A Post-Structuralist Analysis of the Architectural Education - Technology Relationship

Total Page:16

File Type:pdf, Size:1020Kb

A Post-Structuralist Analysis of the Architectural Education - Technology Relationship SCHOOL OF ARCHITECTURE UNIVERSITY OF SHEFFIELD A Post-structuralist Analysis of the Architectural Education - Technology Relationship Fevzi Ozersay September 2003 THESIS SUBMITTED FOR THE DEGREE OF Doctor of Philosophy (PhD) This study is dedicated to the memory of my father, Huseyin Dildar Ozersay Abstract A Post-structuralist Analysis of the Architectural Education - Technology Relationship Fevzi Ozersay This dissertation investigates how technology and architectural education relate to each other, in the broadest possible sense. What are the internal and external factors affecting our understanding and use of technology in architectural education? The aim of this thesis is to understand and relocate the concept of technology into architectural education ideologically. This relocation does not only handle the understanding of technology in relation to architectural education through a critical analysis, but also the way we understand and locate ourselves and our education in relation to technology, architectural profession and society. The mode of inquiry is a conceptual one. It is a philosophical undertaking / an investigation of the guiding principles, hidden rules of formations, layers of relationships and the fundamental aspects of technology and our knowledge of it. In this regard it provides the reader with a detailed account of the current relationship between architectural education and technology through a post- structural/critical analysis, which can lead to new understandings, new technologies and new educational practices with technologies. In other words it identifies the existing philosophy underlying the varying use of technology in architectural education, in order to be able to enable new ways of relating ourselves to the technologies we'll have in architectural education practice in the future. The main outcome is a revised philosophical understanding of technology in relation to architectural education through expanding, deepening and clarifying the relational space between architectural education and technology. Primary layers of social, secondary layers of architectural education and technological production, and the way disco u rses -practices function between the primary and secondary layers of relationships through discursive layers connecting them are some of the concepts dealt with while trying to define and explain the relationship between architectural education and technology. Acknowledgments There had been a considerable amount of people who either directly or indirectly enhanced the process of this study. Firstly, my thanks goes to my supervisor, Dr. Peter Szalapaj, who not only enriched the process by heated discussions and group meetings but also gave me the freedom to walk the way I wanted. Some of the members of these group meetings who equally contributed the discussions are; Saleh Uddin, David Chang, Yoshitaka Mishima, Khaled Tarazi and Preecha Maneesatid. The support I had from my family at every stage of not only these last four years but for the whole of my life had been invaluable. As PhD students of the school of architecture working in related areas we have discussed shared and commented on each other's work within a group established for architectural education related studies. This group included Sonia DeJesus Estrada, Rachel Sara, Ali Izadi and Ahmed Bakarman. Thank you all. Prof. Jeremy Till gave me the chance to get involved and have an insight of architectural education in the department as the diploma co-ordinator. My practical engagement with what I was studying had been as educational as the theoretical study of this dissertation. I would like to thank J. Till and all members of the department who supported me at every stage of this long walk. And last but not least, Yonca Al and Munevver Ozgur, read and commented on the draft versions. Their comments had been extremely valuable and supportive. My special thanks goes to Munevver for bearing with me at every step of the way and supporting me at all times. Thank you all Table of Contents Table of Contents 1 Introduction 5 .............................................................................. 1.1 Background 5 ........................................................................................ 1.2 Problem Definition 6 ............................................................................. 1.3 Aims Objective the Study 8 and of ...................................................... 1.4 Methodology the Study 8 of .................................................................. 1.5 Limitations the Study 9 of .................................................................... 2 The Philosophy Technology 11 of ............................................. 2.1 What is 'Technology'? 11 ..................................................................... History Philosophy Technology 13 2.2 of the of ...................................... Substantive Theories Philosophy Technology 15 2.3 of the of .............. 2.3.1 Jacque Ellul (1912-1994); 16 ........................................................... 2.3.2 Martin Heidegger (1889-1976); 21 ................................................... 2.3.3 Jurgen Habermas (1929- ); 24 ...................................................... 2.3.4 Herbert Marcuse (1898-1979); 27 ................................................... 2.4 Technological Determinism 33 ............................................................ 2.4.1 Introduction General Characteristics 33 and .................................... 2.4.2 Autonomy Technology 34 of ............................................................ 