New book: Sein und Schein – Explorations in Existential Semiotics by Eero Tarasti


Eero Tarasti
Explorations in Existential Semiotics
[Being and Appearance: Explorations in Existential Semiotics]

Existential semiotics is a new paradigm in the studies of signs, signification and communication. This book develops its theory further starting from the continental philosophy (Kant, Hegel, Jaspers, Heidegger, Arendt, Sartre) on one
hand, yet remaining also faithful to the tradition of the European semiotics, particularly the Paris school.

From the notions of being, doing and appearing the study applies them to crucial social problems of the contemporary world, and moreover to various so-called ‘lesser arts’ like performance andgastronomy. It also introduces some precursors of the approach. The book represents what can be called neosemiotics, the search for new theories and fields of the discipline.

Eero Tarasti, University of Helsinki, Finland.





Sein und Schein, flyer

New Book: Sémiotique du Fondamentalisme Religieux – Massimo Leone

Massimo Leone 2014 - Sémiotique du fondamentalisme religieux - Couverte_Page_1

Les médias parlent tout le temps de « fondamentalisme religieux » comme d’un élément essentiel de la scène
sociale, culturelle, politique, et même militaire contemporaine. Mais qu’est-ce que c’est, au juste, le fondamentalisme religieux ? Comment peut-on distinguer un message fondamentaliste ? D’où dérive-t-elle la force communicative par laquelle ce type de discours s’est répandu de façon globale, surtout à travers internet et les nouveaux social networks ?

Pour comprendre la nature profonde du fondamentalisme religieux, il faut étudier non seulement ce qu’il dit mais
également – et peut-être surtout – sa façon de dire, sa rhétorique, sa manière d’évoquer un imaginaire et d’y situer
le bien et le mal, les alliés et les ennemis, les fidèles et les infidèles.

C’est en analysant les stratégies de communication des fondamentalismes religieux, en outre, qu’on pourra comprendre que peut-être partagent-ils tous – malgré les différences de langue, confession, époque, milieu et
moyens d’expression – un « air de famille », une perspective particulière sur le sens du langage, du monde, de la
vie. C’est donc à la sémiotique, la science de la signification et de la communication, qu’on doit demander de
décrire de façon rigoureuse les formes persuasives du fondamentalisme contemporain.

Massimo LEONE est professeur de Sémiotique auprès de l’Université de Turin. Ancien élève de l’ENS, docteur en Sciences Religieuses auprès de l’École Pratique des Hautes Études – Sorbonne, il a été enseignant invité aux Universités de Berkeley, Melbourne, Toronto, Paris IV – Sorbonne, ENS-Lyon, Kyoto.

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.

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

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

New book: Eero Tarasti, Retour à la villa Nevski

FDP tarastivillanevski

New book: Frederik Stjernfelt “Natural Propositions. The Actuality of Peirce’s Doctrine of Dicisigns”

natural propositions

Frederik Stjernfelt “Natural Propositions. The Actuality of Peirce’s Doctrine of Dicisigns”, Boston: Docent Press 2014, 340 pps.

$15.67,;  £9.93,

New book: The Semiotics of Animal Representations – Edited by Kadri Tüür and Morten Tønnessen

animal representationThe Semiotics of Animal Representations

Edited by Kadri Tüür and Morten Tønnessen


Amsterdam/New York, NY 2014. 376 pp. (Nature, Culture and Literature 10)

ISBN: 978-90-420-3827-1                     Paper €80,-/US$112,-

ISBN: 978-94-012-1072-0                     E-Book €72,-/US$101,-

Online info:


The ways in which we represent animals say much about who we are, who we strive to be, and our often conflicting ideas about our relationships with nonhuman species. Whether the animal is seen as someone with whom we can relate and feel kinship or conceived of as the radical other, popular cultural descriptions of animals are often – if not always – indirect descriptions of ourselves.

The contributions to this volume offer a unique panorama of academic and literary approaches, demonstrating that an analysis of cultural representations and constructions of animals is indispensable for a better understanding of the interface of human culture and the so-called animal world.


Kadri Tüür is research fellow at the Institute of Cultural Research and Fine Arts, University of Tartu. Tüür has edited collections and published articles on Estonian nature writing and ecosemiotics.

