Western museums are public institutions, open and accessible to all sectors of the population they serve. Increasingly, they are becoming more accountable to the governments that fund them, and criteria such as visitation figures are being used to assess their viability. In order to ensure their survival in the current climate of economic rationalism, museums need to maintain their audiences and attract an even broader demographic. To do this, they need to ensure that visitors feel comfortable, welcome and secure inside their spaces. They also need to give visitors clear entry points for engaging with and valuing the objects and knowledge on display in exhibitions. This thesis maps a grammar of three-dimensional space with a strong focus on the interpersonal metafunction. Building on the social semiotic tools developed by Halliday (1978, 1985a), Halliday and Hasan (1976), Martin (1992) and Matthiessen (1995), it identifies two interpersonal resources for organising space: Binding and Bonding. Binding is the main focus of the thesis. It theorises the way people�s emotions can be affected by the organisation of three-dimensional space. Essentially, it explores the affectual disposition that exists between a person and the space that person occupies by focussing on how a space can be organised to make an occupant feel secure or insecure. Binding is complemented by Bonding. Bonding is concerned with the way the occupants of a space are positioned interpersonally to create solidarity. In cultural institutions like museums and galleries, Bonding is concerned with making visitors feel welcome and as though they belong, not just to the building and the physical environment, but to a community of like-minded people. Such feelings of belonging are also crucial to the long-term survival of the museum. Finally, in order to present a metafunctionally diversified grammar of space, the thesis moves beyond interpersonal meanings. It concludes by exploring the ways textual and ideational meanings can be organised in three-dimensional space.

Exegesis (MA--Art and Design) -- AUT University, 2007. / Includes bibliographical references. Also held in print (29 leaves : col. ill. ; 30 cm. + 1 CD) in City Campus Collection (T 701 PAR)

Thesis (M.J.) - Carleton University, 2007. / Includes bibliographical references (p. 97-101). Also available in electronic format on the Internet.

This thesis aims to research hashtags on Instagram via the semiotics analysis. The research is based on Leoš Mareš's Instagram profile, which is one of the most successful accounts within the Czech environment, and uses specific types of hashtags. Therefore, it provides a quality data corpus for the research. At the beginning of the thesis the subject of semiotics is introduced, also other key terms, such as meaning, sign, semantics, pragmatics, and syntactic, denotation and connotation, and language tropes. Following there is an introduction of the new media, Instagram, and hashtags. Hashtags are described within the Twitter background, since most of the studies are focused on hashtags on Twitter. The practical part of this thesis is based on Morris's division of semiotics, which is syntactic, semantics, and pragmatics. It studies how hashtags follow and refer to each other, what is the relationship between the photograph and hashtags, and what are the assumptions for understanding the whole post. At the end of the thesis the findings are summarized, and the patterns of hashtags' occurrence are shown.

published_or_final_version / Literary Studies / Master / Master of Arts

No description available.

No description available.

Orientador: Edna Maria Fernandes dos Santos Nascimento / Banca: Léa Sílvia Braga de Castro Sá / Banca: Naiá Sadi Câmara / Banca: Arnaldo Cortina / Banca: Renata Maria Facuri Coelho Marchezan / Resumo: O discurso jornalístico constitui, para a sociedade contemporânea, um poderoso instrumento de construção e disseminação de valores cognitivos e passionais, de modo que, no âmbito político, esse fazer tende a ser mais intenso e, conseqüentemente, mais evidente, em períodos que envolvem campanhas eleitorais para a presidência de uma nação. Tal panorama temático sustenta a presente pesquisa que, embasada na teoria semiótica greimasiana, busca (re)construir, por meio de diferentes gêneros textuais que compõem o jornalismo impresso - representado aqui pelos periódicos Folha de S.Paulo, O Estado de S.Paulo, Istoé e Veja - a identidade do sujeito Luiz Inácio Lula da Silva no papel temático de candidato à presidência da República durante a disputa eleitoral de 2002 (especificamente no período de junho a outubro). Para tanto, recorre-se à categoria de sujeito a fim de abordá-la nas dimensões cognitiva, pragmática e passional e, a partir disso, verificar como se realiza textualmente a imagem do candidato para o (e)leitor por meio do discurso jornalístico impresso. / Abstract: The journalistic discourse consists of a powerful tool in the construction and dissemination of passional and cognitive values in contemporary society, so that, in political scope, this persuasive doing tends to be more intense and, consequently, more evident, in periods that involve electoral campaigns to the presidency of a nation. Such thematic scenery sustains the present research that, based on Greimasian Semiotic Theory, tries to (re)construct, by means of different textual genres that compose the press journalism - represented here by the newspapers Folha de S. Paulo and O Estado de S. Paulo, and by the magazines Istoé and Veja - the identity of the subject Luiz Inácio Lula da Silva in the thematic role of candidate to the Republic Presidency during the 2002 electoral dispute (specifically in the period from June to October). To attain this, it is used the category of subject in order to approach it in the cognitive, pragmatic and passional dimensions and, from this, verify how does it textually realize the candidateþs image to the voter/reader, by means of press journalism discourse. / Doutor

