1. Ch. 2 Fundamental Concepts in Semiotics -Part Two
Review 2.1 Semiology and semiotics Saussure Peirce 2.2 Signs, semiosis, and abduction The sign of a house with lights on means…. abductive reasoning

2. 2.3 Sign Classifications, their origin, and their Use
Classifications: Icons Indices Symbols Categories: Firstness Secondness Thirdness
Substance
Quantity
Quality
Relation
Place
Time
Position
Possession
Activity
passivity
Peircean
Aristotle (1980) 10 categories:

3. Epistemology Study on Epistemology “what is to be known”
“how knowledge originates”
“how knowledge expands”
“how knowledge collapses”

4. Epistemology is the study of Knowledge
What does it mean to say that someone knows, or fails to know, something?
This is a matter of understanding what knowledge is, and how to distinguish between cases in which someone knows something and cases in which someone does not know something.
How much do we, or can we, know?
How can we use our reason, our senses, the testimony of others, and other resources to acquire knowledge?
Are there limits to what we can know? For instance, are some things unknowable?
Is it possible that we do not know nearly as much as we think we do?
Nature of knowledge
Extent of knowledge

5. Peirce Classification
Firstness – undifferentiated qualitative experience
Secondness – “thing” to the knower
Thirdness – mediated relations involving three things or more
Tell a joke!

6. 2.4 Pragmatics, speech acts, and culture
The five basic classes of speech acts proposed by Searle are:
Assertives (speech acts that commit the speaker to the truth of what is being said) ;
Directives (speech acts that aim at causing the hearer to do something);
Declaratives (speech acts that change the status of the world by virtue of what is said, by whom and to whom);

7. 2.4 Pragmatics, speech acts, and culture (cont..)
Commissives (speech acts that commit the speaker to taking some particular course of action in the future); and
Expressive (speech acts that aim at drawing the hearer’s attention to the speaker’s psychological state or attitude).

8. 2.4 Cooperative Principle
The cooperative principle is defined by four maxims, freely paraphrased as
The Maxim of Quantity participants in a conversation should make their contribution as informative as necessary; not more, not less.
The Maxim of Quality participants in a conversation should only say what they honestly believe to be the case; they should acknowledge their doubts about what they don’t know for a fact, and never tell a lie.

9. 2.4 Cooperative Principle (cont..)
The Maxim of Relation participants in a conversation should only talk about what is relevant for the ongoing conversation.
The Maxim of Manner participants in a conversation should express their contribution clearly and unambiguously.

10. Six Maxims that constitute Leech’s Politeness principle:
1. The Tact Maxim (Applicable to Directive and Commissive Speech Acts) when using language to give orders or make promises, it is polite to minimize the cost to interlocutors (or to maximize interlocutors benefit). 2. The Generosity Maxim (applicable to Directive and Commissive Speech Acts) when using language to give orders or make promises, it is polite to minimize the speaker’s benefit (or to maximize the speaker's cost).

11. Six Maxims that constitute Leech’s Politeness principle: (cont..)
3. The Approbation Maxim (applicable to Expressive and Assertive Speech Arts) When using language to express or state something that affects interlocutors, it is polite to minimize dispraise of things having to do with them ( or to maximize praise of such things). 4. The Modesty Maxim (applicable to Assertive Speech Arts) when using language to express or state something that affects interlocutors, it is polite to minimize praise of things having to do with us ( or to maximize dispraise of such things).

12. Six Maxims that constitute Leech’s Politeness principle: (cont..)
5. The Agreement Maxim (applicable to Expressive and Assertive Speech Acts) when using language to make a statement about something that affects interlocutors, it is polite to minimize disagreement (or to maximize agreement). 6. The Sympathy Maxim (applicable to Expressive and Assertive Speech Acts) when using language to make a statement, it is polite to minimize antipathy toward interlocutors (or to maximize sympathy toward them).

13. 2.5 Sign Production, Communication and Discursive competence
Semiotics
What do they investigate?
What are the theories?

14. Shannon & Weaver’s Model of Communication (1949)
Communicative processes  probabilistic properties of information sources codes and message transmissions
Eco interpretation of Shannon & Weaver’s:
Structural theory of the statistical properties of an information source
Structural theory of the generative properties of a source code
Study of how nonsignificant signals are transmitted through a channel
Study of how significant pieces of information are transmitted for purposes of communication.

15. Jakobson (1960) Communicative functions:
Channels,
messages,
senders,
receivers, and
codes.
A sender transmits a message to a receiver through a channel. The message is expressed in a code and refers to a context.

16. Figure 2.9 Jakobson’s model of the Communication Space
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17. Jakobson’s 6 functions of language in communication
Expressive function focuses communication on the sender of the message
Conative  on its receiver
Referential function  on its context
Phatic function  on the channel
Metalinguistic function  on the message’s code
Poetic function  on the message itself (what & how)

18. Expressive function focuses communication on the sender of the message
Page 67 –Figure 2.10a – When the speaker says….

19. Conative  on its receiver
Page 67 –Figure 2.10b – When the speaker says “Anyone home?,” he is checking to see if his listener is present and alert

20. Referential function  on its context
Page 68 – Figure 2.10c

21. Phatic function  on the channel
(see 2.10.d)
Metalinguistic function  on the message’s code
(see 2.10.e)
Poetic function  on the message itself (what & how)
(see 2.10.f)

22. Eco (1976)
Semiotics is the method that enables him to talk about all of it at the same time: seeing it all as aspects of one and the same world of significations and interpretations.

23. 2.6 Metaphors and Metonymies
Desktop metaphor
Xerox Star
Lakoff & Johnson’s (1981) Cognitive semantics
Spectrum of metaphors
They correspond to primitive notions
Example
Airplane’s nose, wing, tail (shape & location)

24. Metonymies Associated with metaphors
Metaphors is semantic short circuit between two concepts– metonymies represent a concept by means of another that is semantically continuous to it.
Rhetorical purposes.
Examples
Europe supported a decision made by the US
Effect of highlighting the unity and homogeneity of action to the detriment of the diversity of opinions.

25. Metaphors and metonymies
Parole
Not langue (not grammar)

26. Encoding - Decoding

27. Decoding
In the context of semiotics, 'decoding' involves not simply basic recognition and comprehension of what a text 'says' but also the interpretation and evaluation of its meaning with reference to relevant codes.

28. Eco’s typology of modes for sign production
Eco proposes modes for sign production for a person.
The topology of modes for expressing are:
Cost of choosing & articulating the expression
Type-token ratio
Type of continuum
Mode & complexity of expressing