Morten Tønnessen is associate professor in philosophy at Department of Health Studies, University of Stavanger. His PhD (2011) developed Uexküllian phenomenology and included analysis of Norwegian wolf management. Tønnessen is Co-Editor-in-Chief of Biosemiotics and Chair of Minding Animals Norway.

New book: Lectures on the Epistemology of Semiotics, Zdzisław Wąsik

The book has been published in print and there is a pdf version available here.

Pages from QL-s6AJA55O

Zdzisław Wąsik. 2014. Lectures on the Epistemology of Semiotics.

Wrocław: Philological School of Higher Education in Wrocław Publishing
/ Wydawnictwo Wyższej Szkoły Filologicznej we Wrocławiu (Philologica
Wratislaviensia: Series Didactica. Vol. 1. Edited by Zdzisław Wąsik).
236 pp. ISBN 978-83-60097-24-3

New book: Annunciazione – Percorsi di semiotica della religione, Massimo Leone

Download book presentation:
Massimo Leone 2014 – Annunciazioni – Copertine, Indice, Prefazione, Introduzione generale

Massimo Leone 2014 - Annunciazioni - Copertine, Indice, Prefazione, Introduzione generale_Page_01

New Book: Korean Translation “La Semiotique des Passions”

Korean Translation of Jaques  Fontanille and Algirdas Julien Greimas “La Semiotique des Passions (Semiotics of Passion)” by professor Ki Hwan YU, Yong Ho CHOI, Junga SHIN, Hankuk University of Foreign Studies, Seoul, Korea. 


New Book: Korean translation of Lotman’s Culture and Explosion



Korean Translation of Ju. Lotman’s “Kul’tura i vzryv (Culture and Explosion)” by professor Soo-Hwan Kim, Hankuk University of Foreign Studies, Seoul, Korea. 


New Book: Viator in Tabula – Sémiotique de l’interculturel culinaire dans le récit de voyage



The project of this book goes back to approximately 10 years. I came then to collaborate with Beatrice Fink to a special issue of Eighteenth Century Life on the food topography. I proposed then a study that figures in the present volume under a more developed form, on the reactions of an English physician towards local food, mainly couscous and tea. I did not think that it was a real research avenue, but rather a sort of intellectual entertainment with no horizon. At the same time, Beatrice Fink encouraged me to conduct research in this area, but I remained skeptical. After having read her works on the culinary domain in the XVIII century, I have realized how much a history of food and the culinary could serve the history of mentalities and private lives. Works of John Louis Flandrin, that had contributed to the same volume directed by Fink, were also a great inspiration. Paradoxically, the more I read the more my interest grew. My quest was not simple, it did not concern fixing on a mediocre culinary phenomenon to study it as revealing a political economy or a symbolic field with its rules, its constraints and its codes. I am concerned with the study of the relation with the other, the shock of cultures or their encounter through reactions of travelers to the food or the culinary, the prepared dish, the consumed product in ceremony or in private. Some of the questions I asked are: In which way does the reaction to food reveal the attitude of the traveler, his prejudices on the culture or the society or the food or the dish in question? In which way would it reveal its own culture? I asked these questions and many others keeping aware of another difficulty. Texts on which I work belong to travel literature that is a hybrid genre, at least until the XVIII century, because it constantly oscillated between two poetical forms: the testimony and the fiction. Testimony, because precise descriptions, inventories of dishes, customs were merely depicting reality; fiction, because the traveler doubled by the narrator invents a narrative framework or a narrative structure in order to account for the trip without transforming it into a fateful description or an inventory. This made me more careful in my analyses and especially in my conclusions. I invite the reader to do the same. Indeed, the reaction towards the culinary can reflect an attitude, but we should keep in mind that it concerns an attitude inside a narrative framework and a game implying several characters.

