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Corola-publishinghouse/Science/1056_a_2564

which human beings use the semiotic resources both to produce communicative artifacts, and to interpret them, which also implies a form of semiotic production within the context of some specific economic and cultural situations and practices which will lead towards some power relations. Social semiotics deals with "semiotic systems în their social and historical determination" (de Grauwe 2003), because it is based on funcțional linguistics, namely on M.A.K. Halliday's statement that semiotic systems have three metafunctions: the ideațional

by Camelia-Mihaela Cmeciu [Corola-publishinghouse/Science/1056_a_2564]
the role of discourse within the production and the challenges of the dominance relations (van Dijk 1990: 249), its main thesis being that any representation and social cognitive process hâș an important discursive dimension whose ideological macro-structure is built on some expressive, relațional and experiențial values. ÎI. Discourse a semiotic analysis Beyond the discursive rubik cube The shaping of the discursive (rubik) cube (Cmeciu C. 2005a: 39-43) hâș been the outcome of a deșire to surpass the linear representations of a

by Camelia-Mihaela Cmeciu [Corola-publishinghouse/Science/1056_a_2564]
concept "discourse", derived from discurrere "to run to and fro"2. This process of swinging should not be understood aș a chaotic running within a mental space with no boundaries. The (non)verbal objects used în different contexts, just like some marbles în a box (Eco [1976] 1997: 124), will establish a certain order beyond the implicit entropy within the system governed by centripetal and centrifugal forces even if these marbles were shaken. The main semes of the cube, whose form

by Camelia-Mihaela Cmeciu [Corola-publishinghouse/Science/1056_a_2564]
1. The same importance of the discursive components. 2. The "hidden" character of three faces → 2. The existence of the implicit within the structure of any discourse. 3. Tabular model → 3. The building of significance aș a network governed by some existing "forces" among the discursive components. 4. A three-dimensional system → 4. Discourse aș a three-dimensional structure, sufficient to itself. (Cmeciu C. 2005a: 41) The three visible and invisible faces could be mapped onto the essential elements of a discourse, namely

by Camelia-Mihaela Cmeciu [Corola-publishinghouse/Science/1056_a_2564]
passing beyond a surface textual level (Zellig Harris's model). Our purpose is "to step into" the discursive rubik cube în order to mould an abstract model of interpretation of discourses which van Leeuwen (2005: 94) defined aș "knowledges of some aspect of reality". We consider that the anchorage of this plurality of discourses (Van Leeuwen outlines the importance of the plural) is governed by the paradigm of the "cognitive flow" used by Marcel Danesi (1999, 2002) both în the theory

by Camelia-Mihaela Cmeciu [Corola-publishinghouse/Science/1056_a_2564]
object through a sign. The preposition "through" assigns to the sign the thematic role of a path, a trajectory that is to be covered în order to reach the final destination/ representation. The latter flow is the one which implies some further action or mental representation and which Peirce calls the "interpretant"4 (CP 6.347), namely the conceptualization of the sign-object relation în a subsequent sign representing the same object. Our discourse analysis hâș the syntagm "flow through" aș the

by Camelia-Mihaela Cmeciu [Corola-publishinghouse/Science/1056_a_2564]
source of an infinite number of representations. This compulsory flow between different instances of objects was analysed by Van Wolde (1996: 344) and by Floyd Merrell (2001: 390-392). The former provides a horizontal way în which semiosis acts according to some correlations between the three instances of the sign (logical and analogical components): SEMIOSIS Analogical component Logical component possibility actuality necessity isomorphy ---------------icon causality -----------index permanency ------------symbol hypothesis ---------abduction selection --------induction combination --------------deduction Starting from the concepts of heterogeneity and homogeneity

by Camelia-Mihaela Cmeciu [Corola-publishinghouse/Science/1056_a_2564]
wants to be identified with în the Romanians' minds. Although Charles Sanders Peirce talks about an infinite interpretant and a continuous process of semiosis, this analysis of the word "shaft" (țeapă) proves the fact that în reality this process hâș some limits imposed by external or internal contexts. The latter is actually the cognitive act of storing new knowledge în one's memory, and the construction of a new cognitive structure is the output which brings the interpretation process or the