2.4.3 Technology the Determinant Social 36 as of ................................... 2.4.4 Criticisms Technological Determinism 41 on ................................... Social Constructivist Studies Technology 43 2.5 of ................................ 2.5.1 General Characteristics 43 .............................................................. 2.5.2 Heterogeneous 45 context ............................................................... The Social the Determinant Technological Change 47 2.5.3 as of ........... 2.5.4 Being in Technology 49 control of ................................................... 2.5.5 Critique 51 ....................................................................................... 3 Educational Thought 54 ............................................................. 3.1 Introduction 54 ...................................................................................... 1 Table of Contents 3.2 Definition Educational Theory 55 of .................................................... 3.3 Historical Approaches to Education 58 .............................................. 3.3.1 Beginnings 58 .................................................................................. 3.3.2 Subsections Educational Theory 60 of ............................................ Structuralism in Educational Theory & Curriculum 64 3.4 ...................... 3.4.1 Structuralism 64 ................................................................................ 3.4.2 Structuralism in 65 education .......................................................... 3.4.3 Curriculum 66 .................................................................................. 3.4.4 Structuralism in Traditional to Curriculum 67 approaches ............... 3.4.5 Criticism Structural Approaches to Education 70 of ......................... Post-structuralism I De-constructivism / Postmodernism 73 3.5 ........... 3.5.1 Discourses-practices as the initiator of meaning in 76 poststructuralism ....................................................................................... 3.6 Post-structuralism / De-constructivism / Postmodernism in Educational Theory & the Curriculum 80 ...................................................... 3.6.1 Re-conceptualist Studies Curriculum & Education 80 of .................. 3.6.2 Poststructural Studies Curriculum Education 83 of and ................... 3.6.3 Educational Discourse 84 ................................................................ Critical Educational Discourse & Critical Pragmatism 89 3.6.4 ................. 3.7 Conclusion 95 ....................................................................................... 4 Architectural Education n r- ........................................................ z7v 4.1 Introduction 96 ...................................................................................... Beginning Architectural Education ( to 19th Century).. 98 4.2 of ... mid 4.2.1 Architects from [no/every]-where 99 ................................................ 4.2.2 Informal Formalisation The Pupilage System 102 - ......................... 4.2.3 Royal institute of British Architects (RIBA), the Examination- Registration the Architectural Associates (AA) 105 and ................................. 4.2.4 General the informal 107 characteristics of era ............................... Ecoles in France: The Beaux-Arts & The Politechnique 109 4.3 Two .... 4.3.1 The Ecole des Beaux-Arts 109 ........................................................ 4.3.2 The Ecole Polytechnique 112 .......................................................... 2 Table of Contents 4.3.3 Structure AE in France's Ecoles 113 ' and characteristics of ............ 4.3.4 Reflections of the Beaux-Arts System on British Architectural Education 116 ................................................................................................ 4.4 Bauhaus (1919-28) Modernism 120
Recommended publications
  • Encoding/Decoding, the Transmission Model and a Court of Law
    Final Revision: Title: Encoding/Decoding, the Transmission Model and a Court of Law Keyan G. Tomaselli Abstract: Stuart Hall’s encoding/decoding model is discussed in terms of CS Peirce’s theory of the interpreter and interpretant. This historical semiotic window frames an example to which the Hall model was applied in South Africa to oppose a military dirty tricks campaign that involved a Supreme Court case brought against the Minister of Defence by the End Conscription Campaign (ECC) requiring him to cease his disinformation against the ECC. The Minister’s own expert had proposed a transmission model of communication that was defeated by the Peirce-Hall combination. The author argues that the model can be massively strengthened when combined with Peirceian semiotics. Keywords: Stuart Hall, encoding/decoding, CS Peirce, Phaneroscopy, semiotics, reception Media-society relations are best studied within the broader conceptual environment facilitated by the circuit of culture model (Du Gay et al., 1997) that mimics Karl Marx’s circle of capitalist production, distribution and exchange. The model implicitly incorporated Stuart Hall’s (1981) ground-breaking encoding-decoding relationship. My argument will be that Charles Sanders Peirce’s (Hartshorne and Weiss, 1931-5) idea of the ‘interpretant’ – the idea to which the sign gives rise - was a crucial, if unspoken, progenitor of Hall’s model. Working at the same time as Hall, Umberto Eco (1972) had proposed “aberrant decoding” on which Hall must have drawn, as his chapter refers to a semiological article on encoding. The early Stencilled Occasional Paper and Hutchinson book series’ that mapped out the early Birmingham University Centre for Contemporary Cultural Studies (CCCS) project under Stuart Hall’s leadership identified the following semiological/semiotic sources also: Roland Barthes, Jonathan Culler and V.I.