With these growing difficulties, I knew that the culinary has been an important concern in semiotics. But long before, it was especially the concern of anthropology, ethnology and sociology. Claude Levi-Strauss, Mary Douglas and others have done important contributions. Semioticians in their turn  got interested in , though only sporadically , what one can call culinary semiotics, I allude here to articles of Roland Barthes in Mythologies, to escapades of Greimas for example concerning the pistou soup  and to others contributions thereafter and others more recent. These contributions have not however set a method of analysis or a susceptible interface to be used for the corpus. It was necessary then to reflect on a strictly semiotic approach to the culinary making the most possible profit from the ideas of semioticians and anthropologists.  All these contributions deserve to be questioned in view of a synthesis. I deem it useful to reserve them a whole chapter.

But before this, here is a word on the studies that constitute the present volume. The study on tea or couscous has been published under a less developed form in a special issue of Eighteenth Century Life directed by Béatrice Fink in 1999 and it revolved around the question of food topography. I was surprised from the first reading of the relationship of this English physician by the recurrence of the same verbs and the same adjectives where Moroccan meals were assimilated to an intense physical activity, not to say to an act of a rare violence. The analysis thereafter of descriptions of the meal, ceremonies of tea or preparations of couscous in the Harem has shown a sort of phantasmagoria of bodies that reminds, in many respects, motives and codes of erotic literature. With this first study, the attitude towards the culinary was found to be closely linked to the question of the body of the other: nervous body, agitated versus fattened bodies and prepared to multiples phantasms of the master.

The study on coffee as cultural mediator has been published in a special issue of The French periodical in 2001 directed by Dominique Lanni on the culture of travelers during the classic age. The relationship of the trip of the first expedition to Arabia of the Company of Indies in the beginning of the XVIII

century is the opportunity to put one in front of the other,  two radically opposite worlds and practically ignoring all of each other. Coffee is here a real actor by itself. From the description of this product, ways of preparing it and its history, one discovers a civilization and a culture with these relaxation and conviviality places. Here a product as coffee becomes the symbol of a culture and a society previously judged as a place of fanaticism and intolerance. The other studies are original, they all try, in one way or another, to analyze food as a sign inside a framework where two cultures, two encyclopedias engage in a game of mirrors, evasions and caprices. I have tried to begin with crusades and pilgrim accounts, through accounts of the first merchants, captives and missionaries that mark, as we will see later, a light change in the culinary semiosis of the other and a reorganization of the library at work in the processing of this culinary. Texts of the classic age are going to sketch a singular approach that is going to be ratified by those of the age of enlightenment, but not without surprise. Stories of the nineteenth century, belonging all to French travelers, present an approach to the culinary singular by its re-elaboration of the culinary sign and by its ideological work, which inevitably shows the importance of risks of the hospitality offered by the other, of the food that it presents and reveals, through the attitude of host travelers, their intention and what they think of the Moroccan in general and Morocco in particular.

New Book: Semiotics and Visual Communication

Semiotics and Visual Communication – Concepts and Practices 
This book is the result of selective research papers that were presented at the First International Conference on Semiotics and Visual Communication at the Cyprus University of Technology in November 2011 . The conference was structured around the theme from theory to practice, and brought together researchers and practitioners who study and evaluate the ways that semiotic theories can be analysed, perceived and applied in the context of various forms in visual communication. Within a semiotic framework, the book explores research questions under five main thematic areas: Architectural, Spatial Design-Design for Three-Dimensional Products; Design for Print Applications; Design for Screen-Based Media; Pedagogy of Visual Communication; and Visual Arts. This volume will be an asset for people who have an interest in semiotics, not only from a theoretical and historical perspective, but also from an applied point of view, looking at how semiotic theory can be implemented into educational research, design and visual communication practice. The book provides 25 essential contributions that demonstrate how the concepts and theories of semiotics can be creatively adapted within the interdisciplinary nature of visual communication.

