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"Semiotik"
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Signs of crime : introducing forensic semiotics
This book will introduce the field of forensic semiotics as a tool for understanding crime and criminality. It will focus on how symbolism, ritual, and other sign-based activities play a crucial role in the constitution of criminal organizations and often in the enactment of individual crimes. It will present semiotic notions, methods, and techniques that can be applied to forensic science, such as the role of ritual and slang in criminal gangs.
Book
The Semiotics of Emoji
Shortlisted for the BAAL Book Prize 2017 Emoji have gone from being virtually unknown to being a central topic in internet communication. What is behind the rise and rise of these winky faces, clinking glasses and smiling poos? Given the sheer variety of verbal communication on the internet and English's still-controversial role as lingua mundi for the web, these icons have emerged as a compensatory universal language. The Semiotics of Emoji looks at what is officially the world's fastest-growing form of communication. Emoji, the colourful symbols and glyphs that represent everything from frowning disapproval to red-faced shame, are fast becoming embedded into digital communication. Controlled by a centralized body and regulated across the web, emoji seems to be a language: but is it? The rapid adoption of emoji in such a short span of time makes it a rich study in exploring the functions of language. Professor Marcel Danesi, an internationally-known expert in semiotics, branding and communication, answers the pertinent questions. Are emoji making us dumber? Can they ultimately replace language? Will people grow up emoji literate as well as digitally native? Can there be such a thing as a Universal Visual Language? Read this book for the answers.
eBook
Exploring relationship among semiotic product packaging, brand experience dimensions, brand trust and purchase intentions in an Asian emerging market
PurposeOver recent years, brand semiotics have been gaining the marketing practitioners' attention for designing their brand strategy. Hence, to address this gap, the current study investigates the effect of semiotic product packaging on brand experience dimensions, brand trust and purchase intent of reputed major brands of fast-moving consumer good (FMCG) products.Design/methodology/approachThe data for this study were collected by administering a questionnaire-based survey from 254 respondents from the Delhi National Capital Region (NCR) of India, using systematic sampling. Structural equation modeling has been used to test the conceptual model and examine the hypotheses developed in the study.FindingsThe results present evidence of the growing influence of semiotic product packaging upon consumer brand trust and purchase intentions. The study suggests that brand semiotics positively influence customer brand experience, brand trust and purchase intention of FMCG products.Practical implicationsThe research findings will benefit FMCG companies to identify how to apply semiotics in packaging to improve consumers' brand experience and influence intent to purchase.Originality/valueResearch in brand semiotics on product packaging is limited, as most prior studies focus on brand semiotics in advertising, product design improvement and retail design. The present study has investigated the impact of semiotics on brand experience dimensions in product packaging, which is emerging as a critical concern for the FMCG sector particularly in the post-COVID period.
Journal Article
The Contributions of Conversation Analysis and Interactional Linguistics to a Usage-Based Understanding of Language: Expanding the Transdisciplinary Framework
A key insight of a transdisciplinary perspective on second language acquisition (SLA) as articulated by the Douglas Fir Group (2016) is its usage-based understanding of language. Evidence on the fundamental role that usage plays in shaping individual language knowledge is no doubt compelling. However, while the force of social interaction in shaping language knowledge is acknowledged, missing are specifications of the jointly constructed actions and courses of action comprising social contexts of use. Also missing is a reconsideration of key SLA concepts engendered by a usage-based understanding of language. The intent of this paper is to redress these limitations. First, I summarize the research programs of conversation analysis and interactional linguistics, which take as their central task the specifications of the jointly constructed actions and courses of action comprising social contexts and thus significantly enhance a usage-based understanding of language. Then, arguing that more suitable conceptual tools are needed to better capture current understandings of language knowledge and objects of L2 learning, I offer repertoire, semiotic resources, and register as alternative terms to competence and grammar. I conclude with a proposal for a Conversation Analysis/Interactional Linguistics-based research program for further advancing understandings of SLA and transforming understandings of L2 pedagogy. (Verlag).
Journal Article
How semiotic product packaging, brand image, perceived brand quality influence brand loyalty and purchase intention: a stimulus-organism-response perspective
PurposeThe present study, underpinned by the stimulus-organism-response (SOR) theory, aims to examine the impact of packaging semiotics on brand image, perceived brand quality, brand loyalty and purchase intention of well-established food brands.Design/methodology/approachA self-administered questionnaire was disseminated to participants residing in the Lucknow region of India. We conducted an experiment in which 374 participants evaluated the factors on a stimulus (chips packaging) using an online survey. Collected data were analysed through structural equation modelling (SEM).FindingsThe result suggests that packaging semiotics exhibits a positive influence on brand image and perceived brand quality of consumers. The brand image significantly impacts brand loyalty and consumers’ purchase intention. In addition, the perceived brand quality has a positive significant impact on brand loyalty, but a negative and insignificant influence on purchase intention. The results show that both brand image and perceived brand quality significantly mediate the relation between packaging semiotics and brand loyalty. Brand image significantly mediates but perceived brand quality does not mediate the relation between packaging semiotics and purchase intention.Practical implicationsThe results of the study will assist food brands in determining how to utilise semiotics in packaging to positively influence brand image, perceived brand quality, brand loyalty and consumers’ intent to purchase.Originality/valueThe study is unique in the sense that it assesses the role of packaging semiotics as antecedent in mapping of brand loyalty and purchase intention through brand image and perceived product quality. This study takes a lead as these constructs have been less explored relatively from the lens of packaging semiotics in an emerging Asian market.