    [Show full text]
  • Understanding Poststructuralism Understanding Movements in Modern Thought Series Editor: Jack Reynolds
    understanding poststructuralism Understanding Movements in Modern Thought Series Editor: Jack Reynolds Th is series provides short, accessible and lively introductions to the major schools, movements and traditions in philosophy and the history of ideas since the beginning of the Enlightenment. All books in the series are written for undergraduates meeting the subject for the fi rst time. Published Understanding Existentialism Understanding Virtue Ethics Jack Reynolds Stan van Hooft Understanding Poststructuralism James Williams Forthcoming titles include Understanding Empiricism Understanding Hermeneutics Robert Meyers Lawrence Schmidt Understanding Ethics Understanding Naturalism Tim Chappell Jack Ritchie Understanding Feminism Understanding Phenomenology Peta Bowden and Jane Mummery David Cerbone Understanding German Idealism Understanding Rationalism Will Dudley Charlie Heunemann Understanding Hegelianism Understanding Utilitarianism Robert Sinnerbrink Tim Mulgan understanding poststructuralism James Williams For Richard and Olive It is always about who you learn from. © James Williams, 2005 Th is book is copyright under the Berne Convention. No reproduction without permission. All rights reserved. First published in 2005 by Acumen Acumen Publishing Limited 15a Lewins Yard East Street Chesham Bucks HP5 1HQ www.acumenpublishing.co.uk ISBN 1-84465-032-4 (hardcover) ISBN 1-84465-033-2 (paperback) Work on Chapter 3 was supported by British Library Cataloguing-in-Publication Data A catalogue record for this book is available from the British
    [Show full text]
  • Heidegger and the Hermeneutics of the Body
    International Journal of Gender and Women’s Studies June 2015, Vol. 3, No. 1, pp. 16-25 ISSN: 2333-6021 (Print), 2333-603X (Online) Copyright © The Author(s). All Rights Reserved. Published by American Research Institute for Policy Development DOI: 10.15640/ijgws.v3n1p3 URL: http://dx.doi.org/10.15640/ijgws.v3n1p3 Heidegger and the Hermeneutics of the Body Jesus Adrian Escudero1 Abstract Phenomenology, Feminist Studies and Ecologism have accused Heidegger repeatedly for not having taken into account the phenomenon of the body. Without denying the validity of such critiques, the present article focuses its attention first on the question of Dasein’s neutrality and asexuality. Then it analyzes Heidegger’s remarks on temporality as the horizon of all meaning, paying special attention to its significance for Butler’s notion of performativity. Keywords: body, Dasein, gesture, performativity, temporality In Being and Time we find only one reference to corporeality in the context of Heidegger’s analysis of spatiality. Therefore, his analysis of human existence is often accused of forgetting about the body. This criticism has particular force in the field of French phenomenology. Alphonse de Waehlens, for instance, lamented the absence of the fundamental role that the body and perception play in our everyday understanding of things. Jean-Paul Sartre expanded upon this line of criticism by emphasizing the importance of the body as the first point of contact that human beings establish with their world. However, in the context of the first generation of French phenomenologists, Maurice Merleau-Ponty was undoubtedly the first whose systematic analysis of bodily perception established the basis for a revision of Heidegger’s understanding of human life (Askay, 1999: 29-35).
