New Book: Mathematics as a Modeling System: a Semiotic Approach by Marcel Danesi and Mariana Bockarova

Mathematics as a Modeling System

“Serendipity, inference, and abduction present opportunities for solutions to the puzzles appealing to humans, mathematicians included. When successful, these intuitive semiosic leaps find pattern, even when the pattern may not be explained beyond the frame of the puzzle. In foregrounding abduction, Danesi and Bockarova refresh ancient queries about any distinctions between discovery and invention. The abductive process cannot be taught in a prescriptive fashion, as it resists reduction to the simpler linear logics of our ordinary pedagogies. The authors’ semiotic perspective integrates recognized patterns of conceptual learning styles with the pervasive patterns in both living and inert realms, revealed through Fibonacci, Zipf, and fractals, and the cognitive power in diagrams, schemes, and graphs. The authors consider how it is that modeling seems to be tied to symbolism, metaphor, and optical processing. This volume will refresh practitioners from both pure and applied realms of mathematics, as well as other semioticians, pedagogues, and scholars generally.” — Myrdene Anderson

Marcel Danesi is professor of semiotics and linguistic anthropology at the University of Toronto and the Director of the Program in Semiotics and Communication Theory at Victoria College of the same university. He is also co-director of the Cognitive Science Network of the Fields Institute for Research in the Mathematical Sciences at the University of Toronto and Editor-in-Chief of “Semiotica”.

Mariana Bockarova holds a master’s degree from Harvard University and is currently completing her PhD at the University of Toronto. She has published in the fields of semiotics and the cognitive science of mathematics and is developing a model of expressive writing that blends ideas from psychology, applied linguistics, and semiotics, in order to understand the relation between discourse and emotions.

2nd volume of the International Journal of Marketing Semiotics

1_FRONT final_vol II 2014

www.ijmarketingsemiotics.com

http://ijmarketingsemiotics.com/journal-contents-2/

 

PRESS RELEASE: LAUNCH OF THE INTERNATIONAL JOURNAL OF MARKETING SEMIOTICS (IJMS) VOL.II

We are pleased to announce the launch of the second issue of the International Journal of Marketing Semiotics.

Almost three years have elapsed since the official release of the International Journal of Marketing Semiotics. During this period we have witnessed an increasing interest in multidisciplinary research between marketing and semiotics from scholars whose primary affiliation rests with either side of this far from irreconcilable divide. Admittedly the unique territory that the International Journal of Marketing Semiotics has been consistently trying to consolidate, at the intersection between marketing and semiotic research, has proven to be a demanding task. Occasionally novel brand propositions that are born in the centre of Venn diagrams are burdened with the vagaries of the ‘stuck in the middle’ phenomenon. Thankfully this has not been the case with marketing semiotics thus far. This is also confirmed by the significantly greater number of marketing semiotic submissions to the 12th World Congress of the International Association for Semiotic Studies compared to 2011.  In line with our vision and mission statement of furthering the discipline, we are particularly glad to bring you the second volume of the International Journal of Marketing Semiotics.

The issue opens with an innovative contribution by Angela Bargenda in the field of what might be called (given that this is a nascent research field) architectural brand semiotics (not to be confused with the standard term brand architecture in branding research). The article addresses a significant opportunity gap in the traditional conceptualization of brand identity concerning the contribution of architectural aesthetics in the construal of an overall customer experience with a focus on the branding of financial services’ retail outlets. Bargenda’s semiotic analysis demonstrates how olfactory, spatial, optical, auditory, gustative and tactile signs function synesthetically with view to engendering a multi-sensory brand universe that gives rise to a distinctive corporate personality. At the same time, the analysis demonstrates lucidly how architectural branding elements attain to harmonize the spatial experience with a wider socioeconomic and cultural framework, thus transforming mundane financial exchanges into symbolic and cultural capital. Furthermore, by incorporating a multimodal rhetorical analysis in the wider semiotic framework the author points to how architectural branding elements attain to balance the background, functional expectancies from a banking retail outlet with the aesthetic requirements that are part and parcel and at the same time enriching of a unique urban environment.  The managerial implications are highlighted with respect to the increasing economic importance of aesthetics in the generation of symbolic capital for financial services and semiotics as a potent methodical roadmap for achieving superior benefits to this end.

