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)

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)

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 (...) class='Hi'>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)

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

Semiotics is an innovative science that has latterly entered the field of contemporary research. This knowledge application has become more or less common in urban planning, although gradually and not directly. Various urban phenomena tend to be hidden based on their characteristics, and only their effects can be studied in the city, so semiotics can be an efficient and accurate mechanism to generate qualitative data from cities. This article consists of three sections; First, with an initial review of (...) the fundamental concepts and definitions of semiotics, the SIGN is defined and then based on the theoretical foundations of Saussure's concepts, semiotics indicators are categorized. Next, the prototypes of semiotics from the point of view of Umberto Eco, which is one of the most famous categorizations done in this regard, will be studied. Subsequently, the following classifications will be considered in this article: - Biological semiotics - Ecological semiotics - Computer Semiotics - Social semiotics - Cultural semiotics - Visual semiotics - Visual semiotics In the last section, for each of the seven types of semiotics explained, first, a definition and second Saussure's concepts of it will be analyzed and finally the interpretation of that class of semiotics in urban planning, or in other words, the application of each type of semiotics in urban planning will be discussed. (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)

Many countries throughout the globe function in a system that allows the usage of more than one language. Such a multilingual social reality’s construction, especially in societies like the one in which I am living, is perceived in many different ways: attempting thus to provide for the process of differentiating identity’s oneness and sameness into various cultural subcategories, which already represent new realities. Due to newly created social realities, semiotics naturally discusses the differences and/or oppositions that can (...) contribute to various cultures’ mutual exclusivity or inclusivity, in terms of various heterogeneous “transformations,” which would thus overcome dualities, and be viewed as single acts of signs, or as a result of a process of singularization of their constituent components. I shall also attempt using a semiotic style that may enact a semiotics of action, grounded on the semiotics of passions, through a way of producing semantic taxonomies as pride versus humiliation, hegemony versus subordination, etc., obtainable due to disjunctive and/or conjunctive semiotic relations such as contextualization versus de-contextualization. (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)

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)

Contemporary Information Systems management incorporates the need to make explicit the links between semiotics, meaning-making and the digital age. This focus addresses, at its core, pure rationality, that is, the capacity of human interpretation and of human inscription upon reality. Creating the new real, that is the motto. Humans are intrinsically semiotic creatures. Consequently, semiotics is not a choice or an option but something that works like a second skin, establishing limits and permeable linkages between: human thought and (...) human's infinite world of imagination; and human action, with its correspondent infinite world of intentionality, of desire and of unexplored possibilities. Two instances are contrasted as two reading lenses of current business reality: IS governance and industry 4.0. These phenomena correspond to the need to take accountability, transparency and responsibility into account, when designing IS and when using such systems through the ecology of connectivity, Big Data and the Internet of Things. Political, social and cultural dimensions are brought into the equation, when addressing the question of the relevance and adequateness of IS theory and practice to respond to contemporary challenges. The message is that what has already been achieved is but a shadow, a pale vision, of what might be achieved in the age of the new Renaissance. (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)

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

A topological model of elementary semiotic schemes is presented. Implications are discussed with respect to the establishment of abstract terms and the search for ultimate meaning.

Although the enactive approach has been very successful in explaining many basic social interactions in terms of embodied practices, there is still much work to be done when it comes to higher forms of social cognition. In this article, we discuss and evaluate two recent proposals by Shaun Gallagher and Daniel Hutto that try to bridge this ‘cognitive gap’ by appealing to the notion of narrative practice. Although we are enthusiastic about these proposals, we argue that (i) it (...) is difficult to see them as continuous with the enactivist notion of direct coupling, and (ii) the failure to account for folk psychological action interpretation suggests that the enactive approach should adopt a broader notion of coupling. (shrink)

