Abstract This study presents a pictorial analysis of Portuguese advertisements from a visual semiotic perspective, particularly the symbolic attributive and suggestive processes. Aiming to elucidate the relationship between genre and gender, the study explored advertising genre, masculinity in advertisements, and the antithesis of man as primary theoretical concerns. The data consisted of five pictures from Portuguese advertisements. The analysis suggests that advertisements are a textual arena where not only genre but also gender is constructed and modified in collaboration. The image of the antithesis of man coexisting with the one of normative masculinity in the five Portuguese advertisements indicates that genre and gender are mutually and simultaneously fluid, with their boundary often blurred. That advertisements are often prone to changes in their function to attract customers implies new and evolving presentation forms of genre and gender. The combination of new and conventional images of masculinity, as shown in the analysis, impacts social and linguistic practices, particularly the fact that traditional norms of defining genre and gender, despite their resemblant quality, might be occasionally challenged or reconstructed in late-modern culture.
{"title":"Genre and gender at work: the antithesis of man from pictorial analysis in Portuguese advertisements","authors":"Korapat Pruekchaikul","doi":"10.1515/lass-2022-2002","DOIUrl":"https://doi.org/10.1515/lass-2022-2002","url":null,"abstract":"Abstract This study presents a pictorial analysis of Portuguese advertisements from a visual semiotic perspective, particularly the symbolic attributive and suggestive processes. Aiming to elucidate the relationship between genre and gender, the study explored advertising genre, masculinity in advertisements, and the antithesis of man as primary theoretical concerns. The data consisted of five pictures from Portuguese advertisements. The analysis suggests that advertisements are a textual arena where not only genre but also gender is constructed and modified in collaboration. The image of the antithesis of man coexisting with the one of normative masculinity in the five Portuguese advertisements indicates that genre and gender are mutually and simultaneously fluid, with their boundary often blurred. That advertisements are often prone to changes in their function to attract customers implies new and evolving presentation forms of genre and gender. The combination of new and conventional images of masculinity, as shown in the analysis, impacts social and linguistic practices, particularly the fact that traditional norms of defining genre and gender, despite their resemblant quality, might be occasionally challenged or reconstructed in late-modern culture.","PeriodicalId":74056,"journal":{"name":"Language and semiotic studies","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2022-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"81782690","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Abstract Metadiscourse is a significant method in revealing audience awareness, but related studies have been confined to linguistic markers and current writing analyses. This essay aims to enrich metadiscourse engagement in particular with certain rhetorical figures and to investigate audience awareness in a highly acclaimed Roman-era Greek classic: Longinus’ On the Sublime. Drawing from a refined framework of engagement, we find explicit evidence of audience awareness as manifested in the author’s use of engagement markers. We have sorted these markers into four types, including reader mentions (apostrophe and pronouns), directives (modal verbs and imperatives), questions (erotema and rogatio), and appeals to shared knowledge (emphasizers and comment clauses). We suggest that the frequent use of these engagement markers, in particular reader mentions, could be taken as evidence of the author’s strong audience awareness and the cueing effect in facilitating perception. This integration of rhetorical figures into the metadiscourse engagement markers contributes to the audience awareness analysis in a more explicit and comprehensive way.
