Saussure and His Intellectual Environment
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Marketing Semiotics
Marketing Semiotics Professor Christian Pinson Semiosis, i.e. the process by which things and events come to be recognized as signs, is of particular relevance to marketing scholars and practitioners. The term marketing encompasses those activities involved in identifying the needs and wants of target markets and delivering the desired satisfactions more effectively and efficiently than competitors. Whereas early definitions of marketing focused on the performance of business activities that direct the flow of goods and services from producer to consumer or user, modern definitions stress that marketing activities involve interaction between seller and buyer and not a one- way flow from producer to consumer. As a consequence, the majority of marketers now view marketing in terms of exchange relationships. These relationships entail physical, financial, psychological and social meanings. The broad objective of the semiotics of marketing is to make explicit the conditions under which these meanings are produced and apprehended. Although semioticians have been actively working in the field of marketing since the 1960s, it is only recently that semiotic concepts and approaches have received international attention and recognition (for an overview, see Larsen et al. 1991, Mick, 1986, 1997 Umiker- Sebeok, 1988, Pinson, 1988). Diffusion of semiotic research in marketing has been made difficult by cultural and linguistic barriers as well as by divergence of thought. Whereas Anglo-Saxon researchers base their conceptual framework on Charles Pierce's ideas, Continental scholars tend to refer to the sign theory in Ferdinand de Saussure and to its interpretation by Hjelmslev. 1. The symbolic nature of consumption. Consumer researchers and critics of marketing have long recognized the symbolic nature of consumption and the importance of studying the meanings attached by consumers to the various linguistic and non-linguistic signs available to them in the marketplace. -
Qualia NICHOLAS HARKNESS Harvard University, USA
Qualia NICHOLAS HARKNESS Harvard University, USA Qualia (singular, quale) are cultural emergents that manifest phenomenally as sensuous features or qualities. The anthropological challenge presented by qualia is to theorize elements of experience that are semiotically generated but apperceived as non-signs. Qualia are not reducible to a psychology of individual perceptions of sensory data, to a cultural ontology of “materiality,” or to philosophical intuitions about the subjective properties of consciousness. The analytical solution to the challenge of qualia is to con- sider tone in relation to the familiar linguistic anthropological categories of token and type. This solution has been made methodologically practical by conceptualizing qualia, in Peircean terms, as “facts of firstness” or firstness “under its form of secondness.” Inthephilosophyofmind,theterm“qualia”hasbeenusedtodescribetheineffable, intrinsic, private, and directly or immediately apprehensible experiences of “the way things seem,” which have been taken to constitute the atomic subjective properties of consciousness. This concept was challenged in an influential paper by Daniel Dennett, who argued that qualia “is a philosophers’ term which fosters nothing but confusion, and refers in the end to no properties or features at all” (Dennett 1988, 387). Dennett concluded, correctly, that these diverse elements of feeling, made sensuously present atvariouslevelsofattention,wereactuallyidiosyncraticresponsestoapperceptions of “public, relational” qualities. Qualia were, in effect, -
Beke.Vp:Corelventura
„Bohemistyka” 2011, nr 3, ISSN 1642–9893 MártonBEKE interesting investigation to see how various theories and scholars have Budapeš influenced each other, sometimes ignoring political borders and cul- tural boundaries and sometimes very much affected by them, in- cluding geopolitical and historical factors, such as, for example, WorldWarII. MigratingScholars Although I mentioned above East and West, in this present paper andIdeasThePragueSchoolandScandinavia1 I intend to concentrate upon the Nordic countries. As we are going to see, the role of the Scandinavian countries was not irrelevant at all in thehistoryofstructuralismanditsimpactuponEuropeandthe US. The Prague Linguistic Circle was founded more than eighty years The first part of my paper is going to focus on the interwar period ago and it has created a system – structuralism – that is still amongst and the years of World War II, while the subject of the second part will the most influential theories in the fields of linguistics, literary theory besomereflectionsofCzechstructuralismin Scandinavia afterwar. and aesthetics. However, this very first sentence already raises several The Prague School has its roots in linguistics, its first representa- questions. Firstly, what is it that we call structuralism? Most of today’s tives and members were primarily linguists, like the above mentioned Western-European or American scholars or students would probably Vilém Mathesius, the first president of the Prague Linguistic Circle, or think of Claude Lévi-Strauss, Roland Barthes, Michel Foucault or Roman Jakobson, Nikolai Trubetzkoy, Josef Vachek and others. maybe Roman Jakobson. It is very likely that only a few of them However, some members of the Circle were also literary theorists and would think of the group of scholars – mostly linguists – that came to- aesthetes like Jan Mukaøovský and René Wellek. -
