The present article aims to introduce the field of “Zoorhetorics”, as a particular case of Biorhetorics, earlier introduced by the author in the academic world. A brief explanation will be provided of its aims, methods and models, while particular attention will be devoted to the concept of “sustainable good”, considered crucial in both the “Bio-” and “Zoorhetorics” formulations.

Metaphorical analogies have been popular in different forms of reasoning, theatre and drama analogy among them. From the semiotic perspective, theatre is arepresentation of reality. Characteristic to theatrical representation is the fact that for creating representations of reality it uses, to a great extent, the materiality andcultural codes that also constitute our everyday life; sometimes the means of representation are even iconically identical to the latter. This likeness has inspirednumerous writers, philosophers and, later, social scientists to look for particular similarities between social life, drama and theatre. In this paper I chose twoparticular approaches from the social sciences that make use of the metaphorical analogy of theatre in quite different, yet, to certain extent, also overlapping ways — Victor Turner’s concept of “social dramas” from anthropology and Erving Goffman’s “dramaturgy” of social interactions from sociology. The former bases hisanalogy more on the structure of the dramatic text and on a key resemblance in the (dramatic) conflict, whereas the latter builds his analogy on the principles ofperforming used in theatre, and regards characters and roles as major resemblances between action on stage and in social space. This paper examines these key resemblances and sheds light on what kind of interpretations of culture and society emerge when theatre analogies are put into action. In the concluding section some general problems, related to extended metaphors and analogical explanations the researcher needs to face with, are discussed.

In the twenty-eighth book of the Naturalis Historia Pliny the Elder claims that, if a chameleon’s left leg is roasted together with a herb bearing the same name, and everything is mixed with ointment, cut in lozenges, and stored in a wooden little box, this will bestow on those who own it a perfect camouflage. The ring of Gyges (Plato, etc.), that of Midas (Pliny), the heliotropium (Pliny), the dracontitis (Philostratus): ancient cultures abound with references to objects, recipes, and techniques able to bestow different kinds of invisibility, meant as a perfect resemblance with the environment. At the same time, these same cultures also teem with references to how to avert the perfect camouflage: for instance, by being endowed with a pupula duplex, a double pupil (Ovid).The paper explores such vast corpus of texts from the point of view of a semiotics of cultures, in order to track the roots of a conception of camouflage that, from these ancient cultures on, develops through intricate paths into the contemporary imaginaires (and practices) of invisibility.The paper’s more general goal is to understand the way in which cultures elaborate conceptions of invisibility meant as the perfect resemblance between humans and their environments, often on the basis of the observation of the same resemblance between other living beings and their habitat. Ancient texts aretherefore focused on in order to decipher the passage from camouflage as an adaptive natural behaviour to camouflage as an effective combat strategy.

Our main goal in this paper is to study one Hieronymus Bosch’s iconographic motif, an owl, considering the iconography, production of meaning andconnotations. Pursuant to the comparative analysis of the variants of the formal model we intend to ascertain the meaning of Bosch’s “owl” motif. We supplementits pure visual legend throughout European art history with mythological and symbolic (mainly verbal) legend. Methodologically, we base the vast range ofinterpretations on the school of history of ideas (Aby Warburg, Ernst Gombrich, Erwin Panofsky, Francis Yates, Carlo Ginzburg) and the Tartu-Moscow school ofsemiotics of culture and text analysis. The article concludes that the “owl” motif, including in the works of Bosch, conveys the semantic aura of the “blind sight”(“blind foresight”). This ideological concept is in turn included into the archaic concept of mutual communication between the worlds carried out by a mythological observer — shaman, trickster.

According to C. S. Peirce, resemblance or similarity is the basis for the relationship of iconic signs to their dynamical objects. But what is the basis of resemblance or similarity itself and how is the phenomenon of iconicity generated? How does it function in cultural practices and processes by which various forms of signs are generated (say, for example, the cartographical procedures by which maps are drawn, more generally, the diagrammatic ones by which networks of relationships are iconically represented)? To what extent are they themselves performances (maps are always both the result of mappings andthe impetus for re-mappings)? With examples from texts by Virginia Woolf, W. G. Sebald and Reif Larsen, I will argue that literary texts provide us with uniqueresources for exploring, among other matters, the performative dimension of iconicity in the complex interaction among icon, index and metaphor as aprerequisite for semiosis, the generation of signs.

