After the cultural explosion of Web 2.0, digital culture reveals an apparently semiotic paradox associated with the incredibly widespread use of images of faces, while at the same time the reason to trust in the authenticity of these faces is constantly declining. This is because graphic technology has made the sophisticated manipulation of images both possible and easy. After a review of the existing semiotic models and considerations of trust, I am proposing a new approach which emphasizes the value-generating properties (...) of trust by analogy with the money sign, seen as “trust inscribed”. Research from the neurosciences supports the hypothesis that the trustworthiness of the face is judged pre-reflexively and primordially. This, therefore, means that a trustworthy face is a premise for more successful communication than an untrustworthy one, notwithstanding the object of discussion and the cultural context. An example concerning social media influencers serves to show that in the internet-dominated globalizing culture, trustworthy faces are a multipurpose communicative asset that makes a difference. (shrink)

We consider breath as a vast prospect that includes actions and traces of them, that builds images and texts, that involves the human being and the extra-human context; we call this great scenery ‘breathscape’. We then study how breathscape interacts with the human apparatus of the face, both giving rise to signs, but also giving rise to a liminal zone of extremely intriguing interpretative processes on a mereological scale. How and where do the territory of breath and the body interact? (...) Which processes of signification do they give rise to? And which signs are created in their phenomenal and semantic encounter? Art is certainly the most appropriate language for studying this process, as well as for letting opacities emerge and exploring outstanding contrasts. There are various concepts of ‘breathscape’ that, grounded in different cultures, are immediately associated with ancient and contemporary philosophies. As a reverberation from a semiotic interaction and through the discretization and identification of semantic fields relevant to the concerned scenario, and introducing textuality, a phenomenon seen as a crystallization of the transition between outer text and text, we consider those visual texts which are crossed by a common faculty that is both descriptive and inventive: by approaching some inferential and cultural regimes and analysing their specific enunciative practices, we then contribute to their renovation. The texts related to the practices as part of the narratives intrinsic to cultural semiospheres underline the insatiable vastness of epistemological content to be dealt with, and the functional reductionism of the corpus is only a first approach to the field that is intended to shed light on the general panorama and to stimulate subsequent debate and insights. (shrink)

Augmented reality facial effects represent a new trend in social media communication based on ‘short forms’. The article proposes a tripartite analysis: a semiotic analysis of digital facial effects used to empower the natural users’ faces; a deconstructionist analysis of Spark by Meta, one of the major software applications to create such effects and, finally, a critical reflection on the practices prescribed by Spark and the stereotypical aesthetics of augmented selfies. The conclusion states that such forms of augmented reality effects (...) must be conceived not as oriented to the cognitive improvement of users’ performance but rather as forms of users’ empowerment and self-awareness. (shrink)

As a result of technological innovations and new cultural practices, the contemporary mediasphere is increasingly populated by digital faces. The phenomenon is not limited to human faces, but includes a vast universe of fictional animated faces, variously called ‘characters’, ‘mascots’ or ‘kyara’. In Japan, while certainly not new, kyara have been spreading thanks to globalization, digitalization and media-mix strategies. Through the connection between visual design, fictional narratives and socio-cultural consumption, kyara can be considered semiotic figures of in-betweenness, key symbolic mediators (...) in the Japanese mediascape. Their anthropomorphic face design mediates the cultural boundaries between the human and the non-human, the animate and the inanimate, nature and culture. Furthermore, their post-modern narratives mix inspiration from the past and the present, from myths to science fiction. Lastly, they involve an encyclopedic reworking between fiction and reality, mythical references and secularization, between the domains of seriousness and playful make-believe. The article aims to explore the semiotic dimensions of kyara in contemporary Japan, with emphasis on their logic of representation and cultural outcomes. These will be investigated through the analysis of the Pokemon franchise, which will make it possible to describe the emergence of new semiotic patterns of ‘playful visual animism’ in the process of media facialization of everyday life. (shrink)

