Journal articles on the topic 'Semiotics and Rhetoric as Complementary Disciplines'

AbstractThe grounding of semiotics in the finiteness of cognition is extended into constructs and methods for analysis by incorporating the assumption that cognition can be similar within and between agents. After examining and formalizing cognitive similarity as an ontological commitment, the recurrence of cognitive states is examined in terms of a “cognitive set.” In the individual, the cognitive set is seen as evolving under the bidirectional, cyclical determination of thought by the historical environment. At the population level, the distributed “global” cognitive set is argued to be constrained to a manifold in which the cognition of individuals is determined only when their cognitive sets meet certain conditions in the world: a result seen as consistent with Lotman’s semiosphere.With these foundations in place, dimensional modelling of the semiosic field is inaugurated. Firstly, measures of cognitive similarity are formalized as cognitive “distance” and on this basis the concept of a semiotic vector is defined. Secondly, semiotic vectors are seen to shape a general pattern of oscillation in semiosis, and thus to imply zero points in semiosic potential. Thirdly, semiosic oscillation in individual agents is shown to be consistent with a novel diachronic or longitudinal interpretation of Greimas’ semiotic square expanded into a “semiotic pipe” in which cognition traverses an n-dimensional space structured by axes of oscillation. Finally, the expanded theory of finite semiotics is advanced as a useful basis for two new complementary disciplines: (1) a computational, mathematical science of “natural semiotic processing” (NSP) to trace and model semiotic vectors and oscillation; and (2) an ethical, rhetorical art of “technological influencing” (TI) to guide its inputs and applications.

<p><strong>Abstract.</strong> The contemporary rise of data visualization and imaging technologies in all areas of knowledge now places design and visuality at the heart of research and its communication, with fundamental implications for scientific epistemology. Jacques Bertin's Laboratoire de Graphique (LG) of the Ecole des Hautes Etudes en Sciences Sociales (EHESS) in France, is a privileged entry for this study, since it was a major player in this movement, at the crossroads of graphic innovation and social sciences as they reinvented themselves in the second half of the twentieth century.</p><p>This intervention aims to explore a black box of research in the humanities and social sciences, according to two approaches, that of the interdisciplinary collaborations and that more experimental of the graphic design and formatting of information. By design we mean as all the processes from graphical display of data, to CHI, new methods of scientific representation.</p><p>This laboratory was created and directed by the cartographer and semiologist Jacques Bertin from 1954 to 2000 at the Ecole Pratique des Hautes Études and, under the impetus of Fernand Braudel, at the Ecole des Hautes Etudes en Sciences Sociales (EHESS), is considered as a forerunner of productions and reflections on graphic research in the social sciences. His work articulates an unprecedented production of images, visualization of data and scientific research, forming the subject of a fundamental treatise, Graphical Semiology (1967). The intervention will trace the largely unknown history of this laboratory, will pinpoint the contributions and the intellectual trajectory of its graphic experiments and collaborations.</p><p>Indeed, while the activities related to the LG's cartographic research are relatively well known, its interactions with history, statistics, sociology, anthropology, urbanism, literature and the decorative arts remain unexplored.</p><p>Jacques Bertin, in <i>Semiology of graphics</i> (1967), highlighted the concept of « visual variables » to build a general rhetoric of visual representation: background shape orientation grain color, etc.</p><p>The paradox of these visual variables is the desire to achieve an objectivity of representation, while taking into account the ”aesthetic“ part of the data. This graphic rhetoric developed by Bertin has influenced many works and disciplines, becoming almost standard, convention, rules. In this session we propose to discuss the relationship between design and visual variables in the contemporary visual display of information.</p><p>We will start by presenting the two complementary funds of archives of the Laboratoire de Graphique the NAs and the BnF, allowing a genetic analysis of the origin of certain concepts of Bertin to give an account of the process of their elaboration.</p><p>We will present collaborations, content, and processes to produce a story that is at once aesthetic, social, economic, and political. We will measure the evolution of scientific imaginaries, the values and uses of representation methods and graphic communication tools, their epistemological scope into 4 thematics:</p><ol><li>The Life of the Graphic Lab: Pathways, Collaborations and Practices at EHESS. Collaboration Braudel-Bertin,creation of the visual identity of the EHESS, practices and conceptualization of the place of graphic research in the social sciences. Bertin heritage in current research programs</li><li>The graphic semiotics of Jacques Bertin: genesis and effects, including in contemporary digital humanities (statistics,big data, cultural analytics). Visual variable and Display of information as the starting point of a research, fieldworks</li><li>The expressivity and plasticity of graphic work: the representation of geographical and human territory. Contribution of the experimental work of the Graphical Laboratory to cartography; materialization of the instrumental design and graphic knowledge in the uses and materiality of the cards from the point of view of the plastic creation and the patrimonial conservation. Objectivity and visual display: relationships between graphics and fact in scientific demonstration</li><li>Graphical semiology in contemporary research, from graphic semiology to information design; pedagogical and epistemological issues of graphic semiology; dissemination of the work of the Laboratoire de Graphique and impact on the field of design and different disciplines in the international context. « Redesigning » the concepts of Bertin: how new data processing tools can contribute?</li></ol><p>The new convergences between design and research will be mobilized to question the place devolved to design in the visual and instrumental construction of contemporary scientific practices and knowledge. This will stimulate a dynamic and a collective experience of interdisciplinary discovery of uses of these methods and tools in heritage context.</p>

In this article I trace the historical development of Peirce’s semiotic rhetoric from its early appearance as a sub-discipline of symbolistic to its mature incarnation as one of the three main branches of the science of semiotic, and argue that this change in status is a symptom of Peirce’s broadening semiotic interest. The article shows how the evolution of Peirce’s theory of signs is linked to changes in his conception of logic. This modification is not merely a minor justification in his classification of the sciences; rather, it indicates a growing understanding of the interconnection between the different semiotic sub-disciplines. The scope and character of the mature discipline of rhetoric is further discussed in terms of a possible clash between rhetorical and methodological emphases, and a conciliatory strategy is suggested. The article concludes with some reflections on the relevance of Peircean rhetoric for future work in Peirce studies and semiotics.

<p>A natureza dos estudos discursivos que se desenvolvem na atualidade está fortemente radicada na Retórica Antiga, de modo que as origens da própria forma de organização do discurso moderno estão também enraizadas na Retórica Clássica, que é fundamentalmente de base aristotélica. O presente artigo propõe-se a traçar um paralelo entre a presença da Retórica na antiguidade e na modernidade, de modo a analisar como, pouco a pouco, ela foi se transformando e sendo incorporada às diversas teorias que se preocupam com o estudo do sentido. Na atualidade, ela é estudada não apenas por aqueles que se designam retóricos, mas por filósofos, linguistas, semioticistas, antropólogos, especialistas das artes e da literatura etc. Pretende-se observar o que restou da Retórica Clássica na contemporaneidade e quais aspectos foram se diluindo com o passar do tempo. Este artigo tenciona, portanto, discutir essas questões especificamente no que se relaciona ao escopo da poética e da semiótica, sobre o qual recai o interesse da discussão que aqui será desenvolvida. </p><p><strong>Abstract:</strong><em> </em><em>The nature of discourse studies carried on today is strongly linked to ancient rhetoric so that the origins of the very form of modern discourse organization is also rooted in classical rhetoric, which is fundamentally based upon Aristotelian thought. This article draws parallels between the presence of rhetoric in antiquity and in modernity in order to analyze how rhetoric gradually has been transformed and incorporated into various theories concerned with the study of meaning. Rhetoric is currently studied not only by those who are called rhetoricians but also by philosophers, linguists, semioticians, anthropologists, and specialists in art and literature. The discussion traces the vestiges of classical rhetoric in these disciplines and investigates which of its aspects have been weakened over time. It aims to discuss these issues specifically within the scope of poetics and semiotics.</em></p><pre> </pre>

I was very excited to get my hands on what was promising to be a magnificent and extremely helpfulHandbook of Rhetorical Studies, and my expectations were matched – and exceeded! This handbook contains no less than sixty contributions written by eminent experts and is divided into six parts. Each section opens with a brief orientation essay, tracing the development of rhetoric in a specific period, and is followed by individual chapters which are organized thematically. Part I contains eleven chapters on ‘Greek Rhetoric’, and the areas covered are law, politics, historiography, pedagogy, poetics, tragedy, Old Comedy, Plato, Aristotle, and closing with the Sophists. Part II contains thirteen chapters on ‘Ancient Roman Rhetoric’, which similarly covers law, politics, historiography, pedagogy, and the Second Sophistic, and adds Stoic philosophy, epic, lyric address, declamation, fiction, music and the arts, and Augustine to the list of topics. Part III, on ‘Medieval Rhetoric’, covers politics, literary criticism, poetics, and comedy; Part IV, on the Renaissance contains chapters on politics, law, pedagogy, science, poetics, theatre, and the visual arts. Part V consists of seven essays on the early modern and Enlightenment periods and is decidedly Britano-centric: politics, gender in British literature, architecture, origins of British Enlightenment rhetoric, philosophy (mostly British, too), science, and the elocutionary movement in Britain. With Chapter 45 we arrive at the modern age section (Part VI), with two chapters on feminism, one on race, and three on the standard topics (law, political theory, science), grouped together with those on presidential politics, New Testament studies, argumentation, semiotics, psychoanalysis, deconstruction, social epistemology, and environment, and closing with digital media. The volume also contains a glossary of Greek and Latin rhetorical terms. As the editor states in his Introduction, the aim of the volume is not only to provide a comprehensive history of rhetoric, but also to enable those interested in the role of rhetoric in specific disciplines or genres, such as law or theatre and performance, to easily find those sections in respective parts of the book and thus explore the intersection of rhetoric with one specific field in a chronological sequence.

