Context-based analysis of an advertising poster

Semiotica ◽  
2019 ◽  
Vol 2019 (229) ◽  
pp. 101-122
Author(s):  
Sarvenaz Safavi ◽  
Agah Gümüş
Keyword(s):  
Background Knowledge ◽  
Semiotic Approach ◽  
New Perspective ◽  
Definition Of ◽  
Context Of Situation

AbstractThe purpose of this paper is to introduce a new perspective of analyzing advertising designs from a new semiotic approach based on a new definition of the context. In order to achieve this goal, we will first of all give a definition for advertising design, and then Peirce’s idea about signs and definition of the science called semiotics will be necessary for starting the discussion. This research is based on three levels of context and shows that understanding an advertising design is not absolute but somehow relative because of differences in the background knowledge of the receivers. The conclusion of this research is that people understand advertising design based on their three contexts, which means seeing a so-called Context A, or better, what is designed, the receiver of the message will use a so-called Context B, or the context of situation, and also receives a so-called Context C, or the background knowledge in order to interpret what is selected and combined in Context A.

Bringing back the image into its frame: Barthes’ soldier and the contextual frame of human perception and interpretation of signs

Semiotica ◽  
2019 ◽  
Vol 2019 (229) ◽  
pp. 87-100
Author(s):  
Sarvenaz Safavi ◽  
Agah Gümüş
Keyword(s):  
Human Perception ◽  
Background Knowledge ◽  
Roland Barthes ◽  
Situational Context ◽  
New Model ◽  
Sign System ◽  
Semiotic Approach ◽  
Definition Of

AbstractIn this article, the authors try to review the Paris-Match cover page (No. 326 from 1955) analyzed by Roland Barthes and introduces a new model of analyzing sign system from a new semiotic approach based on the new definition of the context. This research is based on three layers of the context and shows that understanding the cover page of a magazine or any other kind of text is not only absolute but also somehow relative due to the different background knowledge of the audience. This means that human sees the Context A, or what is designed, in the situation of Context B, or situational context, and interpret based on their Context C, or background knowledge of the audience.

scholarly journals Towards a semiotic definition of trash

2001 ◽  
Vol 29 (1) ◽  
pp. 313-324
Author(s):  
Riste Keskpaik
Keyword(s):  
Structural Similarity ◽  
Current Paper ◽  
Environmental Crisis ◽  
Theoretical Literature ◽  
Semiotic Approach ◽  
New Perspective ◽  
Definition Of

The phenomenon of trash has rarely been addressed in the cultural theoretical literature. However, its structural similarity with the concept of taboo as well as its role in the dynamics of culture has been stated. Current paper aims to summarize the partial contributions that have been made so far, localize them in a larger semiotic framework, and deriving from Lonnan's approach to culture suggest a few further ideas for a semiotic definition of trash. It is proposed to define trash as a phenomenon marking the boundary between culhlre and non-culture/nature. In the context of the deepening environmental crisis (to which accumulation of trash contributes) a semiotic approach opens a new perspective for identifying the origin of the problem in our mind/culture rather than in nature.

scholarly journals A “Strong” Approach to Sustainability Literacy: Embodied Ecology and Media

Philosophies ◽  
2021 ◽  
Vol 6 (1) ◽  
pp. 14
Author(s):  
Cary Campbell ◽  
Nataša Lacković ◽  
Alin Olteanu
Keyword(s):  
Media Literacy ◽  
Meaning Making ◽  
Environmental Literacy ◽  
Literacy Studies ◽  
Critical Media Literacy ◽  
Semiotic Approach ◽  
Sustainability Literacy ◽  
Critical Media ◽  
Definition Of ◽  
Integrated Sustainability

This article outlines a “strong” theoretical approach to sustainability literacy, building on an earlier definition of strong and weak environmental literacy (Stables and Bishop 2001). The argument builds upon a specific semiotic approach to educational philosophy (sometimes called edusemiotics), to which these authors have been contributing. Here, we highlight how a view of learning that centers on embodied and multimodal communication invites bridging biosemiotics with critical media literacy, in pursuit of a strong, integrated sustainability literacy. The need for such a construal of literacy can be observed in recent scholarship on embodied cognition, education, media and bio/eco-semiotics. By (1) construing the environment as semiosic (Umwelt), and (2) replacing the notion of text with model, we develop a theory of literacy that understands learning as embodied/environmental in/across any mediality. As such, digital and multimedia learning are deemed to rest on environmental and embodied affordances. The notions of semiotic resources and affordances are also defined from these perspectives. We propose that a biosemiotics-informed approach to literacy, connecting both eco- and critical-media literacy, accompanies a much broader scope of meaning-making than has been the case in literacy studies so far.

