This dissertation explores the implications of new photographic and computer technologies that offer the transduction of modalities. The fundamental argument, here, is that such technologies ‘change’ the process of sense-making resulting in a new asymmetry that informs the visual language of the creative work. I argue that the processes of language analysis can assist us in the interpretation of multimodal texts and that a digital illustration can be analysed via the theoretical framework ‘built’ from the first linguistic concepts such as those to be found in the texts of Plato, Aristotle, Augustine and Locke. A semiotic method applied in the context of digital artwork, and developed from the linguistic-semiotic stand-point, is well suited for an examination of the intermodal relations (the relations between layers in a multi-layered image file). By examining the layered structures of my images I demonstrate the evident similarity between the disconnection of the components of the linguistic sign on the one hand and the visual sign on the other hand. The analysis of a digital image, especially created for this purpose, is expanded by an investigation that offers a partial reading from an insider’s point of view that involves an image being analysed on the conceptual level. This involves the examination of the primary internal relations between the layers of the image, and on the level of expression, the examination of the primary external relations between the layers and the narrative of the image. In its deployment the semiotic method I use investigates the existence and the conditions of a space in which the individual readings from the perspective of outsider and insider might be conceptualized and presents a partial reading derived from an outsider’s interpretation of the same image. After comparing both readings I arrive at the conclusion that the different texts’ modalities have an impact on the degree of the sign components’ disconnection. My conclusion, then, is that an outsider who cannot view the image in its multimodal form assigns sign components in a higher degree of disconnection than an insider who has access to the intermodal relations of the image file.

This dissertation applies to the study of adaptation principles of rhetoric, transtextual analysis and visual semiotics. It posits that adaptations are imitations-with-variations and that rather than existing in binary, one-to-one correspondence with their models, adaptations and their models accrue semiosis, forming large “megatexts.” These megatexts are composed of networks of associations that have meaning and change according to their contexts. Adaptation analysis becomes a matter of reading associations and textual linkages, or “reading through” the accrued texts. Eurhythmatic analysis, an analytical strategy drawn from both ancient and modern rhetoric, accounts for these variations while emphasizing the material contexts out of which variations emerge. This project uses these rhetorical strategies to address issues particular to new media adaptations, such as the nature of authorial ethos and identity in a marketplace of competing adaptations and collaborative creation. It examines the process of rhetorical identification that occurs in video game adaptations which ostensibly claim the same model, yet vie for legitimacy – children squabbling for the birthright of the recognized heir. Finally, this thesis examines the new adaptive possibilities opened up by the DVD anthologizing process whereby diverse texts are brought under a titular umbrella. These texts and the navigational overlays designed to constrain and control them, blur the otherwise clear boundaries between adaptation and model, between inside and out. In transtextual terms, this distinctive adaptive form is an internal hypertext, or an adaptation situated on the threshold that distinguishes the paratext from the hypertext.

This dissertation applies to the study of adaptation principles of rhetoric, transtextual analysis and visual semiotics. It posits that adaptations are imitations-with-variations and that rather than existing in binary, one-to-one correspondence with their models, adaptations and their models accrue semiosis, forming large “megatexts.” These megatexts are composed of networks of associations that have meaning and change according to their contexts. Adaptation analysis becomes a matter of reading associations and textual linkages, or “reading through” the accrued texts. Eurhythmatic analysis, an analytical strategy drawn from both ancient and modern rhetoric, accounts for these variations while emphasizing the material contexts out of which variations emerge. This project uses these rhetorical strategies to address issues particular to new media adaptations, such as the nature of authorial ethos and identity in a marketplace of competing adaptations and collaborative creation. It examines the process of rhetorical identification that occurs in video game adaptations which ostensibly claim the same model, yet vie for legitimacy – children squabbling for the birthright of the recognized heir. Finally, this thesis examines the new adaptive possibilities opened up by the DVD anthologizing process whereby diverse texts are brought under a titular umbrella. These texts and the navigational overlays designed to constrain and control them, blur the otherwise clear boundaries between adaptation and model, between inside and out. In transtextual terms, this distinctive adaptive form is an internal hypertext, or an adaptation situated on the threshold that distinguishes the paratext from the hypertext.