    [Show full text]
  • Temporality and Historicality of Dasein at Martin Heidegger
    Sincronía ISSN: 1562-384X [email protected] Universidad de Guadalajara México Temporality and historicality of dasein at martin heidegger. Javorská, Andrea Temporality and historicality of dasein at martin heidegger. Sincronía, no. 69, 2016 Universidad de Guadalajara, México Available in: https://www.redalyc.org/articulo.oa?id=513852378011 This work is licensed under Creative Commons Attribution 4.0 International. PDF generated from XML JATS4R by Redalyc Project academic non-profit, developed under the open access initiative Filosofía Temporality and historicality of dasein at martin heidegger. Andrea Javorská [email protected] Constantine the Philosopher University in Nitra, Eslovaquia Abstract: Analysis of Heidegger's work around historicity as an ontological problem through the existential analytic of Being Dasein. It seeks to find the significant structure of temporality represented by the historicity of Dasein. Keywords: Heidegger, Existentialism, Dasein, Temporality. Resumen: Análisis de la obra de Heidegger en tornoa la historicidad como problema ontológico a través de la analítica existencial del Ser Dasein. Se pretende encontrar la estructura significativa de temporalidad representada por la historicidad del Dasein. Palabras clave: Heidegger, Existencialismo, Dasein, Temporalidad. Sincronía, no. 69, 2016 Universidad de Guadalajara, México Martin Heidegger and his fundamental ontology shows that the question Received: 03 August 2015 Revised: 28 August 2015 of history belongs among the most fundamental questions of human Accepted:
    [Show full text]
  • Schelling: Understanding German Idealism
    SCHELLING Understanding German Idealism ◊ by Michael Tsarion Copyright ©2016 Unslaved Media. All Rights Reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any mechanical, photocopying, recording or otherwise, without the publisher's permission. First Kindle Edition, July 2016 DEDICATIONS This book is dedicated to the memory of Friedrich Wilhelm Joseph Schelling, Georg Wilhelm Friedrich Hegel, Eduard von Hartmann, Jacob Bohme, Meister Eckhart, Nicholas Cusanus, George Berkeley, William Blake, Rudolf Steiner, Wilhelm Reich, Gustave Le Bon, Ayn Rand, Alvin Boyd Kuhn and Otto Rank. ACKNOWLEDGEMENTS To Chris for technical support. To Bryan Magee. To Alan for being a good teacher way back then. TABLE OF CONTENTS INTRODUCTION 1. The Problem of Idealism 2. Back to the Mirror 3. The Freedom of Man 4. The Existential Trinity 5. The Fall of Albion 6. Nothing Higher Than Beauty 7. The Absolute Idealism of Hegel About Author INTRODUCTION Great things are done when men and mountains meet – William Blake I first began studying academic philosophy at a community college in Belfast in 1987. Although I did not take the classes to matriculate, my interest in Western philosophy, which had always been sincere, was enhanced considerably. We were fortunate to have a captivating tutor, a very rare thing in Northern Ireland in those days. Unlike ordinary school we were permitted to wear our own clothes rather than uniforms and even allowed to go about the college smoking. It was a barely bearable experience, but mission accomplished I activated my little grey cells and learned many interesting things.
    [Show full text]
  • The Ineffectiveness of Hermeneutics. Another Augustine's Legacy In
    The ineffectiveness of hermeneutics. Another Augustine’s legacy in Gadamer Alberto Romele To cite this version: Alberto Romele. The ineffectiveness of hermeneutics. Another Augustine’s legacy in Gadamer. International Journal of Philosophy and Theology, Taylor & Francis, 2015, 75 (5), pp.422-439. 10.1080/21692327.2015.1027789. hal-01303281 HAL Id: hal-01303281 https://hal.archives-ouvertes.fr/hal-01303281 Submitted on 17 Apr 2016 HAL is a multi-disciplinary open access L’archive ouverte pluridisciplinaire HAL, est archive for the deposit and dissemination of sci- destinée au dépôt et à la diffusion de documents entific research documents, whether they are pub- scientifiques de niveau recherche, publiés ou non, lished or not. The documents may come from émanant des établissements d’enseignement et de teaching and research institutions in France or recherche français ou étrangers, des laboratoires abroad, or from public or private research centers. publics ou privés. The Ineffectiveness of Hermeneutics. Another Augustine’s Legacy in Gadamer Alberto Romele Institute of Philosophy, University of Porto COSTECH Laboratory, University of Technology of Compiègne This article builds on Gadamer’s rehabilitation of the Augustinian concept of inner word (ver- bum in corde). Unlike most interpretions, the thesis is that the Augustinian inner word does not show the potentialities, but rather the ineffectiveness of ontological hermeneutics. In the first section, it is argued that for the later Augustine the verbum in corde is the consequence of a Word- and Truth- event. In the second section, the author suggests that Gadamer has properly understood the verbum in corde as a matter of faith.
