This dissertation analyzes Life’s early coverage of the Cold War (1945-1954) in order to explicate this publication’s creation and reinforcement of prescriptive attitudes about this ideological engagement through photographically illustrated news. By uncovering Life’s editorial approach this project proposes a new diagnostic for evaluating documentary images by re-configuring Hayden White’s incisive theory of emplotment—the process of engendering historical narratives with meaning— through semiotic models proposed by Louis Hjelmslev and Roland Barthes, thereby offering a useful tool for future scholars to re-examine modern media’s transition towards prizing visual immediacy over critical engagement. Life’s editors’ link narrative devices and rhetoric with photographs to make these images appear as first-hand experience and function as objective conclusions. Life characterizes the Cold War as an epic moral struggle between the US and USSR, and its 1943 special issue on Russia acts as the comedic prologue to this narrative by distinguishing these ideologically disparate wartime allies. After post-war agreements fail, this congenial atmosphere swiftly transitions into another battle between democracy and tyranny, defined through literary conventions. Life employs synecdoche and allegory to encode photographs of individuals as icons of valorous populations (Americans and Eastern Europeans) and to symbolize concepts (democracy and charity). Metonymy and irony transform photographs into direct signs of Communism and visual evidence of its degeneracy. Life’s comic presentation of Marshal Josip Tito contrasts with its satiric coverage of Senator Joseph McCarthy to direct readers’ attention towards the best and worst possible courses of action regarding the Communist menace, at home and abroad.

The aim of this thesis is the visual identity of the brand Staropramen analysis based on the theory of archetypes applied in marketing science. The theoretical part is focused on the archetypal theories of Jung. He marked twelve archetypes in his work, which include four main categories based on the desire they want to satisfy. The yearning for paradise: The Innocent, The Explorer and The Sage, archetypes that want to leave a thumbprint on the world: The Hero, The Outlaw and The Magician, a group that knows no man or no women is an island: The Regular Guy / Gal also known as The Everyman, The Lover and The Jester, group desiring to provide structure to the world: The Caregiver, The Creator and The Ruler. I focused on the differences between the various archetypes on one desire too, but also the on the theoretical basis of storytelling. I also wrote theoretical basiscs of semiotic analysis and summary of a research realized for my second thesis, focused on marketing communication of Staropramen. In the practical part I analyse the visual identity of the brand Staropramen, that I take apart to single symbols. Their importance I found in sources in the field of heraldry, mythology, botany, psychology and etymology. On the basis of identified associations I do a comparative analysis of the theoretical basis for...

Pesquisas acerca do desenvolvimento de modelos comunicacionais em Saúde Pública de eficácia já demonstrada, cujo exemplo pode ser dado pelas animações de Zé Gotinha que auxiliaram na erradicação da poliomielite no Brasil, podem aclarar pontos positivos e auxiliar no entendimento de como propor formatos mais efetivos em termos educacionais. Norteados por esta justificativa e tendo por base o aporte teórico da escola de Tártu de Semiótica da Cultura e o conceito de modelização de linguagens, a dissertação teve por objetivo analisar a articulação dos elementos sígnicos geradores de sentidos considerados importantes no desenvolvimento, aderência e perenidade de ideários benéficos em relação ao ato de se vacinar dentro das animações com Zé Gotinha. Como o arcabouço teórico nos permitiu ver o objeto como uma parte de um movimento maior, também foram desenvolvidas análises das linguagens anteriores as animações, a fim de caracterizá-las dentro deste movimento. Dos materiais e métodos, recolheram-se documentos no Museu de Saúde Pública Emilio Ribas e material produzido pelo Programa Nacional de Imunização (PNI), englobando desde sua formação (1986) até a atualidade (ano de 2012). A pesquisa também obteve entrevistas com envolvidos nos processos criativos. Dos resultados: modelizações de códigos culturais e científicos se fizeram presentes na formação das linguagens; a linha, enquanto artefato gráfico funcionou como modelizante para estas. E das conclusões: os mecanismos culturais, especificamente as animações televisuais, tiveram relevância na sedimentação dos ideários traduzidos pelo personagem; a