Applying cartosemiotics to rock art: an example from Aspeberget,Sweden

This study aims to shed new light on the petroglyphs found at the site of Aspeberget 12 at the World Heritage site of Tanum, Sweden, from a semiotic perspective. We demonstrate the semiotics of power inherent in the arrangement of the petroglyphs. We start by describing the site in an archaeological way, in order to give an overview of the empirical material used in this case study. Against the backdrop of the overview, we introduce our analytical tools with reference to cartosemiotics, cultural semiotics and, Charles Sanders Peirce’s theory of signs. We suggest, in a tentative conclusion, that Aspeberget 12, as a type of “map”, displays a clear “Ego-culture” and a possible journey. We also suggest that the visual narratives at Aspeberget 12 represent the authority of the Ego-culture and its development. Details of the figurative images such as ships, axes and spears might have been displayed as markers of the high technological standard of the Ego-culture, and thus of power.     

Videogame analysis: a social-semiotic approach

The relevance of videogames in the contemporary cultural ecosystem and their social impact make it necessary to develop theories and analytical models to understand the expressive potential of videogame design, and how videogames work as texts, giving shape to certain values, behavioural patterns and ideological visions. To do so, it is crucial to build a bridge between game studies and contemporary semiotics. Thus, with this aim, we present in this paper an analysis model for studying videogames as texts that combines theoretical and methodological elements from social semiotics and procedural rhetorics, a specific branch of game studies. Our model is based on four levels: the narrative, ludo-narrative, system-gameplay and designer-player dimensions. As a case study, the model is applied to the videogame The Last of Us.     

Legitimising male grooming through packaging discourse: a linguistic analysis

While packaging is a common marketing subject, this illustration paper provides an alternative perspective through the linguistic examination of packaging as discourse, focusing on male grooming, masculinity and metrosexuality. Male grooming is often perceived as trespassing into feminine space and creating ambiguity in gender borders. This study aims to explore how packaging designers negotiate masculinity, in order to persuade men to accept grooming products through social interactions within the packaging of L'Oréal Men Expert. Employing Scollon's mediated discourse analysis and incorporating the Barthesian order of signification, the study analyses how different social actions within the packaging discourse are mediated by multimodal features. The findings reveal five negotiating strategies, i.e. constructing a hegemonic masculine image; negotiating (a masculinised) metrosexuality; empowering men; giving men a logical reason to groom; and a different portrayal of skincare products. The key aim of this paper is to illustrate the differences between marketing and linguistics and propose possible collaboration.     

Brand response analysis: a Peircean semiotic approach

The purpose of this article is to organise and simplify the concept of brand response. It is a development of the authors' semiotic approach to the concept of brand, which uses a triadic model based on the Peircean levels of analysis of the sign. The original model distinguishes three levels: identity, object and response. This article briefly describes the first two levels and goes into more depth with regard to brand response. From the theoretical point of view, the authors' approach inverts the survey method used to ascertain positioning, image and value of the brand. Firstly, brand response is associations occurring in the minds of the reporting agent. Associations create awareness, and not the other way round, which is the concept underlying the current theory of brand equity. From the point of view of practice, it is the authors' belief that the main contribution made by the triadic semiotic model applied to brand response is that of the importance of “firstness”, i.e. the most immediate response possible. It is with a concern for ease of application that this article hopes to contribute by making brand analysis and assessment more intelligible. This article should be seen as an exploration into the possibility of simplifying the analysis of brand response. Its originality lies in the effort to return to the very reason for the existence of branding. The authors are convinced that by choosing differentiation as the guiding principle of their approach they have valorised what is essential, which is sometimes lost in more complex modelling.     

The overweight female body in Malaysian slimming advertisements: problem and solution

This study analyses image and text to investigate the way slimming advertising exploits women’s fear of being overweight to the extent that they feel obliged to do something about their own bodies. We show how Malaysian slimming advertisements construct certain types of female body which reinforce cultural stereotypes, namely the overweight body that exceeds culturally acceptable limits of desirable body size, and the desirable and attainable slim body with no excess fat. Three sample advertisements were selected from a Malaysian English newspaper and analysed using Jewitt and Oyama’s framework to identify the way images and text are used to give specific meanings relating to the female body. The images were examined in terms of representational, interactional and compositional meanings, and the analysis provides evidence of how the extremely overweight female body is pathologised, making it the focus of critical scrutiny. The advertisements use body images to illustrate the problem of being very overweight and the desirability of being slim, and the consumption of slimming services as a quick and easy solution to the problem.     