{"title":"Approaching the audience: engagement markers in Longinus’ On the Sublime","authors":"Yilin Fang, Ganlin Zhuang","doi":"10.1515/lass-2022-2005","DOIUrl":"https://doi.org/10.1515/lass-2022-2005","url":null,"abstract":"Abstract Metadiscourse is a significant method in revealing audience awareness, but related studies have been confined to linguistic markers and current writing analyses. This essay aims to enrich metadiscourse engagement in particular with certain rhetorical figures and to investigate audience awareness in a highly acclaimed Roman-era Greek classic: Longinus’ On the Sublime. Drawing from a refined framework of engagement, we find explicit evidence of audience awareness as manifested in the author’s use of engagement markers. We have sorted these markers into four types, including reader mentions (apostrophe and pronouns), directives (modal verbs and imperatives), questions (erotema and rogatio), and appeals to shared knowledge (emphasizers and comment clauses). We suggest that the frequent use of these engagement markers, in particular reader mentions, could be taken as evidence of the author’s strong audience awareness and the cueing effect in facilitating perception. This integration of rhetorical figures into the metadiscourse engagement markers contributes to the audience awareness analysis in a more explicit and comprehensive way.","PeriodicalId":74056,"journal":{"name":"Language and semiotic studies","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2022-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"81295143","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Abstract GIFs, short audio-free loops of moving sequences, are active members of social semiotic resources in the era of Internet 2.0 that could generate humor, mediate power and signal identity. This paper proposes the perspective of visual nominalization and visual telicity as GIF properties that, in the environment of social media technologies, become capable of expressing polyphonic evaluation, transcontexualized polysemy, and dual deixis. Visual nominalization expresses the freeing of movement from integration into a time-dependent narrative and the abstraction resulting in deemphasized participants and emphasized processes. These traits are activated and realized by visual telicity, which is looping movement that can be conceptualized as an atelic visual container which packages and expresses both telic and atelic processes. This paper argues that visual nominalization and visual telicity are what establishes GIFs’ semiotic differences from still images and film videos, and facilitates their integration with written language in online and computer-mediated discourse.
{"title":"Analyzing the semiotic nature of GIFs: visual nominalization and visual telicity","authors":"Yi Fan","doi":"10.1515/lass-2022-2004","DOIUrl":"https://doi.org/10.1515/lass-2022-2004","url":null,"abstract":"Abstract GIFs, short audio-free loops of moving sequences, are active members of social semiotic resources in the era of Internet 2.0 that could generate humor, mediate power and signal identity. This paper proposes the perspective of visual nominalization and visual telicity as GIF properties that, in the environment of social media technologies, become capable of expressing polyphonic evaluation, transcontexualized polysemy, and dual deixis. Visual nominalization expresses the freeing of movement from integration into a time-dependent narrative and the abstraction resulting in deemphasized participants and emphasized processes. These traits are activated and realized by visual telicity, which is looping movement that can be conceptualized as an atelic visual container which packages and expresses both telic and atelic processes. This paper argues that visual nominalization and visual telicity are what establishes GIFs’ semiotic differences from still images and film videos, and facilitates their integration with written language in online and computer-mediated discourse.","PeriodicalId":74056,"journal":{"name":"Language and semiotic studies","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2022-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"82703749","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Abstract This study employs a revised theoretical framework of multimodal positive discourse analysis to analyze the process of national image construction in a Chinese video. In contrast to original studies focusing mainly on language or text and image, this study considers three interrelated multimodal resources: sound, image, and language. Different modalities play different roles in national image construction, and they also collaborate with each other for a uniform purpose. Specific multimodal working mechanisms contribute to the construction of a positive national image. Multimodal resources are also signs in the sense of semiotics, which are perceived by different sense organs and take effect in producing vivid and impressive senses.
{"title":"Multimodal positive discourse analysis of national image publicity video","authors":"Chen Guan","doi":"10.1515/lass-2022-2001","DOIUrl":"https://doi.org/10.1515/lass-2022-2001","url":null,"abstract":"Abstract This study employs a revised theoretical framework of multimodal positive discourse analysis to analyze the process of national image construction in a Chinese video. In contrast to original studies focusing mainly on language or text and image, this study considers three interrelated multimodal resources: sound, image, and language. Different modalities play different roles in national image construction, and they also collaborate with each other for a uniform purpose. Specific multimodal working mechanisms contribute to the construction of a positive national image. Multimodal resources are also signs in the sense of semiotics, which are perceived by different sense organs and take effect in producing vivid and impressive senses.","PeriodicalId":74056,"journal":{"name":"Language and semiotic studies","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2022-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"86259430","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Abstract The Digital Age has significantly changed how people communicate. Thanks to technology, people have a large variety of communication tools to choose from, such as emails or instant messaging applications, that allows communication to be easier, quicker and, to a certain extent, more efficient. In this technological scenario, emojis play a fundamental role as a kind of universal form of communication. Furthermore, thanks to translation, which acts as a bridge for people from different linguistic and cultural backgrounds, communication can cross national barriers and spread worldwide. Communication and translation share a common goal that is ‘mutual understanding’. What happens, therefore, when translation meets both technology and emojis in the Digital Age? A new form of communication through translation has emerged, that is emoji translation. The aim of this paper is to show, through a series of examples, how emojis have been recently employed in communication and translation in an attempt to establish whether their use, besides creativity, can be universally accepted and understood worldwide.