by Camelia-Mihaela Cmeciu [Corola-publishinghouse/Science/1056_a_2564]
will try to include Pottier's model of an enunciative trajectory (1992) into Courtine's construction of a discursive corpus (1981). We will provide an alternative model of analysis to the reference discursive sequences (rds) through a certain "chrono-logy" of some schemes. Taking into account the intențional effects of a (corporate, political or literary) message, the conceptual content is formed, aș Pottier (1992: 224) mentions, of some major event lines (AȘ = the analytical scheme focused on state or evolutive events) and

by Camelia-Mihaela Cmeciu [Corola-publishinghouse/Science/1056_a_2564]
model of analysis to the reference discursive sequences (rds) through a certain "chrono-logy" of some schemes. Taking into account the intențional effects of a (corporate, political or literary) message, the conceptual content is formed, aș Pottier (1992: 224) mentions, of some major event lines (AȘ = the analytical scheme focused on state or evolutive events) and of some enunțiative intențional choices (BAȘ= built analytical schemes) which will permanently accompany and control any statement. Pottier's model of the enunciative trajectory goes beyond

by Camelia-Mihaela Cmeciu [Corola-publishinghouse/Science/1056_a_2564]
Taking into account the intențional effects of a (corporate, political or literary) message, the conceptual content is formed, aș Pottier (1992: 224) mentions, of some major event lines (AȘ = the analytical scheme focused on state or evolutive events) and of some enunțiative intențional choices (BAȘ= built analytical schemes) which will permanently accompany and control any statement. Pottier's model of the enunciative trajectory goes beyond the descriptive lexical analysis în order to proceed into a semantics of the predication (SP = the

by Camelia-Mihaela Cmeciu [Corola-publishinghouse/Science/1056_a_2564]
become cultural phenomena because they turn into a complex of signifying social practices which will shape certain ways of perception and behaviour în a corporate or political context. This (re)construction of economy hâș aș its outcome the installing of some "cultures of production" (du Gay 2006). Within the frame of the transnațional movements of persons, media contents, technologies, or of ideologies, the replacing of Marshall McLuhan's famous syntagm "The Medium is the Message" seems appropriate. În the book În

by Camelia-Mihaela Cmeciu [Corola-publishinghouse/Science/1056_a_2564]
with the "purchased" products or services, with the voted politicians or with the literary characters. Values are used aș means of a collective imaginary, thus showing that production and consumption are interconnected. At the same time, the signifying images send some values through a cultural language which leads towards a moulded representation/ identity or towards what Daniel Bougnoux (2006: 9) labels aș "a conceptual chameleon". This new image is based on a dynamic relation between I Me Other (Baudrillard, Guillaume [1994

by Camelia-Mihaela Cmeciu [Corola-publishinghouse/Science/1056_a_2564]
fits the theoretical framework of social semiotics through the analysis of the four semiotic systems. The analysis of the represented and interactive participants' cultural identity constitutes the passing from a micro-discursive level towards a macro-discursive level or the discovery of some passions and ideologies beyond the actions rendered în some public or literary narratives. Any person (Mauss 1979) is a creation adaptable from a historical and cultural view, thus entering a process of resemiotization. These two frames which shape any person

by Camelia-Mihaela Cmeciu [Corola-publishinghouse/Science/1056_a_2564]
analysis of the four semiotic systems. The analysis of the represented and interactive participants' cultural identity constitutes the passing from a micro-discursive level towards a macro-discursive level or the discovery of some passions and ideologies beyond the actions rendered în some public or literary narratives. Any person (Mauss 1979) is a creation adaptable from a historical and cultural view, thus entering a process of resemiotization. These two frames which shape any person can be interpreted through the five cultural dimensions mentioned

by Camelia-Mihaela Cmeciu [Corola-publishinghouse/Science/1056_a_2564]
historical and cultural view, thus entering a process of resemiotization. These two frames which shape any person can be interpreted through the five cultural dimensions mentioned by Geert Hofstede and Gert Jan Hofstede (2005) and which prove the existence of some (binary) relations between the members of the same cultural community or of some different communities: power distance index, individualism, masculinity, uncertainty avoidance index, long-term orientation. The existence of a social community relies on the interdependence of five variables (production, consumption

by Camelia-Mihaela Cmeciu [Corola-publishinghouse/Science/1056_a_2564]
which shape any person can be interpreted through the five cultural dimensions mentioned by Geert Hofstede and Gert Jan Hofstede (2005) and which prove the existence of some (binary) relations between the members of the same cultural community or of some different communities: power distance index, individualism, masculinity, uncertainty avoidance index, long-term orientation. The existence of a social community relies on the interdependence of five variables (production, consumption, regulation, representation, identity) which form the circuit of culture (du Gay 2006) and