Several aspects of the depiction of animals in rock art can be explained by certain perceptual correlates relating to the visual brain and evolutionary factors. Recent evidence from neuroscience and the visual brain not only corroborates this claim but provides important new findings that can help delineate which graphic features relate to biological/genetic criteria. In addition to highlighting how the insights from visual science and evolutionary studies can promote a greater understanding of the depictive strategies employed to portray animals, this paper will also explore ways in which the findings from these disciplines can be assimilated with semiotics that provide novel insights into the preference for depicting animals in a particular format over an extended period. The emphasis throughout is placed on dual-inheritance theory where culture and evolutionary determinants are seen as complementary.

Argued from the perspective of a Social Semiotic Multimodal theory the article asks whether and in what ways ‘Ethnography’ and ‘Social Semiotics’ can or should be brought together to mutual advantage. It suggests that such an enterprise is ‘of its time’: the world as mirrored in existing disciplines has changed and the disciplines that co-constituted and co-evolved with that world can no longer do the job they once did in a now differently constituted world, which poses problems that may need the complementary capacities of related theories and methodologies. This is not an argument for ‘triangulation of data’. Drawing on examples from empirical research, the article points to the gaps which may emerge between research aims and the capacities of specific theories and methodologies to provide, or not, adequate and full answers to aims and questions. Through exemplifications the article raises questions about ‘epistemological compatibility’ of theories and methodologies that are brought into conjunction and asks to what extent we can expect descriptive and analytic complementarity in outcomes if two approaches are epistemologically incompatible? In this, the article opens the new issue of the ‘reach of a theory’.

As language is the medium of an art or a configuration of arts focused on communication, it is indispensable to realize the materiality of language with its potential to interpret the numerous phenomena in the environment. Our individual microcosms filled with messages on various complex situations received through our sensory channels exist in terms of strings of verbal language that help to re-create them for communication in whatever fashion we want. We experience language in meaningful utterances that function in singles or clusters to represent the life world in numerous registers. Our expressions inspired by our experiences of the life world are communicated through words orchestrated in grammatically patterned sentences. Like in other forms of art, in English language arts, teachers and learners can behave with confidence, when they realize the substance they deal with as oral sounds that gradually evolve into syllables, morphemes, signs, symbols, metaphors, and images, which creatively represent the life world. Against this background, I intend to demonstrate here the relevance of perceiving the materiality of language under the framework of a multifaceted unity of several disciplines, namely, phonology, morphology, semiotics, rhetoric, and stylistics that altogether contribute to a holistic approach to language. A concrete perception of language achieved in this manner helps to recover the learning process not only from inhibition and anxiety but also from fossilization and ephemerality.