{"title":"Communication challenges and transformations in the Digital Era: emoji language and emoji translation","authors":"Vanessa Leonardi","doi":"10.1515/lass-2022-2003","DOIUrl":"https://doi.org/10.1515/lass-2022-2003","url":null,"abstract":"Abstract The Digital Age has significantly changed how people communicate. Thanks to technology, people have a large variety of communication tools to choose from, such as emails or instant messaging applications, that allows communication to be easier, quicker and, to a certain extent, more efficient. In this technological scenario, emojis play a fundamental role as a kind of universal form of communication. Furthermore, thanks to translation, which acts as a bridge for people from different linguistic and cultural backgrounds, communication can cross national barriers and spread worldwide. Communication and translation share a common goal that is ‘mutual understanding’. What happens, therefore, when translation meets both technology and emojis in the Digital Age? A new form of communication through translation has emerged, that is emoji translation. The aim of this paper is to show, through a series of examples, how emojis have been recently employed in communication and translation in an attempt to establish whether their use, besides creativity, can be universally accepted and understood worldwide.","PeriodicalId":74056,"journal":{"name":"Language and semiotic studies","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2022-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"81673277","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Abstract Whereas science fiction has no identity, no necessary conditions, no essence, and no timeless and universal attributes, we should not be able to recognize it. We do. Something must allow it. This article will show how recognition and learning outweigh contingent feature-based academic projects on science fiction as ends, thereby revealing the socio-cognitive frames that buttress such recognition and proposes that we consider semio-cognitive models to refine our understanding of the genre. To that end, this article shows how science fiction is a creative mode recognizable by its prototypes and the theories built thereon. Ultimately, this article promotes a means-based socio-cognitive understanding of science fiction where it is free, in a new way, from retrospective academic projects to define it by ends.
{"title":"Recognizing science fiction","authors":"Zea Miller","doi":"10.1515/lass-2022-2006","DOIUrl":"https://doi.org/10.1515/lass-2022-2006","url":null,"abstract":"Abstract Whereas science fiction has no identity, no necessary conditions, no essence, and no timeless and universal attributes, we should not be able to recognize it. We do. Something must allow it. This article will show how recognition and learning outweigh contingent feature-based academic projects on science fiction as ends, thereby revealing the socio-cognitive frames that buttress such recognition and proposes that we consider semio-cognitive models to refine our understanding of the genre. To that end, this article shows how science fiction is a creative mode recognizable by its prototypes and the theories built thereon. Ultimately, this article promotes a means-based socio-cognitive understanding of science fiction where it is free, in a new way, from retrospective academic projects to define it by ends.","PeriodicalId":74056,"journal":{"name":"Language and semiotic studies","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2022-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"77035096","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-06-01DOI: 10.1515/lass-2022-080201
Aspasia Papadima, Evangelos Kourdis
{"title":"Semiotic Modes in Local Gastronomic Discourse: A Comparative Analysis of Culinary Shop Signs in Greece and Cyprus","authors":"Aspasia Papadima, Evangelos Kourdis","doi":"10.1515/lass-2022-080201","DOIUrl":"https://doi.org/10.1515/lass-2022-080201","url":null,"abstract":"","PeriodicalId":74056,"journal":{"name":"Language and semiotic studies","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2022-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"88092775","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-06-01DOI: 10.1515/lass-2022-080203
Ling Zhu
Kunqu Fushengliuji (Garden Edition), newly born in 2018, is an immersive performance in a Suzhou garden (world cultural heritage), namely Canglang Pavilion, through the artistic form of kunqu (world intangible cultural heritage), which proves itself a perfect window for an audience to understand the distinctive Suzhou culture and Suzhou lifestyle. From a perspective of translation semiotics, specifically the translation of the three headings of cultural signs, we analyze its English translation by sinologist Kim Hunter Gordon, and find the status of communication of distinctive Suzhou culture to the West. With these findings, and more importantly, through the understanding and cognition of Westerners, we may be able to see the achievements and shortcomings in the communication of Chinese culture to the outside world, observe the initiative and tactics of “Chinese culture going out”, and improve them deeply and constantly.