The Shield of Heracles by Hesiod and Homer’s Iliad, XVIII show how mimesis should be considered: it is a process that should be seen different according to the levels that it refers to. There is one object constructed by a craftsman (first level of representation), after that a poet may write about this object and its construction (second level of representation). Then yet another poet could write, on the model of the previous text, his poem with his personal idea.Explaining first, the meaning of representation, arts and mimesis in Plato (Ion, Phaedrus, Cratylus, Sophist, Laws, Republic-Book X) and in Aristotle (Poetics, Nichomachean Ethics), I would like to explain how mimesis was considered according to the terms of form and representation. After that I would carry out atextual analysis of The Shield of Heracles and Iliad, to demonstrate that even if Hesiod’s text is quite similar to Homer’s, the context, the meaning, the backgroundof the authors and the narrative structures are different. The different levels of pertinence and the different points of view demonstrate that mimesis is not a process that produces hierarchy in retrospect, but it is something heading to the direction of what “it is not created yet”.

Practically all theories of iconicity are denunciations of its subject matter (for example, those of Goodman, Bierman and the early Eco). My own theory of iconicity was developed in order to save a particular kind of iconicity, pictoriality, from such criticism. In this interest, I distinguished pure iconicity, iconic ground, and iconic sign, on one hand, and primary and secondary iconic signs, on the other hand. Since then, however, several things have happened. The conceptual tools that I created to explain pictoriality have been shown by others to be relevant to linguistic iconicity. On the other hand, semioticians with points of departure different from mine have identified mimicry as it is commonly found in the animal world as a species of iconicity. In the evolutionary semiotics of Deacon, iconicity is referred to in such a general way that it seems to be emptied of all content, while in the variety invented by Donald the term mimesis is used for a particular phase in the evolution of iconic meaning. The aim of this article is to consider to what extent the extension of iconicity theory to new domains will necessitate the development of new models.

It is being increasingly recognized that the Saussurean dictum of “the arbitrariness of the linguistic sign” is in conflict with the pervasiveness of the phenomenon commonly known as “sound symbolism”. After first presenting a historical overview of the debate, however, we conclude that both positions have been exaggerated, and that an adequate explanation of sound symbolism is still lacking. How can there, for example, be (perceived) similarity between expressionsand contents across different sensory modalities? We offer an answer, based on the Peircian notion of iconic ground, and G. Sonesson’s distinction betweenprimary and secondary iconicity. Furthermore, we describe an experimental study, in a paradigm first pioneered by W. Kohler, and recently popularized by V.Ramachandran, in which we varied vowels and consonants in fictive word-forms, and conclude that both types of sounds play a role in perceiving an iconic ground between the word-forms and visual figures. The combination of historical conceptual analysis, semiotic explication and psychological experimentationpresented in this article is characteristic of the emerging paradigm of cognitive semiotics.

Since the beginning of history humans have attempted to represent nature and culture through mimesis. This article focuses on the teleologicalaspects of mimesis and offers a different perspective that transcends the notion of sustainability into an eco-humanistic metamorphosis of culture and nature.Drawing from semiotics, phenomenology and architectural design the article challenges the polarization of mimetic representations of nature and culture,which are inclusive and homomorphic phenomena, and offers insight into the mutual mimesis of nature and culture. Two different empirical observationssubstantiate the theoretical perspective: 1) a tradition advanced by the Egyptians’ stylization of visual representations of the mimicry of nature and culture; and 2) acurrent architectural design activity that integrates the mimesis of nature and culture. The article makes the case for a theoretical approach that integratesmimetic principles in creating a sustainable environment and an authentic ecoliving. The article concludes with ethical implications on the way we perceive themutual resemblances in nature and culture, and on our semiotic understanding of the teleological aspects of mimesis.