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

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

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

Modern semiotics is a branch of logics that formally defines symbol-based communication. In recent years, the semiotic classification of signs has been invoked to support the notion that symbols are uniquely human. Here we show that alarm-calls such as those used by African vervet monkeys (Cercopithecus aethiops), logically satisfy the semiotic definition of symbol. We also show that the acquisition of vocal symbols in vervet monkeys can be successfully simulated by a computer program based on minimal semiotic and neurobiological (...) constraints. The simulations indicate that learning depends on the tutor-predator ratio, and that apprentice-generated auditory mistakes in vocal symbol interpretation have little effect on the learning rates of apprentices (up to 80% of mistakes are tolerated). In contrast, just 10% of apprentice-generated visual mistakes in predator identification will prevent any vocal symbol to be correctly associated with a predator call in a stable manner. Tutor unreliability was also deleterious to vocal symbol learning: a mere 5% of “lying” tutors were able to completely disrupt symbol learning, invariably leading to the acquisition of incorrect associations by apprentices. Our investigation corroborates the existence of vocal symbols in a non-human species, and indicates that symbolic competence emerges spontaneously from classical associative learning mechanisms when the conditioned stimuli are self-generated, arbitrary and socially efficacious. We propose that more exclusive properties of human language, such as syntax, may derive from the evolution of higher-order domains for neural association, more removed from both the sensory input and the motor output, able to support the gradual complexification of grammatical categories into syntax. (shrink)

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

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 (...) class='Hi'>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)

This article is devoted to the analysis of the socio-semiotic theory of M.Foucault, which allows clarifying the phenomenal horizon in the socio-political space. Social semiotics is viewed as a grammar of a separate sign system that describes the area of a specific communicative phenomenon controlled by a system of meanings. Power, using semiotic techniques, marking space, creates a disciplined body, a disciplined person, and a disciplined consciousness. The means of coercion reveal those on whom they influence but also (...) manifest the very place of Power. At the same time, Power, functioning as a draft mechanism, attracts and extracts both the norm and deviations, which it tirelessly monitors. Specific ways of speaking, pronouncing, and certain constructions of signs and symbols that shape the social space reveal the space for the manifestation of Power. Through the use of the technique of signs that permeates the entire social space, Power is economically and efficiently distributed throughout the body of society, codifies all possible behavior, and therefore reduces the indefinite area of all possible actions. All human gestures and actions can be interpreted as semantic units that can be rationally explained and systematized. (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)

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

This 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)

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 great divide of modern thought is whether mind is real or naught. The conceit that either mind is reducible to matter or that mind is utterly ethereal is rooted in a mind-versus-matter dichotomy that can be characterized as the modern error, a fatally flawed fallacy rooted in the philosophy and culture of nominalism. A Peircean semiotic outlook, applied to an understanding of social life, provides a new and full-bodied understanding of semiosis as the bridge between mind and matter, (...) and human biology and culture. I begin by first delineating the false divide and showing Charles Sanders Peirce’s alternative to it, then explore the implications of a semiotic approach to mind as trans-action, then consider the self-transcending nature of the human body-mind. Finally I outline my ecological, biosemiotic account of mind, which reveals that, indeed, mind matters, and in ways that unexpect-edly resemble the forms of animism that characterized the hunting-gathering foragers through whom we anatomically modern humans emerged. (shrink)

This article surveys five approaches to justice in contemporary Anglo-American legal thought: pure proceduralism, the sources thesis, the semiotic model, the social convention model, and the ‘law and...’ model. Each approach has associated justice with the foundation of the legal structure of rules, principles and the like. The foundation for pure proceduralism has rested in the conditions (such as majority will, freedom of expression, and political equality), external to the pure process. For the sources thesis, the foundation has been (...) the state institutions, such as courts and legislatures and ultimately to the state external to the legal structure. With the semiotic model, the structure of signifying concepts (rules, principles, doctrines and other intelligible objects) takes the foundation as a non-signified concept (such as Hans Kelsen’s Grundnorm) external to the signifying relations inside the structure. For the social convention model, the key has been the observation by a jurist of the regularity of a multiplicity of experienced events and the regularity, in turn, is a concept which abstracts from and unifies the multiplicity into a concept. The final approach, the law and…approach, has assumed that the foundation lies in the external and independent disciplinary discourse, thereby reinforcing the observed legal structure as given. -/- The foundation, in each context, has been considered external to the units and analytical reasoning of the legal structure. The foundation, that is, has been considered neither legal nor illegal. The consequence has been that jurists, working within the structure founded by an externality, cannot access justice. The clue to justice, I suggest, is concealed inside the structure itself: namely in the multiplicity of experienced events which the concepts and signifying relations have enclosed and forgotten. The Paper briefly fleshes out the latter sense of access to justice. (shrink)