{"title":"The Western Reception of Distinctive Suzhou Culture: The English Translation of Cultural Signs in Kunqu Fushengliuji","authors":"Ling Zhu","doi":"10.1515/lass-2022-080203","DOIUrl":"https://doi.org/10.1515/lass-2022-080203","url":null,"abstract":"Kunqu Fushengliuji (Garden Edition), newly born in 2018, is an immersive performance in a Suzhou garden (world cultural heritage), namely Canglang Pavilion, through the artistic form of kunqu (world intangible cultural heritage), which proves itself a perfect window for an audience to understand the distinctive Suzhou culture and Suzhou lifestyle. From a perspective of translation semiotics, specifically the translation of the three headings of cultural signs, we analyze its English translation by sinologist Kim Hunter Gordon, and find the status of communication of distinctive Suzhou culture to the West. With these findings, and more importantly, through the understanding and cognition of Westerners, we may be able to see the achievements and shortcomings in the communication of Chinese culture to the outside world, observe the initiative and tactics of “Chinese culture going out”, and improve them deeply and constantly.","PeriodicalId":74056,"journal":{"name":"Language and semiotic studies","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2022-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"80060775","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-06-01DOI: 10.1515/lass-2022-080205
Liulin Zhang
{"title":"Three Types of Change-of-State Events in Human Conceptualization: Evidence from the Expansion of Chinese Verbal Compounds","authors":"Liulin Zhang","doi":"10.1515/lass-2022-080205","DOIUrl":"https://doi.org/10.1515/lass-2022-080205","url":null,"abstract":"","PeriodicalId":74056,"journal":{"name":"Language and semiotic studies","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2022-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"81226070","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-06-01DOI: 10.1515/lass-2022-080204
Yingjie Li
This paper investigates STRAIGHT image schema and its metaphorical extensions in Chinese and English in the framework of Cognitive Linguistics. Our central goal is to highlight the important role of embodied and cultural elements on the meaning formation. By observing the corpus data, we find three common variations both in Chinese and English, namely, STRAIGHT-PATH, STRAIGHT-LINK, STRAIGHT-OBJECT, and one characterized variation in Chinese, STRAIGHT-SCALE. The ratio of metaphorical usage of zhi in Chinese is higher than that of straight in English while straight enjoys a wider metaphorical extension than zhi . The findings suggest that although bodily experience serves as the general cognitive basis for the formation of image schema and its metaphorical extensions, cultural elements contribute to the language-specific preference.
{"title":"STRAIGHT Image Schema and Its Metaphorical Extensions: A Contrastive Study between Chinese and English","authors":"Yingjie Li","doi":"10.1515/lass-2022-080204","DOIUrl":"https://doi.org/10.1515/lass-2022-080204","url":null,"abstract":"This paper investigates STRAIGHT image schema and its metaphorical extensions in Chinese and English in the framework of Cognitive Linguistics. Our central goal is to highlight the important role of embodied and cultural elements on the meaning formation. By observing the corpus data, we find three common variations both in Chinese and English, namely, STRAIGHT-PATH, STRAIGHT-LINK, STRAIGHT-OBJECT, and one characterized variation in Chinese, STRAIGHT-SCALE. The ratio of metaphorical usage of zhi in Chinese is higher than that of straight in English while straight enjoys a wider metaphorical extension than zhi . The findings suggest that although bodily experience serves as the general cognitive basis for the formation of image schema and its metaphorical extensions, cultural elements contribute to the language-specific preference.","PeriodicalId":74056,"journal":{"name":"Language and semiotic studies","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2022-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"80409427","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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