Analysing characters' interactions in filmic text: a functional semiotic approach

This paper presents an analytical tool for constructing characters' action patterns in film. Understanding characters in moving images has been regarded as one of the most significant elements of narrative comprehension and interpretation because spectators' inferences of narrative structures are substantially mediated by characters. The social semiotic method presented in this paper shows how characters' actions and interactions can be systematically constructed based on the co-patterning of textual elements in film and how the patterns provide an analytical foundation for understanding and interpreting characters. In addition, this paper also reviews the previous explorations of the more fine-grained approaches to character analysis and then demonstrates how the method the paper suggests can support and strengthen the accounts provided to date. Most importantly, by comparing scenes within and across two war films, The Thin Red Line (1998) and Black Hawk Down (2001), the article will show the potential of this method for effectively constraining hypotheses for empirical investigations of filmic meaning.     

The evolution of Israeli citizenship: an overview

Israel's citizenship discourse has consisted of three different layers, superimposed on one another: An ethno-nationalist discourse of inclusion and exclusion, a republican discourse of community goals and civic virtue, and a liberal discourse of civil, political, and social rights. The liberal discourse has served as the public face of Israeli citizenship and functioned to separate Israel's Jewish and Palestinians citizens from the non-citizen Palestinians in the occupied territories. The ethno-nationalist discourse has been invoked to discriminate between Jewish and Palestinian citizens within the sovereign State of Israel. Last, the republican discourse has been used to legitimate the different positions occupied by the major Jewish social groups: ashkenazim vs. mizrachim, males vs. females, secular vs. religiously orthodox. Until the mid-1980s the republican discourse, based on a corporatist economy centered on the umbrella labor organization – the Histadrut – mediated between the contradictory dictates of the liberal and the ethno-nationalist discourses. Since then, the liberalization of the Israeli economy has weakened the republican discourse, causing the liberal and ethno-nationalist ones to confront each other directly. Since the failure of the Oslo peace process in 2000, these two discourses have each gained the upper hand in one policy area – the liberal one in economic policy and the ethno-national one in policy towards the Palestinians and the Arabs in general. This division of labor is the reason why on the eve of its 60th anniversary as a state Israel is experiencing its worst crisis of governability ever. While Israel's economy is booming and the country's international standing remains high, due to the global ‘war on terror,’ public trust in state institutions and leaders is at an all-time low, so that the government cannot tend to the country's pressing business.     

Brexit Means Brexit—or Does It? The Legacy of Theresa May's Discursive Treatment of Brexit

With the looming reality of Brexit drawing closer, it is the intention of this article to explore Theresa May's post‐referendum communicative behaviour on Brexit—the very issue that came to define her premiership agenda—and uncover what legacy it has left behind. Building upon, extending and updating the emerging literature on May's discourse, the inquiry helps us understand how May acted through language in order to influence and change other people's attitudes towards and ways of looking at Brexit. The article argues that there are at least seven ways, closely interrelated and feeding into each other, in which her discursive construction of Brexit has left a somewhat bitter legacy, contributing to the Brexit political paralysis and inspiring substantial levels of confusion and exasperation, both within the UK and abroad.     

Habermas and the Holy Grail of reason: The Philosophical Discourse of Modernity between theatre and theory

A critical discourse analysis of The Philosophical Discourse of Modernity demonstrates that Habermas's discourse on modernity is theoretische Fiktion (a term Freud used to describe a given theory for which no evidence can be found and no arguments validated). Theatrical narrative strategies from drama are identified that not only organise the logic of the text, but also position readers. The choice of mise en scene—the Oedipal cross‐roads where older and younger protagonists meet in conflict—is seen to position readers as mere spectators. The choice of the narrative trope of the romance of lost opportunity (the road open but not taken) is not merely illustrative, but necessary for the claim that Habermas has redeemed the enlightenment project.

The paper critiques Habermas's theorising on discourse ethics because it distinguishes categories of discourse into scientific/analytical, moral/interpretive and aesthetic/expressive, which operate in three different spheres of value. In particular, it challenges the notion of an “inner logics” for what, in Habermas's stable of discourses, he labels the scientific/analytical. Readers of The Philosophical Discourse of Modernity, the paper demonstrates, are not so much pulled along by the force of the better argument, but seduced by that unbridled beast: the aesthetic/expressive.     