Philosophers and social scientists of diverse orientations have suggested that the pragmatics of semiosis is germane to a dynamic account of meaning as process. Semiosis, the central focus of C. S. Peirce's pragmatic philosophy, may hold a key to perennial problems regarding meaning. Indeed, Peirce's thought should be deemed seminal when placed within the cognitive sciences, especially with respect to his concept of the sign. According to Peirce's pragmatic model, semiosis is a triadic, time-bound, context-sensitive, interpreter-dependent, materially extended dynamic (...) process. Semiosis involves inter-relatedness and inter-action between signs, their objects, acts and events in the world, and the semiotic agents who are in the process of making and taking them. (shrink)

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

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

Contemporary post-aesthetic art implies an expanded concept of the work of art that also includes political functions. Beuys’s concept of social sculpture and Marcuse’s idea of society as a work of art can be complemented by Abreu’s project of a musical orchestra as a social ideal and the Neue Slowenische Kunst transnational state formed from the core of art. These concepts are close to the views of Hakim Bey, with D’Annunzio also touching upon them with his State of (...) Fiume, for which he wrote the constitution and defined music as its central governing principle. Although the art state is a utopian project, art can serve a variety of emancipatory functions even in the dystopian present to intervene in and change the political. In this article, we also discuss the case of art activism in Slovenia, where culture has become a central part of civil society oriented towards social change. Art activism contributes to an expanded concept of the political, which includes new subjects and new forms of antagonisms. Likewise, such repurposing of art emphasises its role in research. (shrink)

A mesure qu'ils avancent dans leur œuvre de prospection, les sémioticiens s'aperçoivent que tout est communication, la langue bien sûr, mais aussi les images, les sons, les objets, les gestes, et que tous ces phénomènes constituent des systèmes de signes qui doivent être étudiés en ramenant chaque message aux codes qui en régissent l'émission et la compréhension. Comprendre les systèmes de signes impose toutefois d'envisager les codes comme des structures, puis de recouvrir à des structures toujours plus vastes, dans un (...) mouvement de régression vers la matrice originelle de toute communication possible, vers un prétendu Code des Codes qui devrait représenter la détermination " naturelle " précédant toute culture. Mais si la sémiotique s'engageait dans cette voie, elle ne pourrait qu'aboutir à la " source " de toute structure possible, forcément non structurée, à ce qu'Umberto Ecco appelle la structure absente. Son livre, tout en refusant ce Code des Codes, essaie de montrer que tout acte communicatif est dominé par la présence massive de codes socialement et historiquement déterminés. La sémiotique découvre ainsi dans la dialectique entre code et message les rapports entre l'univers de signes et l'univers des idéologies, qui se reflètent dans les modes communicatifs préconstitués, et elle relie le monde des choses au monde de la culture, qui formalise les choses non pas pour les reconnaître comme elles sont mais afin de les transformer. Après avoir étudié dans L'œuvre ouverte (1965) les structures des langages expérimentaux de l'art contemporain, Umberto Ecco traite ici l'ensemble des problèmes sémiotiques et ce livre constitue à la fois sa contribution à la recherche en cours et le panorama actuellement le plus vaste et le plus complet sur les préalables constitutifs à toute sémiotique et sur l'état présent du structuralisme. (shrink)