Analysing discourse through visual units is certainly a very fascinating and interesting way of showing how propaganda posters regulate and shape the beliefs, values, and attitudes of social groups. Based on the theory of social constructionism, this research paper aims to explore and examine the use of verbal and nonverbal symbols between the propagandist and the audience in which the social positions of difference and authority are articulated. To accomplish this, I choose six propaganda posters that resonated strongly within the Chinese society to reflect how their symbolic messages and linguistic codes serve as transmitters of certain ideas. I incorporated testimonies of Anchee Min, Duo Duo, and Saul Yeung as a form of evidence in revealing the cultural significance, social practices, and power relations because they all have knowledge and experience in the cultural, social, and political discourse during the Cultural revolution. By applying a hermeneutic approach, this research paper deconstructs the symbolic meanings and linguistic codes of propaganda posters to reveal the notion of communication competence between the propagandist and the audience. Key words: China, propaganda, visual semiotics, symbols, discourse

<p>Much language planning and policy in recent years in South Africa tends to overlook linguistic situations and practices, and focuses on notions of top-down language policy and implementation. This does not fit easily with the current multilingualism dynamics of late post-modern societies, which are increasingly characterized by a culture of consumerism and politics of aspiration. Taking its point of departure from a critical analysis of linguistic practices, in the form of visual literacies (billboards) in a township in South Africa, this thesis aims to draw forth alternative approaches that focus on the notion of sociolinguistic consumption, politics of aspiration and stylization of self, as a means of addressing the linguistic situation, and highlighting implications for language planning and multilingualism.</p>

<p>Much language planning and policy in recent years in South Africa tends to overlook linguistic situations and practices, and focuses on notions of top-down language policy and implementation. This does not fit easily with the current multilingualism dynamics of late post-modern societies, which are increasingly characterized by a culture of consumerism and politics of aspiration. Taking its point of departure from a critical analysis of linguistic practices, in the form of visual literacies (billboards) in a township in South Africa, this thesis aims to draw forth alternative approaches that focus on the notion of sociolinguistic consumption, politics of aspiration and stylization of self, as a means of addressing the linguistic situation, and highlighting implications for language planning and multilingualism.</p>

Magister Artium - MA / Much language planning and policy in recent years in South Africa tends to overlook linguistic situations and practices, and focuses on notions of top-down language policy and implementation. This does not fit easily with the current multilingualism dynamics of late post-modern societies, which are increasingly characterized by a culture of consumerism and politics of aspiration. Taking its point of departure from a critical analysis of linguistic practices, in the form of visual literacies (billboards) in a township in South Africa, this thesis aims to draw forth alternative approaches that focus on the notion of sociolinguistic consumption, politics of aspiration and stylization of self, as a means of addressing the linguistic situation, and highlighting implications for language planning and multilingualism. / South Africa

