Rethinking Postmodernism
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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. -
Review: Marcello Barbieri (Ed) (2007) Introduction to Biosemiotics. the New Biological Synthesis
tripleC 5(3): 104-109, 2007 ISSN 1726-670X http://tripleC.uti.at Review: Marcello Barbieri (Ed) (2007) Introduction to Biosemiotics. The new biological synthesis. Dordrecht: Springer Günther Witzany telos – Philosophische Praxis Vogelsangstr. 18c A-5111-Buermoos/Salzburg Austria E-mail: [email protected] 1 Thematic background without utterances we act as non-uttering indi- viduals being dependent on the discourse de- Maybe it is no chance that the discovery of the rived meaning processes of a linguistic (e.g. sci- genetic code occurred during the hot phase of entific) community. philosophy of science discourse about the role of This position marks the primary difference to language in generating models of scientific ex- the subject of knowledge of Kantian knowledge planation. The code-metaphor was introduced theories wherein one subject alone in principle parallel to other linguistic terms to denote lan- could be able to generate sentences in which it guage like features of the nucleic acid sequence generates knowledge. This abstractive fallacy molecules such as “code without commas” was ruled out in the early 50s of the last century (Francis Crick). At the same time the 30 years of being replaced by the “community of investiga- trying to establish an exact scientific language to tors” (Peirce) represented by the scientific com- delimit objective sentences from non-objective munity in which every single scientist is able the ones derived one of his peaks in the linguistic place his utterance looking for being integrated turn. in the discourse community in which his utter- ances will be proven whether they are good ar- 1.1 Changing subjects of knowledge guments or not. -
Relational Categories
Gentner, D., & Kurtz, K. (2005). Learning and using relational categories. In W. K. Ahn, R. L. Goldstone, B. C. Love, A. B. Markman & P. W. Wolff (Eds.), Categorization inside and outside the laboratory. Washington, DC: APA. Relational Categories Dedre Gentner and Kenneth J Kurtz Relational Categories This chapter is concerned with the acquisition and use of relational categories. By relational category, we mean a category whose membership is determined by a common relational structure rather than by common properties. For instance, for X to be a bridge, X must connect two other entities or points; for X to be a carnivore, X must eat animals. Relational categories contrast with entity categories such as tulip or camel, whose members share many intrinsic properties. Relational categories cohere on the basis of a core relationship ful- filled by all members. This relation may be situation-specific (e.g., passenger or accident) or enduring (e.g., carnivore or ratio). Relational categories abound in ordinary language. Some are restricted in their arguments: For example, car- nivores are animals who eat other animals. But for many relational catego- ries, the arguments can range widely: for example, a bridge can connect two concrete locations, or two generations, or two abstract ideas. As with bridge, the instances of a relational category can have few or no intrinsic properties in common with one another. Research on categories has mostly ignored relational categories, focusing instead on entity categories-categories that can be characterized in terms of intrinsic similarity among members, like those shown in Figure 9.1. Further, as Moos and Sloutsky (2004) point out, theories of categorization have often oper- ated under the assumption that all concepts are fundamentally alike. -
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, -
MEANING, SEMIOTECHNOLOGIES and PARTICIPATORY MEDIA Ganaele Langlois
CULTURE MACHINE VOL 12 • 2011 MEANING, SEMIOTECHNOLOGIES AND PARTICIPATORY MEDIA Ganaele Langlois Summary What is the critical purpose of studying meaning in a digital environment which is characterized by the proliferation of meanings? In particular, online participatory media platforms such as YouTube, Facebook, Wikipedia and Twitter offer a constant stream of user-produced meanings. In this new context of seemingly infinite ‘semiotic democracy’ (Fiske, 1987), where anybody can say anything and have a chance to be heard, it seems that the main task is to find ways to deal with and analyze an ever-expanding field of signification. This article offers a different perspective on the question of meaning by arguing that if we are to study meaning to understand the cultural logic of digital environments, we should not focus on the content of what users are saying online, but rather on the conditions within which such a thing as user expression is possible in the first place. That is, this article argues that we should focus less on signification, and more on the question of regimes of the production and circulation of meaning. By expanding the question of meaning and using it to explore commercial participatory media platforms, this article offers a new framework for looking at online communication: one that decentres human subjects from the production of meaning and that acknowledges the technocultural dimension of meaning as constituted by a range of heterogeneous representational and informational technologies, cultural practices and linguistic values. Online participatory media platforms offer an exemplar of the new conditions of the production and circulation of meaning beyond the human level: they offer rich environments where user input is constantly augmented, ranked, classified and linked with other types of content. -