A semiotic analysis of intergeneric borrowings in print advertisements in Jordan

This paper presents a semiotic analysis of Arabic print advertisements in Jordan. In particular it investigates the phenomenon of intergeneric borrowings. The focus of the study is to provide interpretation of the connoted meanings of these borrowings in light of the sociocultural context that has given rise to them. It also aims to show how these borrowings and the other signs intersemiotically complement each other to achieve their communicative function. To this end, a variety of print advertisements were collected from three major daily newspapers in Jordan, Al-Rai, Ad-Dustour, and Al-Ghad. The analysis draws on Chandler's model of semiotic analysis. The analysis has revealed that the borrowings in the sample data represent specific values derived from the viewers’ sociocultural and ideological repertoire. Some of them have the functions of building rapport through creating a celebrative or humorous atmosphere, word play, word replacement, and ambiguity connoted by references to popular culture and mundane situations, while some have the function of creating credibility, commitment, and morality through references to religious discourse and cultural memory.     

Conceptual art and language: introducing a logico-semantic analysis

This article suggests a logico-semantic analysis of Keith Arnatt's Trouser-Word Piece and Victor Burgin's Room, based on Ludwig Wittgenstein's examination of the logical relationship between propositions and the world and M.A.K. Halliday's discussion of social semiotics. It reconsiders the use of language in conceptual art practices from a wider sociological and interdisciplinary perspective, and aims to show how their juxtaposition of different voices within a public context negotiates the space of art as a social space. Focusing on how artworks communicate in context, the following discussion presents the historical as well as the discursive environment in which Arnatt's and Burgin's works are situated and received; moreover, it examines how these works critically manipulate viewing and reading regimes, frameworks of evaluation and patterns of communication in order to create a situation of particular tension between perceptual and conceptual apprehension. In wider terms, this article demonstrates how critically engaged artworks manipulate the conditions of communication by utilizing loan rhetoric (a rhetoric external to the art context) and displace associate meaning in order to challenge the institutionalization of art's production and function. In doing so, they critically stage and contest the power structures that support corresponding hierarchies across producer, audience and mediator, and bring art's social modality into focus. Investigating the manipulation of language in conceptual art, this article proposes a method of analysis that becomes fundamental in studying contemporary multi-modal art production, and in understanding the dialectics of art'But the difficulty is to remove the prejudices communication and critical potential.     

Social distance and the multimodal construction of the Other in sectarian song

This paper introduces the concept of “tonal gravity” through a multimodal analysis of a YouTube video to demonstrate how multimodality is key to the construction of “Rule Britannia” as a sectarian song. The analysis focuses upon the multimodal semiotics of social distance which has been a key concept in sociological and anthropological traditions in recent times. This concept offers a means to understand the social semiotic relationship between Self and Other in multimodal discourse. Following previous work in social semiotics and music studies which examine how visual composition, music and the voice have constructed social distance or expressions of intimacy, I introduce the concept of tonal gravity which extends the metaphors of semiotic space in previous work in the musical mode, to account for a fuller understanding of how music helps narrate the multimodal Self and Other. This is introduced via a close multimodal analysis of “Rule Britannia” as a Rangers Football fan video which is only transformed into a sectarian text through multimodal collocation where different semiotic resources in various modes act in combination to produce a dominant Self actively prejudiced against a low Other.     

Multimodal narratives in SIA's “Singapore Girl” TV advertisements – from branding with femininity to branding with provenance and authenticity?

This paper analyses the multimodal narratives in Singapore Airlines (SIA)’s TV advertisements. Adapting the concept of the foreground–background continuum in multimodal interaction analysis, the first section of this paper analyses the narratives in 10 TV commercials available online from 1970s to 2013. Following the comparative analysis, a close investigation from a social semiotic perspective is conducted on SIA's latest TV advertisement in 2013. Through the analysis, this study shows how gendered representations of the Singapore Girl are manipulated in SIA's advertisements. It also reveals how these gendered representations adopted by SIA are married with contemporary branding philosophies, which also work to cloak them in relation to the use of increasingly well-rounded narrative structure. This study hopes to shed light on the understanding of how gender and sexist ideologies and representations are discursively embodied in contemporary branding strategies used by large-scale advertisements and campaigns spanning a long period.     

Of “other” histories and identities: partition novels from the Indian subcontinent

