castle, which stands as a sign for contemplation. Exploring Avila's creative use of imagery and language, it focus on what these signs (as pertaining to American semiotics and Charles S. Peirce) come to signify within Teresa's mental construction of the castle as a road to pure contemplation, in (...) the Catholic tradition. (shrink)

The late scholastics, from the fourteenth to the seventeenth centuries, contributed to many fields of knowledge other than philosophy. They developed a method of conceptual analysis that was very productive in those disciplines in which theory is relatively more important than empirical results. That includes mathematics, where the scholastics developed the analysis of continuous motion, which fed into the calculus, and the theory of risk and probability. The method came to the fore especially in the social sciences. In (...) legal theory they developed, for example, the ethical analyses of the conditions of validity of contracts, and natural rights theory. In political theory, they introduced constitutionalism and the thought experiment of a “state of nature”. Their contributions to economics included concepts still regarded as basic, such as demand, capital, labour, and scarcity. Faculty psychology and semiotics are other areas of significance. In such disciplines, later developments rely crucially on scholastic concepts and vocabulary. (shrink)

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

The subject of the article is conducting as typically known from the classical symphonic practice. The question to be discussed is: In what respect is the conductor’s beat properly to be understood as ”signing” within the frames of a sign language, and as such a proper object of semiotic analysis. My approach to the topic is primarily phenomenological. It makes analytical comments on the task of the conductor; to the very nature of the cooperative and communicative framework embedding (...) the conductor and the musicians; and hence to the constitutional conditions for conducting. The conclusion is that in many important respects conducting is not a matter of signing and there is no such thing as a conductor’s sign language. It will be outlined how the connection between music, musicians and conductor is based on analogies between music, corporeality and onto-temporality. (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)

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)

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

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

Even if one sees the law as “a self-contained system of legal reasoning” from which we deduce “neutral,” non-political conclusions from “general principles and analogies among cases and doctrines” (including formalist claims that judges simply call “balls and strikes” like umpires in a baseball game), one should still consider certain characteristics of the party making such deductions or calling such “balls and strikes.” [Relevant citations to quoted language are in the Article.] If such decision maker has questionable motivations, lacks proper (...) perspective, does not grasp the flexibility in the concepts in play, does not grasp the restraints on concepts in play, does not follow the proper processes involved, and lacks the detail, courage, and tenacity needed to reach the proper “deduction” or “call,” on the face of things the formalist, too, should have reason to re-examine any “deduction” or “call” by such party. Thus, even the formalist should not deny the critical role of virtue when examining legal analysis, a role belying the notion of law as a "self-contained system of legal reasoning." -/- This Article thus explores basic freedoms and restraints applicable to legal analysis and the role that virtue plays in balancing such freedoms and restraints. Such exploration covers: (i) the origin, nature, and purpose of concepts and categories used in legal analysis; (ii) the experiential nature of the meaning of such concepts and categories used in legal analysis; (iii) the freedoms and restraints applicable to such concepts and categories as a result of either experience or of the concepts or categories themselves; (iv) how workable notions of virtue rightly balance such freedoms and restraints in legal analysis; (v) the distinction between such virtue and skill; (vi) reconceiving the analytically virtuous mean as a proper balance between such applicable freedoms and restraints; and (vii) defining and surveying the particular virtues that lead us to such proper balance and thus to good legal analysis. My hope is that lawyers and law schools in their curricula will follow such explorations as well in a quest to better understand legal analysis and how to teach and perform it well. (shrink)