The interplay of (semiotic) technologies and genre: the case of the selfie

ABSTRACT

The selfie is one of the most widely publicized, criticized, and debated visual phenomena of our time. However, formulating a definition of the selfie is not straightforward, as visual clues – be they representational or compositional – alone are not sufficient for identification. Recognizing an image as a selfie, rather than a portrait, often requires viewers to interpret the image in relation to the technological and sociocutural context in which the photo was taken and shared. In this paper, we consider the technological conditions that have shaped the evolution of the selfie as a visual genre. Central to our discussion is the premise that the selfie is not simply a genre for self-representation, but means of generating various perspectives: that of the selfie maker, the represented visual participant, and the viewer identification. This unique perspective-generating affordance of the selfie is both facilitated and constrained by the various technologies involved in selfie practices. On the one hand, the technological and physical constraints of the smart phone camera give rise to a specific form of “distorted” look which makes certain types of selfie possible. On the other hand, social media platforms facilitate the sharing of selfies, which results in increasingly stylized and creative ways in which perspectives of the self can be represented, negotiated, and, in the case of selfies manipulated via apps, augmented.     

Semiotic technologies: a case study of discipline-based practices and pedagogy

This paper examines semiotic technologies, both in terms of the resources they harness and the practices developed around their use. It draws on data collected as part of an ethnographic investigation into the meaning-making practices deployed within civil engineering study. The data is used as a case study for examining semiotic technologies as socially situated resources for disciplinary practices. Using a multimodal social semiotic approach, we argue that technologies are not self-evident, and that their use constitutes specific social practices that require development in the classroom. In order to deploy technologies in pedagogically effective ways, we need to understand the semiotic resources they draw on (including embodied resources). Awareness that technologies are not neutral or value-free, but are socially situated and ideologically laden, may enable meta-level understanding of the discipline, thus creating the possibility for improved pedagogical practices.     

Politics and Image: The Conceptual Value of Branding

This article argues that the brand concept is a powerful tool for understanding political images. It challenges typical economic versions of political marketing that tend to deemphasize the significance of communication, popular culture, and personality in politics and argues that the brand as a concept can bring together the economic and the aesthetic, rational choice and cultural resonance. It proposes a model of brand distinctiveness and argues that this may be useful both in the analysis of party communication and in the normative evaluation of that communication.     

Spanish-language print media in the USA: A social semiotic analysis of ideological representations in photojournalism

Although Spanish-language media in the USA have grown rapidly since the turn of the century, little scholarship has been dedicated to the semiotic characteristics of these media. This study examines the visual representation of ideologies in 15 news photographs published in Spanish-language print media in the Midwest of the USA with the goals of understanding how ideologies are expressed visually in a culture that has received little treatment in the previous literature and of determining the potential for these photographs to challenge the negative semiotic treatment of Latin@ immigrants in the USA. Following a critical social semiotic approach, the analysis demonstrates how ideologies pattern around the inclusion and exclusion of Latin@s. These ideologies challenge and perpetuate the hegemonic structure, respectively, and as such, indicate the potential for local Spanish-language print media to challenge the negative semiotic representation of Latin@s in the USA while pointing to the need for future research of minoritized media using the social semiotics framework.     

Social semiotics and platform studies: an integrated perspective for the study of social media platforms

ABSTRACT

The development of web 2.0 was powered by web services that are software systems designed to support interoperable machine-to-machine interaction over a network. It was the choice of standards enabling such interactions that favored communication among different systems and their mash ups. Facebook was the first social networking site to launch a service for developers that exposed its web services and the correlated APIs (application programming interfaces). This choice allowed programmers to create tools that could live within Facebook and turned the social networking site into a platform by enacting its programmability. In order to investigate the possibilities and the constraints offered by social media platforms, there seems to arise the necessity to integrate the analysis of frontend texts (such as posts or comments) and of social media communicative properties with the exploration of an underlying layer constituted by the network of relationships created within an application ecosystem and developed by using web services. The aim of the paper is to present a multi-layered approach to the study of social media platforms that combines the emerging subfield of Semiotic Technology with Platform Studies. The model is here applied to the analysis of Facebook Login Service.     

Embodiment and meaning: moving beyond linguistic imperialism in social semiotics

Social semiotic approaches to multimodality have tended to take language as the model for other modalities even when their professed aim is to move away from it. This kind of “linguistic imperialism” causes problems for theorising the relationship between the two basic semiotic planes of expression and interpretation in different modalities, and how the affordances of the expression plane relate to the meanings of the interpretation plane in each case, as well as in understanding the particular role of language in multimodal texts. The current paper brings together insights from semiotics, sociology of music and philosophy of language, as well as critiques of social semiotic approaches, in order to argue that the missing element in accounts of semiotic systems like language and music is the fundamental role played by embodiment in both these systems.     