The historical avant-gardes showed that it is in the syntactic space where the mutations of art occur, where the creative potentialities in contemporary art are played. Hence the need to accentuate the syntactic creation registers in the works of the Estridentistas. There is no creation of images, rhythms, words, atmospheres, sound orientations, planes or political-literary postures that are valid apart from the syntax effects in which the poems of Manuel Maples Arce, Germán List, Salvador Gallardo and Kyn-Taniya take place, the (...) paintings, engravings and sculptures by Fermín Revueltas, Ramón Alva de la Canal, Germán Cueto and Leopoldo Méndez, the novels and essays by Arqueles Vela, the pieces from the Estridentista period by Silvestre Revueltas, the plays by Salvador Gallardo and Germán Cueto. The syntax is the tracing of indirect paths created in each poem, installation, plastic or musical work, to show life in things; those forces, paths and paths that, when going from life to language, create a work. It is, therefore, a speed. I don't use "speed" as a metaphor. It is the speeds that interdigitate events, images, objects; those that relate and stress semantic, sound, semiotic and social forces, paths and trajectories. Velocity is the gradient of the syntax, the relationship between phenomena, the variation of the elements according to a certain direction, the trajectory medium, the semantic loads and the systems of signs: it is not necessary to think that the syntactic effects are something like general mechanisms that precede poems, plastic and musical works. A new syntactic speed detaches itself as much as it can from what is constituted and seeks to bring poetic, pictorial, musical language to its threshold of meaning, informational or communication, to its referential, rhythmic, constructive threshold. Therefore, it should not be confused with acceleration. Slowness is a speed, as in Handke's writing or in some sections of Tarr's films. (shrink)

Abstract This paper seeks to give an account of the semiotic and interpretive processes involved in the ambiguity of media representations and, in particular, of new and of different forms of construccion-difusion of information. For this reason, it is deemed the massive dissemination of information and journalistic exercis as a semiotic process in the construction of a fictitious reality. In this regard, it i sought to account for the media representation, as the contrast of the uniform character of the mass (...) expression (context of production) and the diversity of interpretations (context of reception). This review examines both component which are the concrete support that allows the individual to mean social conten non-, mid-, and intentional, thereby fostering a strong sense of social belonging. (shrink)

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

Gesellschaft ist ein schwieriger, weil prinzipiell nie konkret faßbarer Gegenstand der Erkenntnis. Zu diesem Problem gibt es u.a. transzendentale, phänomenologische, systemtheoretische Ansätze. Die Gegenstandsverfassung hat weitreichende forschungspraktische Konsequenzen, auch hinsichtlich sozialwissenschaftlicher Wissenschaftlichkeit. Pragmatismus und Semiotik fand, trotz Apels Peirce- und Joas’ Meadrezeption, noch nicht genügend Beachtung. Gesellschaft wird nicht als Objekt, sondern als erkenntnisdeterminierendes Ziel eines kognitiven Verhaltens eingeführt. Sie wird so kontextualisiert in einer Wahrheitstheorie, die sowohl objektive Fakten wie kognitive Allgemeinheit in sich vereint, und zwar konkret in jeder (...) Zeichenrelation. Von hier ließe sich die Systemtheorie Luhmanns debattieren, nicht in ihren attraktiven Anwendungen, sondern ihrem logischen Kern nach. (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)

La presente compilación de artículos es resultado del trabajo en colaboración realizado en el seminario institucional intitulado “Sociosemiótica y Cultura: Principios de Semiótica y Modelos de Análisis”, que durante 2016 se desarrolló en las instalaciones del Instituto de Investigaciones Sociales de la Universidad Nacional Autónoma de México (IIS-UNAM). En dicho espacio de intercambio académico se dieron cita diferentes investigadores que —desde sus particulares enfoques— contribuyeron a adoptar una visión holística acerca de los temas y problemas semióticos implicados en la investigación (...) científica. En principio, el objetivo del seminario fue la divulgación; a saber: dar a conocer la vinculación tanto teórico-empírica como teórico-metodológica de las categorías semióticas en la construcción de explicaciones científicas sobre fenómenos sociales y procesos de conocimiento en la ciencia. Para ello, el programa de presentaciones abordó diferentes ámbitos de conocimiento, tanto de las ciencias naturales: física, biología, matemáticas, lógica, como de las ciencias sociales: sociología, antropología, comunicación, al igual que estudios concretos desde las humanidades: filosofía y arte. En este sentido, acercarse a los estudios de semiótica desde diferentes disciplinas científicas (en términos generales, no sólo en ciencias sociales), obligó a reconocer el valor epistemológico de la explicación semiótica. Dicho valor consiste en aceptar que el conocimiento científico se constituye a partir de procesos de significación, donde intervienen relaciones sígnicas en el nivel lingüístico (términos, conceptos, categorías); en el nivel icónico-visual (esquemas, imágenes, diagramas), icónico-lógico (fórmulas, operaciones), entre otros; y que —en conjunto— dichas relaciones de significación dan como resultado “ensamblajes sígnicos”; es decir (a la manera de Javier Echeverría, 1985: 71 y ss.), sistemas de signos que construyen modelos explicativos, cuya validez y sentido están determinados por la coherencia/consistencia interna de dichos sistemas. (shrink)

