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articles
1. The American Journal of Semiotics: Volume > 35 > Issue: 3/4
Steven Skaggs The Semiotics of Visual Identity: Logos
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Visual identity systems allow a visual object to stand for, and provide suggestive expression of, a host. The primary graphic element in a visual identity system is the logo. In three sections, this article explores inportant semiotic mechanisms by which logos perform the work of identifying. The first section points to the difference between basic visual differentiation (boundary coherence) and affective/cognitive reference (semantic coherence). It makes a distinction between two kinds of reference that occur simultaneously in logos: (1) an immediate referencing of the host entity (the entity for which identification is sought), and (2), indirect, reference that is often metaphoric in character. The second section offers a four-part classification scheme for logos based upon a Peircean icon/index/symbol division with the addition of an axis of syntactical detail. A “hidden” class of logo is predicted by this Peircean framework; examples are identified and this class is named “gesturegraphs”. It is argued that this four-part classification scheme is both semiotically necessary and sufficient. Any further classes of logos can be considered subclasses within the four semiotic factors proposed. These classes are not judged to be discrete, but rather to afford blended and combinatorial situations. The rhetorical tropes of metonym and metaphor are discussed in terms of their value to the pictographic mode of logo design. Finally, in the third section of the article, genre is defined as the coherence of stylistic features in relation to the sector of the host’s activity. Two case studies are given as examples of how genre influences the semantical context of logos.
2. The American Journal of Semiotics: Volume > 35 > Issue: 3/4
Massimo Leone Semiotics of Religion: A Map
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The essay proposes a concise map of some of the current research trends in the semiotics of religion. Within the theoretical framework of Peirce’s philosophy of semiosis as interpreted and developed by Umberto Eco, the essay situates the semiotic study of religion at the crossroad of nature and culture and singles out as its main task studying both the abstract level of religious ideologies of signification and the empirical level of religious systems of expression and communication.
3. The American Journal of Semiotics: Volume > 35 > Issue: 3/4
Richard L. Lanigan Crossing Out Normative Boundaries in Psychosis: The Communicology of a Social Semiotic Passage in Dickens’ Bleak House
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The coding function of semiotic-systems in literature is explored as an example of Umberto Eco’s real and fictional protocols in the play of discourse formation (lector in fabula). The intricate phenomenological levels of intersemiotic translation (apposition, opposition, chiasm, zeugma) are illustrated by analyzing a rhetorical passage (semiotic object) from Charles Dickens’ novel Bleak House. The passage on the logic of series (“lists”) allows us to explore fact/fiction, real/imaginary, normal/abnormal, sane/insane, neurotic/psychotic choices as discourse voice protocols (active, middle, passive) for the axiological interpretation (ethic, moral, aesthetic, politic, and rhetoric) of meaning formation (tropes) and signification function (figures). Models of discourse are drawn from Benveniste, Foucault, Greimas, Lévi-Strauss, and Wilden.
4. The American Journal of Semiotics: Volume > 35 > Issue: 3/4
Sally Ann Ness Diagnosing with Light: The Semiotics of Acupoint Biophoton Emissions Testing
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Acupoint Biophoton Emissions Testing (ABET), an alternative diagnostic technique used by practitioners of Traditional Chinese Medicine, illustrates a case of non-linguistic Delome-level semiosis that is understood to form an interface between endosemiotic and linguistic semiotic levels of human (bio-)communication. Performed manually, the technique employs an array of Hypoiconic and Indexical Symbols that, when used in combination, enable practitioners to “listen in” and learn with biocommunicational processes, re-embodying them in a manner that renders them available to conscious recognition and linguistic representation. The Delome formations of the ABET technique afford the gradual accumulation and transformation of practitioner understanding through sign co-performances that achieve triadic relationality mediationally—prefiguring fully representational forms of learning. They demonstrate embodied capacities for pattern recognition, coordination, exploration, articulation, explication and self-governance that may have evolved in advance of representational sign formations, setting the evolutionary stage for them.
5. The American Journal of Semiotics: Volume > 35 > Issue: 3/4
Morten Tønnessen What Can be Known about Future Umwelten?