The Routledge Handbook of language and culture represents a comprehensive study on the inextricable relationship between language and culture. It is structured into seven parts and 33 chapters. Part 1, Overview and historical background, by Farzad Sharifian, starts with an outline of the book and a synopsis of research on language and culture. The second chapter, John Leavitt’s Linguistic relativity: precursors and transformations discusses further the historical development of the concept of linguistic relativity, identifying different schools’ of thought views on the relation between language and culture. He also tries to demystify some misrepresentations held towards Boas, Sapir, and Whorf’ theories (pp. 24-26). Chapter 3, Ethnosyntax, by Anna Gladkova provides an overview of research on ethnosyntax, starting from the theoretical basis laid by Sapir and Whorf and investigates the differences between a narrow sense of ethnosyntax, which focuses on cultural meanings of various grammatical structures and a broader sense, which emphasises the pragmatic and cultural norms’ impact on the choice of grammatical structures. John Leavitt presents in the fourth chapter, titled Ethnosemantics, a historical account of research on meaning across cultures, introducing three traditions, i.e. ‘classical’ ethnosemantics (also referred to as ethnoscience or cognitive anthropology), Boasian cultural semantics (linguistically inspired anthropology) and Neohumboldtian comparative semantics (word-field theory, or content-oriented Linguistics). In Chapter 5, Goddard underlines the fact that ethnopragmatics investigates emic (or culture-internal) approaches to the use of different speech practices across various world languages, which accounts for the fact that there exists a connection between the cultural values or norms and the speech practices peculiar to a speech community. One of the key objectives of ethnopragmatics is to investigate ‘cultural key words’, i.e. words that encapsulate culturally construed concepts. The concept of ‘linguaculture’ (or languaculture) is tackled in Risager’s Chapter 6, Linguaculture: the language–culture nexus in transnational perspective. The author makes reference to American scholars that first introduced this notion, Paul Friedrich, who looks at language and culture as a single domain in which verbal aspects of culture are mingled with semantic meanings, and Michael Agar, for whom culture resides in language while language is loaded with culture. Risager himself brought forth a new global and transnational perspective on the concept of linguaculture, i.e. the use of language (linguistic practice) is seen as flows in people’s social networks and speech communities. These flows enhance as people migrate or learn new languages, in permanent dynamics. Lidia Tanaka’s Chapter 7, Language, gender, and culture deals with research on language, gender, and culture. According to her, the language-gender relationship has been studied by researchers from various fields, including psychology, linguistics, and anthropology, who mainly consider gender as a construct that preserves inequalities in society, with the help of language, too. Tanaka lists diachronically different approaches to language and gender, focusing on three specific ones: gender stereotyped linguistic resources, semantically, pragmatically or lexically designated language features (including register) and gender-based spoken discourse strategies (talking-time imbalances or interruptions). In Chapter 8, Language, culture, and context, Istvan Kecskes delves into the relationship between language, culture, and context from a socio-cognitive perspective. The author considers culture to be a set of shared knowledge structures that encapsulate the values, norms, and customs that the members of a society have in common. According to him, both language and context are rooted in culture and carriers of it, though reflecting culture in a different way. Language encodes past experience with different contexts, whereas context reflects present experience. The author also provides relevant examples of formulaic language that demonstrate the functioning of both types of context, within the larger interplay between language, culture, and context. Sara Miller’s Chapter 9, Language, culture, and politeness reviews traditional approaches to politeness research, with particular attention given to ‘discursive approach’ to politeness. Much along the lines of the previous chapter, Miller stresses the role of context in judgements of (im)polite language, maintaining that individuals represent active agents who challenge and negotiate cultural as well as linguistic norms in actual communicative contexts. Chapter 10, Language, culture, and interaction, by Peter Eglin focuses on language, culture and interaction from the perspective of the correspondence theory of meaning. According to him, abstracting language and culture from their current uses, as if they were not interdependent would not lead to an understanding of words’ true meaning. David Kronenfeld introduces in Chapter 11, Culture and kinship language, a review of research on culture and kinship language, starting with linguistic anthropology. He explains two formal analytic definitional systems of kinship terms: the semantic (distinctions between kin categories, i.e. father vs mother) and pragmatic (interrelations between referents of kin terms, i.e. ‘nephew’ = ‘child of a sibling’). Chapter 12, Cultural semiotics, by Peeter Torop deals with the field of ‘semiotics of culture’, which may refer either to methodological instrument, to a whole array of methods or to a sub-discipline of general semiotics. In this last respect, it investigates cultures as a form of human symbolic activity, as well as a system of cultural languages (i.e. sign systems). Language, as “the preserver of the culture’s collective experience and the reflector of its creativity” represents an essential component of cultural semiotics, being a major sign system. Nigel Armstrong, in Chapter 13, Culture and translation, tackles the interrelation between language, culture, and translation, with an emphasis on the complexities entailed by translation of culturally laden aspects. In his opinion, culture has a double-sided dimension: the anthropological sense (referring to practices and traditions which characterise a community) and a narrower sense, related to artistic endeavours. However, both sides of culture permeate language at all levels. Chapter 14, Language, culture, and identity, by Sandra Schecter tackles several approaches to research on language, culture, and identity: social anthropological (the limits at play in the social construction of differences between various groups of people), sociocultural (the interplay between an individual’s various identities, which can be both externally and internally construed, in sociocultural contexts), participatory-relational (the manner in which individuals create their social–linguistic identities). Patrick McConvell, in Chapter 15, Language and culture history: the contribution of linguistic prehistory reviews research in this field where historical linguistic evidence is exploited in the reconstruction and understanding of prehistoric cultures. He makes an account of research in linguistic prehistory, with a focus on proto- and early Indo-European cultures, on several North American language families, on Africa, Australian, and Austronesian Aboriginal languages. McConvell also underlines the importance of interdisciplinary research in this area, which greatly benefits from studies in other disciplines, such as archaeology, palaeobiology, or biological genetics. Part four starts with Ning Yu’s Chapter 16, Embodiment, culture, and language, which gives an account of theory and research on the interplay between language, culture, and body, as seen from the standpoint of Cultural Linguistics. Yu presents a survey of embodiment (in embodied cognition research) from a multidisciplinary perspective, starting with the rather universalistic Conceptual Metaphor Theory. On the other hand, Cultural Linguistics has concentrated on the role played by culture in shaping embodied language, as various cultures conceptualise body and bodily experience in different ways. Chapter 17, Culture and language processing, by Crystal Robinson and Jeanette Altarriba deals with research in the field of how culture influence language processing, in particular in the case of bilingualism and emotion, alongside language and memory. Clearly, the linguistic and cultural character of each individual’s background has to be considered as a variable in research on cognition and cognitive processing. Frank Polzenhagen and Xiaoyan Xia, in Chapter 18, Language, culture, and prototypicality bring forth a survey of prototypicality across different disciplines, including cognitive linguistics and cognitive psychology. According to them, linguistic prototypes play a critical part in social (re-)cognition, as they are socially diagnostic and function as linguistic identity markers. Moreover, individuals may develop ‘culturally blended concepts’ as a result of exposure to several systems of conceptual categorisation, especially in the case of L2 learning (language-contact or culture-contact situations). In Chapter 19, Colour language, thought, and culture, Don Dedrick investigates the issue of the colour words in different languages and how these influence cognition, a question that has been addressed by researchers from various disciplines, such as anthropology, linguistics, cognitive psychology, or neuroscience. He cannot but observe the constant debate in this respect, and he argues that it is indeed difficult to reach consensus, as colour language occasionally reveals effects of language on thought and, at other times, it is impervious to such effects. Chapter 20, Language, culture, and spatial cognition, by Penelope Brown concentrates on conceptualisations of space, providing a framework for thinking about and referring to objects and events, along with more abstract notions such as time, number, or kinship. She lists three frames of reference used by languages in order to refer to spatial relations, i.e. a) an ‘absolute’ coordinate system, like north, south, east, west; b) a ‘relative’ coordinate system envisaged from the body’s standpoint; and c) an intrinsic, object-centred coordinate system. Chris Sinha and Enrique Bernárdez focus on, in Chapter 21, Space, time, and space–time: metaphors, maps, and fusions, research on linguistic and cultural concepts of time and space, starting with the seminal Conceptual Metaphor Theory (CMT), which they denounce for failing to situate space–time mapping within the broader patterns of culture and world perspective. Sinha and Bernárdez further argue that although it is possible in all cultures for individuals to experience and discuss about events in terms of their duration and succession, the specific words and concepts they use to refer to temporal landmarks temporal and duration are most of the time language and culture specific. Chapter 22, Culture and language development, by Laura Sterponi and Paul Lai provides an account of research on the interplay between culture and language acquisition. They refer to two widely accepted perspectives in this respect: a developmental mechanism inherent in human beings and a set of particular social contexts in which children are ‘initiated’ into the cultural meaning systems. Both perspectives define culture as “both related to the psychological make-up of the individual and to the socio-historical contexts in which s/he is born and develops”. Anna Wierzbicka presents, in Chapter 23, Language and cultural scripts discusses representations of cultural norms which are encoded in language. She contends that the system of meaning interpretation developed by herself and her colleagues, i.e. Natural Semantic Metalanguage (NSM), may easily be used to capture and convey cultural scripts. Through NSM cross-cultural experiences can be captured in a thorough manner by using a reduced number of conceptual primes which seem to exist in all languages. Chapter 24, Culture and emotional language, by Jean-Marc Dewaele brings forth the issue of the relationship between language, culture, and emotion, which has been researched by cultural and cognitive psychologists and applied linguists alike, although with some differences in focus. He considers that within this context, it is important to see differences between emotion contexts in bilinguals, since these may lead to different perceptions of the self. He infers that generally, culture revolves around the experience and communication of emotions, conveyed through linguistic expression. The fifth part starts with Chapter 25, Language and culture in sociolinguistics, by Meredith Marra, who underlines that culture is a central concept in Interactional Sociolinguistics, where language is considered as social interaction. In linguistic interaction, culture, and especially cultural differences are deemed as a cause of potential miscommunication. Mara also remarks that the paradigm change in sociolinguistics, from Interactional Sociolinguistics to social constructionism reshaped ‘culture’ into a more dynamic as well as less rigid concept. Claudia Strauss’ Chapter 26, Language and culture in cognitive anthropology deals with the relationship between human society and human thought/thinking. The author contends that cognitive anthropologists may be subdivided into two groups, i.e. ones that are concerned with the process of thinking (cognition-in-practice scholars), and the others focusing on the product of thinking or thoughts (concerned with shared cultural understandings). She goes on to explore how different approaches to cognitive anthropology have counted on units of language, i.e. lexical items and their meanings, along with larger chunks of discourse, as information, which may represent learned cultural schemata. Part VI starts with Chapter 27, Language and culture in second language learning, by Claire Kramsch, in which she makes a survey of the definition of ‘culture’ in foreign language learning and its evolution from a component of literature and the arts to a more comprehensive purport, that of culturally appropriate use of language, along with an appropriate use of sociopragmatic and pragmalinguistic norms. According to her, in the postmodern era, communication is not only mere transmission of information, it represents construal and positioning of the self and of self-identity. Chapter 28, Writing across cultures: ‘culture’ in second language writing studies, by Dwight Atkinson focuses on the usefulness of culture in second-language writing (SLW). He reviews several approaches to the issue: contrastive rhetoric (dealing with the impact of first-language patterns of text organisation on writers in a second language), or even alternate notions, like‘ cosmopolitanism’, ‘critical multiculturalism’, and hybridity, as of late native culture is becoming irrelevant or at best far less significant. Ian Malcolm tackles, in Chapter 29, Language and culture in second dialect learning, the issue of ‘standard’ Englishes (e.g., Standard American English, Standard Australian English) versus minority ‘non-standard’ speakers of English. He deplores the fact that in US specialist literature, speaking the ‘non-standard’ variety of English was associated with cognitive, cultural, and linguistic insufficiency. He further refers to other specialists who have demonstrated that ‘non-standard’ varieties can be just as systematic and highly structured as the standard variety. Chapter 30, Language and culture in intercultural communication, by Hans-Georg Wolf gives an account of research in intercultural education, focusing on several paradigms, i.e. the dominant one, investigating successful functioning in intercultural encounters, the minor one, exploring intercultural understanding and the ‘deconstructionist, and or postmodernist’. He further examines different interpretations of the concepts associated with intercultural communication, including the functionalist school, the intercultural understanding approach and a third one, the most removed from culture, focusing on socio-political inequalities, fluidity, situationality, and negotiability. Andy Kirkpatrick’s Chapter 31, World Englishes and local cultures gives a synopsis of research paradigm from applied linguistics which investigates the development of Englishes around the world, through processes like indigenisation or nativisation of the language. Kirkpatrick discusses the ways in which new Englishes accommodate the culture of the very speech community which develops them, e.g. adopting lexical items to express to express culture-specific concepts. Speakers of new varieties could use pragmatic norms rooted in cultural values and norms of the specific new speech community which have not previously been associated with English. Moreover, they can use these new Englishes to write local literatures, often exploiting culturally preferred rhetorical norms. Part seven starts with Chapter 32, Cultural Linguistics, by Farzad Sharifian gives an account of the recent multidisciplinary research field of Cultural Linguistics, which explores the relationship between language and cultural cognition, particularly in the case of cultural conceptualisations. Sharifian also brings forth illustrations of how cultural conceptualisations may be linguistically encoded. The last chapter, A future agenda for research on language and culture, by Roslyn Frank provides an appraisal of Cultural Linguistics as a prospective path for research in the field of language and culture. She states that ‘Cultural Linguistics could potentially create a paradigm that “successfully melds together complementary approaches, e.g., viewing language as ‘a complex adaptive system’ and bringing to bear upon it concepts drawn from cognitive science such as ‘distributed cognition’ and ‘multi-agent dynamic systems theory’.” She further asserts that Cultural Linguistics has the potential to function as “a bridge that brings together researchers from a variety of fields, allowing them to focus on problems of mutual concern from a new perspective” and most likely unveil new issues (as well as solutions) which have not been evident so far. In conclusion, the Handbook will most certainly serve as clear and coherent guidelines for scholarly thinking and further research on language and culture, and also open up new investigative vistas in each of the areas tackled.

