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This study examines the necessity of reading retrospectively. In this manner, the reader who comes along after the composition of an author's opus may better understand the author's earlier works after reading a later one. In contrast to a reader contemporary to the text, who does not have the opportunity of 'hind-sight, ' this special reader (recto-lector) draws on information gathered from a later text in order to understand a previously composed text. For example, the relationship between Aldo Palazzeschi's: riflessi (1908) and his later manifestoes (1914-1915) amply demonstrates the value and necessity of such a reading process: this is especially true with regard to non-canonial writers as is Palazzeschi. The retro-lector of: riflessi, therefore, comes away with an interpretation both different and more complete than that which the contemporary reader would acquire after a strict canonical reading. Along with works by Palazzeschi, 'Semiotics of Re-reading' also examines poetry by Guido Gozzano and short fiction by Italo Calvino
Crystal Downing brings the postmodern theory of semiotics within reach for today's evangelists. Following the idea of the sign through Scripture, church history and the academy, Downing shows you how signs work and how sensitivity to their dynamics can make or break an attempt to communicate truth.
Through a detailed re-reading of Saussures's work in the light of contemporary developments in the human, life and physical sciences, Paul Thibault provides us with the means to redefine and refocus our theories of social meaning-making. Saussure's theory of language is generally considered to be a formal theory of abstract sign-types and sign-systems, separate from our individual and social practices of making meaning. In this challenging book, Thibault presents a different view of Saussure. Paying close attention to the original texts, including the Cours de Linguistic Generale he demonstrates that Saussure was centrally concerned with trying to formulate a theory of how meanings are made.Re-reading Saussure does more than simply engage with Saussure's theory in a new and up-to-date way, however. In addition to demonstrating the continuing viability of Saussure's thinking through a range of examples, it makes an important intervention in contemporary linguistic and semiotic debate.
Unique graphic introductions to big ideas and thinkers, written by experts in the field.
Semiotics has been making progressively inroads into marketing research over the past thirty years. Despite the amply demonstrated conceptual appeal and empirical pertinence of semiotic perspectives in various marketing research streams, spanning consumer research, brand communications, branding and consumer cultural studies, there has been a marked deficit in terms of consolidating semiotic brand-related research under a coherent disciplinary umbrella with identifiable boundaries and research agenda. The Handbook of Brand Semiotics furnishes a compass for the perplexed, a set of anchors for the inquisitive and a solid corpus for scholars, while highlighting the conceptual richness and methodological diversity of semiotic perspectives. Written by a team of expert scholars in various semiotics and branding related fields, such as John A. Bateman, David Machin, Xavier Ruiz Collantes, Kay L. O’Halloran, Dario Mangano, George Rossolatos, Merce Oliva, Per Ledin, Gianfranco Marrone, Francesco Mangiapane, Jennie Mazur, Carlos Scolari, Ilaria Ventura, and edited by George Rossolatos, Chief Editor of the International Journal of Marketing Semiotics, the Handbook is intended as a point of reference for researchers who wish to enter the ‘House of Brand Semiotics’ and explore its marvels. The Handbook of Brand Semiotics, actively geared towards an inter-disciplinary dialogue between perspectives from marketing and semiotics, features the state-of-the-art, but also offers directions for future research in key streams, such as: Analyzing and designing brand language across media Brand image, brand symbols, brand icons vs. iconicity The contribution of semiotics to transmedia storytelling Narrativity and rhetorical approaches to branding Semiotic roadmap for designing brand identity Semiotic roadmap for designing logos and packaging Comparative readings of structuralist, Peircean and sociosemiotic approaches to brandcomms Sociosemiotic accounts of building brand identity online Multimodality and Multimodal critical discourse analysis Challenging the omnipotence of cognitivism in brand- related research Semiotics and (inter)cultural branding Brand equity semiotics
This updated second edition provides a clear and concise introduction to the key concepts of semiotics in accessible and jargon-free language. With a revised introduction and glossary, extended index and suggestions for further reading, this new edition provides an increased number of examples including computer and mobile phone technology, television commercials and the web. Demystifying what is a complex, highly interdisciplinary field, key questions covered include: What is a sign? Which codes do we take for granted? How can semiotics be used in textual analysis? What is a text? A highly useful, must-have resource, Semiotics: The Basics is the ideal introductory text for those studying this growing area.
This provocative book undertakes a new and challenging reading of recent semiotic and structuralist theory, arguing that films, novels, and poems cannot be studied in isolation from their viewers and readers.
This anthology of classic readings, in semiotic theory and practice is intended to provide supplementary resource designed to give a first-hand glimpse into a selection of those texts that have either laid the foundation of the semiotic theoretical edifice or else helped shape its contemporary form.
Critical Semiotics provides long overdue answers to questions at the junction of information, meaning and 'affect'. The affective turn in cultural studies has received much attention: a focus on the pre-individual bodily forces, linked to automatic responses, which augment or diminish the body's capacity to act or engage with others. In a world dominated by information, how do things that seem to have diminished meaning or even no meaning still have so much power to affect us, or to carry on our ability to affect the world? Linguistics and semiotics have been accused of being adrift from the affective turn and not accounting for these visceral forces beneath or generally other from conscious knowing. In this book, Gary Genosko delivers a detailed refutation, with analyses of specific contributions to critical semiotic approaches to meaning and signification. People want to understand how other people are moved and to understand embodied social actions, feelings and passions at the same time as understanding how this takes place. Semiotics must make the affective turn.
Aphra Behn was the first Englishwoman to earn her living from writing. This collection of critical essays explores the different genres in Behn's canon, including her plays, criticism, fiction and poetry, from a wide variety of feminist theoretical approaches.