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This article addresses Umwelt futurology, the study of future Umwelten: i.e., subjective, semiotic lifeworlds. Umwelt futurology as I describe it is an interdisciplinary enterprise founded on Umwelt theory but also drawing on work done in other academic studies of future developments. It complements Hiltunen’s semiotic work in futures studies on weak signals. Asking what can be known about future Umwelten, I ascertain that our most solid knowledge about any Umwelt situated on Earth is derived from an understanding of what constitutes the minimal Umwelt in general and more specifically in Earthly terms. Our understanding of constitutive features of various lifeforms, and of typical developments at different life stages in the ontogeny of organisms, provides us with further reliable knowledge about lasting traits of organisms endowed with an Umwelt. To describe the complex interplay between the physical environment and the Umwelt and Innenwelt of organisms, I introduce a three-dimensional interactive semiotic model of environmental change. Taken together, knowledge about basic features of Umwelten and about the biosemiotic interplay in nature involving Umwelt creatures provides us with the foundational building bricks that we need to construct an empirically informed Umwelt futurology. I argue that both predictions and scenarios concerning future lifeworlds can be developed from within this theoretical framework. While Umwelt predictions are meant to be of a merely factual nature, and can give us more informed ideas about the future, Umwelt scenarios may feature both factual and normative elements. These can help us make more informed choices whenever we discuss actions, lifestyles or policies that have an impact on future lifeworlds.
reviews
6. The American Journal of Semiotics: Volume > 35 > Issue: 3/4
Jamin Pelkey A Watershed for Qualia: Marc Champagne’s Unified Theory of Consciousness: Review of Consciousness and the Philosophy of Signs: How Peircean Semiotics Combines Phenomenal Qualia and Practical Effects, by Marc Champagne
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7. The American Journal of Semiotics: Volume > 35 > Issue: 3/4
Marc Champagne Consciousness and the Philosophy of Signs: A New Précis
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8. The American Journal of Semiotics: Volume > 35 > Issue: 3/4
Hongwei Jia Signs, Language, and Listening: A Review: Review of Signs, Language and Listening: Semioethic Perspectives, by Susan Petrilli
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9. The American Journal of Semiotics: Volume > 35 > Issue: 3/4
Kermit Snelson The Phanerochemical Wedding of Logic and Philosophia Perennis: On Morrissey’s The Way of Logic: Review of The Way of Logic, by Christopher S. Morrissey
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10. The American Journal of Semiotics: Volume > 35 > Issue: 3/4
About the Authors
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11. The American Journal of Semiotics: Volume > 35 > Issue: 1/2
Jamin Pelkey, Sophia Melanson, Richard Rosenbaum Introduction: Cognitive Semiotics
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thematic issue articles
12. The American Journal of Semiotics: Volume > 35 > Issue: 1/2
Göran Sonesson The Psammetichus Syndrome and Beyond: Five Experimental Approaches to Meaning-Making
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Thanks to Bruno Galantucci, “experimental semiotics” is usually nowadays taken to mean the study of “novel forms of communication which people develop when they cannot use pre-established communication systems”. In spite of Galantucci’s claim to have picked the label because it was free, it has actually been used in different ways at least twice before: by Colin Ware, who takes it to be involved with “the elucidation of symbols that gain their meaning by being structured to take advantage of the human sensory apparatus”, as opposed to conventional meaning-making, and by Kashima and Haslam, who apply it to complex social situations. The label could also conveniently be used to describe the kind of experiment that we have realized at Centre for Cognitive Semiotics, which are classical psychological experiments which have been enriched with a focus on the particular semiotic resources involved, while also applying phenomenological analysis to both the experimental situation and its outcome. These are all reductive uses of the terms “experimental” and “semiotics”. In fact, although Galantucci himself refers to Psammetichus’s famous experiment as being roughly analogous to his understanding of experimental semiotics, there are important differences, the Psammetichus experiment, in spite of its intentions, being more unbiased, if it could really be accomplished. Pursuing the principle that I have called the dialects of phenomenology and experiment, and what Jordan Zlatev has termed the conceptual-empirical loop, I will suggest, in the present paper, that these different experimental approaches can be related to different varieties of semiosis, thus helping us to spell out the full task of the discipline termed cognitive semiotics. This, in turn, will help us determine the full scope of cognitive semiotics, while also highlighting the importance of the semiotic part, that is, the attention to meaning, revealed by phenomenology.