For more information, please click here

New book: Brand Equity Planning with Structuralist Rhetorical Semiotics, George Rossolatos

press release george rossolatos brand equity planning with structuralist rhetorical semiotics

Brand Equity Planning with Structuralist Rhetorical Semiotics

ISBN: 978-3-86219-706-4 (print)
978-3-86219-707-1 (e-book)
Author: George Rossolatos
Release date: February 2014
Pages: 895
Publisher: Kassel University Press




Available for preview and purchase @

Publication objectives
Brand Equity Planning with Structuralist Rhetorical Semiotics furnishes an innovative conceptual
model and methodology for brand equity planning, with view to addressing a crucial gap in the
marketing and semiotic literatures concerning how advertising multimodal textual elements may
be transformed into brand associations, with an emphasis on rhetorical relata as modes of
connectivity between a brand’s surface and depth grammar. The scope of this project is interdisciplinary,
spanning research areas such as brand equity, structuralist semiotics, textual
semiotics, visual and film semiotics, multimodal rhetoric, film theory, psychoanalysis. The
proposed connectionist conceptual model of the brand trajectory of signification is operationalized
through a methodological framework that encompasses a structuralist semiotic interpretative
approach to the textual formation of brand equity, supported by quantitative content analysis with
the aid of the software Atlas.ti and the application of multivariate mapping techniques.

About the author
George Rossolatos is an academic researcher and marketing practitioner, with
experience in advertising, marketing research and brand management. He holds a BA
(Hons) in Philosophy (University of Essex), an MSc in Marketing (Manchester Business
School), an MBA (Strathclyde Business School) and a PhD in Marketing Semiotics
(University of Kassel). He is the founder of the semiotics consulting agency
//disruptiVesemiOtics// and editor of the International Journal of Marketing Semiotics
( His research interests rest with effecting inter-textual
cross-fertilizations between marketing, rhetoric and semiotics, also informed by
disciplines such as phenomenology, psychoanalysis, cultural studies.

Brought to you by //disruptiVesemiOtics//

New book – Beginnings of the semiotics of culture. Edited by Silvi Salupere, Peeter Torop, Kalevi Kull

Salupere, Torop, Kull 2013 Tartu Semiotics Library 13New book from the Tartu Semiotics Library series:

Silvi Salupere, Peeter Torop, Kalevi Kull (eds.) 2013. Beginnings of the semiotics of culture. (Tartu Semiotics Library vol. 13.) Tartu: University of Tartu Press. 133 p. (Pb)

A landmark of Tartu semiotics for nearly half of a century now is the semiotics of culture. The semiotic study of cultures was at the centre of interest in Juri Lotman’s group, and in the Tartu-Moscow semiotics school in general.

In 1973, the collective manifesto Theses on the Semiotic Study of Cultures was written under the leadership of Juri Lotman together with his Moscow colleagues Vjacheslav Ivanov, Vladimir Toporov, Aleksandr Pjatigorskij, and Boris Uspenskij. This marked the real birth of the research field called the semiotics of culture.

This volume contains the republication of “Proposals for the programme of the 4th Summer School on secondary modelling systems”, written by J. Lotman (1970), and the “Theses on the semiotic study of cultures” (1973), as well as a “Postscriptum to Theses”, written by J. Lotman and B. Uspenskij (1979). Both the “Proposals” and the “Theses” are presented in English, Russian and Estonian; the “Postscriptum” only in English.

The background and the further role of these texts is described in the accompanying article by Peeter Torop and Silvi Salupere.

The book is available from the University of Tartu Press,

10 €

New book – Meaning Making: It’s what we do; it’s who we are by Floyd Merrell

Merrell 2013 Tartu Semiotics Library 12

New book by Floyd Merrell (from the University of Tartu Press):

merrell, floyd 2013. Meaning Making: It’s what we do; it’s who we are (A transdisciplinary approach). (Tartu Semiotics Library vol. 12.) Tartu: University of Tartu Press. 321 p. (Pb)

Meaning Making: It’s what we do; it’s who we are (A transdisciplinary approach) is a book about fundamental questions of contemporary semiotics, however written in the style accessible to a wide range of readers.

Meaning Making sheds light on the following assumptions, largely following C. S. Peirce: (1) pre-linguistic sign modes of feeling, sensing and experiencing entail consciousness-becoming; (2) consciousness-becoming, culminating in linguistic signs, is always in the process of becoming something other than what it was becoming; and (3) linguistic signs are never complete and consistent, for they continuously draw from pre-linguistic semiotic processes. These processes involve signs incessantly becoming other signs in interdependent, interactive interrelatedness. The three terms carry the implication that all signs are complementarily coalescent; they are always in the process of merging with one another. Illustration of the complementary coalescent processual flow of signs involves split-second decision-making — examples are chiefly from baseball and soccer — when one has no time consciously to think and then act on one’s thinking. Decisions must be made in the blink of an eye, and they must be spontaneously acted on. This rapid-fire semiotic transition from pre-linguistic feeling-becoming to interpreting-becoming emphasizes ongoing process, rather than relatively fixed product. Process is the principle key qualifying Peirce’s concept of semiosis.