    [Show full text]
  • Kant, Neo-Kantianism, and Phenomenology Sebastian Luft Marquette University, [email protected]
    Marquette University e-Publications@Marquette Philosophy Faculty Research and Publications Philosophy, Department of 7-1-2018 Kant, Neo-Kantianism, and Phenomenology Sebastian Luft Marquette University, [email protected] Published version. Oxford Handbook of the History of Phenomenology (07/18). DOI. © 2018 Oxford University Press. Used with permission. Kant, Neo-Kantianism, and Phenomenology Kant, Neo-Kantianism, and Phenomenology Sebastian Luft The Oxford Handbook of the History of Phenomenology Edited by Dan Zahavi Print Publication Date: Jun 2018 Subject: Philosophy, Philosophy of Mind, History of Western Philosophy (Post-Classical) Online Publication Date: Jul 2018 DOI: 10.1093/oxfordhb/9780198755340.013.5 Abstract and Keywords This chapter offers a reassessment of the relationship between Kant, the Kantian tradi­ tion, and phenomenology, here focusing mainly on Husserl and Heidegger. Part of this re­ assessment concerns those philosophers who, during the lives of Husserl and Heidegger, sought to defend an updated version of Kant’s philosophy, the neo-Kantians. The chapter shows where the phenomenologists were able to benefit from some of the insights on the part of Kant and the neo-Kantians, but also clearly points to the differences. The aim of this chapter is to offer a fair evaluation of the relation of the main phenomenologists to Kant and to what was at the time the most powerful philosophical movement in Europe. Keywords: Immanuel Kant, neo-Kantianism, Edmund Husserl, Martin Heidegger, Marburg School of neo-Kantian­ ism 3.1 Introduction THE relation between phenomenology, Kant, and Kantian philosophizing broadly con­ strued (historically and systematically), has been a mainstay in phenomenological re­ search.1 This mutual testing of both philosophies is hardly surprising given phenomenology’s promise to provide a wholly novel type of philosophy.
    [Show full text]
  • Biological Roots of Musical Epistemology: Functional Cycles, Umwelt, and Enactive Listening
    This is a post-print (author’s final draft) of an article in “Semiotica” (2001), 134, 1/4, pp. 599-633. Walter de Gruyter. [Original page numbers between square brackets]. Details of the definitive version are available at http://www.reference-global.com/toc/semi/2001/134 Biological roots of musical epistemology: Functional cycles, Umwelt, and enactive listening MARK REYBROUCK Introduction [599] This article is about musical epistemology. Rather than stating that music, as an artefact, is `out there', ready to be discovered, I claim that music knowledge must be generated, as a product of development, and that music cognition is not a path towards a true understanding of the music as an ontological category, but a tool for adaptation to the sonic world. The concept of adaptation is a biological concept, but it is possible to transpose it to the realm of cognition, as did Piaget: My central aim has always been the search for the mechanisms of biological adaptation and the analysis and epistemological interpretation of that higher form of adaptation which manifests itself as scientific thought. (Piaget 1977: xi) An organism that is `adapted' has found a way of coping with the world in which it lives. Knowledge as an instrument of adaptation is not concerned with the representation of a `real world' but is a tool in the pursuit of equilibrium and to steer clear of external perturbations and internal contradictions. This purely biological way of thinking led Piaget to a theory of knowledge that formulates the conceptual structure of knowledge as the product of active knowers who shape their thinking to fit the constraints they experience.
    [Show full text]
  • 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.
