Orientador: Adenil Alfeu Domingos / Banca: Ana Sílvia Lopes Davi Médola / Banca: Maria Cecília Martha Campos / Resumo: Esta dissertação compreende a análise da capa do livro de contos de Nelson Rodrigues A Vida como ela é..., publicado pela editora Companhia das Letras, em 1992. Tendo como metodologia a Semiótica Francesa e partindo da hipótese de que a capa é a condensação das principais idéias do livro, vamos compará-lo com as demais capas dos outros volumes da coleção, assim também com os diversos produtos da indústria cultural nos quais A Vida como ela é... oi transformada. A obra em questão é um fenômeno comunicacional para a história das mídias brasileiras, pois está constantemente em evidência ao longo dos últimos 55 anos nos mais variados formatos. O autor Nelson Rodrigues, jornalista atuante e sempre polêmico, sofreu diversas interpretações e críticas na história da nossa cultura. Chegou a ser considerado, no início de sua carreira, autor de subliteratura. O reconhecimento de sua obra teatral começou nos anos 40, com a peça Vestido de Noiva, valendo-lhe o marco da dramaturgia moderna brasileira. Entretanto, no campo jornalístico, seu reconhecimento ocorre a partir dos anos 90 com as reedições de suas crônicas.. / Abstract: This thesis is about the analyze of the A vida como ela é... book-cover, by Nelson Rodrigues, published by the Companhia das Letras Editor. The ethodology used is the French semiotics. At first it starts from the hypothesis that the book-cover is a condensation of the book's main ideas. We will compare it with the others book-covers of the Nelson Rodrigues's collection. We will also compare it with the several items of the cultural industry that A vida como ela é... have been transformed. It is a communication phenomena to the brazilian history of media, because it's frequently reviewed in the last 55 years in different formats. Nelson Rodrigues, an acting journalist and always polemic, has had a lot of critics in our culture history. At his career beginning, he has been considered a trashy literature author. His work o theater has been acknowledged at the beginning of the forties, with the play Vestido de Noiva, which gave him the brazilian modern dramaturgy mark. However, his acknowledgement in the journalistic field started only at the nineties, with his chronics publication. / Mestre