Ever since the Partition, novelists on either side of the India–Pakistan border have used fictional space imaginatively to formulate discourses on a humanistically-centred, multiplistically-defined Other identity, which writes itself into existence through the prism of the novelists’ contextual present. In this article, I will focus on three partition narratives: Salman Rushdie's Midnight's children (1980), Bapsi Sidhwa's Ice candy man (1988) and Amitav Ghosh's The shadow lines (1988). By employing different modes of knowledge, the novelists draw out the micro-history embedded within the historical event, and resonate the voice of the Other, a creation of partisan politics. Bapsi Sidhwa appears as a social historian who perceives the event through the eyes of an eight-year-old Parsi girl Lenny; Amitav Ghosh, akin to a modern historian, focuses on rigid and illusory territorial divisions from Thamma's (grandmother's) perspective; while Salman Rushdie emerges as a postmodern historian who draws attention to the ambiguity and opacity of both historical and fictional knowledge through Saleem Sinai, born on the day India won her independence. History, as it is perceived by the Other – each belonging to a different generation – is a palimpsest: it is always in a state of becoming, of being lived, evaluated and rewritten. Fiction, as it interprets the historical knowledge, fills in the fissures and absences between the history of the past and that of the present. The article will eventually study how fiction and history inform each other, and how the rhetoric of fiction and history together constitute a dialectical discourse on identity – mapped by borders – which sees a convergence of private and collective memories.     

For Whose Benefit? Fear and Loathing in the Welfare State

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.     

Acting one way and talking another: China's coercive economic diplomacy in East Asia and beyond

Over the last two decades, China has experienced one of the most dramatic and sustained periods of economic growth in world history. China's use of economic statecraft provides an important venue in which to examine the role of unacknowledged ‘coercive diplomacy’ within the context of China's ‘peaceful rise discourse.’ In contrast to Western countries, which have overtly used sanctions and other forms of economic coercion, China has publicly denied any such policies while at the same time quietly pursuing them. China's denial of using coercive economic statecraft has muted the reactions of neighboring publics and government, but it cannot entirely forestall them. Without seriously undermining China's ‘peaceful-rising’ image, a more explicit statement from Beijing regarding its coercive economic measure could provide deterrence and assurance to China's neighbors in resolving the disputes. This article first surveys existing literature on economic statecraft focusing on the coercive aspects of such strategies. Second, it presents an in-depth case study on how China uses economic leverages over its neighbors in East Asia: North Korea, Japan, and the Philippines. Finally, it highlights the limits of China's economic statecraft within the constraints of China's ‘peaceful rise’ discourse. It concludes with implications for Asian politics and beyond.     

How to construct your sexuality according to French magazines

Gendered magazines are a major contemporary form of mediation, (re)production and organization of (hetero)sexuality. They illustrate how sexual activity and performance become the concern and responsibility of individuals who are able to invest time and resources in the construction of a sexually-skilled self. Drawing on contemporary research, the article seeks to promote a dialogue between media and communications research, analysing French media narratives on sexuality through the reading of a selection of articles from the best-selling summer magazines aimed at 18- to 25-year-old readers. The article uses a semiodiscursive analysis to understand how didactic models are made to (re)produce specific knowledge on sexuality and to ascertain that this knowledge is coded in an expertise discourse. Through the hypothesis of a didactic ambition, three didactic models are identified, and attention is here focused on the short-coming/reparative model, that simultaneously creates a dysfunction and a fix. The analysis eventually reveals that didactic models are made to organize social life by strictly dividing sexual and therefore social roles between “men” and “women”. The moral criteria called upon regulate the ideal treatment of those didactic modalities and the discourse in magazines ends up shaping sexuality as a contemporary moral economy, a problem that should be pragmatically treated through the use of a certain type of knowledge.     

Context from a social semiotic perspective: a discourse analytical study of the children TV show,Bubble Guppies

In mainstream linguistics, context is either entirely ignored or dominantly viewed as an objective property of the external world. For instance, in sociolinguistics or pragmatics, scholars frequently attempt to learn about the meaning of words or sentences given certain social context. The social semiotic method presented in this paper challenges the objectivity of context and explores the dynamic between content and context from the perspective of Peircian semiotics. An episode of a children animations series, Bubble Guppies, where human-like mermaids learn about the mysteries of ancient Egypt, is used as a point of departure to show that content and context recursively co-construct with viewers’ participation. For instance, while there is little physical similarity between where the Guppies meet in the show’s story and a typical classroom, the context of a classroom is clearly established through the way the Guppies interact with each other and with objects they encounter. Additionally, the results indicate that learning is an important product of such context-construction, as TV viewers must constantly elaborate on events and link interactions that are perceived not as objects but as signs entangled in a growing web of symbolic system.     

“If it doesn't make sense it's not true”: how Judge Judy creates coherent stories through “common-sense” reasoning according to the neoliberal agenda

This study examines the American court show Judge Judy. Drawing on both conversation analysis and critical discourse analysis, this paper aims to show how ideological assumptions about how to be a “good citizen” manifest themselves at a turn-by-turn level in the interactions on Judge Judy and how they contribute to the co-construction of a new version of events. The microanalyses reveal how Sheindlin's strategic use of “common-sense reasoning” sets up a context and characterization of the opposing litigants. Sheindlin reframes complex issues as simple black-and-white stories. These new stories have a plain narrative line without the contingencies of everyday life and with clearly moral and immoral characters allowing her to pass a judgment that only seems fair.     