    [Show full text]
  • Introduction of Low-Density Parity-Check Decoding Algorithm Design
    Introduction of Low-density Parity-Check decoding Algorithm design Master thesis performed in Electronics Systems by Florent Pirou Reg nr: LiTH-ISY-EX-3529-2004 Link¨oping, 2004 Introduction of Low-density Parity-Check decoding Algorithm design Master thesis in Electronics Systems at Link¨opingInstitute of Technology by Florent Pirou Reg nr: LiTH-ISY-EX-3529-2004 Supervisor: Pascal Urard - STMicroelectronics Examiner: Kent Palmvist - LIU-ISY departement Link¨oping 25th February 2004. Avdelning, Institution Datum Division, Department Date 2004-02-23 Institutionen för systemteknik 581 83 LINKÖPING Språk Rapporttyp ISBN Language Report category Svenska/Swedish Licentiatavhandling ISRN LITH-ISY-EX-3529-2004 X Engelska/English X Examensarbete C-uppsats Serietitel och serienummer ISSN D-uppsats Title of series, numbering Övrig rapport ____ URL för elektronisk version http://www.ep.liu.se/exjobb/isy/2004/3529/ Titel Low-density Parity-Check avkodare algoritm Title Low-density Parity-Check decoding Algorithms Författare Florent Pirou Author Sammanfattning Abstract Recently, low-density parity-check (LDPC) codes have attracted much attention because of their excellent error correcting performance and highly parallelizable decoding scheme. However, the effective VLSI implementation of and LDPC decoder remains a big challenge and is a crucial issue in determining how well we can exploit the benefits of the LDPC codes in the real applications. In this master thesis report, following a error coding background, we describe Low-Density Parity-Check codes and their decoding algorithm, and also requirements and architectures of LPDC decoder implementations. Nyckelord Keyword LDPC, Low-density parity-check codes, channel coding, FEC, iterative algorithm, Gallager, message- passing algorithm, belief propagation algorithm, Abstract Recently, low-density parity-check (LDPC) codes have attracted much attention because of their excellent error correcting performance and highly parallelizable decoding scheme.
    [Show full text]
  • Modeling, Dialogue, and Globality: Biosemiotics and Semiotics of Self. 2
    Sign Systems Studies 31.1, 2003 Modeling, dialogue, and globality: Biosemiotics and semiotics of self. 2. Biosemiotics, semiotics of self, and semioethics Susan Petrilli Dept. of Linguistic Practices and Text Analysis, University of Bari Via Garruba 6, 70100 Bari, Italy e-mail: [email protected] Abstract. The main approaches to semiotic inquiry today contradict the idea of the individual as a separate and self-sufficient entity. The body of an organism in the micro- and macrocosm is not an isolated biological entity, it does not belong to the individual, it is not a separate and self-sufficient sphere in itself. The body is an organism that lives in relation to other bodies, it is intercorporeal and interdependent. This concept of the body finds confir- mation in cultural practices and worldviews based on intercorporeity, inter- dependency, exposition and opening, though nowadays such practices are almost extinct. An approach to semiotics that is global and at once capable of surpassing the illusory idea of definitive and ultimate boundaries to identity presupposes dialogue and otherness. Otherness obliges identity to question the tendency to totalizing closure and to reorganize itself always anew in a process related to ‘infinity’, as Emmanuel Levinas teaches us, or to ‘infinite semiosis’, to say it with Charles Sanders Peirce. Another topic of this paper is the interrelation in anthroposemiosis between man and machine and the implications involved for the future of humanity. Our overall purpose is to develop global semiotics in the direction of “semioethics”, as proposed by S. Petrilli and A. Ponzio and their ongoing research.
    [Show full text]
  • Decoding Visuals: the Social Semiotics of Make Love Not Walls
    Decoding visuals: The social semiotics of Make Love Not Walls Pihla Adalmiina Raevaara Malmö University Media and Communication Studies: Master’s Thesis School of Arts & Communication K3 Supervisor: Margareta Melin Submission date: 04.11.2019 Word count: 16139 ​ An abstract Fashion is an industry that reflects on society and comments on it through advertisement campaigns. Besides increasing brand awareness and growing sales, some fashion brands create campaigns for e.g. protesting and voicing out socio-cultural and political statements. The Italian fashion brand Diesel has taken part in discussions related to civil, social and political issues that touch upon certain issues apparent in our society. This thesis aims to investigate how Diesel's Make Love Not Walls campaign visual images construct meanings and also explore what kind of culturally coded myths are evoked in the images. The methodological foundation and approach of the study are exemplified by complementing cognitive theories that attribute the construction of images from the audience perspective and understanding of visual metaphors in certain cultural contexts. When formulating the theoretical framework for the social semiotic analysis, the concept of socio-cultural and political participation is taken into consideration. This study adopts a visual social semiotic perspective to investigate how visual images themselves are constructed to cue culturally coded metaphors. The visual realization of metaphors is elucidated based on Barthes’ theory of Myths. It is found that most types of visual myths identified by visual social semiotics can be explained within the framework. Myths in the campaign are analyzed in terms of their persuasive effects. Finally, it can be concluded that the social semiotic framework is able to provide a comprehensive account of the visual realization in the construction of meanings, and in addition, the study offers a cognitive explanation of how resources like framing, composition and image angles acquire meanings.
    [Show full text]