Biological mimicry can be considered as having a double-layered structure: there is a layer of ecological relations between species and there is a layer of semiotic relations of the sign. The present article demonstrates the limitations of triadic models and typologies of mimicry, as well as their lack of correspondence to mimicry as it actually occurs in nature. It is argued that more dynamical semiotic tools are needed to describe mimicry in a theoretically coherent way that would at the same time allow comparative approach to various mimicry cases. For this a five-stage model of analysis is proposed, which incorporates classical mimicry theory, Jakob von Uexküll’s Umwelt-theory, as well as semiotic and communication analysis. This research model can be expressed in the form of five questions: 1) What is the formal structure of mimicry system? 2) What are the perceptual and effectual correspondences between the participants of mimicry? 3) What are the characteristics of resemblances? 4) How is the mimicry system regulated in ontogenetic and evolutionary processes? 5) How is the mimicry system related to human cultural processes? As a practical example of this semiotic methodology, brood parasitism between the common cuckoo Cuculus canorus and his frequent host species is examined.

It has been a long time since the concept of iconic signs was proposed by C. S. Peirce. From that time on, we have been increasingly realizing that semiotic systems are for the most part established just on some type of similarity. But the more we see the sphere of analogical signification expanding its realm, themore we become aware of how inadequate is the notion of a simple relationship connecting locally a physical object with a second object, or with a mental entity.There is, on the other hand, the more refined theory of sign conceived by Ferdinand de Saussure, but this theory, by its very definition, addresses a restricted domain, and definitely does not include the field of those signs which rest on analogical associations.The main purpose of this article is then to show how the more polished Saussurean model can act as a starting point for a general restatement, primarily intended to embrace the signs that rest on an analogical basis. We may so speak of a “neoclassical”, innovative semiotic theory, able to join the latest “sociosemiotic” approach with the most precious foundations of our discipline.

The independent emergence of similar features in phylogenetically non-allied groups of organisms has usually been explained as the result of similar selection pressures particular to specific environments. This explanation has been more or less helpful in elucidating convergent resemblances among organisms since the times of Darwin. Nevertheless, intensive research has brought new knowledge on the emergence of structural similarity among organisms, especially during the last two decades. We now have manifold evidence of the phenomena of evolutionary re-entries or re-evolution, which happens when a particular character present in one organic taxon also appears in another taxon which does not share an immediate ancestry. This is not the re-appearance of the same character, but rather of a similar one. Here I propose a model of threefold origin of similar phenotypic features in unrelated organisms stemming from intrinsic, extrinsic and semiosic causation. It is suggested that neither externalist nor internalist explanations per se, nor any combination thereof, are sufficient to cover all the manifold instances of character re-evolution. There is also a special group of resemblances that consists of what is originated, shaped, and retained in evolution due to meaning attributed to them by particular organic subjects. These cases cannot be fully understood without inviting a biosemiotic approach. Integrating Uexkull’s theory of meaning with the recent evolutionary developmental perspective could complete our understanding of phenotypic re-evolution.

Three premises set the stage for a Peirce based notion of resemblance, which, as Firstness, cannot be more than vaguely distinguished from Secondnessand Thirdness. Inclusion of Firstness with, and within, Secondness and Thirdness, calls for a nonbivalent, nonlinear, context dependent mode of thinkingcharacteristic of semiosis — that is, the process by which everything is always becoming something other than what it was becoming — and at the same time itincludes linear, bivalent classical logic as a subset. Certain aspects of the Dao, Buddhist philosophy, and Donald Davidson’s ‘radical interpretation’ affordadditional, and perhaps unexpected, support for the initial set of three premises.

This conceptual paper addresses Management Accounting and Control Systems (MACS) from a communication process perspective as opposed to a functionaldesign perspective. Its arguments originate from a social-constructionist perspective on the organization. Its line of argument is that building a social theoryof a social phenomenon such as MACS, demands that attention be paid to the characteristics of the communication process. An existing theoretical frameworkthat does the same is Giddens’ structuration theory, but it is only partly satisfactory because it refuses to consider communication-as-interaction from a dynamiccontextual perspective, instead falling back on an argument related to the behavioural aspects of agency. An alternative is a semiotic-based communicationperspective that includes context as well as addresses the epistemological level of a MACS theory based on communication. The semiotic model of Jakobson is provided and developed as a specific alternative.

This paper examines some aspects of the cultural codes implied in the iconography of St Nicholas (Santa Claus). The argument posits the iconography of St Nicholas as a vessel for capturing meanings and accumulating them in the construction of public culture. The discussion begins from the earliest developments of the Christian era and proceeds to contemporary depictions (imagology). The study is conducted on the basis of a representative selection of renditions of Saint Nicholas, including 350 pictures of medieval representations (Western and Eastern Christianity), folk extensions and secular representations and it is theoretically grounded in the Tartu School of semiotics.