linha pôde ser um modelizante por possuir grande capacidade de condensação de informação; a imagem cinemática é capaz de traduzir semioticamente conceitos de difícil apreensão e por isso desempenha um trabalho cognitivo válido de educação; os modelos de comunicação em saúde são linguagens modelizadas que oscilam entre os sistemas semióticos científicos e os artísticos sendo necessária a equalização entre ambos para assim comunicar, sensibilizar e informar em mesma medida. / The animations with Zé Gotinha (Little Drop Joe) helped in the eradication of poliomyelitis in Brazil. Researches along the development of communication models in Public Health of demonstrated effectiveness can clarify positive aspects and auxiliary in the comprehension of formats more effectives in educational terms. Guided by this justification and based on the theoretical approach of the Tartu School of Semiotics of Culture and the concept of modeling languages, the dissertation had as the main goal to analyze the articulation of the signal elements that produce meanings considered important to the development, adherence and abiding of this beneficial understandings that concerns to the vaccination within the animations with Zé Gotinha (Little Drop Joe). As the theoretical framework allowed us to see the object as a part of a larger movement, it was also developed analysis of previous languages in order to characterize the animations of Zé Gotinha in this larger movement. Methods and materials: Emílio Ribas Museum documents were collected, as the same way as the materials produced by the Programa Nacional de Imunização (PNI), from the creation of the character (1986) to the present (2012). Observations: Representations (modeling) of the cultural and science codes were present in the formation of the languages; the line, as a graphical artifact worked as a modeling-key to present so. Conclusions: the cultural mechanisms, especially the televisual animations, had relevance in the sedimentation of ideas translated by the character; the line could be a modeling-key by possessing great capacity of informational compendium; the cinematic image is capable of translating the concepts of complex apprehension and, by that, it stresses out a valid cognitive effect in education; the models of communication in public health are modeled languages that oscillate in between the scientific semiotics systems and the artistic ones. This makes necessary the equalization between both, scientific and artistic systems, in order to communicate, sensitize and inform people in the same extent.

Esta dissertação é constituída de dois volumes: i) um corpus em que estão transcritas e traduzidas as falas proferidas por cerca de quarenta índios guaranis durante uma reunião realizada em dezembro de 1996 na A. I. Ribeirão Silveira, localizada no município de São Sebastião, em São Paulo. O material é inédito e foi coletado por mim durante a pesquisa de campo. ii) uma análise de alguns aspectos do nível narrativo e do nível discursivo das falas, procurando relacioná-los à visão de mundo guarani, às concepções que esse grupo temde alma e discurso. Analisa-se: a projeção da categoria de pessoa utilização dos pronomes pessoais e designativos de parentesco procurando explicitar os efeitos de sentido que dela decorrem. Aborda-se o valor para mostrar como os objetos que circulam entre os sujeitos o palmito, a pinga, etc. vão sendo enquadrados em categorias diferentes à medida que a reunião vai transcorrendo, e como as falas se relacionam umas às outras para formar uma teia discursiva. Num capítulo dedicado às bebidas alcoólicas trata-se da temática mítica e da tradição da cauinagem entre os grupos tupi-guaranis. / This dissertation consists of two volumes: i) a corpus in which they are transcribed and translated the speeches made by some forty Guarani Indians during a meeting in December 1996 in A. I. Ribeirão Silveira, located in São Sebastião, São Paulo. The material is unpublished and was collected by me during the fieldwork. ii) an analysis of some aspects of the narrative level and the level of discursive statements, trying to relate them to the worldview Guarani, the conceptions that group have soul and speech. It is analyzed: the projection of the category of person - use of personal pronouns and kinship designative - trying to explain the meaning effects that flow from it. Discusses the value to show how objects moving between the subjects - the palm, the drip, etc.. Are being grouped in different categories as the meeting goes elapsed, and how the lines relate to each other to form a web discourse. In a chapter devoted to alcoholic beverages it is the mythic themes and the tradition of \"cauinagem\" among the Tupi-Guarani groups.