This 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 subject matter of this work covers the issues or problems listed below: * The problem of the ontological status of language signs and a more general philosophical problem connected with it: * What is language as a system of signs, which – on the one hand – serves to: 1) represent our knowledge about the reality which is being recognized, and, on the other one to: 2) a. explore and better cognize or discover it, b. describe it in an (...) adequate manner, and c. enable users to make interpersonal communication? All the pragmatic functions of language require carrying out its logical-philosophical analysis, and this means both regarding its syntax and semantics. Such an analysis is not possible without determining the following: How are signs perceived and what is their ontological nature in the so-called functional approach towards logical semiotics of natural language, founded on two ways of their usage: either as signs which we use in concrete situational or situational-language contexts or as isolated signs detached from such contexts? In the first case, they are language tokens (concretes), existing material objects perceived through the senses, with a fixed temporal-spatial location, in the other one – they are non-concretes and as such (as the majority of researchers in the field of philosophy and linguistics accept) – abstract objects, language types. The type-token distinction (differentiation between abstract and concrete) has already acquired a certain status in contemporary philosophy and is of considerable importance to metaphysics and epistemology in particular. Indeed, it is most often illustrated with reference to language signs (words, expressions) as the distinction type/token of a sign, introduced into semiotics by Ch. S. Peirce. In the semiotic analysis, and also in the linguistic one, there are used both types and tokens of signs, however, often without paying due attention to when it is said about types and when about tokens. This is related to the problems which are still considered by the philosophy of language: What is the type? What is the token (specimen)? What are the mutual relations between the type and the token? Disputes concerning providing answers to these questions are related to existential issues dealing with the ontological status of these language signs and two currents within the ontology of language, remaining under the influence of two fundamental concepts formed in the debate: nominalism and realism. The author presents in brief different stances on the above-mentioned issues or problems, as well as argues that from the logical point of view: 1) working out any theoretical conception of language must take into account its bi-aspectual characteristics: as a language of expression-tokens and as a language of expression-types; 2) advocating either of the standpoints: (a) types exist independent of their tokens, or (b) it is not so, can be omitted in syntactic considerations on language; 3) mutual relations between sign-tokens differ from the mutual relations between sign-types, yet; 4) determination of the mutual relation between sign-types and sign-tokens depends on accepting either of the standpoints: (a) or (b); 5) semantic or semantic-pragmatic concepts of language, such as meaning, denotation, interpretation should be defined exclusively for types of tokens, but their definitions require certain reference to the functions which sign-tokens perform in the language (words, expressions), or to relations between them; 6) The concept of an act of language communication differs from general language communication: the first one is defined by means of sign-tokens, whereas the other one – with the use of sign-types. (shrink)

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

Recent works in philosophy of mind and the cognitive sciences draw an “unconventional” picture of cognitive processes and of the mind. Instead of conceiving of cognition as a process that takes place within the boundaries of the skull and the skin, some contemporary theories claim that cognition is a situated process that encompasses the human agent’s boundaries. In particular, the Extended Mind Hypothesis (EMH) and the Enactive approach to cognition claim that embodied action is constitutive of cognitive processes, and thus (...) of the mind. Although both theories give an “extended” or “extensive” picture of cognition and of the mind, they disagree on the epistemic value of internal representations. The EMH claims that we need to posit internal action- oriented representations (AORs). AORs would account for action-selection, action-control, and for the prediction of incoming perceptual information. The enactive approach to cognition argues against AORs. The concept of AOR does not fulfill the representational conditions necessary to talk about representations properly. Furthermore, AORs are expressive of an internalistic prejudice, which makes the EMH weak. Moreover, a semiotic analysis of AORs shows that these items called “representations” are not active at all. Therefore, the epistemic posit of AOR plays no interesting job in the project of extending the mind in virtue of a reassessment of the concept of representation aimed at making it embodied and active. Therefore I claim that the concept of AOR has to be rejected. Action- control, action-selection, and the anticipation of aspects of action-perception loops can be explained in a more enactive way. Embodied action in a field of affordances explains how agents respond selectively to environmental features and how action-perception loops are anticipated by the “affective agent”. Furthermore, the enactive approach to cognition - especially if coupled with a semiotic description of cognitive niches and with some insights from the affective sciences (e.g. appraisal of core relational themes) - gives an explanation of action that, in contrast to the EMH, is actually able to “extend the mind”. (shrink)

An approach to the analysis of character as a complement to structural analyses that focus only on plot. Propp's treatment of character roles in his Morphology of the Folktale is a point of departure. The work of linguists and logicians on propositional structure is drawn upon.

In this paper, we intend to discuss if and in what sense semiosis (meaning process, cf. C. S. Peirce) can be regarded as an "emergent" process in semiotic systems. It is not our problem here to answer when or how semiosis emerged in nature. As a prerequisite for the very formulation of these problems, we are rather interested in discussing the conditions which should be fulfilled for semiosis to be characterized as an emergent process. The first step in this (...) work is to summarize a systematic analysis of the variety of emergence theories and concepts, elaborated by Achim Stephan. Along the summary of this analysis, we pose fundamental questions that have to be answered in order to ascribe a precise meaning to the term "emergence" in the context of an understanding of semiosis. After discussing a model for explaining emergence based on Salthe's hierarchical structuralism, which considers three levels at a time in a semiotic system, we present some tentative answers to those questions. (shrink)