Orientadores: Jônatas Manzolli, Willem F. G. Haselager / Tese (doutorado) - Universidade Estadual de Campinas, Instituto de Artes / Made available in DSpace on 2018-08-16T18:04:05Z (GMT). No. of bitstreams: 1 Oliveira_LuisFelipe_D.pdf: 3719548 bytes, checksum: fa35cf5b80f4277f08a5ebe3b1baf89d (MD5) Previous issue date: 2010 / Resumo: O objetivo desta tese é apresentar um modelo fenomenológico e semiótico dos processos de significação em música, tendo como apoio conceitual e teórico a filosofia de C.S. Peirce. O conceito de significado musical ou o entendimento de como a música se torna significativa envolve questões que perpassam a história da filosofia da música, da antiguidade à atualidade, assim como são consideradas também nas área da psicologia ou da neurociência aplicada à música, mais recentemente. Em um certo sentido, as perspectivas sobre o que é música e sobre como a entendemos, sobre seu papel dentro do universo do conhecimento humano e dentro das investigações metafísicas e cosmológicas, acompanham as mudanças paradigmáticas do pensamento ocidental. O primeiro capítulo apresenta uma visão panorâmica e sucinta das transformações do entendimento de música e de seus significados, a partir de três enfoques: (i) música enquanto imitação; (ii) música enquanto forma; (iii) música enquanto coletividade. O segundo capítulo adentra à área da psicologia, trazendo à discussão a teoria de Leonard Meyer do significado musical. O pioneiro trabalho de Meyer sobre essa questão dentro da psicologia da música estabelece um interessante contraponto às visões apresentadas no capítulo primeiro, e com especial correlação com a abordagem formalista de Eduard Hanslick. O terceiro capítulo continua a investigação dos processos de significação em música dentro da área da psicologia, a partir da teoria da expectativa musical de David Huron. A teoria de Huron pode ser tomada como uma proposta derivada da teoria meyeriana do significado musical, porém focando-se mais sobre evidências experimentais e sobre aspectos biológicos e neurológicos do fenômeno da antecipação. No quarto capítulo deixamos de lado a questão específica do significado musical para nos lançarmos à instigante tarefa de uma descrição do pensamento peirceano, em algum dos seus aspectos: (i) a classificação das ciências; (ii) a fenomenologia: (iii) a lógica-semiótica; (iv) as ciências normativas; (v) a lógica da descoberta; e (vi) o pragmatismo. Essa incursão ao pensamento de Peirce nos possibilitará voltar às questões específicas do significado e da significação musicais, no quinto e último capítulo desta tese. Nesse capítulo estabelecemos uma correspondência entre essa visão peirceana da significação em música e aquelas apresentadas nos três primeiros capítulos, tanto em termos lógico-semióticos, quanto em termos normativos, como também em termos pragmáticos. Apresentamos, em tal descrição peirceana da significação em música, uma correspondência dessa abordagem com conceitos atuais dos estudos da mente, como: (i) emergência; (ii) auto-organização; (iii) criatividade. O encerramento da tese leva ao diálogo, portanto, do modelo peirceano de significação musical tanto com atualidade das pequisas sobre cognição quanto com a tradição do pensamento ocidental sobre música e seus significados / Abstract: This thesis intends to provide a phenomenological and semiotic model of the process of signification in music, bearing itself conceptually and theoretically on the philosophy of C.S. Peirce. The concept of meaning in music or the understanding of how music becomes meaningful involve questions that spread over the history of the philosophy of music, from ancient times to modernity, as well as they are also considered in the field of music psychology or neuroscience of music, more recently. In a sense, the perspectives about what is music and how we do understand it, about its role within the universe of human knowledge and within the metaphysical and cosmological investigations, reflect paradigmatic changes in the history of western thought. The first chapter presents a panoramic and brief view of the shifting in the understanding of music and its meanings, from three perspectives: (i) music as imitation; (ii) music as form; (iii) music as collectiveness. The second chapter goes into the area of psychology, bringing forth the theory of musical meaning proposed by Leonard Meyer. The pioneer work of Meyer on musical meaning in psychology establishes a interesting counterpoint to those views discussed in the first chapter, with a special correlation with the formalist approach of Eduard Hanslick. The third chapter goes on in investigating the process of music signification in the field of psychology, describing the theory of musical expectancy advocated by David Huron. Huron¿s theory can be taken as derived from Meyer¿s point of view on musical meaning, but it is more focused over experimental evidences and on biological and neurological aspects of anticipation. In the fourth chapter we take aside the specific question of musical meaning to launch ourselves in the instigating task of describing some aspects of the peircean thought: (i) the classification of science; (ii) the phenomenology; (iii) the logic-semiotics; (iv) the normative sciences; (v) the logic of discovery, and (vi) the pragmatism. Such incursion in the Peirce¿s thought would lead us back to the especific questions about musical meaning and signification, in the fifth chapter of this thesis. In such chapter we establish a correspondence between this peircean perspective of musical signification and those presented in the first three chapters, in logic-semiotic, normative and pragmatic terms. We also propose a correspondence of this approach with recent concepts in the studies of mind , as: (i) emergence; (ii) self-organization; (iii) creativity. In the thesis¿s finishing takes to a dialog, thus, between the peircean model of musical signification with both the the actuality of the recent researches on human cognition and the western tradition of thinking about music and its meanings / Doutorado / Doutor em Música