Purpose – This paper aims to explore the “Fellowship-Tale” as an alternative tale type for narrating entrepreneur stories. The authors illustrate this by telling the Pilgrim business story. It is common for the deeds of men who founded businesses to be narrated as heroic entrepreneur stories. Such fairy tales are dominant narratives in Western culture but do not resonate with everyone, particularly women. Consequentially, many businesswomen do not engage in the rhetoric of enterprise. Design/methodology/approach – The qualitative, analytic approaches adopted in this study include narratology, semiotics and aesthetics. This complementary triage helps us appreciate the complexity of entrepreneur stories while unravelling the nuances of the tale. It also permits triangulation of the data gathered from an in-depth interview of the respondent with newspaper and Internet research. Findings – The research indicates that “fellowship-tales” provide a viable and credible alternative to the fairy-tale rendition common in entrepreneur and business stories. Research limitations/implications – An obvious limitation is that one merely swaps one narrative framework for another, albeit it offers dissenting voices a real choice. Practical implications – This study has the potential to be far reaching because at a practical level, it allows disengaged entrepreneurs and significant others the freedom to exercise their individual and collective voices within a framework of nested stories. Originality/value – A key contribution is to challenge the hegemony of a dominant and embedded social construct allowing new understandings to emerge via a novel combination of research methodologies.

Beyond the Bologna Process key objective of achieving a common structure of the European tertiary educational format is the fundamental issue of the changing content of higher education. The highly specialized curricula of the Industrial Society no longer fully meet the needs of an emerging Knowledge Society that requires citizens with entrepreneurial and inter-cultural capabilities to innovate and respond to change in an increasingly inter-connected world. In this article we propose an innovative approach to undergraduate education called the Novum Trivium, comprised of (i) academic specialization, (ii) innovation and entrepreneurship, and (iii) a language and culture in addition to one’s own, as a new higher-education paradigm for the Knowledge Society. This vision of undergraduate education aims to contribute to the realization of the Bologna Process objective of better integrating education, research and innovation. The Novum Trivium brings together three diverse, yet complementary, educational skill sets, in a modern version of the Tripos degree introduced by Cambridge University in the 17th century as an honours degree in mathematics that eventually became a format that encompassed three closely related disciplines such as politics, philosophy and economics. The Novum Trivium is also inspired by the medieval Trivium of grammar, rhetoric and dialectics (logic), the essential elements of education for all.

Abstract In recent years, the body and the related notion of embodiment have become pervasive objects of inquiry in numerous disciplines, ranging from cognitive science to philosophy, linguistics, semiotics, cultural anthropology, and so on. This article aims to investigate more closely the characteristics of the notion of ‘body’ presupposed by these different theories, which often naturalize the body by taking it as a non-gendered, pre-discursive phenomenon, and thus hiding the concrete reality of the many different bodies we all as persons possess, with all their specific social, cultural, and discursive determinations. The body is not an isolated entity, but the result of a complex set of interactions with the environment and with others, where intersubjectivity plays a crucial role. Much research over the last few years has focused on the ways in which the body has inscribed in itself a predisposition to intersubjectivity: this article discusses another, complementary, question: the way in which intersubjectivity itself shapes bodies. Here the body is seen as the result of a process that takes place in a sociocultural environment and in intimate interaction with others, rather than the starting point for a process that, beginning from the single organism, expands and opens up towards a wider relational world. In this approach, intersubjectivity becomes a semiotic dimension of the social co-construction and sharing of meaning. All forms of intersubjectivity imply, and at the same time produce, a work of continual interpretation and reinterpretation which lies at the very basis of the peircean concept of semiosis. Finally, to exemplify how intersubjectivity, semiosis, and embodiment intimately intertwine with one another, one particular field of investigation is considered: the very the first stages of human development, where it is shown how the body becomes a semiotic entity: something much more than - and very different from - a purely natural organism.

PurposeUbiquitous Internet access and social media make visual consumption possibly the most vital characteristic of the experience economy. A cumulative, integrative framework for the analysis of visual artefacts has thus been called for as existing analytical tools and theoretical frameworks (such as semiotics, discourse analysis, content analysis, iconography, rhetoric and so on) each provide in isolation only a restricted perspective. To advance best practice towards shaping brand perception and consumer engagement, this paper provides a crucial analytical tool to uncover the unique and specific characteristics of identitary luxury fashion brand discourse by introducing and applying such an integrative framework.Design/methodology/approachA rigorous grounded theory approach was applied to a corpus of primary data, print advertising in Vogue (UK and US) and Vanity Fair (UK). Outcomes were distilled to first principles of meaning-making and aggregated in a framework which also integrates long-existing classics from diverse fields of knowledge to present a broad cumulative perspective for the analysis of visual discursive practice. This paper demonstrates the methodological rigour and validity of the framework, that is, its practical adequacy and explanatory power in uncovering the identitary brand discourse of luxury fashion.FindingsAn application of the integrative framework breaks new ground in uncovering the discreet identitary characteristics of the discursive practice of the luxury brands under investigation, Chanel and Gucci, which can be encapsulated as gendered technology of the confident self (Foucault) and spectacle (Debord), respectively.Research limitations/implicationsTo advance theory that illuminates understanding and shaping of brand perception and consumer engagement with luxury fashion brands, the proposed framework is the first to integrate insight from a rigorous analysis of primary data with long-existing classics from salient fields of knowledge. It, thus, provides a broader, more inclusive perspective that elucidates the multifaceted layers of meaning of luxury fashion discourse in a new and comprehensive way which existing approaches with focus on an isolated dimension such as semiotics or nonverbal behaviour and so on would not have been able to reveal.Practical implicationsThe inclusive, practicable theoretical framework provides a parsimonious and practical tool that can be applied by non-experts across disciplines to unlock meaning in fashion discourse as a route to shaping brand image and engaging consumers.Originality/valueThe paper provides a new perspective on the communication practice of luxury fashion advertising as the new integrative framework illuminates layers of meaning crucial to understanding the intricacies of identitary brand discourse and to shaping brand perception and engaging consumers.

Fantasy plays an essential role in sexual activities. This article investigates (erotic) fantasy from a literary text perspective according to Song of Songs in the Christian Bible. The Song, according to many commentaries, starts with a reference to sex in Canticle 1:2, �Let him kiss me with the kisses of his mouth! For your love is better than wine�. Although the word sex is not mentioned in the Song, it is referred to and implied a number of times in the deep structure of the text. The fantasies of this most beautiful woman (beauty, a secondary motif in the Song that is complementary to the main theme of love) are part of the rhetoric of the poet (probably a woman) to convince the reader about the enjoyment and beauty of erotic love. These could most likely stimulate erotic fantasies when reading the text. Part of the poet�s rhetoric is the way in which she describes this most beautiful woman and her most attractive lover using metaphors, allusions, symbols and similes to evoke all sorts of imaginations and fantasies in the mind of the reader to complement the erotic fantasies of the reader. The investigation of the composition and �lived experiences� (spiritualities) of erotic fantasies is approached from the perceptions of how the entanglement of the reader in the text augments fantasies, how the dynamic interaction between the text of Song of Songs and the reader involves the reader in the fantasies and spiritualities of the protagonists and the poet, how the lived experiences of the composed images and erotic fantasies in the text of the Song grip and involve the reader in the text and finally how the use or application of human senses in fantasies can intensify the lived experiences of fantasies. This research points out how God�s love and concern for his creatures are present as revealed in the relationship between two lovers. His love and concern are clearly visible in the enjoyment and pleasure given by God to humans in his creation which the lovers find in each other.Intradisciplinary and/or interdisciplinary implications: This research challenges the traditional discourse about sexuality for an enrichment of it. In the article the disciplines of theology, physiology, psychology and spirituality unite to include the entire person in sexual activities. The potential results would end up in a greater enjoyment of making love.

