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.     

Begging and belonging in the city: a semiotic approach

Citizens develop routine spatial enunciations through which they “domesticate” both the intensity of transition and the extension of distance implied by moving across a city and smooth out the frontiers between environments of belonging (e.g. home) and environments of non-belonging (e.g. the streets). Yet urban “accidents” constantly threaten the impermeability of such routine spatial enunciations. Beggars represent, from the point of view of citizens, an instance of such urban “accidents”. The primary goal of urban beggars is to intercept the routine spatial enunciations of citizens, stop them, and convince them to donate part of their money. In order to achieve these goals, beggars develop a series of micro-strategies that can be analyzed as both semiotic practices and urban performances. At the same time, citizens constantly reabsorb these micro-strategies in their routine spatial enunciations, pushing beggars to the elaboration of new strategies, and so on and so forth, in a continuous struggle between the citizens’ desire to protect their feeling of sedentary belonging and the beggars’ need to invade it. From this point of view, routines of sedentary belonging are a manifestation of power. But why are citizens willing to have their routine spatial enunciations through the city be stopped by all sorts of agencies (for instance, the commercial agency of advertisement), whereas they cannot wait to expel beggars from the urban landscape? Perhaps this discrepancy depends on the elimination of the spiritual discourse of charity from the urban arena?     

A semiotic study of regional branding reflected in the slogans of Korean regions

The purpose of the present analyses of regional slogans is to provide a semiotic perspective for understanding the symbolic communication systems involved in the construction of Korean regional governments. This study attempts to evaluate the slogans in terms of the semantic and morphological aspects of the texts. Findings show an overuse of signs within the slogans of regional governments that weakened the delivery of information regarding local identity. A leading slogan for a large region may create a unique identity in relative terms, whereas second-tier regions tend to mimic the success of others. The present research illustrates that each region of Korea cannot be differentiated in terms of a semantic analysis of linguistic signs. The communication tendencies that influence the creation of slogans for Korean regions are morphologically complex but semantically simple, resulting in the failure of these regions to secure distinctiveness in their individual brand identities.     

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.     

Exploring the semiotic meaning of the first oil city in the Middle East: Masjed Soleyman

This study aims to provide a perspective on the symbolic characteristics of oil cities by focusing on the example of the first oil city in the Middle East, Masjed Soleyman city. Studies of oil cities are generally based on their industrial characteristics rather than their symbolic meanings. However, since oil became a distinctive symbol in the Middle East, these cities need to be examined from an altered perspective. Therefore, the present study analyses the urban context of Masjed Soleyman city based on four concepts of “city as overall sign”, “image of city”, “language of city” and “interpretation/communication” as well as the derived indicators from each concept. It is concluded that given the critical importance of oil at both the national and international levels, oil production was arguably maintained or sustained by various treatments of this city's inhabitants. In the process of exploring this ancient city, the study portrays that Masjed Soleyman characteristically symbolises control, social segregation and surveillance.     

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.     

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.     

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.     

Elite mobilities: the semiotic landscapes of luxury and privilege

Tourism is immensely powerful in (re)organising large-scale inequalities and privileges. In the rapid expansion of ‘luxury tourism’ we find a wing of this truly global culture industry openly committed to the symbolic production of elite status, distinction and privilege. Our visual essay here offers a series of multimodal, multi-voiced statements arising from a research project that explores and critiques the lavish semiotic economies and strict interactional orders of these ‘new’ elite mobilities. Mimicking the fleeting encounters of super-elite travellers themselves, we undertook a series of ethnographically grounded but patently frugal sorties into five different spaces (or modes) of luxury travel. Drawing on our own fieldwork material and quoting the visual rhetoric of advertisers, we trace the normative production of an ostensibly enclavic landscape that imagines (or re-imagines) limitless aspirations and unbounded pleasures for all consumer-citizens regardless of their power or wealth.     