This article analyses the sign systems or semiotic models that make up the meaning of a double face or mask drawing in the pre-Columbian rock art of Colombia, also discussing two human figures with depicted faces associated with the main picture. The sample of rock art was detected on the walls of the Chicamocha Canyon at the Mirador de Barcenas site in the Santander Department in Northeast Colombia. Its origin is attributed to the Guane chiefdom. We hold as a central (...) argument that this face and its gestures were part of a sign system or visual semiosphere that spread along the banks of the Chicamocha Canyon. However, the image shared some semiotic models and visual communication strategies with societies that inhabited areas in central Colombia located hundreds of kilometers away from the site studied. We support this claim because the forms, the use of the space in the images, and the gestures of a hieratic character appear both in the faces of the petroglyphs of the Huila Department as well as in some pre-Hispanic gold masks from the Cundinamarca region. The images of the rock art faces were analysed using a visual semiotic model based on the suggestions of the Mu group and analyses by Felix Thurleman and Jean Marie Floch. The analysis was complemented by Jacques Fontanille’s proposal for the levels of semiotic relevance, with Juri Lotman’s concept of the semiosphere employed as a key concept. (shrink)

The intertwining of landscape and face belongs to human spatial epistemology: as suggested by Matteo Meschiari, primitive humans used to orientate themselves in landscape through recognition of facial patterns. By reflecting upon Marlen Haushofer’s novel The Wall, the article aims to question the semantic of the “face of the landscape” in the wake of an imagined nuclear apocalypse that leaves behind a cat, a cow, a dog, a woman and a wall. The wall transcends the boundaries between human and other-than-human: (...) in terms of Roberto Marchesini, it creates a somato-landscape – a hybridization of inner and outer landscapes typical of post-human awareness. Finally, such a landscape culminates in the dismissal of the pre-apocalyptic culture of the face: faces no longer function as a means of recognition. (shrink)

Perceiving and recognizing others via their faces is of pivotal importance. The ability to perceive others in the environment – to discern between friends and foes, selves and others – as well as to detect and seek to predict their possible moves, plans, and intentions, is a set of skills that has proved to be essential in the evolutionary history of humankind. The aim of this study is to explore the subject of face recognition as a semiotic phenomenon. The scope (...) of this inquiry is limited to face perception by the human species. The human face is analysed on the threshold between biological processes and cultural processes. We argue that the recognition of likenesses has a socio-cultural dimension that should not be overlooked. By drawing on Georg Lichtenberg’s remarks on physiognomy, we discuss the critique of the semiotic bias, the association of ideas, and the mechanism of typification involved in face recognition. Face typification is discussed against the background of face recognition and face identification. We take them as three gradients of meaning that map out a network of relationships concerning different cognitive operations that are at stake when dealing with the recognition of faces. (shrink)

For the modern-day jihadist, the digital self-portrait or, more specifically, battlefield selfie is a popular tool for identity building. Similarly to the selfies taken by non-violent practitioners of self-capture culture, the jihadist selfie represents an alternative to the Cartesian formulation of a unitary and indivisible self. Rather, it is a product of social relations and performative actions, constituted in dialogue with others through very specific socio-cultural frameworks and expectations. However, unlike its non-violent Doppelganger, the expectations of this dialogue are centred (...) around a larger political agenda which actively seeks to reformat collective memories of imperial Islamic conquests and co-opt religion as a way to impose a moral order on its violence. Importantly, the battlefield selfie allows the jihadist easily to traverse the boundaries between two seemingly opposing belief systems. Although there exists a wealth of scholarship of self-capture culture, image sharing sites and micro-celebritism, their pervasive influence and practice on battlefield is understudied. This article draws from the personal histories of key Islamic extremists who were both lionized and demonized as a result of their battlefield micro-influencer practices. Today, however, the same individuals can achieve internet fame by participating in self-capture culture – posting selfies, videos or blogging. In other words, never before has a soldier’s public communication been so personal yet collective. (shrink)

What we generally regard as ‘the face’ should be semiotically understood not as something given and monolithic, but rather stratified – it is at least threefold: biological, physiognomic, perceivable – and relational as it has to be put within a narrative in order to make sense. The face lies at the centre of a whole semiotic system, the form of life, revolving around the issue of identity. What we may call ‘the natural face’ is not, as common sense would suggest, (...) the precondition of the ‘culturalized’ one, but rather just one of the possible semiotic masks a person may choose to wear. At the same time, the mask does not have to be reduced to a deceptive device only, being in fact at the centre of a more complex axiology. The classic veridictory square articulating the opposition between Being and Seeming may provide a suitable model for the semiotic square of ‘visageness’, so that we would have: Face, Disguise, Fake, Anonymity. Based on these theoretical premises, the paper finally addresses popular music and outlines a provisional map of the pragmatics of the mask, as a suggestion for further studies. (shrink)