13. The American Journal of Semiotics: Volume > 35 > Issue: 1/2
Maxine Sheets-Johnstone The Silence of Movement: A Beginning Empirical-Phenomenological Exposition of the Powers of a Corporeal Semiotics
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The kinetic silence of movement has formidable powers. Observations of a film critic, poet, professor of political history, and medical doctor attest to the fact that that silence is replete with meanings. Those meanings in turn testify to a movement-anchored corporeal semiotics that resounds not merely functionally but experientially in animate forms of life. It does so consistently and directly in kinesthesia, the ever-present sense modality by which we experience the qualitative dynamics of movement and synergies of meaningful movement. Phylogenetic and ontogenetic perspectives attest to these dynamics and synergies. So also does Aristotle’s description of movement as a sensu communis. Because a movement-anchored corporeal semiotics discovers and describes what is existentially meaningful in the lives of animate organisms, such a semiotics is the foundation of a cognitive semiotics. It is so in a number of everyday ways, most notably in terms of thinking in movement and of cognition itself.
14. The American Journal of Semiotics: Volume > 35 > Issue: 1/2
Jennifer Hinnell The Verbal-Kinesic Enactment of Contrast in North American English
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In this paper, I explore the linguistic and kinesic expression of contrast—the pitting of one position, object, or idea, against another. The archetype utterance for the embodied expression of contrast in English is the bipartite construction On the one hand . . . . On the other hand . . . . in which hand gestures are often performed sequentially along the sagittal axis (first on one side and then on the other side of the body) to depict the two options. However, English speakers have a variety of other linguistic means available to them for expressing contrast. Using data from naturally occurring discourse, I describe a range of linguistic resources that mark contrast and examine the semiotic relationships at play in the dynamic, multimodal signs (i.e. speech / gesture constructions) that accompany them. I demonstrate that, far from being ad hoc, when analyzed across the propositional, cognitive, and discursive domains, the way in which contrast is marked in the body can be viewed on a continuum of highly imageable to more schematically iconic kinesic movements. By placing the primary focus on the multimodal sign, this paper makes clear how speakers of North American English build semiotic environments around the construal of contrast.
15. The American Journal of Semiotics: Volume > 35 > Issue: 1/2
Martin Švantner Inferring Ears: Cognitive Semiotics and Musical Anthroposemiosis
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This paper draws attention to two important and fruitful anecdotes from history useful for the development of a cognitive semiotic approach to music. The first is from Peirce’s writings, describing a complete structural change of understanding, perception and listening to music. Peirce describes the invention of a specific cognitive pidgin and the emergence of new social, embodied and cerebral habits. This emergence is shown in the example of Peirce’s friend who allegedly lost his sense of hearing but still enjoys music—no thanks to his ears. The second case study considers the “inferring ear” of Jimi Hendrix and his cooperation with Miles Davis, who taught Hendrix how to codify what he heard. Hence these anecdotes open pathways into the problem of the nature of musical perception, useful for exploring the codification and learning of music in particular. The nature of these abilities may be seen as intersubjective mimetics that are mediated through suprasubjective, triadic, embodied relations (signs). The article analyzes these topics from a point of view of a Peircean framework (with detours into the work of T. Deacon, V. Colapietro and G. Deleuze), aming to show the interconnections between such perspectives and some examples of contemporary neuroscientific research in this field.
16. The American Journal of Semiotics: Volume > 35 > Issue: 1/2
Duygu Uygun Tunç Transformative Communication as Semiotic Scaffolding of Cognitive Development
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The paper examines the role of earliest communicative interactions in the development of social-cognitive functions through a communication-theoretical interpretation of Hoffmeyer’s notion “semiotic scaffolding”. Drawing on Bateson’s notion of metacommunication and Vygotskian perspectives on cognitive-semiotic development, it argues that the primary semiotic achievement of human evolution and development is the differentiation of meaning into inter-referential layers that are communicatively established, which in turn provides an ecological foundation for multilevel and multimodal semiosis. Ontogenetically regarded, differentiation of levels of communication is argued to be an intersubjectively achieved process of semiotic scaffolding. Semiotic scaffolds are conceived as hierarchically organized, temporary or enduring semiotic controls on action, which can be formed in phylogeny or ontogeny. The timescale in which semiotic scaffolds change narrows down from phylogenic history to lived time to the extent that development is mediated by culture. The increasing plasticity of semiotic scaffolds brings about a novel, transformative mode of communication that is partly efficacious on phylogenetic scaffolding and responsible for the emergence of higher order scaffolds within ontogenetic time. Transformative communication is the process whereby higher-order semiotic scaffolds of (inter)action are intersubjectively formed by effectuating a top-down social modification on the psycho-somatic level of scaffolding. Its phylogenetically prior and more pervasive correlative, coordinative communication, is the mode in which stably scaffolded semiotic activities of individuals are coordinated. This argument is concretized through examining some landmark cognitive-semiotic activities such as imitation, cooperative role-taking and symbolic play, interpreted as communicative interactions with particular focus on their role in layering sign-processes. Through these interactions the child develops skills for differential attention to sign-object-interpretant and coordination of alternative interpretants.