Orientador: Edna Maria Fernandes dos Santos Nascimento / Banca: Renata Maria Coelho Facuri Marchezan / Banca: José Nicolau Gregorin Filho / Resumo: Apoiada na teoria semiótica, analisamos panfletos de casas noturnas dirigidos a um público homossexual masculino. Esses panfletos apropriam-se de figuras do mundo da cultura clássica greco-romana. Temos como objetivo geral da pesquisa verificar qual o efeito de sentido que a utilização dessas figuras da cultura greco-romana em cenas enunciativas de panfletos cujo público-alvo é o homossexual masculino, produz. Acreditamos que as conclusões desta pesquisa podem contribuir para o entendimento do porquê da utilização dessas figuras na composição desta publicidade e para compreender a relação entre o imaginário da cultura clássica e o imaginário desse público específico. / Abstract: Supported in the Semiotic Theory, we analyzed flyers of nocturnal houses directed to a masculine homosexual public. These flyers are assumen of figures of the world of the greco-roman classic culture. We have as generality objective of the research to verify which the effect of sense that the use of these figures of the greco-roman culture in enunciative pamphlets scenes whose public-target is the masculine homosexual, produces. We believe that the conclusions of this research can contribute for the agreement of the reason of the use of these figures in the composition of this advertising, and to understand the relation between the imaginary of the classic culture and the imaginary of this specific public. / Mestre

Orientador: Arnaldo Cortina / Banca: Luiz Gonzaga Marchezan / Banca: Tieko Yamaguchi Miyazaki / Resumo: Este trabalho pretende apresentar a imagem do leitor configurada nos contos de Machado de Assis. Busca-se, a partir da imagem materializada do leitor presente nos contos, (re)construir seu perfil elaborado no instante da enunciação. Para a realização dessa análise proposta, são considerados somente os contos machadianos em que o sujeito para quem o enunciador se dirige é materializado no discurso. O suporte teórico empregado para a conformação do perfil desse leitor é a semiótica greimasiana. Os elementos focalizados na análise dos contos foram as relações estabelecidas no discurso entre enunciação e enunciado e as projeções do enunciatário no enunciado - visto, então, como narratário. Também houve a preocupação de abordar os recursos argumentativos empregados, os temas e as figuras recorrentes e o emprego da intertextualidade como elementos indicadores do perfil do leitor machadiano. Da análise dos contos, emergem perfis de leitores: o primeiro deles é o leitor afeito ao sentimentalismo romântico - a ele as referências são sempre rápidas e superficiais. O segundo modelo de leitor é aquele que Machado de Assis busca constituir para a nova literatura que inaugura, livre das amarras da narrativa convencional do início do século XIX. É um leitor que é elaborado para ser crítico dos tipos humanos ou de flagrantes da vida. Presente como testemunha ficcional, recebe do narrador detalhes pormenorizados da narrativa que lhe permitem localizar-se diante dos fatos apresentados. Esses são talhados para corresponder às expectativas desse leitor. Ao mesmo tempo em que o narrador conquista a sua confiança, demonstra sutilmente a necessidade de se ter uma postura reflexiva e crítica diante dos episódios narrados. Esse mesmo leitor, além de elaborado para ser um crítico dos valores humanos e sociais a ele apresentados, em alguns contos, é constituído... (Resumo completo, clicar acesso eletrônico abaixo) / Abstract: This work intends to present the reader's profile of Machado de Assis' short stories. The researched data compiled to establish the corpus of this work was made through the short stories that present a concrete image of their readers. The theoretical plateau adopted to create the Machado de Assis' short stories reader was based from the Paris School of semiotics. For the analysis of the reading matter, it were chosen the exam of the manifestations of the discourse enunciation, the projection of the enunciator and the enunciate. Also it had the concern to approach the recurrent resources employees, subjects and figures as indicating elements of the profile of the Machado's reader. There are two profiles of readers. The first one is the typical reader of the romantic novels - their references are always fast and superficial. The other one is the kind of reader that Machado de Assis would like to conform for the new literature that he begins, different from the conventional literature of the beginning of nineteenth. These readers are elaborated to be critical of the human types or instants of life. They are fictional witness and they receive the details of the stories that allow them to be situated ahead of the facts. The short stories elements correspond to the expectations of these readers, so the narrator conquests their confidence. Together, both of them are able to have a critical vision of the episodes. The readers are conformed to be a critical idea of the human and social values too and they are configured to recognize the artificial narrative procedures. The narrator establishes a metalinguistic dialogue in which discusses the resources used and he refers the readers to a text that turns on itself, on its own materiality. Thus also produces a reader capable of building, beside the writer, a modern literature free of charge model of fictional texts. / Mestre