Deepfakes, an algorithm that transposes the face of one person onto the face of another person in images and film, is a digital technology that may fundamentally alter our belief in visual modality and thus presents alarming consequences for an image-centric culture. Not only are these face-translations now so advanced that it is virtually impossible for people to tell that they are fake – this technology is also becoming accessible to laypersons who, with little or no computer skills, can use (...) them for all kinds of purposes, including criminal intentions like revenge porn and identity theft. It is therefore timely and crucial to explore the semiotic potential of deepfakes. This paper presents a semiotic technology perspective, i.e., the study of technology for meaning- making that is an emergent field in social semiotics, to report on findings from an ongoing study of how deepfake software is designed and used as a semiotic resource in erotic and political contexts. The paper advances the argument that the software is able to appropriate all signifiers of the face and their cultural history. Consequently, the semiotic operations of this technology prepare the ground for the problematic perspectives of synthetic facial imagery. On this basis, the paper calls for a critical awareness of taking visual representations of current events at face value and considers how deepfake technology is embedded in unsound sharing practices of visual artefacts that tamper with the rich meaning potential of the face. (shrink)

Every now and then when watching a movie, we come across faces in which we recognize a significant value, because they represent some important cultural models we use to assign meaning to our experience of the world. By way of example, I will discuss the faces of the protagonists of two recent films, Abdellatif Kechiche’s La vie d’Adele. Chapitres 1 & 2 and Leonor Serraille’s Jeune femme, comparing them with the faces of the protagonists of some older movies, such as (...) Andrew Adamson and Vicky Jenson’s Shrek and James Cameron’s Avatar. I will argue that the way in which the faces are portrayed is similar to the narrative structure of the stories of the characters they belong to, and that the signs and narrative structures used to construct the discourses about the world in those films are at the same time similar to those of two important cultural models of what it means to be young men and women in our times. As these cultural models are different, yet interconnected, I will argue that the most meaningful faces in cinema change due to the transformation of the cultural models they derive from and that a sociosemiotic method based on a structuralist vision of culture can help identify the most culturally significant symbolic faces on screen, and elsewhere. (shrink)

Paul Ekman is an American psychologist who pioneered the study of facial behaviour. Bringing together disciplinary history, life study, and history of science, this paper focuses on Ekman’s early research during the twenty-year period between 1957 and 1978. I explicate the historical development of Ekman’s semiotic model of facial behaviour, tracing the thread of iconicity through his life and works: from the iconic coding of rapid signs; through the eventual turn from classifying modes of iconic signification using gestalt categories to (...) classifying modes of producing iconic sign-functions using minimal units; to the role and importance of iconicity for the study of the facial expression of emotion, both in terms of the similarities between iconic and analogue signs as well as the differences between facial coding and linguistic signification. In this intellectual genealogy, I argue not only that Ekman relied extensively upon conceptualizations and terminologies from semiotic thought for the creation of the Facial Action Coding System, but also that the question of iconicity is the pivotal problem across the many discoveries and innovations in what I term ‘Ekmanian faciasemiotics’. (shrink)

Now that the usage and meaning of urban spaces have been dramatically challenged by the global pandemic, several debates and reflections are going on around the manner in which cities – both as concerns the public and the private spaces – have been designed. The article observes how “urban-human face” representations have served different models of urbanity across times and cultures. Using a framework deriving from semiotics of culture, according to which the city represents a model of the world, the (...) article attempts to interpret how portraits of faces have been modelling the city through different urban faciality mechanisms. The focus is on a sample of what we call ‘urban-human faces’, ranging from Soviet propaganda posters to the digital #selfiecity project. The expression refers to series of representations that bring together the city and the face. It can be argued that both the city and the face, produced at a specific historical and cultural moment, with their figurative and plastic elements, deploy the struggle for the city ownership and authorship. Nonetheless, the commensurability of the city and the face can be just based on the fact that both semiotic configurations represent an excess with the help of cartographic reproduction and the portrait, respectively. A city can be represented by a face to the extent to which it is also multifaceted as a polylogue. On the basis of such instable commensurability, the article will ultimately attempt to bring together the semiotics of the face and the semiotics of the city. (shrink)