Lawnscape: semiotics of space,spectacle, and ownership

While seemingly straightforward, the boundaries of ownership can be confusing. Take the front lawn, for instance. Some local ordinances prohibit such things as parking on one's front lawn or displaying celebratory storks, “For Sale” signs, or political displays out of concern for the neighbours. However, what happens when the front lawn is taken over by an unstoppable lava flow? On the Big Island of Hawai'i, countless front lawns are now vast expanses of hardened black lava. These lawns exist now under changed jurisdiction as legal spaces. No longer are these lava-ed lawns now simply purely private property as state authorities now control the area. On front lawns with or without lava, the notion of ownership is confused by two competing rights: the rights of those who inhabit the property versus the rights of those who view the property. Here, the context of rights expands traditional claims and lines of ownership according to the activity of spectaclizing. This paper will examine the tension of ownership and pursuant competing rights that challenge the construction of traditional boundaries and their enforcement within the framework of the semiotics of space. In this paper, the semiotics of space found in front lawns challenges the standard faculties of law to remedy conflicting rights.     

自然价值的疏离与回归——论生态现象学“生活世界化的自然”

人类要想实现与自然的真正和解,就必须解决一个前提性问题,即如何看待和理解"自然"。对于这个问题的回答也是将不同生态哲学流派区分开来的根本标志。生态现象学作为一种反传统知识论哲学的现代哲学,它试图通过建构一种自然意义、社会意义和文化意义相统一的"自然"概念——"生活世界化的自然",将自然原初的被隐匿了的价值意义重新凸显出来,以引导人类走上通往与自然和解的道路。生态现象学的自然观念既不同于生态中心主义所主张的脱离人的生活世界来谈生态保护,也区别于人类中心主义所主张的将自然仅仅看作是工具价值层面"为我而生"的对象性存在。"生活世界化的自然"在"此在"的意义上来理解自然,是在日常生活中与"我"照面的,承载着各种价值意义,能够为人类的生命活动中所真切体验到的活生生的自然。生态现象学试图借助"生活世界化的自然"的"基底样式",推动人类在"遭遇自然"—"体验自然"—"审美自然"的交往过程中,赋予自然以人性的同时,重新唤醒人性的生态化一面,进而引导饱受工具理性摧残的现代人类实现与自然的真正和解。     

Accountability in the EU's para-regulatory state: The case of the Economic and Monetary Union

This article revisits Majone's famous argument about accountability in the regulatory state in reference to the European Union's (EU) Economic and Monetary Union. We show that the EU has entered the stage of a “para-regulatory state” marked by increasing EU regulation in areas linked to core state powers. Despite the redistributive and politicized nature of these policy areas, the EU's “para-regulatory state” has continued to rely on its regulatory model of accountability, focused on decisionmaking processes, and interest mediation. In line with Majone, we describe the model as procedural and contrast it to substantive accountability – which is necessary when regulation has clear redistributive implications. Using two case studies from fiscal policy and monetary affairs, we illustrate the predominance of procedural accountability as exercised by the European Parliament and EU Courts. We complement the empirical analysis with a normative discussion of how substantive accountability could potentially be rendered in both fields.     

“变中求统”:大一统政治思想研究中的语境与逻辑问题

大一统作为一种重要的中国传统政治思想和实践遗产,时至今日仍深刻影响着中国的现实政治发展。围绕着大一统内涵、过程、性质与影响的认识与评价,思想史研究中也长期存在着诸多争论。但无论对于大一统本身所持态度如何,争论各方往往都倾向于将大一统视为一种独立于语境之外的固定结构。作为一种限制性认识前提,这无疑妨碍了对于大一统政治思想与实践发展史的全面理解,更影响到从学理逻辑上阐释大一统与现代中国国家建设与治理事业的内在关联。有鉴于此,在大一统政治思想研究中,有必要超越“正典解读”的束缚,以变的思维考察统的历程,同时也以统的逻辑来整合变的史实,将对大一统的思想史解读放在问题逻辑的语境中,关照智识语境与政治语境对其评价的影响,并慎重地探讨其内涵的普遍性与特殊性规律。唯其如此,对大一统的关照和本土化阐释才真正具有了历史性。     

The problem with English(es) and linguistic (in)justice. Addressing the limits of liberal egalitarian accounts of language