While the term “visual literacy” has grown in popularity in the last 50 years, its meaning remains nebulous. It is described variously as: a vehicle for aesthetic appreciation, a means of defence against visual manipulation, a sorting mechanism for an increasingly data-saturated age, and a prerequisite to civic inclusion (Fransecky 23; Messaris 181; McTigue and Flowers 580). Scholars have written extensively about the first three subjects but there has been less research on how visual literacy frames civic life and how it might help the public as a tool to address disadvantage and assist in removing social and cultural barriers. This article examines a forerunner to visual literacy in the push to create an international symbol language born out of popular education movements, a project that fell short of its goals but still left a considerable impression on graphic media. This article, then, presents an analysis of visual literacy campaigns in the early postwar era. These campaigns did not attempt to invent a symbolic language but posited that images themselves served as a universal language in which students could receive training. Of particular interest is how the concept of visual literacy has been mobilised as a pedagogical tool in design, digital humanities and in broader civic education initiatives promoted by Third Space institutions. Behind the creation of new visual literacy curricula is the idea that images can help anchor a world community, supplementing textual communication. Figure 1: Visual Literacy Yearbook. Montebello Unified School District, USA, 1973. Shedding Light: Origins of the Visual Literacy Frame The term “visual literacy” came to the fore in the early 1970s on the heels of mass literacy campaigns. The educators, creatives and media theorists who first advocated for visual learning linked this aim to literacy, an unassailable goal, to promote a more radical curricular overhaul. They challenged a system that had hitherto only acknowledged a very limited pathway towards academic success; pushing “language and mathematics”, courses “referred to as solids (something substantial) as contrasted with liquids or gases (courses with little or no substance)” (Eisner 92). This was deemed “a parochial view of both human ability and the possibilities of education” that did not acknowledge multiple forms of intelligence (Gardner). This change not only integrated elements of mass culture that had been rejected in education, notably film and graphic arts, but also encouraged the critique of images as a form of good citizenship, assuming that visually literate arbiters could call out media misrepresentations and manipulative political advertising (Messaris, “Visual Test”). This movement was, in many ways, reactive to new forms of mass media that began to replace newspapers as key forms of civic participation. Unlike simple literacy (being able to decipher letters as a mnemonic system), visual literacy involves imputing meanings to images where meanings are less fixed, yet still with embedded cultural signifiers. Visual literacy promised to extend enlightenment metaphors of sight (as in the German Aufklärung) and illumination (as in the French Lumières) to help citizens understand an increasingly complex marketplace of images. The move towards visual literacy was not so much a shift towards images (and away from books and oration) but an affirmation of the need to critically investigate the visual sphere. It introduced doubt to previously upheld hierarchies of perception. Sight, to Kant the “noblest of the senses” (158), was no longer the sense “least affected” by the surrounding world but an input centre that was equally manipulable. In Kant’s view of societal development, the “cosmopolitan” held the key to pacifying bellicose states and ensuring global prosperity and tranquillity. The process of developing a cosmopolitan ideology rests, according to Kant, on the gradual elimination of war and “the education of young people in intellectual and moral culture” (188-89). Transforming disparate societies into “a universal cosmopolitan existence” that would “at last be realised as the matrix within which all the original capacities of the human race may develop” and would take well-funded educational institutions and, potentially, a new framework for imparting knowledge (Kant 51). To some, the world of the visual presented a baseline for shared experience. Figure 2: Exhibition by the Gesellschafts- und Wirtschaftsmuseum in Vienna, photograph c. 1927. An International Picture Language The quest to find a mutually intelligible language that could “bridge worlds” and solder together all of humankind goes back to the late nineteenth century and the Esperanto movement of Ludwig Zamenhof (Schor 59). The expression of this ideal in the world of the visual picked up steam in the interwar years with designers and editors like Fritz Kahn, Gerd Arntz, and Otto and Marie Neurath. Their work transposing complex ideas into graphic form has been rediscovered as an antecedent to modern infographics, but the symbols they deployed were not to merely explain, but also help education and build international fellowship unbounded by spoken language. The Neuraths in particular are celebrated for their international picture language or Isotypes. These pictograms (sometimes viewed as proto-emojis) can be used to represent data without text. Taken together they are an “intemporal, hieroglyphic language” that Neutrath hoped would unite working-class people the world over (Lee 159). The Neuraths’ work was done in the explicit service of visual education with a popular socialist agenda and incubated in the social sphere of Red Vienna at the Gesellschafts- und Wirtschaftsmuseum (Social and Economic Museum) where Otto served as Director. The Wirtschaftsmuseum was an experiment in popular education, with multiple branches and late opening hours to accommodate the “the working man [who] has time to see a museum only at night” (Neurath 72-73). The Isotype contained universalist aspirations for the “making of a world language, or a helping picture language—[that] will give support to international developments generally” and “educate by the eye” (Neurath 13). Figure 3: Gerd Arntz Isotype Images. (Source: University of Reading.) The Isotype was widely adopted in the postwar era in pre-packaged sets of symbols used in graphic design and wayfinding systems for buildings and transportation networks, but with the socialism of the Neuraths’ peeled away, leaving only the system of logos that we are familiar with from airport washrooms, charts, and public transport maps. Much of the uptake in this symbol language could be traced to increased mobility and tourism, particularly in countries that did not make use of a Roman alphabet. The 1964 Olympics in Tokyo helped pave the way when organisers, fearful of jumbling too many scripts together, opted instead for black and white icons to represent the program of sports that summer. The new focus on the visual was both technologically mediated—cheaper printing and broadcast technologies made the diffusion of image increasingly possible—but also ideologically supported by a growing emphasis on projects that transcended linguistic, ethnic, and national borders. The Olympic symbols gradually morphed into Letraset icons, and, later, symbols in the Unicode Standard, which are the basis for today’s emojis. Wordless signs helped facilitate interconnectedness, but only in the most literal sense; their application was limited primarily to sports mega-events, highway maps, and “brand building”, and they never fulfilled their role as an educational language “to give the different nations a common outlook” (Neurath 18). Universally understood icons, particularly in the form of emojis, point to a rise in visual communication but they have fallen short as a cosmopolitan project, supporting neither the globalisation of Kantian ethics nor the transnational socialism of the Neuraths. Figure 4: Symbols in use. Women's bathroom. 1964 Tokyo Olympics. (Source: The official report of the Organizing Committee.) Counter Education By mid-century, the optimism of a universal symbol language seemed dated, and focus shifted from distillation to discernment. New educational programs presented ways to study images, increasingly reproducible with new technologies, as a language in and of themselves. These methods had their roots in the fin-de-siècle educational reforms of John Dewey, Helen Parkhurst, and Maria Montessori. As early as the 1920s, progressive educators were using highly visual magazines, like National Geographic, as the basis for lesson planning, with the hopes that they would “expose students to edifying and culturally enriching reading” and “develop a more catholic taste or sensibility, representing an important cosmopolitan value” (Hawkins 45). The rise in imagery from previously inaccessible regions helped pupils to see themselves in relation to the larger world (although this connection always came with the presumed superiority of the reader). “Pictorial education in public schools” taught readers—through images—to accept a broader world but, too often, they saw photographs as a “straightforward transcription of the real world” (Hawkins 57). The images of cultures and events presented in Life and National Geographic for the purposes of education and enrichment were now the subject of greater analysis in the classroom, not just as “windows into new worlds” but as cultural products in and of themselves. The emerging visual curriculum aimed to do more than just teach with previously excluded modes (photography, film and comics); it would investigate how images presented and mediated the world. This gained wider appeal with new analytical writing on film, like Raymond Spottiswoode's Grammar of the Film (1950) which sought to formulate the grammatical rules of visual communication (Messaris 181), influenced by semiotics and structural linguistics; the emphasis on grammar can also be seen in far earlier writings on design systems such as Owen Jones’s 1856 The Grammar of Ornament, which also advocated for new, universalising methods in design education (Sloboda 228). The inventorying impulse is on display in books like Donis A. Dondis’s A Primer of Visual Literacy (1973), a text that meditates on visual perception but also functions as an introduction to line and form in the applied arts, picking up where the Bauhaus left off. Dondis enumerates the “syntactical guidelines” of the applied arts with illustrations that are in keeping with 1920s books by Kandinsky and Klee and analyse pictorial elements. However, at the end of the book she shifts focus with two chapters that examine “messaging” and visual literacy explicitly. Dondis predicts that “an intellectual, trained ability to make and understand visual messages is becoming a vital necessity to involvement with communication. It is quite likely that visual literacy will be one of the fundamental measures of education in the last third of our century” (33) and she presses for more programs that incorporate the exploration and analysis of images in tertiary education. Figure 5: Ideal spatial environment for the Blueprint charts, 1970. (Image: Inventory Press.) Visual literacy in education arrived in earnest with a wave of publications in the mid-1970s. They offered ways for students to understand media processes and for teachers to use visual culture as an entry point into complex social and scientific subject matter, tapping into the “visual consciousness of the ‘television generation’” (Fransecky 5). Visual culture was often seen as inherently democratising, a break from stuffiness, the “artificialities of civilisation”, and the “archaic structures” that set sensorial perception apart from scholarship (Dworkin 131-132). Many radical university projects and community education initiatives of the 1960s made use of new media in novel ways: from Maurice Stein and Larry Miller’s fold-out posters accompanying Blueprint for Counter Education (1970) to Emory Douglas’s graphics for The Black Panther newspaper. Blueprint’s text- and image-dense wall charts were made via assemblage and they were imagined less as charts and more as a “matrix of resources” that could be used—and added to—by youth to undertake their own counter education (Cronin 53). These experiments in visual learning helped to break down old hierarchies in education, but their aim was influenced more by countercultural notions of disruption than the universal ideals of cosmopolitanism. From Image as Text to City as Text For a brief period in the 1970s, thinkers like Marshall McLuhan (McLuhan et al., Massage) and artists like Bruno Munari (Tanchis and Munari) collaborated fruitfully with graphic designers to create books that mixed text and image in novel ways. Using new compositional methods, they broke apart traditional printing lock-ups to superimpose photographs, twist text, and bend narrative frames. The most famous work from this era is, undoubtedly, The Medium Is the Massage (1967), McLuhan’s team-up with graphic designer Quentin Fiore, but it was followed by dozens of other books intended to communicate theory and scientific ideas with popularising graphics. Following in the footsteps of McLuhan, many of these texts sought not just to explain an issue but to self-consciously reference their own method of information delivery. These works set the precedent for visual aids (and, to a lesser extent, audio) that launched a diverse, non-hierarchical discourse that was nonetheless bound to tactile artefacts. In 1977, McLuhan helped develop a media textbook for secondary school students called City as Classroom: Understanding Language and Media. It is notable for its direct address style and its focus on investigating spaces outside of the classroom (provocatively, a section on the third page begins with “Should all schools be closed?”). The book follows with a fine-grained analysis of advertising forms in which students are asked to first bring advertisements into class for analysis and later to go out into the city to explore “a man-made environment, a huge warehouse of information, a vast resource to be mined free of charge” (McLuhan et al., City 149). As a document City as Classroom is critical of existing teaching methods, in line with the radical “in the streets” pedagogy of its day. McLuhan’s theories proved particularly salient for the counter education movement, in part because they tapped into a healthy scepticism of advertisers and other image-makers. They also dovetailed with growing discontent with the ad-strew visual environment of cities in the 1970s. Budgets for advertising had mushroomed in the1960s and outdoor advertising “cluttered” cities with billboards and neon, generating “fierce intensities and new hybrid energies” that threatened to throw off the visual equilibrium (McLuhan 74). Visual literacy curricula brought in experiential learning focussed on the legibility of the cities, mapping, and the visualisation of urban issues with social justice implications. The Detroit Geographical Expedition and Institute (DGEI), a “collective endeavour of community research and education” that arose in the aftermath of the 1967 uprisings, is the most storied of the groups that suffused the collection of spatial data with community engagement and organising (Warren et al. 61). The following decades would see a tamed approach to visual literacy that, while still pressing for critical reading, did not upend traditional methods of educational delivery. Figure 6: Beginning a College Program-Assisting Teachers to Develop Visual Literacy Approaches in Public School Classrooms. 1977. ERIC. Searching for Civic Education The visual literacy initiatives formed in the early 1970s both affirmed existing civil society institutions while also asserting the need to better inform the public. Most of the campaigns were sponsored by universities, major libraries, and international groups such as UNESCO, which published its “Declaration on Media Education” in 1982. They noted that “participation” was “essential to the working of a pluralistic and representative democracy” and the “public—users, citizens, individuals, groups ... were too systematically overlooked”. Here, the public is conceived as both “targets of the information and communication process” and users who “should have the last word”. To that end their “continuing education” should be ensured (Study 18). Programs consisted primarily of cognitive “see-scan-analyse” techniques (Little et al.) for younger students but some also sought to bring visual analysis to adult learners via continuing education (often through museums eager to engage more diverse audiences) and more radical popular education programs sponsored by community groups. By the mid-80s, scores of modules had been built around the comprehension of visual media and had become standard educational fare across North America, Australasia, and to a lesser extent, Europe. There was an increasing awareness of the role of data and image presentation in decision-making, as evidenced by the surprising commercial success of Edward Tufte’s 1982 book, The Visual Display of Quantitative Information. Visual literacy—or at least image analysis—was now enmeshed in teaching practice and needed little active advocacy. Scholarly interest in the subject went into a brief period of hibernation in the 1980s and early 1990s, only to be reborn with the arrival of new media distribution technologies (CD-ROMs and then the internet) in classrooms and the widespread availability of digital imaging technology starting in the late 1990s; companies like Adobe distributed free and reduced-fee licences to schools and launched extensive teacher training programs. Visual literacy was reanimated but primarily within a circumscribed academic field of education and data visualisation. Figure 7: Visual Literacy; What Research Says to the Teacher, 1975. National Education Association. USA. Part of the shifting frame of visual literacy has to do with institutional imperatives, particularly in places where austerity measures forced strange alliances between disciplines. What had been a project in alternative education morphed into an uncontested part of the curriculum and a dependable budget line. This shift was already forecasted in 1972 by Harun Farocki who, writing in Filmkritik, noted that funding for new film schools would be difficult to obtain but money might be found for “training in media education … a discipline that could persuade ministers of education, that would at the same time turn the budget restrictions into an advantage, and that would match the functions of art schools” (98). Nearly 50 years later educators are still using media education (rebranded as visual or media literacy) to make the case for fine arts and humanities education. While earlier iterations of visual literacy education were often too reliant on the idea of cracking the “code” of images, they did promote ways of learning that were a deep departure from the rote methods of previous generations. Next-gen curricula frame visual literacy as largely supplemental—a resource, but not a program. By the end of the 20th century, visual literacy had changed from a scholarly interest to a standard resource in the “teacher’s toolkit”, entering into school programs and influencing museum education, corporate training, and the development of public-oriented media (Literacy). An appreciation of image culture was seen as key to creating empathetic global citizens, but its scope was increasingly limited. With rising austerity in the education sector (a shift that preceded the 2008 recession by decades in some countries), art educators, museum enrichment staff, and design researchers need to make a case for why their disciplines were relevant in pedagogical models that are increasingly aimed at “skills-based” and “job ready” teaching. Arts educators worked hard to insert their fields into learning goals for secondary students as visual literacy, with the hope that “literacy” would carry the weight of an educational imperative and not a supplementary field of study. Conclusion For nearly a century, educational initiatives have sought to inculcate a cosmopolitan perspective with a variety of teaching materials and pedagogical reference points. Symbolic languages, like the Isotype, looked to unite disparate people with shared visual forms; while educational initiatives aimed to train the eyes of students to make them more discerning citizens. The term ‘visual literacy’ emerged in the 1960s and has since been deployed in programs with a wide variety of goals. Countercultural initiatives saw it as a prerequisite for popular education from the ground up, but, in the years since, it has been formalised and brought into more staid curricula, often as a sort of shorthand for learning from media and pictures. The grand cosmopolitan vision of a complete ‘visual language’ has been scaled back considerably, but still exists in trace amounts. Processes of globalisation require images to universalise experiences, commodities, and more for people without shared languages. Emoji alphabets and globalese (brands and consumer messaging that are “visual-linguistic” amalgams “increasingly detached from any specific ethnolinguistic group or locality”) are a testament to a mediatised banal cosmopolitanism (Jaworski 231). In this sense, becoming “fluent” in global design vernacular means familiarity with firms and products, an understanding that is aesthetic, not critical. It is very much the beneficiaries of globalisation—both state and commercial actors—who have been able to harness increasingly image-based technologies for their benefit. To take a humorous but nonetheless consequential example, Spanish culinary boosters were able to successfully lobby for a paella emoji (Miller) rather than having a food symbol from a less wealthy country such as a Senegalese jollof or a Morrocan tagine. This trend has gone even further as new forms of visual communication are increasingly streamlined and managed by for-profit media platforms. The ubiquity of these forms of communication and their global reach has made visual literacy more important than ever but it has also fundamentally shifted the endeavour from a graphic sorting practice to a critical piece of social infrastructure that has tremendous political ramifications. Visual literacy campaigns hold out the promise of educating students in an image-based system with the potential to transcend linguistic and cultural boundaries. This cosmopolitan political project has not yet been realised, as the visual literacy frame has drifted into specialised silos of art, design, and digital humanities education. It can help bridge the “incomplete connections” of an increasingly globalised world (Calhoun 112), but it does not have a program in and of itself. Rather, an evolving visual literacy curriculum might be seen as a litmus test for how we imagine the role of images in the world. 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MIT P, 1987. Warren, Gwendolyn, Cindi Katz, and Nik Heynen. “Myths, Cults, Memories, and Revisions in Radical Geographic History: Revisiting the Detroit Geographical Expedition and Institute.” Spatial Histories of Radical Geography: North America and Beyond. Wiley, 2019. 59-86.