No início do desenvolvimento da teoria semiótica de linha francesa, a problemática da enunciação ainda não era trazida à luz de modo significativo, para que a investigação se orientasse predominantemente à organização interna dos dispositivos significantes. Propunha-se um exame prioritariamente do domínio do discurso debreado. No entanto, reconhecendo a importância dessa instância na mediação e na conversão das estruturas sintáxicas e semânticas de um texto, a atividade enunciativa foi, pouco a pouco, ganhando espaço mais representativo dentro da teoria, de tal forma que hoje ela pode ser vista como o elemento central no estudo da linguagem e do discurso. Se antes a semiótica preocupava-se fundamentalmente em apreender o processo semiótico em seu aspecto realizado, agora ela une as condições perceptivas, sensíveis e afetivas da significação, sempre entendidas nas suas condições linguageiras, para compreender tal processo na própria emergência do acontecimento da semiose. Seguindo essa perspectiva, importa a esta dissertação analisar e descrever a interação passional que se estabelece entre atores do enunciado e atores da enunciação, como no caso da compaixão. Para delinear semioticamente esse movimento emocional, serão investigados três sistemas semióticos diferentes: um verbal, um verbovisual e um audiovisual; respectivamente, uma passagem de narrativa literária, uma reportagem da imprensa eletrônica e um episódio de telenovela. Adotando, portanto, a abordagem do discurso em ato, examinaremos prioritariamente: a dimensão narrativa, não reduzida às operações de transformação dos enunciados de ação, mas contemplada no seu desdobramento em percursos actanciais que implicam a temporalidade e o devir; a dimensão afetiva e passional dos discursos que, como se pretende mostrar, não se prende somente aos conteúdos modais. Para isso levamos em conta também as modulações do campo de presença do sujeito que sente, que é afetado. Concomitantemente, consideraremos os procedimentos de discursivização e textualização, vinculados ao processo de percepção. A ideia é compreender como a enunciação se relaciona com a compaixão, o que permitirá a descrição da emoção articulada ao acontecimento, ao discurso, ao enunciador e enunciatário. / In the beginning of the development of the semiotic theory of the French line, the problem of the enunciation was not brought to the light in a significant way yet, so that the investigation was guided predominantly by the intern organization of the significant devices. A exam priorly in the domain of the shift out discourse was proposed. However, recognizing the importance of that instance in the mediation and in the conversion of the syntaxs and semantics structures of a text, the enunciation activity was, little by little, gaining more representative space inside the theory, in such a way that today it can be seen as the central element in the study of the language and of the discourse. If previously the semiotics worried fundamentally about apprehending the semiotic process in its accomplished aspect, now it unites the perceptive, sensitive and emotional conditions of the signification, always understood in its semiotics conditions, to understand such process in the own emergency of the event of the semiosis. Following this perspective, it is important to this dissertation to analyze and to describe the passional interaction that is established between actors of the enunciate and actors of the enunciation, as in the case of the compassion. To semiotically delineate this emotional movement, three different semiotic systems will be investigated: a verbal, a verbvisual and an audiovisual; respectively, a passage of literary narrative, an electronic press report and a soap opera episode. Adopting, therefore, the approach of the discourse on the spot, we will priorly examine: the narrative dimension, not reduced to the operations of transformation of the enunciations of actions, but meditated in its unfolding in actancials courses that implicate the time and the devevir; the emotional and passional dimension of the discourses that, as it intends to show, are not imprisioned to the modal contents only. For that we also took into account the modulations of the field of presence of the subject that feels, that it is affected. Concomitantly, we will consider the discursivization procedures and textualization, linked to the perception process. The idea is to understand how the enunciation links with the compassion, which will allow the description of the emotion articulated to the event, to the discourse, to the enunciator and enunciatee.