The Discourse of the Extreme Right and Its Ideological Implications: The Case of the Alleanza nazionale on Immigration

Against the background of research on Italian parliamentary debates on immigration, ter Wal looks at the ideological positions of the extreme-right Alleanza nazionale (AN) concerning both immigration and integration policy. In order to unravel the ideological implications she focuses on examples of various rhetorical strategies enacted in speeches by several of the party's MPs: including stategies of self- and other-presentation, and of justification and causal explanation. This analysis shows how the AN manages to propagate an ideology of ethnic nationalism that eschews the egalitarian norms and cultural pluralism necessary for full participation by migrants. The AN's transformation and re-interpretation of the meaning of the key values of equality andsolidarietàfunction as a justification for the restriction of migrants' rights. Speakers shift the perspective from immigrants' problems to the socio-economic problems of Italians in order to recommend a policy of 'the own people first'. While the AN's discourse thus continues to build on traditional extreme-right beliefs and claims, on the other hand it also espouses New Right ideologies of cultural relativism. Moreover, unlike that of radical-right parties, the AN's discourse does not express blatant forms of ethnic prejudice in the form of stereotypical beliefs and negative representations of immigrants' personal characteristics, nor does it blame immigrants, who are rather represented, and sympathized with, as victims. The moderation of and internal contradictions in its discourse makes the AN difficult     

Mechanisms for popular participation and discursive constructions of citizenship

In the past decade, Latin America has witnessed the emergence of a political discourse that links popular participation to citizenship accompanied by an explosion of participatory mechanisms. Yet there is little qualitative research that looks at how participatory experiences affect people's perceptions of their role as citizens or to what extent the discourse transmitted through these institutions encourages participation or compliance. This article examines conceptions of citizenship among individuals who engage in participatory mechanisms in Venezuela, Ecuador and Chile. Using discourse analysis, it finds that participants in Venezuela and Ecuador have developed a ‘radical’ conception of active citizenship that differs from the liberal interpretation in Chile. Regardless of the preferred model, however, state discourse establishes parameters around citizenship. Furthermore, the discursive repertoires of citizen participants align with those produced by state institutions, suggesting that participatory mechanisms act to socialize people into participating in ‘legitimate’ and acceptable ways.     

Democratic Dilemmas of Multilevel Governance: Legitimacy,Representation and Accountability in the European Union

How is sovereignty managed in the EU? This article investigates the relationship between sovereignty and European integration through the prism of national opt-outs from EU treaties, addressing an apparent contradiction in contemporary European governance: the contrasting processes of integration and differentiation. On the one hand, European integration is increasing as states transfer sovereign competencies to the EU. On the other hand, we see a multitude of differentiation processes through which member states choose to disengage from the EU polity by negotiating exemptions or derogations. Drawing on Pierre Bourdieu's political sociology, the article argues that to understand how sovereignty is interpreted and exercised in the EU, it is necessary to focus not only on the constitutive and regulative dimensions of sovereignty, but equally on the practice dimension. This entails an exploration of how sovereignty claims are managed in a particular social setting. Rather than seeing opt-outs as classic instruments of international law, accentuating the member states' unchanged sovereignty, the article argues that the management of the British and Danish opt-outs quite paradoxically expresses the strength of the doxa of European integration, i.e. the notion of ‘an ever closer union’.     

‘Women of substance’: Commodification and fetishization in contemporary advertising within the Indian ‘Urbanscape'

Advertising today has become an intrinsic part of modern culture. Apart from the obvious and tangible extolment of the virtues of a product and/or brand, more insiduously and less tangibly, advertising plays a key role in the functioning of social attitudes and values. This paper examines how advertising discourses in India, in particular the hugely successful and representative Woman of Substance’ ad campaign in the magazine Femina, transforms the manifold attitudes and qualities of the woman into commodities to be marketed; and how the ad campaign positions the woman within the nexus of her social interactions. The paper traces the economic and socio‐cultural changes that have characterised India's transition towards an open market economy to situate the role that advertising discourse plays in urban India today in the representation of the ‘Woman of Substance’. These changes have occurred in a relatively short space of time and have interacted profoundly with advertising discourse. This can best be seen in the fact that an urbanising trend in India has diversified the range of approved cultural models available to women in the search for what has come to be fashionably referred to in recent times as ‘lifestyles‘— exemplified both in the ‘Woman of Substance’ ad campaign, and the magazine itself, Femina.