Journal Article
The power of PowerPoint: A visual perspective on meaning making in strategy
Research summary: Relying on ethnographic data from two consulting engagements, we find that strategists use three visual mechanisms (depiction, juxtaposition, and salience) to create PowerPoint slides. These visual mechanisms prompt meaning-making through the conversations they stimulate, creating strategic visibility. As participants react to visuals, they enact revised interpretations of the strategy, reflecting strategic resonance. Based on the interactions among these three subprocesses (visual mechanisms, strategic visibility, and strategic resonance), we develop a process model for how visuals influence meaning making in strategy engagements. We contribute to existing strategy practice and process studies by explaining how visuals help broker divergent interpretations of a strategy and give rise to new understandings, especially when issues are politically sensitive or analytically complex. Managerial summary: The purpose of this study is to understand how strategists use visual information (specifically in PowerPoint slides), and its effects on the strategy process. We find that strategy conversations are influenced by the techniques strategists use to create slides, which in turn shape the kinds of follow-up actions taken. The implications are that: (a) PowerPoint slides can be designed to help tackle complex issues, for instance, when participants have divergent opinions or in politically sensitive situations, and (b) those who craft and edit PowerPoint slides strongly influence the direction of the strategy. The skillful use of PowerPoint is therefore crucial in allowing managers to shape the nature and speed of strategy engagements.
Journal Article
Exploring authenticity meanings in the global-local continuum: semiotic insights from the Måneskin case
PurposeThis article explores brand positioning and authenticity within the global-local continuum, utilizing the evolution of the Italian rock band, Måneskin, as a case study.Design/methodology/approachEmploying Greimas’s (1987) semiotic framework, I analyze social media and media articles on Måneskin’s success, unveiling consumer perceptions of global, local and intermediate brand positionings and related authenticity dimensions. I particularly uncover a narrative centered on “global” versus “local” brand positioning and their counterparts (i.e. “not global” and “not local”), forming a semiotic square.FindingsIn the “global” perception, the band is evaluated in terms of conforming to global standards, while, in the “local” understanding, the emphasis shifts to connections to local roots. In the “glocalization” perspective (global and local), the band’s activities are assessed concerning an integration between global conformity and local connections. The “glalienation” viewpoint (neither global nor local) is related to consistency, in the sense of being unique and avoiding a commitment to either global or local values. The data also highlight issues of inconsistency regarding brand positioning’s contradictions, such as the band’s incoherently merging local and non-local elements.Originality/valueThe proposed structural semiotics approach enriches previous theories by examining authenticity within global-local dynamics, offering insights into various authenticity dimensions and their interplay. It underlines shifts in authenticity perceptions and challenges binary brand positioning, advocating for strategic placement across the global-local continuum. Moreover, it emphasizes leveraging cultural elements and semiotics to effectively communicate authenticity.
Journal Article
A comprehensive framework of visual elements in brand logos: content analysis of top 500 global brands
Purpose
Designers must recognise the significance of a brand logo’s visual elements as they convey various meanings. While studies have attempted to collate visual elements, efforts have often been limited to specific types of visual elements (e.g. typefaces) or restricted to certain product categories. This study aims to conceptualise a comprehensive list of visual elements used in brand logos and to validate it based on the top 500 global brand logos across eight product categories.
Design/methodology/approach
A comprehensive list was conceptualised through a combination of literature review, interviews with experts and observations of real brand logos. Using this exhaustive compilation, content analysis of the top 500 global brand logos was conducted to discern the prevalent trends of the visual elements in logos across various product categories.
Findings
The content analysis results highlighted an extensive preference for use of wordmark, no outline and horizontal proportion in brand logos. Overall, 42.6% and 31% of brands preferred using cool and neutral colours, respectively. Moreover, the preference for colour categories (warm/cool/neutral), font types (organic/geometric) and stacking of elements (horizontal/vertical/diagonal) varied across product categories.
Originality/value
This study contributes to the literature by creating a comprehensive guidebook of visual elements of logos. It also offers guidance to in-house and third-party designers of companies for logo design to better understand the nuances of intellectual property related to logo elements and assists managers in comparing their brands’ visual identity with those of their competitors.
Journal Article