The second article, by George Rossolatos, aims at laying the foundations of a cultural branding model that is edified largely against the background of Lotmanian semiotics. Despite the fact that cultural branding, from a marketing literature point of view, by now constitutes an entrenched research field in the wider CCT stream, no cultural branding models have been furnished in marketing semiotics. While recognizing the considerable theoretical and practical benefits that may be reaped by capitalizing on the conceptual richness of Lotman’s prolific writings on textual/cultural semiotics, the author puts forward the model of the brandosphere, as the branding equivalent of the seminal concept of the semiosphere. By placing relevant concepts from the vast Lotmanian cultural semiotic inventory in a branding context, with an emphasis on the notions of cultural centre vs. periphery, levels and units of semiotic analysis, semiotic modeling, among others, an attempt is made to integrate insights that were borne out mainly through Lotman’s engagement with literary texts (and to a lesser extent with cinematic ones) in a set of concrete guidelines and research directions. The model of the brandosphere is in line with the author’s consistent attempts at laying bare the scholarly contributions that may be made in the extant literature by adopting a wider brand textuality perspective, amidst an intellectual climate that has been increasingly preoccupied with arguing for the textual constitution of cultural identity. As an attestation of the massive opportunities in terms of the empirical applications of the brandosphere the paper focuses on the nascent research field of user generated advertising. The pursued argumentation is intent on demonstrating the benefits that may stem for account planning and brand management while attending to how brand discourses are textually co-conditioned (rather than co-created), an analytical output that is expected to emerge on multiple levels by comparing and contrasting brand initiated with user generated advertising. Ultimately, the brandosphere is intended as a model for managing a brand’s share of cultural representations, in complementarity to a brand’s market share, which is mandated even more forcefully in an economy that is progressively driven by intangible benefits and values.

The ensuing contribution by Richard Tressider explores how the language of hospitality is shaped in contemporary marketing communications. By adopting a social semiotic conceptual framework for mapping the social and cultural significance of hospitality, while drawing on the multimodal discourse of three restaurant websites, the author demonstrates how consumer experiences and anticipated benefits that are related to hospitality are shaped and conditioned by brand discourses. In essence the consumption of a hospitality experience is incumbent on a sign-economy or, as the author puts it, by vectors that connect consumers with texts.  While deconstructing the language of hospitality Tressider demonstrates how the gustative code relates to wider cultural codes, but also, how the aesthetics of taste (gustative or otherwise) cohere with and are reflective of socioeconomic structures. Moreover, the analysis unearths the inextricable relationship between product and service aspects that are integral to the brand promise of the scrutinized restaurant websites which are edified, in turn, on mythical and iconic codes. The implications of this semiotic reading are extended to encompass how meaning is guided or signposted by a set of visual and textual marketing conventions that are invested with exchanges of cultural capital and expressions of identity, reaching up to sacral dimensions.The second article, by George Rossolatos, aims at laying the foundations of a cultural branding model that is edified largely against the background of Lotmanian semiotics. Despite the fact that cultural branding, from a marketing literature point of view, by now constitutes an entrenched research field in the wider CCT stream, no cultural branding models have been furnished in marketing semiotics. While recognizing the considerable theoretical and practical benefits that may be reaped by capitalizing on the conceptual richness of Lotman’s prolific writings on textual/cultural semiotics, the author puts forward the model of the brandosphere, as the branding equivalent of the seminal concept of the semiosphere. By placing relevant concepts from the vast Lotmanian cultural semiotic inventory in a branding context, with an emphasis on the notions of cultural centre vs. periphery, levels and units of semiotic analysis, semiotic modeling, among others, an attempt is made to integrate insights that were borne out mainly through Lotman’s engagement with literary texts (and to a lesser extent with cinematic ones) in a set of concrete guidelines and research directions. The model of the brandosphere is in line with the author’s consistent attempts at laying bare the scholarly contributions that may be made in the extant literature by adopting a wider brand textuality perspective, amidst an intellectual climate that has been increasingly preoccupied with arguing for the textual constitution of cultural identity. As an attestation of the massive opportunities in terms of the empirical applications of the brandosphere the paper focuses on the nascent research field of user generated advertising. The pursued argumentation is intent on demonstrating the benefits that may stem for account planning and brand management while attending to how brand discourses are textually co-conditioned (rather than co-created), an analytical output that is expected to emerge on multiple levels by comparing and contrasting brand initiated with user generated advertising. Ultimately, the brandosphere is intended as a model for managing a brand’s share of cultural representations, in complementarity to a brand’s market share, which is mandated even more forcefully in an economy that is progressively driven by intangible benefits and values.