Bodily Dasein and Chinese Script Components

2017 ◽  
Vol 2017 (2) ◽  
Author(s):  
Kwan Tze-wan
Keyword(s):  
Human Body ◽  
The Body ◽  
Chinese Script ◽  
Chinese Characters ◽  
Body Parts ◽  
Constitutive Principle ◽  
New Perspective ◽  
Social Environmental ◽  
The One ◽  
Definition Of

AbstractIn the Shuowen, one of the earliest comprehensive character dictionaries of ancient China, when discussing where the Chinese characters derive their structural components, Xu Shen proposed the dual constitutive principle of “adopting proximally from the human body, and distally from things around.” This dual emphasis of “body” and “things around” corresponds largely to the phenomenological issues of body or corporeality on the one hand, and lifeworld on the other. If we borrow Heidegger’s definition of Dasein as Being-in-the world, we can easily arrive at a reformulation of Xu Shen’s constitutive principle of the Chinese script as one that concerns “bodily Dasein.” By looking into various examples of script tokens we can further elaborate on how the Chinese make use not only of the body in general but various body parts, and how they differentiate their life world into material nature, living things, and a multifaceted world of equipment in forming a core basis of Chinese characters/components, upon which further symbolic manipulation such as “indication”, “phonetic borrowing”, semantic combination, and “annotative derivation”, etc. can be based. Finally, examples will be cited to show how in the Chinese scripts the human body (and its parts) might interact with other’s bodies (and their parts) or with “things around” (whether nature, living creatures, or artifacts) in various ways to cover the social, environmental, ritual, technical, economical, and even intellectual aspects of human experience. Bodily Dasein, so to speak, provides us with a new perspective of understanding and appreciating the entire scope of the Chinese script.

scholarly journals Membangun Peradaban Sufistik melalui Hermeneutika Schleiermacher pada Ekspresi-Ekspresi Sejarah Perjuangan Imam Husain

ESOTERIK ◽  
2020 ◽  
Vol 6 (1) ◽  
pp. 90
Author(s):  
Fadhlu Rahman ◽  
Dicky Darmawan
Keyword(s):  
Social Order ◽  
Descriptive Analysis ◽  
The Enlightenment ◽  
Spiritual Civilization ◽  
Analysis Methods ◽  
History Of ◽  
New Space ◽  
New Perspective ◽  
Definition Of ◽  
Western Perspective

<p class="06IsiAbstrak">The modern western perspective initiated by the renaissance and the enlightenment century successfully couped the reality of God. This was carried out by some western intellectuals and thinkers, which ultimately gave obscurity to the human concept. The obscurity of this concept then has implications for the meaning of the progress of human civilization. This further gives serious problems to almost the entire social order.   Husain's struggle as the eternal history of humanity interpreted through Hermeneutics Scheleiermacher provides another perspective on human concepts and the progress of civilization. The monotheistic values they contain glance at the sides of spirituality as a measure of the progress of civilization. From it the definition of civilization gained new space and paved the way for human potentials that were inherently the cornerstone of the progress of civilization. This paper tries to uncover the values of Imam Husain's struggle in Karbala which is interpreted through Schleiermacher's psychological and grammatical interpretation and contextualizes it with the concept of Coomaraswamy spiritual civilization, as a foundation for the meaning of civilization using historical and descriptive analysis methods. So that the paradigm of the progress of civilization gets an alternative new perspective, and spirituality can be used as a measure of the progress of civilization.</p>

scholarly journals Fuzzy covering-based rough set on two different universes and its application

2021 ◽  
Author(s):  
Bin Yang
Keyword(s):  
Decision Making ◽  
Rough Set ◽  
Multiple Criteria Decision Making ◽  
Multiple Criteria ◽  
Extension Principle ◽  
Upper Approximation ◽  
New Type ◽  
New Perspective ◽  
Definition Of ◽  
Two Universes

Abstract In this paper, we propose a new type of fuzzy covering-based rough set model over two different universes by using Zadeh’s extension principle. We mainly address the following issues in this paper. First, we present the definition of fuzzy β-neighborhood, which can be seen as a fuzzy mapping from a universe to the set of fuzzy sets on another universe and study its properties. Then we define a new type of fuzzy covering-based rough set model on two different universes and investigate the properties of this model. Meanwhile, we give a necessary and sufficient condition under which two fuzzy β-coverings to generate the same fuzzy covering lower approximation or the same fuzzy covering upper approximation. Moreover, matrix representations of thefuzzy covering lower and fuzzy covering upper approximation operators are investigated. Finally, we propose a new approach to a kind of multiple criteria decision making problem based on fuzzy covering-based rough set model over two universes. The proposed models not onlyenrich the theory of fuzzy covering-based rough set but also provide a new perspective for multiple criteria decision making with uncertainty.