A questão da identidade é um dos temas mais estudados e debatidos no mundo globalizado. Neste cenário, a discussão em torno da identidade nacional ocupa lugar de destaque. Na pesquisa de doutorado intitulada \"A Questão Identitária Alemã Refletida Em Canções\", partimos da constatação empírica de que o tema identitário é algo recorrente nas letras de canções alemãs. Com base nesta observação, elaboramos a tese de que a presença da relação \"identidade x alteridade\" na canção alemã é reflexo de uma problemática identitária manifestada na própria sociedade daquele país, em decorrência das inúmeras transformações observadas em dois séculos de sua história. Para investigar o fenômeno, montamos um corpus constituído de 100 canções alemãs, compostas no período entre 1810 e 2010. A análise do corpus foi dividida em quatro grupos, cada um deles fazendo referência a um espaço de tempo específico da História alemã, a saber: a Alemanha entre 1810 e 1933, a Alemanha durante do regime nazista (1933-1945), a Alemanha do pós-guerra e, por fim, a Alemanha reunificada. Iniciamos a análise de nosso corpus detectando o modo como a relação identidade x alteridade era abordada nos textos das canções, de modo a que viéssemos a detectar padrões identitários característicos. De posse dos dados obtidos pela análise do corpus do estudo, estabelecemos a comparação com a narrativa histórica alemã do mesmo período. A comparação nos mostrou haver correlações entre os padrões manifestados nos textos das canções e ocorrências históricas, de modo a concluirmos que eles possuem origem em aspectos políticos, culturais e sociais da Alemanha. O resultado de nossas análises foi a constatação de que a presença do tema nas canções se deve ao fato de que o discurso identitário alemão precisar ser constantemente reforçado e comunicado aos sujeitos, uma vez que, ao longo do espaço de tempo analisado, a própria ideia de nação alemã sofreu inúmeras transformações. Como base teórica da pesquisa, adotamos os modelos e as ferramentas de análise da Semiótica, em especial a Semiótica do Discurso, assim como elementos da musicologia, como o conceito de paisagem sonora (Murray Schafer) / The question of identity is one of the most studied and debated issues in the globalized world . In this sense, the discussion about national identities occupies a prominent place. In the research entitled \"A Questão Identitária Alemã Refletida Em Canções\" (The Question of German Identity Reflected In Songs \" we start from the empirical observation that the identity is a recurring theme in the lyrics of German songs . Based on this observation, we developed the thesis that the presence of the relationship \"identity x otherness\" in German song reflects an identity problem manifested itself in the society of that country, due to the many changes observed in two centuries of its history . To investigate this phenomenon, we set up a corpus of 100 German songs , composed in the period between 1810 and 2010. The analysis of the corpus was divided into four groups, each one referring to a specific time of the German history, namely Germany between 1810 and 1933, Germany during the Nazi Regime (1933-1945), Germany postwar and, finally, the reunited Germany. We begin the analysis of our corpus detecting how the relationship \" identity x otherness \" was addressed in the texts of the songs , so that we were to detect patterns characteristic of identity . Having the data obtained by analysis of the corpus, we establish a comparison with the German historical narrative of the same period. The comparison showed us that there are correlations between the patterns manifested in the texts of the songs and historical events, in order to conclude that they have origin in political , cultural and social aspects of Germany. The result of our analysis was the finding that the presence of the theme in songs is due to the fact that German identity discourse needs to be constantly reinforced and communicated, because German nation has undergone numerous transformations . As theoretical basis of the research , we adopt the models and analysis tools of semiotics, in particular of the Discourse Semiotics, as well as elements of musicology, as the concept of soundscape ( Murray Schafer )