Geoengineering the climate and ethical challenges: what we can learn from moral emotions and art

ABSTRACT

Climate change is an urgent problem, requiring ways and approaches to address it. Possible solutions are mitigation, adaptation and deployment of geoengineering. In this article we argue that geoengineering gives rise to ethical challenges of its own. Reflecting on these ethical challenges requires approaches that go beyond conventional, quantitative methods of risk assessment. Quantitative methods leave out important ethical considerations such as justice, fairness, autonomy and legitimacy. We argue that emotions and art can play an important role in ethical deliberation about geoengineering. Emotions can point out what morally matters. We also examine the role that works of art can play. Recently, artists have become involved with risky technologies. We argue that such artworks can contribute to emotional-moral reflection and public deliberation on geoengineering, by making abstract problems more concrete, letting us broaden narrow personal perspectives, exploring new scenarios, and challenging our imagination.     

Business responses to environmental and social protection policies: toward a framework for analysis

This conceptual paper seeks to advance neo-institutional work that has traditionally portrayed environmental and social protection policies as constraints followed by businesses. Drawing from the policy sciences literature, we propose that in the United States, businesses tend to show increasing resistance as the protective policy process moves from initiation to selection and growing cooperation thereafter. Most importantly, we also contribute to the neo-institutional theory literature by positing that this inverted U-shaped policy process–business response relationship proposed for the U.S. context may be moderated by variations in the level of democracy, system of interest representation, regulatory approach, and national income.

Intersemiotic Texture: analyzing cohesive devices between language and images

Recent research on multimodal discourse has explored the nature of semantic relations between different semiotic resources. Drawing on the interpretation of language as a social semiotic resource, this article proposes Intersemiotic Texture as the crucial property of coherent multimodal texts and presents a preliminary framework for cohesive devices between language and images. The framework is illustrated through examination of print media to demonstrate how the image–text relations are meta-functionally orchestrated across experiential, textual and logical meanings at the discourse stratum. A discourse-based model is suggested to analyze image–text logical relations complementary to existing grammar-based approaches. This research also develops a meta-language to describe Intersemiotic Cohesive Devices from two complementary perspectives: Intersemiotic Cohesion not only functions to integrate different modes together when multimodal discourse is conceptualized as a finished product, it also constitutes essential text-forming resources for semantic expansions across language and images during the ongoing contextualization of meanings in real time.     

Challenging Privatization: A Conceptual and Theoretical Argument

This is the second of a three-part polemic against the destruction of state owned enterprises in China (the first, “Against Privatization: A Historical and Empirical Argument”, is published in JCPS 13:1, 2008). It critically examines the ideology of privatization and argues for alternative guidelines of reform. The central contention is that a healthy market economy does not require domination of private property; rather it relies on apposite political-legal-ideological power and regulatory-monitoring regimes of accumulation and distribution socially legitimated within a given public culture. Rejecting the fallacies of ownership determinism and precision requirement on property rights for morality and efficiency, this essay clarifies distinction between the notion of exclusive properties and the vision of their socialized utility and management. Justifications for reforming state and private sectors alike in accordance with a unifying commons of social defense and feasibilities of innovative reform measures and policy proposals in that direction, will be elaborated in a third essay titled “Overcoming Privatization: A Strategic and Institutional Argument”.

Modernist art in the service of Nazi culture: Baldur von Schirach and the Junge Kunst im Deutschen Reich exhibition

ABSTRACT

Maertz's essay offers a history of a modernist art exhibition that opened in Vienna's Künstlerhaus under the patronage of Baldur von Schirach, the Führer's personal representative in that city, the second largest in Nazi Germany. The significance of the 1943 Junge Kunst im Deutschen Reich (New Art in the German Reich) exhibition lies in its assertion of a modernist variant of ‘official’ National Socialist art that clashes with the orthodox aesthetic system typically associated with the Third Reich.     

The meta-discourse of contemporary brands and the indexing of consumption: a way to build bonds of meaning

There is an important volume of reflections on the theoretical and methodological proximity of semiotics and brand. I emphasize the texts of Lencastre and Corte-Real on brand myopia, Perez on brand expression and the proposition of a brand analysis model based on TGS de Peirce, and Mick with his studies of branding, marketing, and advertising, among others. However, the constitutive tension of the sign-brand, in its complexity as a media phenomenon determined by the sign object, pulsates in harmony with the emotional, associative, and cognitive relations it is able to generate in the interpreting minds. Brand as a complex sign, detached from the shackles of marketing management, grows toward the performing hybridism of digital technologies and arts, finding its interpreters – open-minded, active, and desirous of constant negotiations of meaning – in countless semioses. The purpose of the present article is to show that the sign strength of contemporary brands lies in their ability to index consumption based on advertising metadiscourse that reveals its audiences' social values and the objectual power by which it is determined. To this end, the study integrated knowledge of the semiotic analysis of the expressions of twenty international brands in the fashion, food, and technology industries, and the systematization and analysis of their value offers.