Being is an empty fiction. The “apparent” world is the only world: the “true world” is just a lie added on to it… —Nietzsche. Anna Poletti: I’m attracted to autobiography in a non-narrative context because I’m very interested in texts that people create that demonstrate their thinking or their fantasies or their processing, generally.Lauren Berlant: Right, in that sense it’s autobiography in your larger sense of what autobiography is: a record of […] processing. —Anna Poletti and Julie Rak with Lauren Berlant. The medium is the message. —Marshall McLuhanWelcome to the M/C Journal issue on automediality. If “automediality” sounds like another academic buzzword to you, you are right. But it is more than a buzzword for scholars interested in exploring the significant role of mediation in auto/biographical engagement. Automediality is, we think, an incredibly useful way of framing and grouping scholarly investigations of the processes and practices that people engage when they mediate their lives and selves in a range of auto/biographical forms.We are incredibly excited to bring you this vibrant collection of research about what we are calling “automediality,” but first it is useful to lay some groundwork in terms of explicitly articulating what we think automediality is and does, and why we think it is necessary.As life writing scholars exploring contemporary examples of digital auto/biography in our own research, we were both struck by the need for a new definition of auto/biography that expands beyond text, beyond narrative, beyond subject in any complete sense or form, to reflect the multiplicity of ways that lives are lived and recorded using new media today. We each found ourselves limited, at times, by existing assumptions about what auto/biography traditionally is. Sidonie Smith and Julia Watson, in their field defining work Reading Autobiography, offer an etymological cue that summarises the prevailing use and perception of autobiographical work: “in Greek, autos denotes ‘self,’ bios ‘life,’ and graphe ‘writing.’ Taken together in this order, the words self life writing offer a brief definition of the autobiography” (1).If “autobiography” has denoted a way to write the self from the location of the self, automediality points to the range of media forms and technologies through which people engage in digital, visual, filmic, performative, textual, and transmediated forms of documenting, constructing and presenting the self. Smith and Watson introduce automediality as a possible theoretical framework for “approaching life storytelling in diverse visual and digital media” (Reading 168). Originally developed by European scholars such as Jörg Dünne and Christian Moser, the term was introduced in order “to expand the definition of how subjectivity is constructed in writing, image, or new media” (Smith and Watson Reading 168).Conjoining autos and media, the concept redresses a tendency in autobiography studies to consider media as “tools” for rendering a pre-existent self. Theorists of automediality emphasize that the choice of medium is determined by self-expression; and the materiality of the medium is constitutive of the subjectivity rendered. Thus media technologies do not simplify or undermine the interiority of the subject but, on the contrary, expand the field of self-representation beyond the literary to cultural and media practices. New media of the self revise notions of identity and the rhetoric and modalities of self-presentation, and they prompt new imaginings of virtual sociality enabled by concepts of community that do not depend on personal encounter. (Reading 168)Looking at auto/biographical practices from a framework of automediality moves away from a conception of texts as able to capture and transmit preexisting selves, lives and identities, and towards an understanding of selves, lives and identities as constructed by and through textual and media practices. It is through creating an autobiographical text that the “self” a person thinks they are comes into being. The mode of creation here, be it a Facebook status update, a memoir, or an alt account, for example, is situated within networks of power, meaning and social capital to shape ways of being a “self” in a particular environment or context. Automedial reading takes all of these formative elements into consideration.Julie Rak suggests that automedia “describes the enactment of a life story in a new media environment” (155), but we think that the term is even more useful as a framework or approach to studying not only new media life stories, but auto/biographical practices as they are enacted in a range of media forms, analogue and digital alike. Importantly, our aim here is not simply to introduce another buzzword, but rather to draw attention to the current need to rethink the significant role of mediation in auto/biographical production, performance, and practices. As Rak points out, “it is time not only to rename the practices we study, but also to think critically about online life as life, and not as the texts many of us are more used to studying, which are meant to represent a life” (156). This kind of critical rethinking about how media is embedded in the living of lives, and the scholarly shift that Rak suggests from examining representation in texts to examining “online life as life” is crucial to the notion of automediality. And it has us—the editors of this issue—divided. A Conversation between EditorsÜmit: choosing “subject” and “process” over “text.”I think what automediality is, which is different to auto/biography, is process rather than product. Automediality allows us to explore how our lives intertwine with different mediums and technologies resulting in new subjects, but subjects in motion. There is no product, there is no complete narrative, there is no snapshot that captures the subject. The subject is always developing, always in motion, always in the “process of doing” (Rak 156), of being and becoming. It is a “moving target” as Smith and Watson suggest (“Virtually” 71). And therefore, automediality, as Rak suggests, is the process of living: living in relationship with media. Where as an autobiographical enquiry has usually (not always) involved the study of a subject in a complete form (although susceptible to other “versions”)—a text in other words, which can be examined by itself—an automedial enquiry has to adapt to the fact that there isn’t a product that can be examined in isolation. As Emma has argued elsewhere, we can never hold “a single cohesive version” of automedial subjects in our hands and we never reach “the end” of a subject’s self-representation as long as they continue to “post” (“Self-Branding” 75). What we are exploring as scholars of automediality is a process of living. How people live, create and present themselves, participate, narrativise, and simply “be” in different spaces, using different mediums and technologies. The mediated lives and subjects that we’re exploring in this issue require new language, new words and definitions. We are not dealing with “texts,” although there are textual components, we are not dealing with “narratives,” although one (or many) is (or are) always in formation (see Rak 156), and most importantly, we are not dealing with “products,” that hold any significance in isolation. What we are dealing with are processes: processes of being, doing, creating, and distributing the self, in relationship with media and their affordances, limitations and participants. My objection to language such as “text” is that it implies something tangible, taking for granted the ephemerality of the subjects of automediality. So often in my research I have taken a “snapshot” of a subject (in the form of a YouTube video, for example) and treated it like a text ready for analysis only to find when I revisit it that it has changed, been edited or contradicted, or completely erased (see Kennedy). And when we treat “snapshots” as “texts” for analysis I think we miss the most important point: that is the process through which the subject was and is being formed (in relationship with the medium, its technologies, and the people and things that congregate and participate in that space). We need to expand the way we explore mediated subjects and lives and “automediality” allows us to do this—it gives us a “space” in which to develop new language and methods of enquiry.Emma: texts are vital to studying automediality.Elsewhere, I have suggested that textuality is key to a definition of automediality: “The aim of an automedial approach is to discover what texts can tell us about cultural understandings of selfhood and what it means to portray ‘real’ life and ‘real’ selves through media. The emphasis is on thinking critically about mediation” (Girls, 22). However, Ümit’s thinking about automedia as process has been instrumental to progressing how I am defining and thinking about automediality. For me, though, (and perhaps my background in literary studies is showing here), framing autobiographical production and performance as texts that we can read is a useful framework that allows us to disentangle and examine abstract, slippery concepts like being, living, identity, and selfhood in process in a way that brings the roles and effects of mediation into sharp focus.Retaining the terminology around texts and textual practices—specifically that branch that is concerned with cultural production—also means that we can observe the labour of auto/biography, which is important for thinking about the economies in which automediation occurs as well as acknowledging the work that goes into creating these self-presentations or performances. It takes skills, labour, literacies, and—for me—nuanced understanding and facility with crucial modalities of reading to participate and "play" in any kind of media form. My definition of reading is broad: people read meaning, identities, lives, media, and the world around them in order to figure out how they fit into any given context, and it is the texts produced in even the most fleeting or participatory automediation that record or hold traces of this work, this process, that we as scholars can then examine.The spirit in which I apply “text” is deeply influenced by the field of semiotics within Cultural Studies. The work of semioticians like Saussure, Althusser, Derrida and Lotman that I studied during my undergraduate degree leads me, like many literary scholars, to think about not only cultural products like books and media as texts, but also bodies, surfaces, ephemeral and immaterial performances, and a range of autobiographical practices as texts. As agents we create meaning by reading, decoding, interpreting, and negotiating texts. The work of mediation, for me, is deeply connected to textual practices.I still think that texts—as well as the practices and processes that go into creating, distributing, and reading them—are a productive framework for examining strategies of self-presentation and identity performance. However, Ümit’s observations around process (articulated in her short essay “Vulnerability” and developed here) is particularly vital to thinking about the context for the participation of produsers in media economies where automedial production is often fleeting, ephemeral, and in flux. And I think that the importance of process in analysing more (apparently or materially) stable media is important, too. One way of thinking about a middle ground between text and subject is by considering the concept of becoming as central to the conceptual framework of automediality. Ümit: finding a middle ground.I agree our difference of opinion about viewing these subjects as texts comes from our different disciplines. For you, Emma, the word “text” is important because it emphasises the agency and labour involved in its creation. As a communications and media scholar, I operate on the assumption that communicating the self involves a huge amount of conscious and unconscious work. I take the agency and labour involved in mediating the self for granted. I still have an issue with “text,” however, as taking the process through which it was created for granted. I do concede, though, that we can’t completely disregard the products of mediation, because there are products (as long as we agree that they are in motion), and these are worthy of study.Although mediated subjects and texts can be fleeting and ephemeral, the fact that they are mediated, as you suggest, means that to some extent they are traceable. The mediation of the self means we can see and track its progression, its influencers, its forms, its relationships and dialogues. Although it is changeable and deletable, “doing” (living in relationship with media) leaves a record. On YouTube, for example, I can see the interactions that take place, through comments, likes and