Esta tese é sobre o preconceito e intolerância contra a homossexualidade, a partir da análise semiótica de depoimentos de mães heterossexuais e de filhos homossexuais, brasileiros. O trabalho divide-se em introdução, quatro capítulos principais, conclusão, bibliografia e anexos. Na introdução, delineou-se o contexto externo em que se desenvolve a dificuldade de aceitação das mães heterossexuais a seus filhos homossexuais e um apanhado geral do trabalho. O contexto interno foi considerado como o resultado do cruzamento comparativo de centenas de depoimentos analisados, de mães e filhos. Utilizou-se, como embasamento teórico, a semiótica de tradição francesa e seu instrumental de análise e a tese divide-se como segue: O primeiro capítulo traz a metodologia que foi utilizada e os objetivos do trabalho. O principal objetivo foi analisar como são construídos os discursos de rejeição e/ou os discursos de aceitação da homossexualidade de filhos por suas mães, heterossexuais. Em contrapartida, foram analisados os discursos dos filhos. O segundo capítulo tratou do preconceito, de mães e dos filhos, anterior à descoberta da homossexualidade. No terceiro e quarto capítulos da tese, relacionou-se o percurso discursivo passional de rejeição/aceitação das mães à sua influência no percurso passional de autoaceitação dos filhos e levantou-se os principais tipos de paixões e ações apaixonadas que esses discursos manifestam. Examinou-se também a organização discursivo-passional e da enunciação de milhares de depoimentos, relacionando texto e contexto via enunciação. A partir disso, foi feito o levantamento de semelhanças e diferenças qualitativas, entre os percursos de aceitação das mães a seus filhos homossexuais, na última década (2001 a 2010). / This dissertation deals with prejudice and intolerance against homosexuality, based on the semiotic analysis of statements of Brazilian heterosexual mothers of homosexual sons and daughters. The study is divided in an introduction, four main chapters, conclusion, bibliographic references and addenda. The introduction discusses the external context in which mothers develop a difficulty in accepting the homosexuality of their sons, and an outline of the whole dissertation. The internal context of the problem, on the other hand, is taken to be the outcome of the comparison of hundreds of statements, by mothers and sons. French semiotic theory was used as the theoretical background for the analysis and the dissertation is divided as follows: The first chapter lays out the methodology used and the objectives of this study. The main objective was to analyze how rejection and/or acceptance discourses are constructed with respect to the homosexuality of their sons by their heterosexual mothers. In tandem, the discourses of homosexual sons and daughters were analyzed. The second chapter deals with prejudice, from the perspective of mothers and sons, preceding the unveiling of homosexuality. The third and forth chapter explain the relation between the rejection/acceptance passional discoursive trajectory of the mothers and the autoacceptance passional trajectory of the sons. There, the main kinds of passions and passionate actions that are manifested in the discourses are listed and discussed. Other objects of inquiry are the discoursive-passional organization and the enunciation of thousands of statements, relating text and context through the enunciation. Based on that, the study maps the qualitative similarities and differences between the trajectories of acceptance by mothers of their homosexual sons in the first decade of the XXI century.