The book is available from the University of Tartu Press,

30 €

Reedición en castellano de “Cultura y explosión” de Lotman

cultura-y-explosión-gris (1)

New Book: Semiotics of Subjectivities [in English and Italian]

Cover from Leone & Pezzini 2013 - Semiotica delle soggettivitàNew Book: Leone, Massimo and Pezzini, Isabella, eds. 2013. Semiotics of Subjectivities [in English and Italian]; contributions by Umberto Eco, Victor Stoichita, Massimo Leone, Eero Tarasti, etc. Rome: Aracne. ISNN: 9788854863293. Publisher’s address:
Price: 30,00 Euros
Short description: essays on the semiotics of subjectivity, with specific attention to its visual representations.
A PDF of presentation:

Leone & Pezzini 2013 – Semiotica delle soggettività

New Book – Peirce and Biosemiotics: A Guess at the Riddle of Life

“Peirce and Biosemiotics: A Guess at the Riddle of Life” (Springer)

Edited by Vinicius romanini and Eliseo Fernández

Short description:

This volume discusses the importance of Peirce´s philosophy and theory of signs to the development of Biosemiotics, the science that studies the deep interrelation between meaning and life. Peirce considered semeiotic as a general logic part of a complex architectonic philosophy that includes mathematics, phenomenology and a theory of reality. The authors are Peirce scholars, biologists, philosophers and semioticians united by an interdisciplinary endeavor to understand the mysteries of the origin of life ands its related phenomena such as consciousness, perception, representation and communication.


Table of Contents

Introduction; V. Romanini, E. Fernández.- 1. The Intelligible Universe; N. Houser.- 2. The Continuity of Life: On Peirce’s Objective Idealism; I.A. Ibri.- 3. Peircian Semiotic Indeterminacy and Its Relevance for Biosemiotics; R. Lane.- 4. Peircean Habits, Broken Symmetries, and Biosemiotics; E. Fernández.- 5. Semeiotic Causation and the Breath of Life; M. Hulswit, V. Romanini.- 6. The Ineffable, the Individual, and the Intelligible: Peircean Reflections on the Innate Ingenuity of the Human Animal; V. Colapietro.- 7. Instinct and Abduction in the Peircean Informational Perspective: Contributions to Biosemiotics; L.F. Barbosa da Silveira, M.E. Quilici Gonzalez.- 8. The Life of Symbols and Other Legisigns: More than a mere Metaphor?; W. Nöth.- 9. Signs without Minds; J. Collier.- 10. Dicent Symbols and Proto-propositions in Biological Mimicry; J. Queiroz.- 11. Semeiosis as a Living Process; V. Romanini.- List of Authors. References. Index.

New Book – //rhetor.dixit//: Understanding ad texts’ rhetorical structure for differential figurative advantage


Title: //rhetor.dixit//: Understanding ad texts’ rhetorical structure for differential figurative advantage

ISBN: 978-1492259695

Author: George Rossolatos

Release date: August 2013

Pages: 188

Available for purchase (full-color, paperback) at:



Download your free complimentary ebook copy @ (readable with mobipocket)


Publication objectives:

This book was put together over the course of the past three years and is the outcome of the author’s publications in the multimodal advertising rhetoric research field and projects that were undertaken with the employment of the //rhetor.dixit//©  model. It features four chapters that span different, yet interlocking aspects of ad texts’ multimodal rhetorical configuration and culminates in a practical guide for the analysis of the verbo-visual rhetorical structure of TV ad texts, based on the unique methodology of the //rhetor.dixit//©  model on offer by //disruptiVesemiOtics//. //rhetor.dixit//: Understanding ad texts’ rhetorical structure for differential figurative advantage neither seeks to cover exhaustively issues in any of the traditional fields of concern to the discipline of rhetoric (an impossible endeavor, indeed, within the contours of a single book), nor to address all issues on top of the current agenda in multimodal advertising rhetoric. Its mission is to present key facets of current research in multimodal advertising discourse, largely dispersed and spread out in multiple disciplines, including semiotics, in such a manner as to enable the reader to get to grips with the benefits that stem from employing a content analytic approach for the ongoing management of the modes of rhetorical configuration of advertising texts. The combination of an interpretivist approach with the methodical outlook yielded by content analysis affords to transform multimodal rhetorical analysis of advertising texts from a theoretical enterprise geared towards making sense of how meaning emerges through the figurative language of advertising to a systematic method for managing advertising textuality, in such a manner as to enable practitioners in marketing related disciplines (e.g., account planning, marketing research, brand management) to actively manage how brand meaning is generated through distinctive modes of rhetorical configuration. The managerial orientation of the //rhetor.dixit//©  model is intended to enhance understanding as to how a brand’s intellectual capital is configured and, moreover, to point to directions whereby what I call a brand’s figurative first mover advantage and differential figurative advantages may be furnished to a brand’s discourse. The systematic understanding of a brand’s distinctive modes of rhetorical configuration is not just a ‘nice-to-have’ add-on in a metrics dashboard, but a prerequisite for managing brands as constellations of figurative elements and modes of connectivity among figurative elements, which are part and parcel of a brand’s textual essence. 

New Book: The Self as a Sign, the World, and the Other

sign selfHow can semiotics help us understand subjectivity?

The question of subjectivity concerns the close and the distant, the self and the other, the other from self, and the other of self. It is thus the question connected to the question of the sign. It calls for a semiotic approach because the self is itself a sign; its very own relation with itself is a relation among signs. The Self as a Sign, the World, and the Other critiques subjectivity in terms of the “material” that the self is made of, that is, the material of signs.

Susan Petrilli highlights the scholarship of Charles Pierce, Mikhail Bakhtin, Roland Barthes, Mary Boole, Jacques Derrida, Michael Foucault, Emmanuel Levinas, Claude Levi-Strauss, Maurice Merleau-Ponty, Charles Morris, Thomas Sebeok, Thomas Szasz, and Victoria Welby. Included are American and European theories and theorists, evidencing the relationships interconnecting American, Italian, French, and German scholarship.

About the author

Susan Petrilli is the seventh Thomas A. Sebeok Fellow of the Semiotic Society of America and professor of philosophy of language and semiotics at the University of Bari, Aldo Moro, Italy. She is the co-author, with Augusto Ponzio, of Semiotics Unbounded and author ofSignifying UnderstandingSign Crossroads in Global Perspective, andExpression and Interpretation in Language, among others.

This information has been first published here.

New Book: Interdiscipline et arts du spectacle vivant

livro_helboInterdiscipline et arts du spectacle vivant
Sous la direction d’André Helbo, Catherine Bouko et Élodie Verlinden

Le concept d’interdiscipline, mobilisé habituellement dans les sciences de la communication, trouve dans le champ du spectacle vivant un nouvel écho. Les recherches en arts du spectacle connaissent actuellement une mutation sans précédent, sous l’impulsion d’un dialogue qui convoque des modèles de décloisonnement. Une ouverture par ailleurs à la mesure des objets étudiés : formes hybrides, genres métissés, arts pluridisciplinaires. Quels sont les acteurs, les modalités, les conditions, les limites de la rencontre ? L’anthropologie, la sociologie, la génétique du spectacle, la neurobiologie, la sémiologie croisent leurs regards dans des contextes tantôt prometteurs tantôt polémiques. Une approche intégrée et propédeutique se dégage de ce livre : elle ouvre la voie à une sémiotique interstitielle.

Le présent volume est issu d’un colloque organisé à l’Académie royale de Belgique. Les auteurs enseignent tous trois à l’Université libre de Bruxelles. André Helbo est sémioticien et auteur de nombreux livres sur les arts du spectacle. Le champ de recherches de Catherine Bouko concerne l’intermédialité. Celui d’ Elodie Verlinden l’épistémologie du spectacle vivant.