Semiosphere As a Model of Human Cognition
494 Aleksei Semenenko Sign Systems Studies 44(4), 2016, 494–510 Homo polyglottus: Semiosphere as a model of human cognition Aleksei Semenenko Department of Slavic and Baltic Languages Stockholm University 106 91 Stockholm, Sweden e-mail: [email protected] Abstract. Th e semiosphere is arguably the most infl uential concept developed by Juri Lotman, which has been reinterpreted in a variety of ways. Th is paper returns to Lotman’s original “anthropocentric” understanding of semiosphere as a collective intellect/consciousness and revisits the main arguments of Lotman’s discussion of human vs. nonhuman semiosis in order to position it in the modern context of cognitive semiotics and the question of human uniqueness in particular. In contrast to the majority of works that focus on symbolic consciousness and multimodal communication as specifi cally human traits, Lotman accentuates polyglottism and dialogicity as the unique features of human culture. Formulated in this manner, the concept of semiosphere is used as a conceptual framework for the study of human cognition as well as human cognitive evolution. Keywords: semiosphere; cognition; polyglottism; dialogue; multimodality; Juri Lotman Th e concept of semiosphere is arguably the most infl uential concept developed by the semiotician and literary scholar Juri Lotman (1922–1993), a leader of the Tartu- Moscow School of Semiotics and a founder of semiotics of culture. In a way, it was the pinnacle of Lotman’s lifelong study of culture as an intrinsic component of human individual -
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. -
On the Semiosphere, Revisited
Yorgos Marinakis On the Semiosphere, Revisited Abstract The semiosphere is frequently described as a topos of complexification, namely discontinuous or heterogeneous, recursive or self-reflexive, stochastic, radically subjective, and capable of simultaneous multiple perspectives. While the topos of complexification describes the gross morphology of a model, it is not a model adequate for explaining phenomena or making predictions. The ecological theory of dual hierarchies is proposed as a framework for developing models of the semiosphere that are appropriately limited in scope and scale. In particular the semiosphere is modeled as a dual hierarchy of semiotic spaces, the dual hierarchies corresponding to the semiosis that is occurring within the dual hierarchies of ecological organization. This framework immediately solves several theoretical problems, such as clearing up conceptual inconsistencies in Lotman's concept of semiosphere. Keywords: semiotics, semiosphere, ecosystem, hierarchy theory, category theory, semiotic triad Introduction Juri Lotman's (2005) On the semiosphere, first published in 1984, introduced the concept of the semiosphere and attempted to describe its gross structural features in broad terms. The semiosphere is defined as the semiotic space outside of which semiosis cannot exist, where semiosis is any form of activity, conduct, or process that involves signs. On its face, the structure of Lotman's concept of semiosphere has difficulties, but by focusing on these difficulties one loses sight of the value of the concept. Lotman's conceives of the semiosphere as a space that carries an abstract character and possessing signs, which space he asserts is not metaphorical (therefore not abstract?) but specific (therefore material and not abstract?). -
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. -
22-Barthes-Semiotics.Pdf
gri34307_ch26_332-343.indd Page 332 17/01/11 9:35 AM user-f469 /Volumes/208/MHSF234/gri34307_disk1of1/0073534307/gri34307_pagefiles Objective Interpretive CHAPTER 26 ● Semiotic tradition F r om : E . M . G r i f f i n , A F i r s t L o o k a t C ommu n i c a t i o n T h e ory , 8 t h E d . , Ne w Y o r k , Ne w Y o r k : Mc G r a w H i l l ,2 0 1 2 . Semiotics of Roland Barthes French literary critic and semiologist Roland Barthes (rhymes with “smart”) wrote that for him, semiotics was not a cause, a science, a discipline, a school, a movement, nor presumably even a theory. “It is,” he claimed, “an adventure.” 1 The goal of semiotics is interpreting both verbal and nonverbal signs . The verbal side of the fi eld is called linguistics. Barthes, however, was mainly interested in the nonverbal side—multifaceted visual signs just waiting to be read. Barthes held the chair of literary semiology at the College of France when he was struck and killed by a laundry truck in 1980. In his highly regarded book Mythologies , Barthes sought to decipher the cultural meaning of a wide variety of visual signs—from sweat on the faces of actors in the fi lm Julius Caesar to a magazine photograph of a young African soldier saluting the French fl ag. Unlike most intellectuals, Barthes frequently wrote for the popular press and occasionally appeared on television to comment on the foibles of the French middle class.