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.     

Between man,woman and dog: Olive Schreiner’s The Story of an African Farm

The dog in Schreiner’s novel is represented both as an individualized human companion and as a figure of the social outcast. This split signification is homologous with other such instances in the novel – the anomaly of a “failed” bildungsroman, the narrative division between the real and the dreamlike, the aporia of human consciousness in the face of nature, the entanglements of gender, the problematics of race. Focusing on Waldo, Lyndall, and the dog Doss, the paper tracks the way in which the dog refracts not only the relation between human and animal but also a range of other relations in the novel, social and metaphysical. Reading the novel and its late nineteenth-century contexts of thought from the retrospective standpoint of the present – a hermeneutic position that is itself the site of a split signification – the paper considers the dog good to think with.     

LGBTQ “selves” in films from the Reel-Lives project as signifiers of political and social change,and of personal value

To accurately reflect the complexities of unusual sexual or gender identifications in non-stereotypical ways, film documentarians are challenged to represent people as both sexual/gender identities and as subjectivities engaged in personal experiences. This imperative is explored through a semiotic lens focused on films produced through the Reel Lives youth media training project, which aims to give voice to marginalised youth, and which presents their stories on the Reel Lives website through two consequent layers of signification that successfully represents LGBTQ people in complex ways. On the one hand, the search function reflects a typology of shared characteristics associated with identity categories that speaks to political change. On the other, the film grammar showcases shared circumstances within communities in ways that redirect focus from political change to a more durable and transformative socio-cultural change. The films in turn serve a third function: to reflect gender and sexual identification as a personal resource on which participants might subjectively call for the positive recognition and re-presentation of their value as individuals.     

The Case of the Hypocritical

This paper analyzes the idea of critique as an idea, in relation to the problematic fiction of legal foundations. In doing so, it refers to the work of Giorgio Agamben and Jean-Luc Nancy. In particular, Jean-Luc Nancy’s concept of the lapsus of right (jus) is explored in relation to the fiction of a Law of law and the notion of the Right to have rights. The paper argues for the conception of an immanent critique of law that seeks to have done with foundational judgments as primary to critique. To have done with judgment as primary is crucial as judgment is the way in which philosophies of law have attempted to establish their own justification while claiming that such a ground or justification comes from an external source. Instead, what is to be reconceived and in a preliminary way is that critique and its concepts are intimate to their problems and vice versa. I wish to thank each of the participants to this issue for their effort and their kind collaboration and V. Kelley for her invaluable assistance in the final editing process. I thank C. Douzinas for introducing me to the work of Jean-Luc Nancy and P. Fitzpatrick and S. Motha for sharing their paths of reading. Especial thanks to A.␣Schütz, E. Loizidou, N. Moore, J.á. Bellido Anon and A. Bottomley for discussions on disagreement. Gratitude is owed to J.-L. Nancy for inspiring thoughts and writings and for the sweetness in response to my suggestion that there are no antidotes to the poisons we write. This is for the wonderful Elene.     

The Political Significance of the Face: Deleuze's Critique of Levinas

While Levinas famously claims that ethics precedes ontology and emanates from the concrete experience of the other's face, it is often forgotten that Deleuze also discusses the face in numerous writings. The purpose of this paper is to briefly outline Levinas's arguments regarding the constitution of the face to chart its ethical importance, before engaging with Deleuze's critique of Levinas's position. I show that, by distinguishing between two systems of signification – the head-body system and the face system – Deleuze agrees with Levinas that the face is an important signifier delineating the other, but destructs the notion of face to show that it: (1) is more complex and multi-dimensional than Levinas realizes; (2) emanates from a specific semiotic relationship; and (3) emanates from specific socio-historical circumstances. Showing the face is a semiotic construct based in and emanating from a specific socio-historical configuration allows Deleuze not only to conclude that the face is related to politics not ethics as Levinas claims, but also to claim that it entails the inhuman in the human. This clarifies the nature of the face in Deleuze, offers a critique of Levinas's influential thinking on ethics, brings us to a discussion of the relationship between ethics and politics and reveals what Deleuze takes the political to entail.     

“I know half the money I spend on advertising is wasted,but I do not know which half (J. Wannamaker)”: Semiotic answers to perennial branding troubles

Marketing maverick J. Wannamaker's famous dictum has been hovering over marketing effectiveness ever since the late nineteenth century. Providing tentative answers to such a tantalizing question does not rest solely with the media-mix of a brand campaign. As argued in this paper, even more fundamentally than budget allocation lie issues about the semiotic structure of an intended brand positioning. By drawing on structuralist semiotics and particularly by focusing on the operations of structuration, homologation, isotopy, reduction, redundancy, recurrence, it will be demonstrated that what is dominantly conceived as “waste” does not concern merely media integration, but equally importantly message integration. Furthermore, communicative waste as aberrant positioning is not only the outcome of aberrant decoding, but also aberrant destructuration, both posing considerable threats to brand coherence and communicative consistency.     

社会主义市场经济与“改造国民性”——马克思主义当代中国化断想之一

中国的现代化事业要完成“改造国民性”这一无可轨避的历史任务,必须遵循马克思主义关于“不是社会意识决定社会存在,而是社会存在决定社会意识”的原理,从实践基础上构筑现代性价值的认同前提。改革开放以来,中国共产党人根据马克思主义当代中国化的需要,领导建立了社会主义市场经济体制,从而为陶铸中国人的现代国民性起到了根本性的作用。究其质底,因为文化变迁的根本动力,植根于物质生活实践以及人们据此形成的社会关系的演化,而社会主义市场经济作为工业文明成果和现代化历史经验的疑结,在构筑最基本的现代经济基础的同时,也为社会文化的变迁确立了新的坐标。它一方面瓦解了传统价值认同体系支配中国人生活秩序的“社会存在”;另一方面,又以社会物质生活实践的现实力量,创发出中国人的现代文化意识,并以此扬弃旧文化价值体系。可以肯定,只要社会主义市场经济体制深入持续发展,最终必将建构起适合中国现代社会生活秩序的新文化格局。