17. The American Journal of Semiotics: Volume > 35 > Issue: 1/2
Donna E. West Index as Scaffold to the Subjunctivity of Children’s Performatives
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This article provides a new characterization of gestural performatives, providing a semiotic analysis of their dialogic meaning—that performatives function as action signs, specifically indexes. Consonant with Peirce’s Ten-Fold Division of Signs, it proposes that the meanings which underlie performative actions supersede the interpretants of the Dicisign and therefore become the subjects of propositions. The dialogic nature of action signs is only beginning to be explored systematically; as such, this fresh inquiry argues that this process develops in ontogeny between two semiotic actors, particularly in view of imperative and subjunctive meanings or effects housed within the Energetic Interpretants of signs whose representamen depict movement.
18. The American Journal of Semiotics: Volume > 35 > Issue: 1/2
Richard Rosenbaum Toward a Renewed Theory of the Narreme
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From Propp’s functions to Levi-Strauss’s mythemes, from Greimas’s actants to Barthes’s narrative units, and beyond, numerous scholars of linguistics, comparative mythology, and narratology have proposed frameworks for identifying and systematizing the fundamental particles of narrative and describing how they interact. The term “narreme” was suggested by Eugèn Dorfman and has caught on, as the proposed basic unit of narrative structure, analogous to the “phoneme” in phonology; however, although the term has been deployed by many contemporary scholars (primarily within the context of ludology (or “game studies”), this has not yet led to definitions or descriptions of the narreme and its associated architecture that have been broadly accepted, nor has it produced any robust descriptive or generative model that has come into wide use. None of the proposed formulations provide a sufficient degree of precision or granularity, and none operate at a suitable level of abstraction to make generative research on the subject possible. Building on the insights of the aforementioned classic scholars in the fields of structuralist semiotics and cognitive studies, as well as contemporaries such as David Herman, Bruno Latour, Umberto Eco, and others, I propose a preliminary model of the narreme, its available values, permissible combinations, and codified conventional patterns within the construction of the narrative objects that the human mind instinctively recognizes as a “story”. My intent is to contribute to an atomic theory of narrativity that can be further developed and deployed as an apparatus for the analysis and creation of works of narrative art, in addition to possible uses in education and narrative-based therapies.
19. The American Journal of Semiotics: Volume > 35 > Issue: 1/2
Lillian A. Black, Katherine Tu, Cliff O’Reilly, Yetian Wang, Paulo Pacheco An Ontological Approach to Meaning Making through PATH and Gestalt Foregrounding in Climax
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Climax is a compound rhetorical figure, consisting of the trope, Crementum, and the scheme, Gradatio (itself a series of Anadiploses), a combination that results in compelling semiotic effects. The component figures impact the conveyed meaning independently and collectively, which we chart by way of the PATH image schema and the Gestalt Figure-Ground relation. These layers of meaning function in a similar fashion to the dual figure visual phenomenon examined by Koffka and Rubin. Key elements of our project include knowledge representation of Climax and component figures, a suite of ontologies that map the cognitive features supporting these complex structures and a base model of surface entities augmented with the related cognitive functions. Our ontologies are developed in the Web Ontology Language (OWL), validated for consistency and published online.
critical-reflexive commentary
20. The American Journal of Semiotics: Volume > 35 > Issue: 1/2
Massimo Leone On Insignificance
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The article proposes a typology of meaninglessness based on the semiotics of Charles S. Peirce: meaningless as indecipherable; as incomprehensible; and as uncanny. Each type is exemplified with reference to anecdotic semiotic experience gained while riding Japanese buses. Meaninglessness, however, is not insignificance. Insignificance is a much more disquieting anthropological condition, which the article describes with reference to two symmetrical processes: on the one hand, the euphoric passage from significance to insignificance, a passage meant as the “birth of new meaning”; on the other hand, the dysphoric passage from significance to insignificance, a passage which coincides with the alienation of human existence. Through several examples take from present-day societies, the article advocates for an active role of semiotics in warning human communities against the “emergence of insignificance” and its potential of violence and exploitation.