Le dessin d’actualité est un dessin qui appartient au genre journalistique fonctionnant comme un éditorial visuel. Cependant, en tant qu’objet sémiotique, il n’a presque jamais reçu l’attention analytique qu’il mérite. Nous soutenons la thèse que le dessin d’actualité emploie un langage visuel particulier afin de partager son savoir. Pour illustrer notre thèse, nous avons utilisé les dessins d’actualité du magazine Jeune Afrique parus entre l’année 2000 et 2010. Notre hypothèse est que ces dessins « disent » quelque chose d’une manière particulière à propos de l’Afrique subsaharienne (AfSS). Selon les questions et objectifs de notre recherche, nous avons voulu faire connaitre la structure du langage du dessin d’actualité, les stratégies énonciatives qu’il emploie pour véhiculer son savoir, les sujets thématiques qu’il aborde et l’image de l’Afrique qu’il projette. Le dessin d’actualité dispose d’une structure syntaxique tabulaire composée de cinq unités, à savoir, la figure iconique, la figure plastique, l’unité temporelle, le paratexte et la parole. L’informateur dépose le savoir dans une ou plusieurs unités tout en employant des stratégies énonciatives appropriées et efficaces pour manipuler l’observateur cognitif à voir, à savoir et à croire à ce qu’il observe. L’étude du langage du dessin d’actualité a été inspirée des propositions théoriques du Groupe μ, (1992), Töpffer (cf. Gombrich, 1996), Genette (1987) entre autres. Les thèmes portant sur la pratique électorale, l’aide humanitaire, la guerre civile, la corruption financière et le portrait moral des dirigeants africains ont alimenté notre corpus. Quelle est donc l’image que les dessins d’actualité dans J.A. donnent de l’AfSS – de son territoire, ses peuples, leur situation, et leurs dirigeants ? Différentes propositions découlent des analyses du quatrième au neuvième chapitre. Il est ressorti que les dessins d’actualité dans J.A. racontent de petits récits fictifs qui ne reprennent pas les histoires de l’actualité mais s’en inspirent, les transposent et s’y réfèrent pour composer les leurs. Nous avons constaté que chaque dessin d’un sujet thématique donné s’enchaine chronologiquement au prochain qui pourrait être ou pas la production du même dessinateur. Si les dessins racontent de petits récits, nous pouvons imaginer chaque dessin comme une scène d’une pièce de théâtre et pour cela, chaque dessin caractérise ses personnages. L’informateur donne des rôles figuratifs et thématiques aux acteurs. Les acteurs sont des africains. Nous, les observateurs, sont assignés le rôle de spectateurs. Dans chaque scène, le dessinateur amène nos esprits dans les pays de l’AfSS pour « témoigner » avec lui de ce qui « se passe ». Cependant, les problèmes socio-économiques de l’AfSS sont présentés comme des géants par rapport aux « Africains ». En effet, l’opposition topologique des figures visuelles met en évidence une opposition des valeurs différentielles mettant ainsi l’AfSS dans une opposition qui la minimise et la dévalorise. Les dessins pointent les enjeux socio-économiques qui accablent la population civile. Et comme les problèmes nécessitent une intervention, il se fait que cette intervention provienne de l’étranger. Pendant ce temps de souffrance pour les civils, les hauts fonctionnaires s’engageant dans des pratiques de l’impunité financière, racontent les dessins. Les présidents africains, quant à eux, ne pensent qu’à s’éterniser au pouvoir. Ainsi, selon les dessins, ils vont chercher tous les moyens pour mener à bien leur objectif. Les dessinateurs emploient des stratégies énonciatives pour se moquer de la situation africaine peinte par les dessins. Enfin, il n’y a pas une seule image mais des images sombres de l’AfSS issues d’histoires fictives qui s’inspirent de l’actualité. Images sombres parce que le dessin d’actualité est un outil de critique plutôt que d’éloge. / A caricature is a drawing which belongs to the journalistic genre of comments functioning as a visual editorial. However, as a semiotic object, it has never received the analytical attention it deserves. The thesis that we are defending supports the idea that caricatures use a particular visual language distinct from other images to relay their message. To illustrate our thesis, we used caricatures published between 2000 and 2010 in the news magazine Jeune Afrique. We started from the hypothesis that these caricatures "say" something about sub-Saharan Africa (SSA) in a certain way. According to the questions and objectives of our research, we sought to know the structure of the language of the caricature, the discourse strategies the caricatures employed to convey their message, the thematic issues they addressed and the image of SSA they portrayed. As a semiotic object, the caricature has a tabular syntactic structure composed of five components, namely the iconic figure, the plastic figure, the temporal component, paratexts and speech. The informant (cartoonist) chooses to deposit messages in one or more of these syntactic units while using appropriate and effective discourse strategies to manipulate the cognitive observer to see, know and believe in what he observes. To find the structure of the language of caricatures, we were inspired by several theoretical proposals of Group μ (1992), Töpffer (quoted by Gombrich, 1996), Genette (1987), among others. Several themes emerged, but those on electoral practices, humanitarian aid, civil war, financial corruption and moral portrait of African leaders were used as a sample. So what is the image that the caricatures in J.A. give about SSA - its territory, its people, their situation, and their leaders? Various proposals came forth from the analysis in chapters four to nine. First, it emerged that the caricatures in J.A. tell small tales that are distinct from media stories though they get inspired by them, transpose them and refer to them in order to compose their own stories. We found that each caricature from a given thematic subject chronologically fits into the next even if they are productions of different cartoonists. If the caricatures form small stories in form of plays, we can imagine each caricature as a scene and for that, each caricature characterizes its actors. The cartoonist invents a story and gives figurative and thematic roles to the actors. These actors are Africans and we, the observers, are assigned the role of spectators. In each scene, the cartoonist “takes” our minds in African countries in order to "witness" together with him what "happens" there. However, the socio-economic problems of SSA are presented as “giants” compared to "Africans". Indeed, the visual topological oppositions of visual figures reveal an opposition of differential values thus putting SSA in a position which minimizes and devalues it. The caricatures point out the problems of famine, drought, disease, corruption, war etc. that plague the civilian population. And as the problems require intervention, it happens that this intervention comes from elsewhere rather than from Africa. During this time of suffering for civilians, high civil servants are shown as engaging in financial impunity practices, seems to say the caricatures. African presidents, meanwhile, are portrayed as those that only think of staying in power. Thus, according to the cartoons, they are always focusing on looking for any means by which to remain in power. Cartoonists employ all kinds of discourse strategies to make fun of the african situation. Finally, not just one, but several bleak images of SSA emerge from the caricatures of J.A. Bleak images because a caricature is a tool for critic rather than praise. Yet, these little stories are fictional even if they are inspired by current events as told by the media.