Orientador: Arnaldo Cortina / Banca: Maria do Rosário de Fátima Valencise Gregolin / Banca: Fernando Moreno da Silva / Banca: Marisa Giannecchini Gonçalves de Souza / Banca: Maria Auxiliadora de Brito Silva / Resumo: O presente estudo propõe investigar o discurso da propaganda oficial sobre os Lençóis Maranhenses com o objetivo de identificar que efeitos de sentidos foram produzidos como estratégias discursivas para a divulgação desse lugar. Seu propósito central consiste em identificar as marcas do discurso oficial quanto às suas singularidades, ou seja, descrever, analisar, tentar resgatar efeitos de sentido resultantes dessa construção discursiva a partir das características observadas e aprendidas por meio de uma rede de traços pertinentes cujas relações façam sentido. O corpus foi organizado a partir do levantamento de campanhas governamentais no período de 2000 a 2009. Para tanto, as análises são baseadas nos princípios da Semiótica Greimasiana, a partir do percurso gerativo de sentido nos três níveis de organização do texto (os níveis fundamental, narrativo e discursivo). Em linhas gerais, os resultados apresentaram um direcionamento para a tradição, isto é, falas oficiais que se utilizaram de questões ligadas à natureza, dizendo respeito ao turismo ecológico, segmento que seria desenvolvido no Parque Nacional dos Lençóis Maranhenses. Tais discursos compreendem a natureza presente no Parque como um produto a ser comercializado pela atividade turística como forma de lazer. Mostram também que, para seduzir o seu público-alvo, a propaganda oficial constrói a imagem do lugar, partindo, sobretudo, de estereótipos turísticos indicativos da "vocação" natural do Nordeste para o desenvolvimento da atividade. A extensão da área que abrange o Parque Nacional dos Lençóis Maranhenses e suas características geológicas e naturais únicas foram os argumentos utilizados pelo setor público maranhense para promover esses atributos turísticos e fizeram com que o mesmo parecesse... (Resumo completo, clicar acesso eletrônico abaixo) / Abstract: This study aims to investigate the discourse of the official propaganda about the Lençóis Maranhenses in order to identify the effects of meanings that were produced as discursive strategies for the publicizing of this place. Its main purpose is to identify the marks of the official discourse about their singularities, that is, to describe, to analyze and to try to recover the effects of the meanings which resulted from this discursive construction and also from the features observed and learned through a network of relevant traits whose relations make sense. The corpus was organized from a survey of government campaigns from 2000 to 2009. For this, the analyses are based on the principles of the Greimasian Semiotics, from the generative trajectory of meaning in the three levels of organization of the text (the basic, the narrative and the discursive levels). In general, the results showed a trend to tradition, that is, official speeches that are used according to issues related to nature, pertaining to eco-tourism which is a segment that might be developed in the National Park of the Lençóis Maranhenses. These discourses comprise the present nature in the Park as a product to be commercialized by the tourist activity as leisure. They also show that to tempt their target audience, the official propaganda builds the image of the place, mainly from the tourist stereotypes that indicate the natural "voting" of the Northeast for the development of the activity. The extent of the area which includes the National Park of the Lençóis Maranhenses and its unique geological and natural features were the arguments used by the maranhense public sector to promote these touristic attributes and made it seem to be like the "true" and "reliable" enunciatee. The effects of meaning produced by the campaign... (Complete abstract click electronic access below) / Doutor

Representing the human body ??? science as social meaning adopts and develops systemic functional social semiotics to analyse the popular science texts, The Human Body, Superhuman, Human Instinct, Brain Story, The Secret Life of Twins and How to Build a Human. These are predominantly produced through the resources of the Wellcome Trust and/or the BBC/TLC (The Learning Channel), and feature celebrity doctors (Robert Winston) or scientists (Susan Greenfield) as presenters. Adopting a modified and expanded systemic functional semiotics derived from Kress and van Leeuwen (1996, 2001), it is argued that these texts share a logic that displaces social/historical time (including broader historical and social struggles) by constructing the apparent timelessness of middle-class families, by metaphor and abstraction. Central to the temporalities of these programmes is the notion of ???going back??? to the familial in which conscious (patriarchal) time is seen as ???male??? and the unconscious timeless is seen as ???female???. Second, the penetrative digital modes of the programmes imagine different, if conventional, genders, emphasising the interior and inertial female. The popular medical science discourses highlighted in the analysis constitute an unconscious set of taken-for-granted socio-political contexts in which medical and bioscientific knowledge is paraded and celebrated. Narrative resolution of the contradictions inherent in the contextual refrain of contemporary global capitalism is largely achieved through time by the semiotic realisation of ???going back??? to evolutionary, genetic, and (hence to) essential time and to abstracted spatial metaphors. The production origins (British, multi-national) of the factual science documentary prefigure or pre-structure the genre???s conservative colonising discourse around gender, ???race??? and evolution that are developed as social, political or even military metaphors.