The volume concludes with a dual Peircean, structuralist reading of a single Nutribalance print ad by Sharon Schembri and Eliane Karsaklian. By singling out which ad expressive elements are central, from an enunciator’s point of view, in conveying intended brand meaning, the authors report findings from primary qualitative research that are suggestive of two interpretive avenues whereby consumers either align their take-out of the concerned ad with the brand owners’ intentions or ‘miss the point’ altogether. The benefits of combining semiotically informed research frameworks for answering the same research questions in terms of enhancing credibility are highlighted, while the significance of semiotics for applied advertising research is stressed in terms of furnishing robust interpretive frameworks for systematically segmenting and methodically portraying consumer narratives.

 

CALL FOR PAPERS IJMS VOL.III

If you are an academic researcher or an agency in the field of marketing semiotics and you wish to contribute to the International Journal of Marketing Semiotics, please send your papers to:

journalmarketingsemiotics@yahoo.com

georgerossolatos123@gmail.com

The closing date for submission is May 30th 2015

For further details visit http://ijmarketingsemiotics.com/call-for-papers/

New Book: Dopo la semiosfera – Laura Gherlone

New book from Laura Gherlone,  Dopo la semiosfera. (Con saggi inediti di Jurij M. Lotman) [After the Semiosphere. (With Unpublished Essays By Yu. M. Lotman)], Mimesis Publishing.

Book Gherlone_Semiosphere

Registration for participants who present a paper – 12th World Congress of Semiotics IASS

Korica_FB_en_bez

On behalf  of  the organizers we remind you that the definitive deadline for participants to the 12. World congress of IASS/AIS who present a paper, is approaching: 15 August!

Don’t forget to register for the conference.

New Book: Spiritualità digitale: il senso religioso nell’era della smaterializzazione – Massimo Leone

New book from Massimo Leone: Spiritualità digitale: il senso religioso nell’era della smaterializzazione ["Digital Spirituality: the religious sense in the age of dematerialization"].

Massimo Leone 2014 - Spiritualità digitale - Copertina

Tarasti nomination as Doctor Honoris Causa of Aix-Marseille University

We are happy to announce that Professor Eero Tarasti has been nominated as Doctor Honoris Causa of Aix-Marseille University. The ceremony will take place on Nov. 18, 2014 at 5 pm during the “Soirée Scientifique” at Aix-Marseille University. Our congratulations to Prof. Tarasti.
invitation letter E. Tarasti

Detailed program / Programa detallada / Programme détaillé Semio2014 – 12th World Congress of Semiotics IASS

Dear participants to the world congress of semiotics,

This is the first draft of the preliminary detailed program, please have a look and if you do not see your name and title write to us (info@semio2014.org), there are certain proposals still under evaluation, but the majority of them should be there. We cannot reschedule entire Round tables, but there can be variations among the papers and even shifts from one RT to another if accepted by the chairpersons. Please contact the chairpersons for all these issues and we shall expect from the chairpersons before 15 August the definitive order of presentations within the existing timetable. The best would be to group the papers according to the language.

In red are the names of the participants who have not registered or paid, with the exceptions taken in consideration. When there are more than one presenter for a paper all names are in black even if only one of them is regularly registered.

THE ULTIMATE DEADLINE FOR ACTIVE PARTICIPANTS (those who present a paper) IS 15 AUGUST! This day the program will go for printing and there will not be included those participants who have not registered AND paid (the exception is for participants from Africa, Argentina, Venezuela and Iran). Until 31 August can still register passive participants. Active participants should pay the IASS/AIS membership fee, and some of you who have a presentation in the program have not done it. If you decide to do it now PayPal is the best option, just pay 25 Euro to semio2014@nbu.bg or if you prefer we can send you a payment request. Otherwise you will be asked to pay it at the registration desk in Euro or the Bulgarian currency (50 lev). The IASS/AIS bureau decided that the participants in the “Semiotics and Its Masters” series of lectures should pay their IASS/AIS membership fee too. This is also a requirement to participate to the General assembly and elections.

We have changed the date of the gala dinner, it will take place on Friday, 19 September, instead of Saturday 20. If you want to join it write to us.

 

Have a nice weekend

Kristian Bankov on behalf of the Semio2014 organizing team

 

 

 

Estimados participantes en el Congreso mundial de semiótica,

Este es el primer proyecto del programa preliminar detallada. Por favor, miren y si usted no ve su nombre y el título – escribanos (info@semio2014.org). Hay algunas propuestas aún en proceso de evaluación, pero la mayoría de ellos debería estar allí. No podemos reprogramar Mesas redondas (MR) enteras, pero puede haber variaciones entre los papeles e incluso los cambios de un MR si los moderadores lo aceptan. Por favor, póngase en contacto con los moderadores por todos estos problemas, y nosotros esperamos de los moderadores – antes del 15 de agosto – el programa definitivo de las presentaciones en el calendario. Lo mejor sería agrupar las ponencias según el idioma.