Van Parijs’s Linguistic Justice for Europe and the World furthers a nascent examination of multilingualism within political philosophy, drawing on continental European contexts where multilingualism is the norm. Van Parijs argues, in effect for linguistic cosmopolitanism via English as the current world language, and this seems ostensibly to be a considerable improvement on ‘the untrammeled public monolingualism’ of Anglo-American political theory. However, Van Parijs’s account is flawed in four key respects. First, there is the fundamental problem of his reductionist account of language – by which language is viewed only in terms of its communicative uses and reach and not in relation to its symbolic and identity functions. Second is his simplistic advocacy of English as a global lingua franca, which ignores issues of power and inequality, along with related delimited access to high-status English language varieties. Third are the inherent limitations associated with his advocacy of linguistic territoriality, which recognizes state-sanctioned languages but little else, thus failing to mitigate existing linguistic hierarchies. Finally, the wider argument for English as a global lingua franca is inevitably underpinned by a monolithic/hegemonic view of English itself. This monolithic conception of English stands in contradistinction, not only to the actual plethora of Englishes in the world today, but also, more importantly, to their widely varying status and use in furthering cross-communication and related notions of social and economic mobility. The latter thus fatally undermines Van Parijs’s central argument linking social and economic mobility ineluctably to access to English.     

数字竞赛与双重博弈:对易地扶贫搬迁政策执行偏差的一种解释

基层政策执行会出现偏差已经成为学界的共识,但是对于此问题的分析机制并不明晰,多数研究均是从单一视角予以阐释。通过深入考察易地搬迁中“拆旧复垦”政策的具体执行过程,从自上而下与自下而上相互融合视角入手,讨论“拆旧复垦”政策如何在不同利益主体的互构下发生了转变,为何完美的指标数据与文字背后却发现政策执行陷入模糊或搁置状态。从案例解构结果来看,在发展导向的逻辑下,基层政府通过主动加码寻求搬迁规模最大化以谋求在“数字竞赛”中胜出;在压力型体制的上下博弈中,基层政府采取拼凑应对的模糊执行策略以有效应对自上而下的政绩考核;在不完全信息状态的混合博弈中,政策受众在理性计算之下与基层政府形成了“合谋的沉默”。文章的贡献在于,对基层政策执行偏差的解释没有囿于讨论科层结构的弊端,而是从政策设计本身以及不同利益主体互构的视角出发解读其内在逻辑。     

Undelivered: the space/time of the sacred in Bataille and Benjamin

Bataille’s work of the 1930s on the sacred has strong echoes of Walter Benjamin’s writing on space and messianic time. In bringing together Bataille’s theoretical and fictional writings, alongside key Benjamin texts, this article seeks to develop our understanding of a perversely grounded sacred.     

Camera as sign: on the ethics of unconcealment in documentary film and video

When we look at a documentary, what do we see? Probably not the apparatus that gives us images to view. If we did, then perhaps questions about the ethics of documentary cinema would be easily answered. The goal of this article is to broaden the moralistic purview of image ethics debates with a semiotic phenomenology of the visual mode of address of documentary. I describe how “doubling” and “redoubling” the visual mode of address undermines the authority of documentary and helps to overcome debates about two main ethical issues – participant consent and the audience's right to information. Unconcealing the viewpoint of documentary also broadens media ethics debates by bringing attention to the implied viewer, asking of it to reflect on the consequences of the communicative act of looking. Examples of widely available documentary film and video are discussed.     

Race as Category Crisis: Whiteness and the Topical Assignation of Race

In this essay, I examine whiteness along two different axes. First, I discuss, in the context of Richard Dyer's White , the manner in which discussions of whiteness tend to be decontextualised and dehistoricised. Fundamentally, in White , whiteness is represented in terms of a homogeneous and self-identical category. In the second part of my essay, I focus on how racialised bodies, once they are situated within a specific historico-cultural context, complicate and problematise unitary and homogenised concepts of whiteness. I argue that the power and endurace of whiteness emerges out of its historical dispersions and geo-political mobility.