Made available in DSpace on 2016-04-26T18:14:44Z (GMT). No. of bitstreams: 1 Marilia Hernandes Jardim.pdf: 54375032 bytes, checksum: 754a2bce65f2359960e8f42da67f083a (MD5) Previous issue date: 2014-12-03 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / This study investigates the feminine torso constriction obtained through the corset use, which presents a fundamental role on the feminine body conformation, and a pronounced function of transforming the social logic. Also, the silhouette configurations by him realized significantly alter the interaction between constricted bodies and other subjects. It is possible to postulate thus that the corset is an interactive subject, whose role is part of the social logic shaping, and not its reflex. From this point, the studied problem is the identification of the relation between the conformation of the silhouette and a consequent social interaction determination, arisen from the apprehension modes that surface from the body plastic endowed by the garment. Far from constituting a historical fashion problem, the use of constrictive lingerie present as a hodiernal topic, especially on the West, where significant efforts are devoted on the development of shaping objects, consumed by women from all ethnicities and social backgrounds. In order to understand the meanings that emerge from this complex and risky interaction between corset and body, it is necessary to seek the phenomenon origins on 18thcentury western fashion, when the corset use as an undergarment began. From this use, we purpose the identification of emblematic moments of such practice, as well as the ruptures on its continuity, designing to recognize, in those fractures, the specific roles assumed by corset and body, to categorize the transits between corset use continuity and discontinuity. For such, the study call on an extensive research corpus, formed by corset, crinoline and gown images collected from museum collections, as well as virtual stores lingerie photographs and images that can help on reconstructing the studied body tendencies, as advertising and painting reproductions. In the light of Landowski's socio-semiotic, Greimas's semiotic theory and Floch's and Oliveira's visual semiotics, we investigated the uses and apparel configurations, isolating the relations of complementarity between the roles played by the actors corset and body, which underlies the dominance of the first as body's addresser, as well as other relations between those two roles, which reveal a body leadership, important former of fashion and social surroundings passages / Esta pesquisa investiga a constrição do torso feminino praticada pelo uso do corset, que apresenta um papel fundamental na conformação do corpo feminino e uma marcada função na transformação da lógica social, uma vez que as configurações de corpo por ele realizadas alteram significativamente a interação entre os corpos constritos e os demais sujeitos formadores deste entorno social. É possível postular que o corset pode ser abordado como um sujeito da interação, cujo papel aparece como parte da formação das lógicas sociais, e não como um reflexo destes contextos. A partir daí, o problema abordado é a identificação da relação entre a conformação da silhueta e uma consequente determinação da interação social, advinda dos modos de apreensão que emergem da plástica conferida ao corpo pelo traje. Longe de constituir uma problemática pertinente ao estudo da moda de época, o uso de lingeries constritoras apresenta-se como um temário extremamente atual, sobretudo no Ocidente, onde grandes esforços são empregados pela indústria na produção de objetos constritivos, difundidos entre mulheres de todas as etnias e classes sociais. Para entender os sentidos que emergem desta complexa e arriscada interação entre corset e corpo, se faz necessária a busca das origens deste fenômeno na moda ocidental do século XVIII, quando consolidou-se o uso do corset como roupa interior. A partir deste uso, buscamos identificar momentos emblemáticos desta prática, bem como as rupturas em sua continuidade, com o objetivo de localizar nestas fraturas os papéis específicos assumidos, nas interações, pelo corset e pelo corpo, para categorizar, a partir deles, os trânsitos entre continuidade e descontinuidade do uso do corset. Para tal, este estudo recorre a um extenso corpus de pesquisa, formado por imagens de corsets, crinolinas e trajes colhidas de acervos de museus, bem como fotografias de lingeries comercializadas em lojas virtuais, além de imagens que auxiliam na recontrução das tendências de corpo estudadas, como publicidades e reproduções de pinturas. À luz da sociossemiótica de Landowski, da teoria semiótica de Greimas e da semiótica visual de Floch e Oliveira, conduzimos uma investigação destes usos e configurações vestimentares, que nos possibilitou isolar as relações de complementaridade entre os papéis dos atores corset e corpo na narrativa vestimentar, que embasam a dominância do primeiro como destinador do corpo, além das demais relações entre estes dois papéis, reveladoras de um maior protagonismo do corpo, importante formador das passagens da moda e do entorno social que a engloba