Magazines, leaflets, weblogs, and a variety of other media incessantly spread messages advising us on how to achieve or maintain our health or well-being. In such messages, the iconic representation of the face is predominant, and reveals an interesting phenomenon: the “face of health” seems to be unattainable as such, and is generally represented in a differential way, that is to say, by making reference to its opposite – the “face of illness”, or at least of malaise. In fact, the (...) face is crucial in the medical domain: since ancient times, face observation has played an essential role in diagnostic practices, both in Western medicine and Eastern preventive and healing techniques. Drawing on the semiotic analysis of relevant case studies extending from classical iconography to present-day digital mediascapes, this paper investigates the representation of the face of health across time and space, specifically focusing on the analogies and differences between the Western and the Eastern semiosphere. To this purpose, it relies on both literature concerning the representation and understanding of the face and studies on medical sign systems and discourses. (shrink)

Today’s pornography constitutes a semiotic laboratory capable of meticulously describing some characteristics of the cultures from which it comes and for which it is intended. In it, the role of the face is preeminent and assumes relevance both from a diegetic and a formal point of view. A face which makes itself a sign and is articulated in a dialectic between the syntagmatic and the paradigmatic axis, finding expression as an aspectual device, establishing a peculiar semiotic procedure of absentia in (...) praesentia, and highlighting an eminently enunciative dimension of the textual genre. Thus a facial semiotics of pornography becomes to all effects a cultural semiotics, which through the exploration of a transversal genre – both in its mainstream and more niche actualizations – produces significant results in defining how cultures of the face, including extrapornographic ones, delineate themselves. The aim of this article is to verify this peculiar facial semiotics through a case history that stretches from traditional to contemporary pornography, also analysing the “facial pornography” website beautifulagony.com and the visual works of some contemporary artists. (shrink)

Jaan Kaplinski, Estonian poet, essayist and public intellectual, sadly passed away earlier this year. To commemorate him, we publish some excerpts from a conversation with him that was recorded in 2018 and in which, among other topics, we also talked about Kaplinski’s relationship with semiotics and his personal contacts with eminent scholars of the Tartu-Moscow School.

This paper starts with an examination of the terms use d to designate the face in different languages, in particular in Italian, comparing these with the definitions provided by some authoritative dictionaries as well as with their etymology. This exploration yields some remarkable results: firstly, it appears that the face is indeed a term that has a material meaning, but at the same time it is a social object; secondly, the importance of the communicative function emerges, which makes the face (...) similar to the mask and in some ways to the arbitrariness of language. All this suggests that the philosophical status of the face is that of ‘transcendence’ which is a condition of that state of freedom that we attribute to ourselves and that can be defined as ‘human exception’. (shrink)

This case study of a 2016 Florida constitutional amendment analyses the semiotic devices and mechanisms of shaping public opinion on solar energy and beliefs about energy distribution. After a nationwide rise in rooftop solar installations between 2014 and 2015, utilities in several US states were faced with challenges to their business models. Anticipating similar problems in Florida, utilities and energy corporations promoted constitutional amendments. This semiotic analysis follows the voter from the billboards and flyers to the text on the ballot. (...) Starting from Peirce’s phenomenological categories, this critical analysis of the campaign reveals how the goals of the amendment were shrouded in positive environmental and consumer protection narratives. Lakoff ’s cognitive linguistics and Stibbe’s ecolinguistics support a deeper analysis of the ballot text. This study shows that by leaving key concepts out of the discourse, the ballot text successfully framed an anti-solar amendment as a pro-consumer measure, while hiding the direct legal implications concerning alternative energy distribution. In particular, this study explains the opposition to the sharing of surplus in the context of neoclassical economics as a key factor in shaping beliefs about alternative energy distribution. (shrink)