This article accomplishes two goals. First, the paper clarifies Edmund Husserl’s investigation of the historical inception of the number system from his early works, Philosophy of Arithmetic and, “On the Logic of Signs (Semiotic)”. The article explores Husserl’s analysis of five historical developmental stages, which culminated in our ancestor’s ability to employ and enumerate with number signs. Second, the article reveals how Husserl’s conclusions about the history of the number system from his early works opens up a fusion (...) point with his investigations from his mature texts, The Crisis of the European Sciences and “The Origin of Geometry”. On the one hand, the essay shows that Husserl’s methodology was similar, as he sought in both his early and late writings to uncover the essence of the history of the formal sciences and was not executing mere intellectual history. On the other hand, the article discloses that Husserl’s insights from both time periods are strikingly analogous. Already in his early texts, Husserl saw that the sciences emerged from pre-theoretical experiences of the world and that the sciences are the result of a historical process, which involves the psychic activities of past individuals and the maintaining of discoveries over time by intersubjective communities. I conclude by showing how, in light of the analysis of this paper, we can rethink the evolution of Husserl’s philosophy. (shrink)

У статті обговорено принципи кількісного дослідження в культурології, а саме можливості статистики та структурно-семіотичного методу в аналізі явищ традиційної культури. Метод застосовано до композиції українського рушника. Структурно-семіотичний аналіз композиції на рушнику може допомогти відрізнити обов’язкові елементи зображення від декоративних і встановити зв’язок між частинами. Нині вважають, що всі контури композиції мають однакову семантику. Але проведений аналіз показав, що однакову семантику мають орнаментальна смуга і рослинний орнамент. Інші елементи потрібні для того, щоб відділити їх від верхнього поля зображення і світового дерева. (...) Це змушує нас переглянути прийняту на сьогодні трактовку семантики цих елементів. Викладений у статті метод може е бути застосовано для аналізу інших зображень та різних явищ традиційної та масової культури. (shrink)

This paper accomplishes two goals. First, I elucidate Edmund Husserl’s theory of inauthentic judgments from his 1890 “On the Logic of Signs (Semiotic).” It will be shown how inauthentic judgments are distinct from other signitive experiences, in such a manner that when Husserl seeks to account for them, he is forced to revise the general structure of his philosophy of meaning and in doing so, is also able to realize novel insights concerning the nature of signification. Second, these conclusions (...) are revealed to be the foundation of Husserl’s pure logical grammar, found in the 1901 “Fourth Logical Investigation.” In his analysis of inauthentic judgments, Husserl already recognized, albeit in a problematic way and for entirely different reasons, many of the central tenets of the 1901 work concerning categoremata and syncategoremata, matter and form, and the isomorphism between them. (shrink)

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

This article proposes the comparison of two methods of analysis, semiotics, and hermeneutics, to address contemporary issues in ethical and political philosophy, through the study of the phenomenon of epistemic injustice. Conceptualized by Fricker (2007), epistemic injustice is synonymous with the denial of the value of knowledge that an individual possesses because of prejudices about the social group to which he or she belongs or is affiliated. When epistemic injustice is studied in the empirical world, it poses some crucial (...) issues in terms of interpreting the meaning that the individual gives to the experience of injustice that he or she experiences. Although the interpretation of injustice is central to the understanding of the phenomenon itself, little research in ethical and political philosophy addresses these aspects, because of the failure to sufficiently mobilize analytical methods such as semiotics and hermeneutics. However, these two methods, usually used in other fields to deal with these aspects, allow us to question the treatment and the interpretative scope of the epistemic injustice by the different interlocutors involved in the interaction in which it is reconducted. The comparison of these two methods in the analysis of epistemic injustice finally allows us to argue in favor of the hermeneutic method, as defined by Gadamer and rethought by Code (2003), to enhance Gadamer's legacy through the analysis of ethical and political issues in human sciences research. (shrink)

“Black Star” music video was released two days before Bowie’s death. It bears various implications of dying and the notion of mortality is both literal and metaphorical. It is highly autobiographical and serves as a theatrical stage for Bowie to act both as a music performer and as a self-conscious human being. In this paper, we discuss the signs of mortality in Bowie’s “Black Star” music video-clip. We focus on video’s cinematic techniques and codes, on its motivic elements and on (...) its narrative in relation with music, lyrics, characters, and gestures. We also discuss the video’s intertextual references and the broader signification of the black star figure. We adopt a quasi-semiotic approach considering “Black Star” music video-clip as a text which can be investigated through its signs, codes, and conventions of the musical, visual, and cinematic languages as well. Our interdisciplinary tools derive from visual semiotics and audiovisual analysis models, without leaving outside Bowie’s musical-artistic and personal history. As it turns out, Bowie created a video clip that is philosophical in nature and poetic in structure, preserving the role of protagonist. With the visuals creating a psychedelic atmosphere, the lyrics often are heard as a personal confession. They both generate cognitive and emotional responses that influence the way the viewers-listeners may experience, decompose, and interpret Bowie’s artistic endeavor bridging life and death. (shrink)

