Sign Systems Studies

The article asks, how one of the basic notions of cultural-political identity — we — is constructed in mass media, viz. which kind of semiotic and linguistic facilities are used in constructing a political unity. The approach used in this article is based on Lotman’s semiotic theory of culture and on the analysis of pronouns in political texts, using Emil Benvenist’s theory of deixis. Our case study concentrates on the years 1940–1941 which mark one of the most crucial periods in Estonian nearest history. The source material of the analysis consists of speeches of new political elite in power, all of which were published in major daily newspapers at the time. In outline, first year of soviet power in Estonia can be divided in two periods. First period would be from June 21 to “July elections” in 1940. In political rhetoric, new political elite tried to create a monolithic subject, the unity between themselves and people (people’s will) by emphasizing activity and freedom of self-determination. Nevertheless, starting from “elections”, especially from the period after “accepting” Soviet Republic of Estonia as a full member of Soviet Union, a transition of we-concept from an active subject to mere passive recipient can be detected. From that time on, people’s will was envisaged as entirely determined by marxist-leninist ideology and “the Party”.

The aim of the article is to elaborate ecosemiotics towards practical methodology of analysis. For that, the article first discusses the relation between meaning and context seen as a possibility for an ecological view immanent in semiotics. Then various perspectives in ecosemiotics are analyzed by describing biological and cultural ecosemiotics and critically reading the ecosemiotic works of W. Nöth and K. Kull. Emphasizes is laid on the need to integrate these approaches so that the resulting synthesis would both take into account the semioticity of nature itself as well as allow analyzing the depiction of nature in the written texts. To this end, a model of nature-text is introduced. This relates two parties intertwined by meaningrelations — the written text and the natural environment. In support of theconcept of nature-text, the article discusses the Tartu–Moscow semioticians’ concepts of text, which are regarded as broad enough to accommodate the semiotic activity and environment creation of other animals besides humans. In the final section the concept of nature-text is used to describe nature writing as an appreciation of an alien semiotic sphere and to elucidate the nature writing’s marginality, explaining it with the need to interpret two different types of texts.