scholarly journals سيميائية الخطاب السياسي، الشعر في الحجاز نهاية عهد الدولة العثمانية أنموذجاً / Political discourse semiotics: Hijaz poetry at the end of Othman empire

2018 ◽  
Vol 9 (1) ◽  
pp. 125-142
Author(s):  
Faisal Bin Salih Al Zahrani
Keyword(s):  
Descriptive Analysis ◽  
Arabic Literature ◽  
The Political ◽  
Analysis Method ◽  
Semiotic Analysis ◽  
Poetic Discourse ◽  
Semiotic Approach ◽  
Poetic Text ◽  
Poetic Texts ◽  
Definition Of

ملخص البحث:   يعد الأدب العربي في إقليم الحجاز جزءاً من أدب الأمة العربية الجميل؛ لكن الدراسات الأدبية لا تزال غير كافية على الرغم من بذل بعض الباحثين جهوداً لجمع مادته الأدبية التي لا يزال كثير منها مخطوطاً أو مفقوداً أو مخفياً لأسباب متعددة. يبحث المنهج السيميائي عن المعنى من خلال البحث عن الاختلاف الداخلي للمعاني عبر المنهج السيميائي لتحليل الخطاب الشعري؛ وذلك من منطلق المنهج السيميائي في دراسة النصوص الشعرية والتي تؤكد أنها تتكون من نظام لغوي يعطي مجموعة من المعطيات الخاصة، وهذه الرؤية أسقطها المنهج السيميائي على أغلب النصوص الإبداعية، مع تميز النص الشعري بقدرته على اختزال المعنى، وتسعى هذه الدراسة إلى تتبع الشعر السياسي في الحجاز والوقوف على الدلالات التي يبرزها التحليل السيميائي من خلال المعنى الشعري، وذلك باتباع المنهج الوصفي التحليلي؛ حيث تبدأ بمقدمة تعرف ببعض المصطلحات الهامة مثل: إقليم الحجاز، السيميائية، الشعر السياسي، وستقوم عناصر التحليل لعدة مستوايات: تبدأ الخطاب العام، والمستوى المعجمي، والمستوى التركيبي، ثم المستوى التركيبي. الكلمات المفتاحية: الشعر السياسي - السيميائية - الخطاب العام - المستوى المعجمي- المستوى التركيبي. Abstract Arabic literature in Hijaz area is a part of magnificent Arabic literature. Much of literary works are still missing for many reasons despite the effort of some researchers in collecting and recording them. The semiotic approach looks into meaning by examining its internal differences through semiotic method to analyze poetic discourse. The semiotic approach helps in studying the poetic texts that reveal that it contains a language system that implies certain inputs. This very method helps to reveal such a perception on most of creative texts, with the distinction of the poetic text as having the ability to compress meaning. This paper aims at tracking the political poems in Hijaz and dwell on the meaning revealed by the semiotic analysis through the poetic meaning. The study makes use of the descriptive analysis method. It begins with the definition of some significant terms such as: Hijaz, semiotics, political poems; the analysis is based on certain levels: it begins with the general discourse, lexical and phrasal levels.   Keywords: Political poems, semiotics, general discourse, lexical level, phrasal level.     Abstrak Satera Arab di Hijaz adalah sebahagian daripada kesusasteraan yang gemilang. Namun masih banyak karya-karya yang masih hilang disebabkan banyak faktor walaupun usaha-usaha para pengkaji dalam mengumpul dan merekodkannya. Pendekatan semiotik ini melihat aspek makna dengan melihat perbezaan dalaman melalui metod semiotik untuk menganalisa wacana syair. Pendekatan ini juga menolong menyingkap sistem bahasa tertentu yang menandakan input tertentu. Ia juga menolong menyingkap untuk menyerlahkan persepsi tertentu tentang kebanyakan teks kreatif, terutamanya kelebihan teks puitis untuk memampatkan makna. Kajian ini bertujuan untuk mengesan syair-syair politik di Hijaz dan mengkaji makna yang diserlahkan melalui analisa maksud puitis. Kajian ini menggunakan metod analisa deskriptif. Ia dimulakan dengan definisi beberapa terma penting seperti: Hijaz, semiotic, syair politik; analisa yang dibuat adalah berdasarkan kepada beberapa tahap: ia bermula dengan wacana umum seterusnya tahap-tahap leksikal dan phrasa.    Kata kunci: Syair politik, semiotic, wacana umum, tahap leksikal, tahap frasa

scholarly journals Employee domain and non-financial performance: the moderating effect of digital reputation