Mexico Trubetzkoy Talk Slides
80 Años de los Grundzüge der Phonologie. N. S. Trubetzkoy. Presentación de la Nueva traducción y versión crítica Martes 15 de octubre de 2019 Contribu)ons of N. S. Trubetzkoy to Phonological Theory B. Elan Dresher University of Toronto 1 1. Intoducton 2 Trubetzkoy’s Grundzüge der Phonologie N. S. Trubetzkoy’s Grundzüge der Phonologie (1939) was the greatest work in phonology ever published when it appeared, and it remains very important to this day. 3 Trubetzkoy’s Principios de fonología In time for its 80th anniversary we now have a wonderful new critical edition and translation into Spanish by Esther Herrera Zendeyas and Michael Herbert Knapp. 4 Introduc)on I will try to show why this book is so fundamental to the ield of phonology, and to linguistic theory more generally. At one level, we can look at the book as the first systematic and comprehensive presentation of a structuralist approach to phonology. At another level, it is a sourcebook of phonological ideas and analyses that can be mined productively, even by those working in other theoretical frameworks. One of the things that make this book great is the sheer number of ideas and analyses of many different phonological systems. 5 Introduc)on Many of the ideas Trubetzkoy introduced or expanded on in the Grundzüge have entered the phonological mainstream, though not always in the form that he intended. Also, because the book was published posthumously and the author never had a chance to check the proofs or make revisions, not everything in it is perfectly clear or consistent. -
'Langue' and 'Langage
FOURNET, Arnaud. Some comparative and historical considerations about Ferdinand de Saussure's distinction between ‘langue’ and ‘langage’. ReVEL , vol. 8, n. 14, 2010. [www.revel.inf.br/eng]. SOME COMPARATIVE AND HISTORICAL CONSIDERATIONS ABOUT FERDINAND DE SAUSSURE ’S DISTINCTION BETWEEN ‘LANGUE ’ AND ‘LANGAGE ’ Arnaud Fournet 1 [email protected] ABSTRACT : Modern French has two words: langue and langage when English has only one: language , originally a loanword from Old French. The article investigates when and how French gradually used two words to distinguish the concept of a particular language ( langue ) and that of speech ability ( langage ). This split started around 1600 and was permanently established around 1800. KEYWORDS : Language; Structuralism; de Saussure. 1. ABOUT THE ENGLISH WORD ‘LANGUAGE ’ The present article originates in my personal realization that English only has one word: language whereas French has two words: langue and langage to describe linguistic activity, behavior, competence or faculty 2, in spite of the quite obvious historical fact that the English word is a loanword from (Old) French 3. So I set about looking for the reasons why the difference exists and what particular theoretical features it may entail. English somehow misses a word and it is interesting to investigate the causes and some potential consequences of that lexical want. It is worth noting that, following the impulse of Old French, several modern Romance languages display a similar difference between langue 4 and langage 5. The word langue is the 1 PhD from Université René Descartes. 2 Depending on the theoretical preferences of authors. 3 The English word begins to be attested in the time bracket: 1250-1300. -
Media Theory and Semiotics: Key Terms and Concepts Binary
Media Theory and Semiotics: Key Terms and Concepts Binary structures and semiotic square of oppositions Many systems of meaning are based on binary structures (masculine/ feminine; black/white; natural/artificial), two contrary conceptual categories that also entail or presuppose each other. Semiotic interpretation involves exposing the culturally arbitrary nature of this binary opposition and describing the deeper consequences of this structure throughout a culture. On the semiotic square and logical square of oppositions. Code A code is a learned rule for linking signs to their meanings. The term is used in various ways in media studies and semiotics. In communication studies, a message is often described as being "encoded" from the sender and then "decoded" by the receiver. The encoding process works on multiple levels. For semiotics, a code is the framework, a learned a shared conceptual connection at work in all uses of signs (language, visual). An easy example is seeing the kinds and levels of language use in anyone's language group. "English" is a convenient fiction for all the kinds of actual versions of the language. We have formal, edited, written English (which no one speaks), colloquial, everyday, regional English (regions in the US, UK, and around the world); social contexts for styles and specialized vocabularies (work, office, sports, home); ethnic group usage hybrids, and various kinds of slang (in-group, class-based, group-based, etc.). Moving among all these is called "code-switching." We know what they mean if we belong to the learned, rule-governed, shared-code group using one of these kinds and styles of language. -
Semiotic/Cultural Analysis Brainstorming