Across several disciplines there has been renewed interest in philosophical pragmatism in the past few years. What had been a body of thought reduced largely to the influence of George Herbert Mead in sociology, has reemerged with significance for semiotics, philosophy, literary criticism, and other disciplines. The reasons for a renewed interest in the thought of Charles Peirce, William James, John Dewey, and a revised George Herbert Mead can be found in the theory of meaning proposed by the pragmatists: (...) a theory of meaning that can include more phenomena within the realm of significance, and therefore a theory of meaning that can contribute to ongoing attempts to refashion social theory. (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)

O presente artigo busca analisar, no aspecto da imagem audiovisual e focando na questão do movimento, a série televisiva de desenho animado Speed Racer ( Mach Go Go Go , 1967-68). Utilizando a teorização de Gilles Deleuze acerca da imagem-movimento e seus aspectos semióticos, o objetivo aqui é ver como um desenho animado, utilizando a chamada animação limitada, consegue representar o movimento automobilístico sem precisar mobilizar inúmeros elementos de animação ou mesmo rotoscopiar imagens de corridas de carros. Por fim, o (...) artigo traz algumas considerações sobre como Speed Racer , utilizando sua abordagem semiótica de movimento, agiu na linguagem do dispositivo do desenho animado, ou seja, nos campos de ação social mimetizados por qualquer realização audiovisual. (shrink)

What kind of entities are works of art from an ontological point of view? This question has become canonical in the framework of analytic philosophy. One way of answering the puzzle seemed to be conclusive. It is the hypothesis that all, or the majority of artworks can be identified with types embedded into tokens. To begin with, I will survey how the type-token distinction transitioned from semiotics to ontology. Secondly, I will consider how some contemporary art forms contributed to (...) questioning this approach to the ontology of artworks. Lastly, I will suggest how the nature of types and tokens should be reassessed in order to properly describe artworks in their historical and socially construed nature. (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)

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

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

Reciprocal Ethics is a novel ethical framework rooted in praxeology, the study of purposeful action. It represents an entirely new paradigm in moral philosophy, placing interaction at the core of universal ethics. Traditional ethical theories often divorce thought from action. Reciprocal Ethics contends that they are two aspects of the same phenomenon in the human experience, removing the traditional boundary between theoretical and practical ethics. The system categorizes all social interaction as either “self-directed” or “other-directed”, and by introducing the (...) concept of "normative signaling" it also exerts legitimate prescriptive power. The theory is a self-consistent, purely descriptive approach to ethics, that suggests that one's actions serve as semiotic signs that signal one's ethical stance in social interaction. Hence actions do not only define individual moral profiles, but also the moral ecosystem within which one actually operates. The theory operates in real time, adapting to the complexity of reality by taking into account uncertainty, incomplete data and social asymmetries. Reconciling elements of consequentialism and deontological theories, Reciprocal Ethics delivers a streamlined, yet comprehensive ethical system for social interaction, offering tangible insights for navigating complex moral dilemmas. By synthesizing descriptive metaethics and normative moral philosophy into one comprehensive formal theory, a bold assertion arises: Reciprocal Ethics becomes the Formal Science of Ethics. (shrink)