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Rosamartina Schena ◽  
Angeloantonio Russo ◽  
Jonatan Pinkse
Keyword(s):  
Financial Performance ◽  
Corporate Sustainability ◽  
Fortune 500 ◽  
Operational Model ◽  
Content Type ◽  
Financial Report ◽  
Innovation Strategies ◽  
New Perspective ◽  
Definition Of ◽  
Exploration Exploitation

Purpose The purpose of this study is to extend existing knowledge in corporate sustainability (CS) and digitalization literature. Innovation strategies (namely, exploration, exploitation and ambidexterity) are used to identify an innovative employee domain that influences a firm’s non-financial performance. Digital reputation – i.e. the set of stakeholders’ sentiments toward the company’s digital footprint – is observed as a moderating variable able to explain where and when the innovative employee domain impacts the non-financial performance. Design/methodology/approach Using a sample of firms listed on the Fortune 500 list in the period 2015–2018, this study pursued both a qualitative and quantitative analysis. First, content analysis is carried out through a non-financial report-based operational model to operationalize the innovative domain. Second, a regression and moderator analysis are conducted on optimized panel data. Findings Consistent with previous literature, the results show that the employee domain positively impacts a firm’s non-financial performance. It was found that digital reputation operates as a moderator in this relationship. Originality/value This study contributes to the theoretical debate on CS by introducing a new concept relevant to an employee domain of exploration, exploitation and ambidexterity. It enriches the innovation debate by providing a new perspective on how firms can balance exploratory and exploitative innovation strategies in the employee domain to enhance non-financial performance. Finally, it provides a novel definition of digital reputation.

Introduction: almost nothing

2017 ◽  
Author(s):  
Anna Dezeuze
Keyword(s):  
Contemporary Art ◽  
Human Condition ◽  
Work Of Art ◽  
Art Object ◽  
New Perspective ◽  
The 1960S ◽  
Definition Of ◽  
The Human Condition

This introduction introduces the term ‘precariousness’ by contrasting it with the ‘ephemeral’. Precarious practices that explore the ‘almost nothing’ are situated in the context of studies of ‘nothingness’ and empty exhibitions in contemporary art. Such debates focus on the ‘dematerialisation’ of the art object since the 1960s, which will be addressed from a new perspective following Lawrence Alloway’s 1969 definition of ‘an expanding and disappearing’ work of art. Re-readings of the materiality of contemporary art since the 1960s are related to continental debates concerning ‘precarity’ in the 1990s, and traced back to Hannah Arendt’s 1958 remarks on The Human Condition. Two different philosophical books — Vladimir Jankélévitch’s 1957 Le Je-ne-sais-quoi et le presque rien, and Simon Critchley’s 1997 Very little, almost nothing — point to some of the questions and methods raised by the study of precarious practices.

The Role of Communication in Online Trust

2019 ◽  
pp. 341-361
Author(s):  
Latifa Chaari
Keyword(s):  
Action Theory ◽  
Communicative Action ◽  
Relational Trust ◽  
Mutual Understanding ◽  
Online Trust ◽  
Common Definition ◽  
Internet Users ◽  
New Perspective ◽  
Definition Of

This chapter aims at better understanding the behavior of the Internet user. It suggests studying the role of communication on the trust of Internet users towards commercial Websites. In order to realize this research, the authors mobilized the Communicative Action Theory of Jürgen Habermas (1987). Therefore, they have brought a new perspective in understanding online trust following action theory. For Habermas, communication is an action that depends on contextual, cultural, and human factors, which cannot be reduced to deterministic mechanisms. He deals with three types of action, which an actor might pursue following his interests, which can be instrumental, strategic, or emancipatory. The instrumental and strategic are purposive-rational actions, which aim at achieving success and at developing a calculated trust based on calculation of the advantages and the costs of the relation, whereas, the communicative action is coordinated by mutual understanding that allows the development of a relational trust based on social interactions. In communicative action, mutual understanding through language allows the social integration of actors and the coordination of their plans and their different interests. In this case, trust is based on a common definition of the situation and the resolution of conflicts of interests between actors. Internet is a medium of communication that can support the three kinds of action. The instrumental and strategic actions allow the development of calculated trust, whereas the communicative action allows the development of relational trust based on social interaction and mutual comprehension.

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