Philosophiae Doctor - PhD / In this thesis I investigate the reconstruction of the life history of Sandra Laing and the recreation of the apartheid context by analyzing two artefacts. These main artefact for investigation is the movie Skin, by Anthony Fabian which is based on the book "When She Was White: A Family Divided By Race" by Judith Stone, which is the second artefact for investigation. The latter artefact is based on the life of Sandra Laing. Sandra Laing was born to white parents in the apartheid era, but she did not ascribe to the physical description of a person who was classified 'white' in accordance with legal and social framing thereof in apartheid South Africa. This posed many legal, social and political difficulties for her family. I was particularly interested in the composition of information sources and how semiotic resources are re-enacted, reused and repurposed in the movie ‘Skin.’ The study is more theoretical than applied in that it seeks to answer the question posed by Prior and Grusin (2010: 1): "How do we understand semiotics/multimodality theoretically and investigate it methodologically?" In the study I develop Prior and Grusin’s (2010) thesis by working with notion of semiotic remediation as a focus on semioticity helps me to focus on the signs across modes, media, channels and genres. Therefore, the book on Sandra Laing and the movie are used as databases from which to extract semiotic resources in the exploration and extension of multimodality theory through multisemiotic analysis using semiotic remediation as 'repurposing' in particular. In the process, the notion of semiotic remediation becomes the tool for extending theory of multimodality, by demonstrating the repurposing of semiotic material from the book, such as apartheid artefacts, racialised discourses, dressing, racialised bodies and bible verses, for example, into the recreation of apartheid in the movie 'Skin.' I employed a multisemiotic discourse analysis to analyse the data, which is multimodal, and because I was interested in the complexity of the meaning making process involving multiple modes of representation. This framework was useful in analyzing the complex interaction between the various modes for meaning making. I used resemiotisation and remediation as conceptual tools to trace the translation of events across artefacts and how the material and generic traces are reframed and repurposed within its new contexts for new meanings in the movie 'Skin'. This study makes important contributions to research on the race debate in South Africa in particular. Although apartheid laws have been repealed and new democratic order is in place, the issue of race has flared in the media and South African society generally. The recurrent debates on lack of transformation in former whites only universities, the #FeeMustFall Movement and recent debates in parliament about revisiting the land redistribution issue all have racial undertones – the continued disempowerment of the non-white South Africans. The focus on the recapturing of the complexities surrounding the race debates and the implications of the racialised society, particularly how they are conceptualized and rematerialized within the semiotic limitations of book and a film contributes to a novel understanding of the making and lifestyles of inequality in apartheid South Africa. From a theoretical and analytical perspective, the study feeds on and extends the notion of multimodality to multisemioticity using the extension, semiotic remediation, not in the ordinary sense of mediating a new, but on the notion of the reframing and particularly repurposing of a particular social, political, cultural and historical semiotic material in new contexts in the recreated new worlds in the film and book. In this regard, the study provides interesting insights into the remediated reconstructions of race and racial inequalities, and the remodeling of artefacts and semiosis that are used in this reformation of the apartheid material cultures and contexts. In analysing the remaking of the apartheid culture in the film and the book, I theorefore make a unique contribution in identifying the semiotic materials that are indicative of the flawed nature of biological arguments for racial classification and race-based social structuring. I discuss the implications of this by analysing the remediation of the body as a racial scape, and the apartheid material culture as providing the semiotic landscape on which meanings are produced and consumed. The study thus contributes to research on recent developments in multimodality through its extension of semiotic remediation, which is designed to uncover the intricate interaction between semiotic resources in various media as well as their translation and repurposing across artefacts. In this regard, the study adds to extending the theoretical framing of multimodality thus: resemiotization accounts for the circulations of texts from mode to mode or one context to another, while semiotic remediation accounts for the repurposing of semiotic resources for different purposes and for their multiple meaning potentials. / National Research Foundation