Writing & Language Development Center S emiotic/cultural analysis brainstorming Semiotics is the study and interpretation of cultural signs: words, objects, images, or behaviors. For example, a red light is a sign, but signs derive their meaning from the context in which we find them, so to understand the meaning of a red light, we must place it in a wider context. A red light at a busy intersection means one thing, and a red light in the window of an Amsterdam brothel means something else. Use this tip sheet as a tool once you have selected a sign: • Using questions, place the sign within a context of similar things. • Using questions, identify what social values the sign represents. • Write a claim about how the sign shows cultural values, and where cultural power is concentrated. Discovering the context, or system, of a sign First ask yourself questions about the word, object, image, or behavior you wish to examine. You want to place it in an appropriate context, or system, of similar things. Some questions to ask Example brainstorming… What is the cultural sign (word, object, image, behavior)? My ceramic coffee cup What is it like? What things are similar? Other coffee cups: travel mugs, Styrofoam cups, porcelain tea cups, my handmade pottery cup Among those things, what things are different? How are My mug is less delicate than a teacup, so I’m not afraid of breaking it. It they different? How different are they? isn’t as rugged as a plastic or metal travel mug. It looks nicer and makes less waste than Styrofoam. -
A Semiotic Perspective on the Denotation and Connotation of Colours in the Quran
International Journal of Applied Linguistics & English Literature E-ISSN: 2200-3452 & P-ISSN: 2200-3592 www.ijalel.aiac.org.au A Semiotic Perspective on the Denotation and Connotation of Colours in the Quran Mona Al-Shraideh1, Ahmad El-Sharif2* 1Post-Graduate Student, Department of English Language and Literature, Al-alBayt University, Jordan 2Associate Professor of Linguistics, Department of English Language and Literature, Al-alBayt University, Jordan Corresponding Author: Ahmad El-Sharif, E-mail: [email protected] ARTICLE INFO ABSTRACT Article history This study investigates the significance and representation of colours in the Quran from the Received: September 11, 2018 perspective of meaning and connotation according to the semiotic models of sign interpretation; Accepted: December 06, 2018 namely, Saussure’s dyadic approach and Peirce’s triadic model. Such approaches are used Published: January 31, 2019 to analyze colours from the perspective of cultural semiotics. The study presents both the Volume: 8 Issue: 1 semantic and cultural semiotics aspects of colour signs in the Quran to demonstrate the various Advance access: December 2018 semiotic meanings and interpretations of the six basic colours (white, black, red, green, yellow, and blue). The study reveals that Arabic colour system agrees with colour universals, especially in terms of their categorization and connotations, and that semiotic analysis makes Conflicts of interest: None an efficient device for analyzing and interpreting the denotations and connotations of colour Funding: None signs in the Quran. Key words: Semiotics, Signs, Denotation, Connotation, Colours, Quran INTRODUCTION or reading, a colour ‘term’ instead of seeing the chromatic Colours affect the behaviour by which we perceive the features of the colour. -
A Semiotic Ontology of the Commodity
I Paul Kockelman BARNARD COLLEGE A Semiotic Ontology of the Commodity The commodity is analyzed from a semiotic stance. Rather than systematically unfold a subject-object dichotomy (via Hegel’s history as dialectic), it systematically deploys a sign-object-interpretant trichotomy (via Peirce’s logic as semiotic). Rather than conflate economic value and linguistic meaning through the lens of Saussure’s semiology, it uses Peirce’s semiotic to provide a theory of meaning that is general enough to include com- modities and utterances as distinct species. Rather than relegate utility and measure to the work of history (as per the opening pages of Marx’s Capital), these are treated as essential aspects of political economy. And rather than focus on canonical 19th-century commodities (such as cotton, iron, and cloth), the analysis is designed to capture salient features of modern immaterial commodities (such as affect, speech acts, and social rela- tions). [commodity, semiotics, value, measurement, labor] ince the signing of peace accords in 1996, bringing to a ceremonial end several decades of civil war, Guatemala has seen hundreds of nongovernmental organi- Szations spring up, attempting to meet the challenges of post–civil war society: overpopulation, deforestation, illiteracy, damaged infrastructure, nonexistent democ- racy, and—as evinced in the explosion of vigilante justice in rural villages—a grow- ing sense not only of state illegitimacy but of impotence. One of these organizations is Project Eco-Quetzal, founded in 1990 by German ecol- ogists with the goal of protecting the numerous bird species that reside in Guatemala’s remaining cloud forests. Since the peace accords, the project has grown and diversi- fied considerably, its goals now including the promotion of alternative crafts, bio- monitoring, intensive farming, soil conservation, sustainable development, disaster preparedness, literacy, health care, and conflict resolution. -