The article characterizes Peirce’s concept of habit as a major contribution to a Peircean concept of preconceptuality, first, in relation to its function in the sign process, and second, in relation to other concepts of preconceptuality in cultural studies. Hans-Georg Gadamer’s notion of prejudice, Michel Foucault’s notions of the preconceptual and the dispositif, and Hans Blumenberg’s conception of metaphor all share certain key characteristics with Peirce’s notion of habit. The same comparison also highlights the fact that certain elements are missing (...) from the current discourse on Peirce’s notion of habit: although any rendition of the concept of habit itself implicitly relies on a theory of historicity and of rule-association, these aspects only emerge explicitly in comparison with theories that more explicitly focus on such aspects. Another question raised in the context of such a comparison is the relevance of habit for theories of conceptuality. Peirce claims that descriptions of concepts are best realized through the description of the habits involved in them. A major part of a concept’s coordinative power lies with the habits associated with the concept. However, no systematic inquiry into the possibility of rendering actual habits more definitive in comprehension has been undertaken. An attempt is therefore made to remedy that situation by elaborating on those aspects of Peirce’s theory of habit relevant to a theory of “reading” habit, and to sketch an outline of such a theory. (shrink)

Meaning-making processes, understood hierarchically, in line with the Semiotic Hierarchy framework, change on various timescales. To account for and predict these changes, one can take a cognitive view on semiosis. I adopt an interdis-ciplinary approach combining semiotic studies and cognitive studies in an attempt to account for meaning-making activity and to predict the course of semiosis. In this context, I consider meaning-making activity as shaped by both “external” (to a semiotic system) as well as “internal” factors. I also show how (...) both the “external” and “internal” sources of the dynamicity of meaning-making should be framed in terms of studies on cognition.I start with a non-standard, 4e approach to meaning-making. According to this framework, meaning-making processes are constituted by (and not just depen-dent on) environmental and bodily factors. The dynamicity of semiosis can be accounted for in terms of an experiencing, embodied subject (agent) enacting her/his/its own domain of meaningful phenomena. As I argue, this perspective on meaning-making is the cognitive foundation of the first two levels of the Semiotic Hierarchy. In the following sections I present the Peircean view on signs and semiosis, according to which semiosis is a result of the very nature of a sign and a sign system. In this view, the dynamicity of semiosis has primarily “internal” sources: it stems from the unavoidable fallibility of interpretation and synechism of signs. As I show, this aspect of semiosis can be addressed by means of standard (cognitivist) cognitive science and by means of cognitive modelling. Ultimately, I sketch a proposal of an attempt to develop a uniform cognitive framework allowing for integration of the above-mentioned aspects of semiosis – a framework based on Rowlands’ idea of the Amalgamated Mind. (shrink)

Both adults’ habits-of-thought and their understanding of children’s stories shape how adults interpret children’s participation in conversations. In the light of the requests on children’s rights that follow from the Convention on the Rights of the Child this paper stresses the relevance of authorities having semiotically informed knowledge on children’s meaning-making within conversations with adults. In Article 12, the CRC stipulates the right of children to participate in and to be heard about decisions that affect their everyday lives. According to (...) the same Article, however, these rights can be restrained, based on the authority’s judgements of the child’s age and maturity. Sociological studies have highlighted the importance of adopting the child’s perspective in judging matters that concern her. The present paper further suggests that narrow conceptualization of the sign can help one to observe different levels of meaning in adults’ and children’s conversations better. Although Paul Ricoeur did not investigate children’s narratives per se, his theory of narratives and narrativity offers a phenomenological approach to development that allows for better theoretical discriminations of narrative as a semiotic resource, and can thus assist adults in truly listening to children. (shrink)

The article examines how music affords exploration of social aspects of semiosis: how music signifies the social, beyond the fact that music is an inherently participatory social process. Pentti Maattanen extends Peirce’s notion of ‘hard fact’ to ‘soft facts’ to which we accommodate our behaviour in order to get along in society. As mutual beliefs, soft facts are continuously tested and updated in inquiry. Representation of oneself is also continuously correlated, thrown together, with that of the rest of the world, (...) yielding positioning of self in ways we call emotions. In music, compositions of sound constitute hard facts that stand for other facts, soft or hard, by being their metaphors. Shaping and reshaping music allows for safe playing and testing of acts and events, anticipating upcoming situations and changes through virtual situations of the world, social and non-social. Music analysis examines how features of sound offer complex ways of constructing and interpreting metaphors, and how the narratives in music unfold through presentation of metaphors of subjects’ existence, identity and relations, evoking dialogue, drama, tension, even crises to be resolved. (shrink)