Until the late 19th century scientists almost always assumed that the world could be described as a rule-based and hence deterministic system or as a set of such systems. The assumption is maintained in many 20th century theories although it has also been doubted because of the breakthrough of statistical theories in thermodynamics (Boltzmann and Gibbs) and other fields, unsolved questions in quantum mechanics as well as several theories forwarded within the social sciences. Until recently it has furthermore been (...) assumed that a rule-based and deterministic system was also predictable if only the rules were known, but this assumption has now been undermined by modern chaos-theory describing rule-based and deterministic, but unpredictable systems, while catastrophe-theory delivers a set of types describing various kinds of instability and conditions for the stability of a given system. Hence the main trait in the theoretical development in the 20th-century science can be described as a basic modification and limitation of some of the fundamental and strong assumptions forwarded in the previous epochs of modern science. Ironically, the very same process has been a process in which the human capacity to intervene in nature has expanded dramatically and mainly with the help of the very same theories, and not least because they allow nature to be described and made manipulable on a lower level and a more fine-grained scale. While the overall theoretical consistency between the various theories has gone, the reach of human intervention in nature has increased based on quite new dimensions whether in the area of physics (e.g.: energy technologies, chemical technologies, nanotechnologies etc.) or biology (ge¬netic manipulation) or in the area of psychology, sociology and culture (artificial simulations of mental processes, new means of communication, implying changes in the social infrastructure and cultural behaviour etc.). While some of these changes and new conditions can be reflected from within the conceptual framework of rule-based systems, albeit more complex than formerly recognized, others seem to give rise to the question of whether there are »systems« and relations between different systems in the world which are not rule-based? For instance, it seems to be obvious that the notion of instability represents a major conceptual break with former theories of rule-based systems, as the stability of the latter is an axiomatically given property implied in the very notion of rule-based systems, while instability can only be the result of external influence which should be explained as the result of another rule-based sy¬stem. While there are no difficulties implied concerning the stability of rule-based systems, the notion of unstable states of a system raises the question of how there can be a system at all if there are no invariant stabilising principles? This is the first question which I will address. And I shall do so by taking two examples of such systems as my point of departure. The first example will be the computer and the second will be ordinary language. In both cases I will argue that the stability of these systems (which are both defined by the existence/presence of human intentions) are provided by the help of - differently organised - redundancy functions which both allow the maintenance of systems in unstable macro-states, suspension of previous rules, underdetermination and overdetermination and generation/emergence/creation of new rules more or less independent of previous rules by the help of optional recursions to the permanently accessible underlying levels as for instance the level of binary representation in computers. Since the notion of redundancy is both controversial as such and often avoided, the concept is discussed (as defined in Claude Shannon's mathematical theory of information and in the semiotic framework of J. J. Greimas) and leading to a more general definition in which the redundancy functions serve to overcome noisy conditions, but at the cost of rule-based stability, determination, and predictability. A second question will be how the notion of rule-generating systems relates to the notion of anticipatory systems and it will be argued that rule-generating systems share some features with an¬ticipatory systems and that the former from a certain viewpoint can be seen as a subclass of the latter, although anticipative features are not necessarily a part of the definition of rule-generating systems. On the other hand, it will be discussed whether anticipatory systems which are not rule-generating systems can exist and it will be argued that the capacity to anticipate is strongly limited if it is not part of a rule-generating system. Therefore, it is concluded that the most powerful anticipatory systems need to be rule-generating systems. (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)

The present paper considers using Social Networking Sites (SNS) as the primary means of communication . Current situations of communication are often associated with the active use of various SNS - convenient tool for information exchange, as new media, and one of the most widespread ways of self-presentation. The author comes to the conclusion that a SNS (like Facebook) gives no effective means to discern the real face - ego-, personal or actual social identity. However, modern Internet technologies (...) provide us with useful instruments, applied to the social network analysis and semiotic approach, to define the virtual social (or personal) identity that can (or cannot) be the same as the real one. (shrink)

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)