subscriptions, and I can therefore trace the subject as it changes. Mediating the self in this way materialises the process of self-formation. Automediality illuminates the process and makes it accessible to us to research. I think the concept of becoming is a perfect middle ground. “Becoming” as a Middle GroundWe are interested in using the concept of automediality to unpack and examine how selves and lives are brought into being through media forms by examining, simultaneously, both the process of mediation and the product (i.e. the autobiographical subjects and text). A crucial part of this examination is attending to the process of construction, of the process through which the textual self is mediated. One way of thinking about this in relation to the construction of lives and selves, is by thinking about how the concept of becoming is traceable in mediation.Rob Cover’s discussion of becoming in social networking is influential to our thinking here. Cover, drawing on Judith Butler, explains that underlying his approach is “the idea that identity and subjectivity is an ongoing process of becoming, rather than an ontological state of being” (56) and he argues that looking at the practices and artifacts of online identity performance can reveal the intricacies of identity in process. Also important here is the work of Stuart Hall who, in 1989, wrote about becoming in terms of how it is implicated in identity as a cultural practice or process:Cultural identity […] is a matter of 'becoming' as well as of 'being'. […] It is not something which already exists, transcending place, time, history and culture. Cultural identities come from somewhere, have histories. But, like everything which is historical, they undergo constant trans-formation. Far from being eternally fixed […], they are subject to the continuous ‘play’ of history, culture and power. Far from being grounded in a mere 'recovery' of the past, which is waiting to be found, and which, when found, will secure our sense of ourselves into eternity, identities are the names we give to the different ways we are positioned by, and position ourselves within, the narrative of the past. (70)Hall’s description of becoming as the process by which identity is continually brought into being has parallels to how we are thinking of mediation and life narrative in this issue. Hall is speaking about reading and representing identity, about the processes and products through which people enact, express, perform, and consume identity categories. Similarly, we are looking at subjectivities and identities in process, and we both agree that automediality as a conceptual tool and classifying label turns our attention to the ways in which people identify themselves and others using media. Media use, here, encompasses practices of engagement in terms of both consumption and creation. And, increasingly, users participate by engaging in both production and consumption simultaneously, becoming produsers—a term coined by the editor of this journal, Axel Bruns (2). Bruns’s notion of produsers illustrates the complex relationship between consumers, producers and users in the current media economy (2). One of the significant aspects of an automedial enquiry is the blurring of boundaries between creators and consumers. Automedial subjects are created in dialogue with the other participants in the space. The lives and identities are not only merged with the medium and technologies involved in their creation, but also with the other produsers in the space. This is critical when we begin to explore how to research automediality, as an automedial enquiry demands automediation of the researcher. In order to explore these subjects, the researcher must participate, to some extent, in the practice. Exploring subjects on social media, for example, requires the researcher to create an account and therefore participate in the same activity they are observing/consuming/researching.Questions for Automedial EnquiryTaking these ideas from theory to practice, from our point of view, reading auto/biographical texts and practices through a framework of automediality involves asking some of the following questions and paying attention to some of the following elements:What are the affordances, constraints and features of this medium that have shaped how a subject can inscribe, perform, or construct a self-presentation? As Nancy Baym writes, “our ability to construct an online self-presentation ... is limited and enabled by the communicative tools, or affordances, a platform makes available and our skills at strategically managing them” (124).What networks of power traverse this technology, this medium, and thus this mode of self-presentation?How does this performance of selfhood engage the different autobiographical “I”s: the narrating self and the narrated self; the subject and its creator; the online self and the offline IRL (in real life) self or selves. Although, as Smith and Watson state, “theorists of media and autobiography […] approach the constructed self not as an essence but as a subject” (Reading, 71), we have to acknowledge the person or constructs that exist outside of (and informs) the performance. How do these different facets of the self, and identities, speak to each other in automedia? In what networks of production and consumption does the automedia exist? How is the audience positioned in relation to the text or subject?Surface reading: the textual elements that form the interface between reader and story can tell us about what forces are shaping the self-presentations within the text, and also how the reader is positioned in relation to the autobiographical narrative. What does a surface reading reveal about how the self is being constructed by both media conventions and cultural meanings? The possibility of multiple and fragmented selves. The self that a subject performs or creates in one media platform may be a very different self that they perform in another or that they feel themselves to “be” in “real” life. What is the relationship between these selves? How do they inform and speak to each other?Authenticity is always suspect. Rather than a concrete guarantee that the media presentation correlates truthfully or sincerely to the IRL (in real life) identity or life of the narrator, authenticity in automedia is “an effect created by the form and style” of an auto/biographical performance (Maguire Girls, 11; drawing on Poletti Intimate, 28-9; emphasis added). Thus, it is less useful to weigh up how authentic or how real a particular self-presentation or media form is, and more interesting to examine how particular media constructs or creates effects of authenticity, or makes appeals to truth/authenticity. And finally, method: How can we develop methods to explore automedia which critically examine the text/subject, as well as the “process of doing” (Rak) through which the text/subject is being and “becoming” (Hall). Introducing the ArticlesEach of these excellent articles responds to technological effects on selfhood. By canvassing a range of media forms and approaches to conceptualising the mediation of lives and selves, our contributors’ ideas probe new directions for automediality as a framework for reading and thinking through self-mediation.The feature article, authored by Anna Poletti and Julie Rak, proposes that RuPaul’s Drag Race demonstrates automedia in action and suggests that the reality TV show, by modelling “queer time,” presents a challenge to dominant (straight) patterns of temporality in life narratives. This piece presents an argument for considering how identities that have been positioned as marginal are able, through automediality, to reconfigure understandings of what a life and a self can look like.Wes Hill addresses a key claim that we are making when we talk about autmediality: that media interfaces and contexts shape and construct the forms of selfhood that are brought into being through them. Hill takes the case study of artist and filmmaker Ryan Trecartin and argues that Trecartin’s videos demonstrate a fragmented set of identities that are deeply constituted by a style of performance that Hill calls “Internet-era camp.” Here, Internet-era camp becomes a mode through which to constitute the self through fragmented sets of intertextual and affective meanings. Emily van der Nagel highlights the multi-faceted nature of the mediated self through her investigation of Alt (alternative) accounts on Twitter. Her article demonstrates the way people use different accounts on the same platform for different facets of the self, and for different audiences. Isabel Pederson and Kristen Aspevig extend our discussion of automediality to explore agency and consent in the example of children producing their own automedial subjects and texts on YouTube, in the form of toy reviews. Kylie Cardell explores the digital self-tracking device many of us wear on our wrists, the Fitbit, and asks whether this wearable technology constitutes a diary. In her article, Cardell examines how a Fitbit can become an almanac for self-improvement, where the constant tracking of our physical behaviour changes the way that we live.Anu A Harju critically examines the world of “fatshion” blogging to reveal the relational way “fatshionistas” are formed in dialogue with medium, community and market. Harju situates the self as a product of relations, “borne out of them as well as dependent on them.” Chad Habel takes up masculine gender performance in video games by investigating how genre facilitates (or doesn’t) particular modes of identification by coaxing aggressive gameplay.Mick Broderick, Stuart Marshall Bender and Tony McHugh take a look how artificial intelligence technologies are currently being used to create immersive virtual reality experiences. They question the use of trauma in such projects, and suggest that affect—particularly when used to explore suffering within virtual worlds—needs careful thought moving forward with these technologies.ConclusionThis collection of interdisciplinary scholarship is an exploration of the different ways that people mediate the self. Focusing on mediation as a process that brings the subject into being, these essays explore the connections between lives, selves, identities and media technologies. The textual constructs that hold selves together become traces or products that can perform social functions, but they also have immense richness as objects of study. By taking apart and examining the processes and effects of mediation on life narratives, as scholars we are able to re-focus the microscope on the becoming of lives, selves and identities that are constructed in autobiographical texts. In seeking contributions for this collection, we were guided by two key questions: How do people mediate their identities, selves and experiences? How do media forms and conventions limit or facilitate the possibilities for particular kinds of selfhood to be articulated? Scholars of life narrative warn us that “the self” is not a unified and pre-existing entity that can simply be transcribed or translated through media. Rather, the self is brought into being through writing—or mediation. Media technologies like the camera, the diary, social media platforms, and books each have conventions, affordances, abilities and limits that both enable and restrict the kinds of self-presentation that are possible. Particular media bring particular subjectivities to life. It is our opinion that examining such sites and modes of automediality can tell us about the ways in which “technologies and subjectivity” are connected (Smith and Watson “Virtually” 77), and this is what we hope this collection of work offers to scholars of media and life narrative, as well as those working in interrelated fields. But this is only the beginning. The interfaces between life narrative and media technologies remains an exciting space for new ideas and theories to flourish.Future avenues for investigation of automediality might include examining: the platforms, mediums and technologies of automediality; the affordances of automediality for alternative narratives and identities; the vulnerabilities of mediated narratives and identities; the mediated self as brand/consumable product; cases that explore when automediality is lasting and permanent and when it is ephemeral and shifting; and multiple methodologies for investigating the mediated self, particularly in the context of digital media. An upcoming development that we’re particularly excited about is Anna Poletti’s forthcoming monograph Biomediations which will, we expect, move this thinking forward again.We hope that this issue of M/C Journal inspires more ideas about how media shapes the kinds of selves we think we are, now, in the past, and into the future. 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