This exploratory enquiry seeks to examine the largely unexplored potential of semiotics for intercultural training and education. The proposed three-partdiscussion describes the process by which semiotic theoretical principles were selected and progressively refined into an applied model which was then pilotedthrough a 2007 research initiative entitled Tools for Cultural Development. The case study involved six groups of French and Australian trainees from both theacademic and professional sectors, in collaboration with university, government and community partners. The first part of the article summarizes a review of theliterature on approaches to cultural competence training. The study then outlines the transcoding process by which the stated objectives of intercultural educationwere reformulated in semiotic terms, particularly in reference to cultural semiotics on which the theoretical core of the applied model was subsequently based.Relevant principles from other semiotic schools as well as similar theoretical and methodological stances in the social sciences reinforced the established body of theory for the training design. The third part of the study discusses the process by which semiotic principles were further defined as skill-based outcomes and goals for workshop implementation. This pragmatic defining process facilitated development of questionnaires and surveys, thereby allowing participants to evaluate the training experience by examining their perceptions about the workshop outcomes at the beginning and end of the sessions. This article presents the quantitative results of the evaluation and, in discussing the gains and limits of data obtained, provides the context for a follow-up article on the qualitative findingsof the study.

The term “structuralism” was introduced into linguistics by Roman Jakobson in the early days of the Linguistic Circle of Prague, founded in 1926. The cluster of ideas defended by Jakobson and his colleagues can be specified but differ considerably from the concept of structuralism as it has come to be understood more recently. That took place because from the 1930s on it became customary to equate structuralism with the ideas of Ferdinand de Saussure, as expounded in his posthumous Cours de linguistique générale (1916). It can be shown, however, that Jakobson’s group rejected Saussure’s theory for ideological reasons. As theterm “structuralism” became more widely used it came to be associated with positivist approaches to linguistics rather than with the original phenomenologicalorientation that had characterized the Linguistic Circle of Prague. The purpose of this paper is to clarify these different approaches and to suggest that because ofits extreme porosity the word “structuralism” is an example of a “terminological pandemic”. More research on the varied uses to which the key terms “structure”and “structuralism” were put will undoubtedly further elucidate this important episode in 20th-century intellectual history.

Prompted by the thesis that an organism’s umwelt possesses not just a descriptive dimension, but a normative one as well, some have sought to annexsemiotics with ethics. Yet the pronouncements made in this vein have consisted mainly in rehearsing accepted moral intuitions, and have failed to concretely further our knowledge of why or how a creature comes to order objects in its environment in accordance with axiological charges of value or disvalue. For want of a more explicit account, theorists writing on the topic have relied almost exclusively on semiotic insights about perception originally designed as part of a sophisticated refutation of idealism. The end result, which has been a form of direct givenness, has thus been far from convincing. In an effort to bring substance to the right-headed suggestion that values are rooted in the biological and conform to species-specific requirements, we present a novel conception that strives to make explicit the elemental structure underlying umwelt normativity. Building and expanding on the seminal work of Ayn Rand in metaethics, we describe values as an intertwined lattice which takes a creature’s own embodied life as its ultimate standard; and endeavour to show how, from this, all subsequent valuations can in principle be determined.

The present paper outlines some basic concepts of Alain Badiou’s philosophy of the subject, tracking down its inherent and complex philosophical implications. These implications are made explicit in the criticism directed against the philosophical sophistry which denies the pertinence of the concept of truth. Badiou’s philosophical innovation is based on three nodal concepts, namely truth, event and subject, and it must be revealed how the afore-mentioned concepts areorganized and interrelated, eventually leading to reformulating the concept of the subject. In its exercise, philosophy is intimately affiliated to the four adjacent procedures of mathematics, art, love and politics that could be understood as overall conditions on the margins of which philosophical thinking takes place. Separating philosophy from ontology and charging philosophy with what exceeds being, Badiou transforms it to the general theory of the event. Consequently the concept of the subject is disconnected from that of the object, the subject being not an instance of knowledge, but always a part of generic procedures and thus definable simply as a finite fragment or an operative configuration of the traces of the event. Therefore, it could be stated that Badiou’s theory of the subject is formal and refuses all essentialist connotations.