Firstly, Every System Has a Structure
Study Material Department of English Name of the course: EM 18 LITERARY THEORIES-II NAME OF THE MODULE: STRUCTURALISM LECTURE -1 DR SAUNAK SAMAJDAR KINDLY GO THROUGH THE FOLLOWING CAREFULLY. MORE EXPLANATION AND AUDIO/VIDEO-LEECTURES WOULD FOLLOW . • Structuralism is a 20th Century approach to the human sciences . • It has had a profound effect on linguistics, sociology, anthropology and other fields like critical analysis of literary and artistic texts that attempts to analyze a specific field as a complex system of interrelated parts. • Broadly speaking, Structuralism holds that all human activity and its products, even perception and thought itself, are constructed and not natural, and in particular that everything has meaning because of the language system in which we operate. • It is closely related to Semiotics, the study of signs, symbols and communication, and how meaning is constructedand understood. • There are four main common ideas underlying Structuralism as a general movement • firstly, every system has a structure; • secondly, the structure is what determines the position of each element of a whole; • thirdly, "structural laws" deal with coexistence rather than changes; and • fourthly, structures are the "real things" that lie beneath the surface or the appearance of meaning. \ • Structuralism is widely regarded to have its origins in the work of the Swiss linguis-tic theorist Ferdinand de Saussure(1857 - 1913) in the early 20th Century, but it soon came to be applied to many other fields, including philosophy, anthropology, psychoanalysis, sociology, literary theory and even mathematics. • In the early 20th Century, Saussure developed a science of signs based on linguistics (semiotics or semiology). -
Schools of Linguistics Thought
First Linguistics Lecture Schools of Linguistics Thought The Prague Linguistics Circle Prague Linguisitc Circle A group of linguists belonging to the Linguistic Circle of Prague founded in 1926. It has been considerably influential in the development of distinctive feature analysis. Roman Jackobson He was very much influenced bu trubeskoy work as they worked collaboratively along with other active memebrs of the Prague school. His ideas began to diverge in significant ways from those of his memebrs after the death of Trubetzkoy in the late 30s. “Observations sur le classement phonologique des consonnes” the article he wrote in French and presented to the Third International Congress of Phonetic Sciences in 1938 in Ghent, Jakobson made a most far- reaching breakthrough as he declared that” Basic tenet of the Article “[n]ous identifions les phonèmes d’une langue donnée en les décomposant en leurs caractères phonologiques constitutifs, c’est- à-dire que nous établissons pour chaque phonème quelles qualités l’opposent aux autres phonèmes du système en question English Translation (We identify the phonemes of a given language by decomposing them into their constituent phonological characters, that is, we establish for each phoneme the qualities it opposes to the other phonemes of the system in question.) Significance of the Article Published in 1939 in the Proceedings of the Congress, this article is frequently regarded as the debut of the second epoch of his phonological theory, since the previously marginal issue of “sub-phonemic entities” -
The Prague School's Early Concept of Distinctive Features in Multilingual Texts: a Chapter in the History of Structuralist
International Journal of Languages, Literature and Linguistics, Vol. 4, No. 1, March 2018 The Prague School’s Early Concept of Distinctive Features in Multilingual Texts: A Chapter in the History of Structuralist Phonology Changliang Qu development of Jakobsonian phonology and the classical Abstract—In the rise and development of modern phonology, Praguian phonology. Anderson noted, for example, that “in the Prague School undoubtedly played the vital role. Although the thirties, Jakobson’s views on phonology were developed Saussure suggested that “syntagmatic” is one of the two most very much within the context of his cooperation with important features of linguistic signs, Jakobson yet discovered on the phonological level the “paradigmatic” linguistic unit – Trubetzkoy and the other members of the Prague School” [1], distinctive feature, which served as an essential concept in late and that “it was only after Trubetzkoy’s death in 1938 that th 20 century phonology. Jakobson’s theory of distinctive feature Jakobson’s own position began to diverge in significant ways is typically made known via the books he published in the from that underlying their earlier work” [1]. In this sense, the United States after WWII. However, his idea of distinctive feature had already been initiated in the 1930s during the classic late 1930s is naturally considered a vital pivot inside period of the Prague School. The term “distinctive feature” was Jakobsonian phonology. In “Observations sur le classement also used directly. The term and the idea were actively phonologique des consonnes”, the article he wrote in French responded by other members of the circle like Trubetzkoy and and presented to the Third International Congress of Phonetic Vachek and came to turn mature.