by Camelia-Mihaela Cmeciu [Corola-publishinghouse/Science/1056_a_2564]
by their publics, the other 1 în the identity triangle. An organization creates its own image or what în public relations bears the name of "intended image" (Brown et al. 2006) or "desired image" (Vos, Schoemaker 2006: 55), based on some actanțial identity roles which will render some corporate values. The measurement of visibility and notoriety sends to what John Stewart (1988) labels aș "your image about me". The final point of the shared perceptions is the syntagm "my image about

by Camelia-Mihaela Cmeciu [Corola-publishinghouse/Science/1056_a_2564]
the identity triangle. An organization creates its own image or what în public relations bears the name of "intended image" (Brown et al. 2006) or "desired image" (Vos, Schoemaker 2006: 55), based on some actanțial identity roles which will render some corporate values. The measurement of visibility and notoriety sends to what John Stewart (1988) labels aș "your image about me". The final point of the shared perceptions is the syntagm "my image about your image about me". This presupposes "an

by Camelia-Mihaela Cmeciu [Corola-publishinghouse/Science/1056_a_2564]
respective community aș well. Thus, we will offer an analysis of the word burberry, using Danesi's "cognitive flow", based on three semiotic layers (see I.1.): BURBERRY = bur+berry layer of metaforms bur [Dan. berre "prickly seed vessel of some plants"] berry [O.N. ber "grapes"] layer of meta-metaforms bur [în 1611 "rough edge on metal" → "rough sound of the English letter -r-"] berry 10 [last names of the settlers în Devonshire, who were granted lands by King William, after

by Camelia-Mihaela Cmeciu [Corola-publishinghouse/Science/1056_a_2564]
of the "rough sound of the letter r -". The indexicality of the word berry reminds uș of the consequences of a British historical episode (the Norman Conquest), Devonshire and Hampshire, both of them on the South Coast of England, being some of the conquered territories. The website Last Name Meanings mentions 484,838 Berry's în birth, marriage, military and death records în England. Besides the geographical link between the layer of meta-metaform and the name Burberry, we consider that the

by Camelia-Mihaela Cmeciu [Corola-publishinghouse/Science/1056_a_2564]
that experiences such a breakdown, constitute dramatic moments of meaning re/deconstruction. Avian influenza hâș been a dreadful event which brought a floating insecurity among Romanians, companies and official authorities în 2005 and 2006. All the media coverage proved that some of the main stakeholders involved lacked the "center" that holds everything together. We will interpret the pervasive feeling of fear through the semiotics of passions and the semiotics of action (Greimas, Fontanille [1991] 1993). Our case study will focus on

by Camelia-Mihaela Cmeciu [Corola-publishinghouse/Science/1056_a_2564]
of the important stages within the production flow: a) incubation units: "I take care of the first-day chicken till they get to the breeding farms"; b) breeding: "My daily task is to check the health of the poultry according to some highly established standards of breeding. This is the essence of the bio-secured concept." c) butchering: "I take care that all the samples and quality control should be thoroughly carried on." d) meat processing: "Every day the most important thing is

by Camelia-Mihaela Cmeciu [Corola-publishinghouse/Science/1056_a_2564]
Dreptate și Adevăr în campaniile electorale din 2000 și 2004. 1 According to Halliday (1994: 36), the ideațional metafunction (clause aș representation) refers to transitivity structures which express representational meaning. Every process (relațional, material, mental, verbal, behavioural or existențial) hâș some participants and happen within some circumstances. The interpersonal metafunction (clause aș exchange) depends on mood structures which express interactional meaning and social relations. The textual metafunction (clause aș message) refers to theme structures which express the organization of the message

by Camelia-Mihaela Cmeciu [Corola-publishinghouse/Science/1056_a_2564]
electorale din 2000 și 2004. 1 According to Halliday (1994: 36), the ideațional metafunction (clause aș representation) refers to transitivity structures which express representational meaning. Every process (relațional, material, mental, verbal, behavioural or existențial) hâș some participants and happen within some circumstances. The interpersonal metafunction (clause aș exchange) depends on mood structures which express interactional meaning and social relations. The textual metafunction (clause aș message) refers to theme structures which express the organization of the message. 2 *** Dicționar de terminologie literară

by Camelia-Mihaela Cmeciu [Corola-publishinghouse/Science/1056_a_2564]