Consultez notre catalogue et commandez en ligne: –

Bulletin de commande – PDF

À adresser à la Librairie Honoré Champion – 3 rue Corneille F-75006 Paris
Tél. : 01 46 34 02 29

Book: Brand equity planning with structuralist rhetorical semiotics Vol.I

Press release

Brand equity planning with structuralist rhetorical semiotics Vol.I 

front cover

Title: Brand equity planning with structuralist rhetorical semiotics Vol.I

ISBN: 978-1481843157

Author: George Rossolatos

Release date: 2012

Pages: 260

Available at



Publication objectives:

This book seeks to outline a structuralist rhetorical semiotic approach to brand equity planning, with view to addressing how advertising textual expressive elements may be selected, how they may be transformed into brand elements and how brand elements may be transformed into brand associations as sources of sustainable brand equity. The focus lies in demonstrating the usefulness of structuralist rhetorical semiotics in the construction and ongoing management of brand associations as outcomes of sustainable brand equity. This research culminates in a rhetorical semiotic brand equity conceptual model.

A brand equity structure consists of a web of associations that must be foreseen and planned from the very first phase of brand encoding. Managing brand equity is indistinguishable from managing the “transformational grammar” that conjoins advertising expressive elements with brand associations, with the aid of structuralist semiotic operations and operations of rhetorical transformation. This brand grammar is propounded against the backdrop of the Greimasian generative trajectory of signification and enriched in the light of visual semiotics, film semiotics, multimodal discourse, film theory, branding theory and psychoanalysis. This book puts forward the model of the brand trajectory of signification as a platform for planning and actively managing sources and outcomes of brand equity. Furthermore, the binarist rationale that undergirds the time-hallowed semiotic square is challenged in the light of connectionist advances. The morphology and syntax of the levels of the brand trajectory are addressed on multiple dimensions, such as general and local textual norms, intra-brand/inter-brand, intra-filmic/inter-filmic, diachronic/synchronic. The management of brand textual coherence and consistency in the context of the brand generative trajectory furnishes a dynamic mapping outlook to the interplay between a brand’s idiolect and a product category’s sociolect.

Brought to you by //disruptiVesemiOtics// 

New Book: Introduction to Peircean Visual Semiotics – Tony Jappy


Contemporary culture is as much visual as literary. This book explores an approach to the communicative power of the pictorial and multimodal documents that make up this visual culture, using Peircean semiotics. It develops the enormous theoretical potential of Peirce’s theory of signs of signs (semiotics) and the persuasive strategies in which they are employed (visual rhetoric) in a variety of documents.

Unlike presentations of semiotics that take the written word as the reference value, this book examines this particular rhetoric using pictorial signs as its prime examples. The visual is not treated as the ‘poor relation’ to the (written) word. It is therefore possible to isolate more clearly the specific constituent properties of word and image, taking these as the basic material of a wide range of cultural artefacts. It looks at comic strips, conventional photographs, photographic allegory, pictorial metaphor, advertising campaigns and the huge semiotic range exhibited by the category of the ‘poster’. This is essential reading for all students of semiotics, introductory and advanced.


‘Peirce’s scholarly life was one dedicated to understanding the nature and rhetorical function of both verbal and pictorial representation. Jappy’s book clearly demonstrates how the powerful – and often poorly understood – framework of Charles S. Peirce’s semiotics may be applied successfully to the analysis of pictorial documents. This book is a milestone in the centennial of Peirce’s death that we are commemorating in 2014.’ —Jaime Nubiola, University Of Navarra, Spain 20121030 

‘Tony Jappy’s new book is a masterful application of Charles Sanders Peirce’s theory of signs to the visual world, a thoroughly-grounded exploration of the proposition that seeing is knowing in all its multifaceted details. The author’s extensive pedagogical experience and the wealth of illustrative material make Introduction to Peircean Visual Semiotics an indispensable guide to the subject.’ — Michael Shapiro, Brown University, USA 20121030

About the Author

Tony Jappy is Emeritus Professor of English Linguistics and Semiotics at the University of Perpignan-Via Domitia, France.