En rojo son los nombres de los participantes no registrados o quienes no han pagado, con las excepciones tomadas en consideración. Cuando hay más de un presentador de una ponencia, todos los nombres están en negro, incluso si sólo uno de ellos se registra con regularidad.

EL PLAZO MÁXIMO DE REGISTACION DE PARTICIPANTES ACTIVOS (aquellos que presentan una ponencia) ES EL 15 DE AGOSTO! Entonces haremos el programa final y no se incluirán aquellos participantes que no se hayan inscrito y pagado (la excepción es para los participantes de África, Argentina, Venezuela e Irán). Hasta el 31 de agosto todavía se pueden inscribir los participantes pasivos. Los participantes activos deben pagar la tarjeta de miembro de IASS/AIS, y algunos de ustedes que tienen una presentación en el programa no lo han hecho. Si decide hacerlo ahora PayPal es la mejor opción, sólo paga 25 euros al semio2014@nbu.bg o si lo prefiere, podemos enviarle una solicitud de pago. De lo contrario, se le pedirá que pagar en la hora de inscripción en euros o en la moneda búlgara (50 leva). El bordo de IASS / AIS decidió que los participantes en la serie de conferencias “La semiótica y sus maestros” deben pagar su la tarjeta de miembro de IASS/AIS también. Esto también es un requisito para participar en la Asamblea General y las elecciones.

Hemos cambiado la fecha de la cena de gala, que tendrá lugar el viernes 19 de septiembre en lugar del sábado 20. Si quiere unirse escribanos.

 

¡Qué tenga un buen fin de semana!

Kristian Bankov en nombre del equipo organizador Semio2014

 

 

 

Chers participants au congrès mondial de sémiotique,

Nous voulons vous présenter le premier variant du programme détaillé préliminaire. Lisez-le SVP et si vous ne voyez pas votre nom et le titre de votre communication, écrivez-nous (info@semio2014.org). Quelques propositions sont toujours dans l’attente de l’évaluation, mais la majorité d’entre eux devrait être là. Nous ne pouvons pas changer la date des tables rondes, mais on peut faire des variations du programme dans la table ronde spécifique ou bien changer même la place d`un report d’une table ronde à une autre – s`il est accepté par les présidents. Contactez s’il vous plaît les présidents pour toutes ces questions et nous attendrons leurs réponses avant le 15ème d’août avec l’ordre définitif de présentations dans l’horaire existant. On fera mieux grouper les papiers selon la langue.

En rouge vous allez voir les noms des participants qui n’ont pas enregistré ou n’ont pas payé (les exceptions sont prises en considération). S`il y a plus qu’un présentateur d`un papier, tous les noms sont noirs – même si seulement l`un d’entre eux est régulièrement enregistré.

LE DÉLAI SUPRÊME – LA DATE-LIMITE – POUR LES PARTICIPANTS ACTIFS (ceux qui présentent un papier) EST LE 15ème D’AOÛT!

Le 15ème d’août le programme sera envoyé pour l’impression. Les participants qui ne sont pas enregistrés ET qui n`ont pas payé ne seront pas inclus dans le programme (Une exception est faite pour les participants de l’Afrique, de l’Argentine, du Venezuela et de l’Iran !). On peut toujours s`enregistrer comme un participant passif jusqu’au 31e d’août. Les participants actifs devraient payer la cotisation IASS/AIS : certains d’entre vous qui vont faire une présentation dans le programme ne l’ont pas fait. Si vous décidez de le faire maintenant PayPal est la meilleure option, vous devrez seulement payer 25 Euros à semio2014@nbu.bg, mais si vous préférez nous puissions vous envoyer une demande de paiement. Autrement on vous demandera de le payer au point d’enregistrement à Sofia en Euro ou en Levas Bulgares (50 BGN). Le Bureau de l’AIS a décidé que les participants à la série des conférences “La Sémiotique et Ses Maîtres“ devraient aussi payer la cotisation IASS/AIS. Ceci est aussi une exigence pour participer à l’Assemblée Générale et aux élections.

Nous avons changé la date du dîner de gala : il aura lieu le vendredi, le 19ème de septembre, mais pas le samedi, le 20ème de septembre. Si vous voulez y prendre part, écrivez-nous.

 

Je vous souhaite un week-end très agréable !

Kristian Bankov (de la part de l’équipe d’organisation de Semio2014)

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