<p>This thesis explores the social semiotic relationship of visual and verbal signs of the Daily Voice tabloid as a way to show how the social context influences meaning of the signs used in its multimodal frontpages. The Daily Voice tabloid largely uses Kaapse English/ Afrikaans as spoken by Coloureds on the Cape Flats on its frontpages rather than standard English or standard Afrikaans associated with White people. The study assumes that the meaning constructed by and through the verbal and visual signs on the Daily Voice frontpages is interdependent on the relationship the multimodal texts have with the largely Cape Flats readership. This study maintains the importance of the idea of the localisation of meaning in socio-cultural specific contexts throughout. I conclude that Kress and Van Leeuwen&rsquo / s (1996/2006) design could be extended beyond Westernised contexts and that marginalised discourses such as those unique to the Cape Flats are not static, but indeed dynamic. I also extend the appraisal theory by Martin and White (2005) to marginalised bilingual discourse and establish that Appraisal theory can be used to not only evaluate verbal discourse but also that visual discourse needs to be considered as a tool within the appraisal framework. I also conclude by suggesting a monolectal view of Kaapse English/Afrikaans discourse. That is, the meaning potential of Kaapse English/Afrikaans by Cape Flats speakers would be lost if perceived or analysed as emanating from two languages, (White) English and (White) Afrikaans. Therefore the conclusion is that the Daily Voice uses Kaapse English/Afrikaans as is used in Cape Flats socio-cultural contexts to construct meaning-making options across its frontpages.</p>