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

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

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

Vít Gvoždiak published a reconciliatory analysis of Searle’s social ontology with semiotics in Gvoždiak (2012). Without prior knowledge of his paper, an analysis of the same subject appeared in Msimang (2014). Even though Searle’s social ontology is a common point of reference in the formulation of semiotics in these papers, it also serves as a point of departure in their understanding of semiotics and its development. The semiotic theory expressed in Gvoždiak (2012) is an inherently linguistic (speech (...) act centred) theory, whereas the semiotic theory presented in Msimang (2014) tends more towards a general theory of communicative systems in which social ontology, which follows from speech act theory, is an interesting part. It is my purpose in this note to contrast the two positions of semiotic theory as they appear in the aforementioned papers in reference to their appropriation of Searle’s social ontology. (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 cultural consumption research landscape of the 21st century is marked by an increasing cross-disciplinary fermentation. At the same time, cultural theory and analysis have been marked by successive ‘inter-’ turns, most notably with regard to the Big Four: multimodality (or intermodality), interdiscursivity, transmediality (or intermediality), and intertextuality. This book offers an outline of interdiscursivity as an integrative platform for accommodating these notions. To this end, a call for a return to Foucault is issued via a critical engagement with (...) the so-called practice-turn. This re-turn does not seek to reconstitute venerably Foucauldianism, but to theorize ‘inters-’ as vanishing points that challenge the integrity of discrete cultural orders in non-convergent manners. The propounded interdiscursivity approach is offered as a reading strategy that permeates the contemporary cultural consumption phenomena that are scrutinized in this book, against a pan-consumptivist framework. By drawing on qualitative and mixed methods research designs, facilitated by CAQDAS software, the empirical studies that are hosted here span a vivid array of topics that are directly relevant to both traditional and new media researchers, such as the consumption of ideologies in Web 2.0 social movements, the ability of micro-celebrities to act as cultural game-changers, the post-loyalty abjective consumption ethos. The theoretically novel approaches on offer are coupled with methodological innovations in areas such as user-generated content, artists’ branding, and experiential consumption. (shrink)

The aim of this work is to develop a comparative analysis of the discursive structures that underlie the socialized formation of the interpretative paradigms of reality. We analyse how both political ideologies and the so-called “conspiracy theories” can be understood starting from the structure and functioning of Marc Augè's ideo-logic, namely the systemic-discursive device that defines the field of all possible sentences defining the real. -/- .

This book puts forward a harmonious analysis of similarities and differences between two concepts—human minds and cultures—and strives for a multicultural spectrum of philosophical explorations that could assist them in pondering the striking pursuit of envisaging human minds and cultures as an essential appraisal of philosophy and the social sciences. The book hinges on a theoretical understanding of the indispensable liaison between the dichotomy of minds and objectivity residing in semantic-ontological conjectures. -/- The ethnographic sense of cultures confines the (...) scope of cultural scientism, an evolutionary paradigm on the functionalist turn, where one could enthral the cultural phenomenon from the contentment of the conflict of scientific quandaries. Hence, cultural relativism concedes that cultures have some descriptive contents, like customs, beliefs, moral codes, other minds, etc., that are followed by an individual or a group of people. However, the notion of societal semiotics embarks on the ‘semiotic conception of culture’ that deploys modernity and values centred on ethical conjectures. -/- Human Minds and Cultures conspicuously attune the cultural edifice of moral minds and cope with the enduring prospects of ethics, genders, laws, and socio-political affairs. Essential reading for anyone with a sparkling interest in human minds and cultures. (shrink)

The title of this presentation encompasses three issues: (1) an enigmatic theme (the play of signs and signs of play); (2) a model of doing something, such as unraveling a puzzle; and (3) a methodology dealing with a probable case. Considering that the order of analysis runs in the opposite direction to the order of experience, my first task is to reverse the title. Then, its three parts become: (1) an eidetic and empirical conjunction that implies a taste for (...) evidence; (2) a rigorous model of analysis that implies a relationship between ontology (what I know) and epistemology (how I know); and (3) a case that brings an enigmatic theme. My title, based in the theme of our 42nd Annual Meeting, provided an experience peculiar to a non-native English speaker: how to interpret and use the word “play”. I really felt like I was a living exemplar of one of Professor Lanigan’s favorite examples: what dictionaries and encyclopedias say or do not say. Lanigan said that “dictionaries tell you how to use the words (forms, ideas) but not what word to use” and “encyclopedias tell you what facts to use (structure, experience), but not how to use them” (1992: 208–209). That was my situation with the word “play”. Webster’s dictionary gave me around fifty different meanings for the word “play”. Which one should I choose? I am sure that I made the best choice, as I will demonstrate throughout this presentation, organized around these three ideas that in an inverse order would be theory, method, and case. (shrink)