The paper aims to make a contribution to semiotic research on the future by bringing together various approaches that deal with the relationship humans have with the future. More specifically, the paper concentrates on anticipation viewed as an activity that is based on modelling the desired future as suggested by Nikolai Bernstein. The model-based approach to anticipation allows drawing connections between the psychophysiological and semiotically mediated forms of anticipation on the one hand, and between individual and collective forms of anticipation (...) on the other hand. With these aims in mind, the paper offers a sketch of a semiotic approach to the future that is based on the framework of semiotic modelling systems, i.e. views the future in terms of models of it and the semiotic resources and processes involved in the model-building. As the semiotically mediated models of the future circulating in a culture can become collectively shared means of cognizing and anticipating some futures, it is possible to talk about a collective anticipation, analogous to Juri Lotman’s cultural semiotic notion of collective memory. Accordingly, premediation, a future-oriented media practice outlined by Richard Grusin, is viewed as an example of collective anticipation. In addition to tracing the mechanisms of anticipation from its individual organismic to semiotically mediated collective forms, the paper foregrounds also the two fundamental problems that run across the diverse theoretical perspectives brought together within the approach: the individual and collective agency in future-making and the affective dimension of anticipation. (shrink)

Today more than ever innovation seems vital for us to anticipate the future and adapt to our rapidly changing world. But what is innovation and how is it accomplished? How can the mind generate innovative ideas? To gain a better understanding of the mechanisms underlying the human capacity to innovate, the present study aims at answering two basic questions: first, ‘what makes innovation possible?’ and second, ‘why are innovative ideas unusual?’. These questions are addressed within the framework of Peircean semiotics, (...) in particular in the light of Peirce’s conception of inference. Different types of inferences are studied to determine the mode of reasoning which is central to innovative thought. While creativity and innovation are often analysed through the prism of abduction, this study puts forward an alternative approach drawing a parallel between modes of inferences and types of hypoicons. It claims that what makes innovation possible is metaphoric reasoning underlying induction. (shrink)

This article introduces an ecosemiotic approach to the two great challenges facing humanity in the 21st century: solving an escalating environmental crisis, while also safeguarding and further improving human living conditions. An ecosemiotic framework for the study of societal transformations is presented and political and other normative aspects of what I call transformative semiotics are discussed. This envelops socio-cultural and socio-ecological developments framed in terms of umwelt theory and Deep Ecology. In the long run, developments in human ecology as reflected (...) in our changing relations to non-humans are expressed in the umwelt trajectory of humankind. The question of how the environmental crisis can best be solved is therefore tantamount to the question about what direction the human umwelt trajectory should take in this century. I outline different plausible umwelt scenarios for human ecology in the 21st century, focused on business-as-usual, ecomodernist and Deep Ecology scenarios. In a concluding discussion on technology and sustainability, the scenario development eventually includes a distinction between flexible and inflexible development paths. (shrink)

The objective in this paper is to demonstrate the indispensability of Peirce’s double consciousness to foster abductive reasoning, so that internal/external dialogue inform the worthiness of hunches. These forms of dialogue establish a mental give-and-take forum in which novel meanings/effects are particularly highlighted and noticed. Such attentional shifts are compelled by surprising states of affairs within the beholder’s internal, interpretive competencies, or from external factors. The dialogic nature of these signs pre-forms operations not possible non-dialogically; they command, interrogate, or suggest (...) alterations to established conduct/beliefs in contexts in which propositional/argumentative conflicts are obviated. This inquiry proposes experimental methodologies to measure when double consciousness mediates hypothesis-making. Vygotsky’s conflict of motive at four distinct developmental stages constitutes the foundation for the proposed experiments. Designs draw upon Vygotsky’s ‘double stimulation’ paradigms that force decision-making processes when conflicts of motive surface. Paradigms include forced imitation of one model while ignoring another, and altering a visual array to depict logical sequencing accurately. These conflicts require children to change their conduct/beliefs to accommodate to atypical states of affairs. (shrink)