Book: Linguistic Anthropology: A Brief Introduction

Linguistic Anthropology:

A Brief Introduction, Third Edition

Marcel Danesi

August 2012 • 978-1-55130-489-2 • $39.95 • 268pp

Anthropologists have always put language at the centre of their agenda. So too have linguists. Anthropological linguistics, the amalgam of the two disciplines, aims to document and examine how language mirrors social structure and culture-specific thought patterns. Linguistic Anthropology: A Brief Introduction—the third edition of Marcel Danesi’s popular text—provides a concrete method for studying the relation between language and society.

The book is ideal for introductory-level courses in linguistics that adopt a cultural focus and is also suitable for supplementary use in more theoretical linguistics courses. The new edition has been restructured and streamlined to make it a better fit for one-semester classes. Written in Danesi’s accessible and engaging style, this book will also appeal to a broad audience of language students, scholars, and enthusiasts.

Marcel Danesi is Professor of Semiotics and Linguistic Anthropology in the Department of Anthropology at the University of Toronto. His main research interests are semiotic theory and youth culture. He is currently editor-in-chief of Semiotica, the official journal of the International Association for Semiotic Studies.

“In his characteristically lucid and clear writing style, Marcel Danesi explains and demystifies the science of linguistics. The logical organization of this textbook, replete with superb examples of every linguistic process and phenomenon presented, adds to its appeal for the student of anthropological linguistics. This extremely reader-friendly volume also has a very useful final glossary of key concepts and terms and a comprehensive bibliography of essential references in the field, all of which add to its functionality. This book is the best introduction to linguistic anthropology available today.”

—     Frank Nuessel, University of Louisville

“Marcel Danesi’s introduction to linguistic anthropology brings the important questions and phenomena of language and culture to a wide readership in a highly accessible, efficient, and fun-to-read format. With excellent hands-on examples and insights from recent scholarship, Danesi takes the reader through the important theories and concepts from prehistory to popular culture.”

—     Prisca Augustyn, Florida Atlantic University

“A text that I would highly recommend to both my students and my colleagues. It offers an excellent introduction to linguistic anthropology and fills a void in undergraduate and graduate curricula.”

—     Diana Iuele-Colilli, Laurentian University

Book Realease in Nanjing: Proceedings of the 10th World Congress of the IASS-AIS

The Proceedings of the 10th World Congress of the IASS-AIS (A Coruña) will be launched during the 11th World Congress of the IASS-AIS in Nanjing. 
Culture of Communication/Communication of Culture. Culture de la Communication/Communication de la Culture. Cultura de la Comunicación/Comunicación de la Cultura. Proceedings of  the 10th World Congress of the International Association for Semiotic Studies (IASS/AIS),  Book-DVD,  A Coruña,  Universidade da Coruña,  2012.

Book: Towards a semiotics of brand equity: Brand coherence and communicative consistency through structuralist operations and rhetorical transformations

The principal aim of the book at hand consists in a prolegomena to the construction of an innovative approach of structuralist rhetorical semiotics as a formal metalanguage and method in the form of a conceptual model, coupled with a transformative grammar and a stepwise methodology with view to addressing a crucial gap in the existing consumer and advertising research literature (and marketing/advertising practice alike) concerning how advertising stimuli may be selected, how they may be transformed into brand elements and how brand elements may be transformed into brand associations as sustainable sources of brand equity.  The book is concerned with demonstrating the usefulness of a systematic theoretical and practical approach through the import of semiotics and rhetoric to the construction and ongoing management of brand associations as sources of sustainable brand equity.

Title: Towards a semiotics of brand equity: Brand coherence and communicative consistency through structuralist operations and rhetorical transformations

Author: George Rossolatos

Release date: May 2012

Pages: 128

Available in both paperback and ebook formats at:



Book: Sémiotique de l’âme (3 vols) – Massimo Leone

See presentation pages vol.1 in PDF: Massimo Leone 2012 – Sémiotique de l âme – Volume I – Pages de présentation (1)

See presentation pages vol.2 in PDF: Massimo Leone 2012 – Sémiotique de l âme volume II – Pages de présentation

See presentation pages vol.3 in PDF: Massimo Leone 2012 – Sémiotique de l âme volume III – Pages de présentation

Book: Marketing Semiotics by Laura Oswald




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