O objetivo deste estudo é a identificação dos mecanismos responsáveis pela construção da imagem da dúvida na subjetividade da prosa breve machadiana, por meio da análise de alguns contos do escritor. Busca o efeito de sentido dúvida em suas prováveis recorrências para mapear aquilo que, hipoteticamente, chamamos gramática da possibilidade em Machado de Assis. A pesquisa obedece a um percurso que envolve duas frentes: uma teórica e outra prática. A primeira está centrada na determinação de traços semióticos específicos de alguns tipos de discurso. Isso vai caracterizar a estética realista-naturalista, a do romantismo e a estética machadiana. Tal gesto se justifica na medida em que a dúvida machadiana, foco de nossa pesquisa, realiza-se precisamente no diálogo que Machado de Assis estabelece com essas estéticas, e também com o senso comum de seu tempo: a dúvida é construída, em seu texto, pelo abalo das verdades que alicerçam tais discursos. O exame desse diálogo é feito, nesta pesquisa, à luz dessa tipologia, dada, semioticamente, pelo tipo de contrato veridictório sustentado por essas estéticas: o objetivante (para o realismo-naturalismo); o subjetivante (para o romantismo) e o semiótico (para a estética de Machado). Por meio dessa tipologia identificamos, no e pelo discurso de Machado, possíveis refração e reflexão dos valores investidos em cada um dos contratos, por intermédio do estudo das escolhas sintático-semânticas de construção feitas pelo escritor. A segunda frente de desenvolvimento é o da abordagem dos contos, feita segundo a leitura semiótica de análise de linha francesa, noções de análise do discurso e conceitos desenvolvidos pelo lingüista e filósofo Bakhtin. Na interseção desses dois percursos, mostramos de que maneira um traço específico desse tipo de contrato semiótico a dúvida se realiza no especial projeto do dizer de Machado / The main objective of this study is to identify the mechanisms which are responsible for the image of doubt´s construction within the subjectivity in Machado de Assis\'s short prose through the analysis of a few of his short stories. It will find the doubt as a sense effect in its probable recurrences, while attempting to map out what has been hypothetically called \"the grammar of possibility\" in the works of Machado de Assis. This research follows a path with two approaches: a theoretical one and a practical one. The first one is focused in identifying the specific semiotic aspects in a few types of discourses, to characterize the aesthetics of Realistic-Naturalistic, the Romanticism period and the Machado\'s own. This is justified once the Machadian doubt the main focus of this research will become apparent in the Machado´s dialog established among him and these aesthetics, as well as his era´s common sense: that the doubt is made by a shake-up of on the truths supporting such discourses. In this research, an examination of this dialogue is conducted on the guidance of this typology, once it is semiotically, by the kind of veridictory contract supported by these aesthetics: the objectifying one (Realism-Naturalism); the subjectifying one (Romanticism) and the semiotics one (Machado´s own). This typology will help to identify not only in, but by Machado´s discourse as well; the possiblity of refractions and or reflections of the invested values on each one of these contracts through the study of the sintax-semantic choices in the construction and made by the author himself. The second part of this study is the approach to the short stories according to a reading based on the French-oriented semiotics, discourse analysis notions and the linguist and philosopher Bakhtin´s concepts. In the intersection of these two approaches, the very way a specific characteristic of this kind of \"semiotics\" contract the doubt is achieved in the special project of Machado\'s oeuvre is shown.

The purpose of dissertation is to utilize connotative messages for enhancing image retrieval and browsing. By adopting semiotics as a theoretical tool, this study explores problems of image retrieval and proposes an image retrieval model. The semiotics approach conceptually demonstrates that: 1) a fundamental reason for the dissonance between retrieved images and user needs is representation of connotative messages, and 2) the image retrieval model which makes use of denotative index terms is able to facilitate users to browse connotatively related images effectively even when the users' needs are potentially expressed in the form of denotative query. Two experiments are performed for verifying the semiotic-based image retrieval model and evaluating the effectiveness of the model. As data sources, 5,199 records are collected from Artefacts Canada: Humanities by Canadian Heritage Information Network, and the candidate terms of connotation and denotation are extracted from Art & Architecture Thesaurus. The first experiment, by applying term association measures, verifies that the connotative messages of an image can be derived from denotative messages of the image. The second experiment reveals that the association thesaurus which is constructed based on the associations between connotation and denotation facilitates assigning connotative terms to image documents. In addition, the result of relevant judgments presents that the association thesaurus improves the relative recall of retrieved image documents as well as the relative recall of browsing sets. This study concludes that the association thesaurus indicating associations between connotation and denotation is able to improve the accessibility of the connotative messages. The results of the study are hoped to contribute to the conceptual knowledge of image retrieval by providing understandings of connotative messages within an image and to the practical design of image retrieval system by proposing an association thesaurus which can supplement the limitations of the current content-based image retrieval systems (CBIR).

This narrative inquiry explores the implementation of multimodal, aesthetic responses to literature in my 12th grade English Language Arts classroom during the spring of 2018. Specifically, the study examines a unit of study for the novel The Color Purple, in which student received arts-based instruction from three different guest teaching artists and were asked to create multimodal final projects that expressed their understanding of the novel. Informed by social semiotic multimodality, the aesthetic theories of Dewey and Rosenblatt, and Bakhtin’s dialogism, this dissertation investigates the ways in which multimodal response to literature serves as a mechanism for making meaning and relevance for students. In light of the dominance of verbocentric modalities of constructing and expressing meaning within institutional schooling, this study explores the possibilities of non-verbocentric modalities and their potential role within the ELA classroom. Examining my data – field notes, audio recordings, video recordings, student surveys and student artifacts – through the lenses of the creation-reflection semiotic cycle (Dewey), and of modal affordances and modal fixing (Kress), I conclude that multimodal response can provide students with important mechanisms for understanding and engaging with literature. Specifically, I lay forth guiding principles for anchoring multimodal response to literary meaning, and for using multimodal response to invite students into the discourse community of the classroom.

Magister Artium - MA / The study focuses on the application and use of linguistic landscapes in health institutions. Furthermore, the research is centred on a social semiotic analysis of the healthcare signage at selected public and private hospitals in the Western Cape with comparisons being drawn between Melomed Private Hospital and Tygerberg Academic (Public) Hospital. Access to healthcare facilities in South Africa is a continuing concern in terms of gaining healthcare information and services. Currently, most research in the area of access to healthcare facilities and information focuses on the limitations and challenges of access to the health services and information in rural areas of South Africa. There is limited research that focuses on the influence spatial material in place and linguistic landscapes have on access to hospital facilities within urban areas, in the Western Cape. The research is an explorative and analytic study of the official or formal as well as unofficial or informal signage at a private hospital (Melomed) and a public hospital (Tygerberg academic hospital) in the Western Cape. The research is based on the tenets of social semiotic theory of multimodality and linguistic landscapes and multilingualism theorems. The conceptual framework of the study includes subtopics such as navigation/way-finding, placement of signage, and language diversity and health signage among others. The data for the research project is of a qualitative nature and, is concerned with understanding the process and the social and cultural contexts which underlie the production and consumption of unofficial and informal signage at a private hospital (Melomed) and a public hospital (Tygerberg academic hospital) in the Western Cape Province. Linguistic Landscapes (LL) utilises signs and symbols to communicate messages to the public. Signage are an expected and common feature within both private and public health institutions and are classified in accordance with the message(s) it intends to convey. These signs and symbols are used to communicate messages or directions to the public in the absence of hospital personnel. During the presentation and analysis of the data, the differences and similarities between Melomed private hospital and Tygerberg academic (public) hospital were looked at. The data presented that Tygerberg academic (public) hospital has a vast amount of informal signs constructed in and around its hospital buildings with a mixture of older and new signs displayed, often next to each other. Therefore, it became evident that Tygerberg hospital does not have a uniformed standard when it comes to its LL. In contrast, Melomed private hospital’s signs are constructed from the same grey metallic materials and are displayed with a singular text format. Furthermore, it was discovered that Melomed only utilise one official business language, English, unlike Tygerberg who strives to use the three official languages, English, Afrikaans and IsiXhosa, prevalent in the Western Cape region. Additionally, Tygerberg academic (public) hospital’s irregular placement of signage demonstrated to be another complex facet. This complexity was partially attributed to its complex structural layout and building design. Melomed’s strategically placed signage, as opposed to Tygerberg, led to the conclusion that the placement of signs, symbols and directories at hospitals can impede or aid the navigation and information provision. The impediment of navigation and information provision can cause visitors, patients and staff extra anxiety which can prolong their arrival at their destination. Moreover, the study concludes that no provisions were made at both Tygerberg and Melomed hospitals to adapt to the recent demographical changes in terms of the influx of migrants and foreign nationals and that the geographical locations of health institutions have a major impact on access to its products and services.

MAAS / M. E. R. Mathivha Centre for African Languages, Arts and Culture

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This thesis focuses on the practical application of semiotics in marketing and its application to selected innovative marketing campaigns in the Czech Republic. The main reason for choosing this topic is to analyze the possibility of using semiotics in the constantly developing area of marketing that the Czech Republic has not yet built its solid foundation. Semiotics is an interdisciplinary field whose applicability in practice is widely available, but still not enough used. The thesis presents an insight into both these fields, the possibility of interconnection and utilization, taking into account the situation of modern man, as a participant in a consumer society influenced by ubiquitous advertising message, which is surrounded by. Keywords Semiotics, Marketing, Applied semiotics, Semiotics in marketing, Sign, Innovative marketing techniques.