New Semiotics Between Tradition and Innovation/ Nueva Semiótica entre tradición e innovación/ la Nouvelle Sémiotique entre tradition et innovation. Proceedings of the 12th World Congress of the International Association for Semiotic Studies (Sofia. 2014 1

The 12th World Congress of the International Association for Semiotic Studies “New Semiotics. Between Tradition and Innovation” took place in Sofia, Bulgaria, between 16 and 20 September 2014. It was the result of one year of intensive preparatory work, 5 days of semiotic performances by more than 500 semioticians from 61 countries, plus 1.5 years of “postproduction”. Semio2014 was a big congress: if we compare the programs and the abstract books with the 10th IASS Congress in A Coruna, Spain, there is still the same number of papers. It is a good tendency, considering the aggressive EU policies of cutting university budgets, privatization and labour market efficacy, where the humanities in particular have suffered. Indeed, this tendency had its negative impact on the 12th Congress in respect of a reduced presence of scholars from EU countries. Yet, fortunately, it was balanced by a positive tendency, as we witnessed more and more semioticians, coming from the “non-Western” world, with a particular boom of Brazilian scholars – more than 50 of them participating in Sofia. Certainly there were more participants also from China and the other countries from the Far East, compared to the previous congresses in Europe. INTRODUCTION 15 AN INTERVIEW WITH UMBERTO ECO (1932-2016) 19 ENTREVISTA A UMBERTO ECO (1932-2016) 24 HONORARY GUEST SPEAKERS LANGUAGE-GAMES AS A FOCAL NOTION IN LANGUAGE THEORY Jaakko Hintikka 33 HIDDEN SIGNS. THE LITERARY FACE OF THE NON-LITERARY TEXTS Solomon Marcus 41 THEORETICAL SEMIOTICS BIOSEMIOTIC ETHICS A SEMIOTIC APPROACH TO THE PET WORLD Panagiotis Xouplidis 56 CULTURAL SEMIOTICS SEMIOTIK DER KULTUR ALS ÜBERSETZUNG VON SCHRIFTZEICHEN BEI YOKO TAWADA Aglaia Blioumi 67 LE ROLE DES NORMES DANS LE CADRE D’UNE SEMIOTIQUE DE LA CULTURE Anna Maria Lorusso 74 EL MOTIVO DEL AGUA Y LA DIMENSIÓN MÍTICA EN EL FILM DOCUMENTAL SIGO SIENDO KACHKANIRAQMI (JAVIER CORCUERA 2013) Celia Rubina Vargas 81 ABDUCTION AS THE MISSING LINK BETWEEN AESTHETICS AND BIOLOGY Drude von der Fehr 91 WAITING FOR HISTORY. ON THE EVE OF EXPLOSION Laura Gherlone 97 POPULAR MUSIC AND SIGNS OF TIMES. ROMANCES DEDICATED TO BUCHAREST Mariana Neț 104 CULTURAL SEMIOTICS AS FLUXORUM SCIENTIA Massimo Leone 112 SEMIOTICS OF CULTURAL HERITAGES: THE DIALECTICAL PROCESS OF ASSIMILATION AND REJECTION OF OTHERNESS IN THE CULTURAL HERITAGE OF THE AL-ANDALUS CIVILIZATION Ricardo Nogueira de Castro Monteiro 118 CULTURE OF DIGITAL NOMADS: ONTOLOGICAL, ANTHROPOLOGICAL, AND SEMIOTIC ASPECTS Irina Kuzheleva-Sagan, Snezhana Nosova 131 LA NEGATIVITE COMME FONCTION CULTURELLE DANS LE DISCOURS LITTERAIRE Somayeh Kariminejad Estahbanati 1415 ETHNOSEMIOTICS: APPROACH TO TRADITION AND CULTURE SEMIOTIC APPROACH IN DETERMINING FUNCTION AND SEMANTICS OF RITUAL GESTURE Dzheni Madzharov 149 MODELS, SIGNS, VALUES AND DIALOGUE THE ARGUMENTATIVE CONSTRUCTION IN QUEIROSIAN FICTION Cecília Contani Baraldo, Esther Gomes de Oliveira 156 MONEY TALKS: A SEMIOTIC EXPLORATION OF MONEY AS COMMUNICATION Christopher M. Bingham 165 TRANSPERSONAL POETIC COMMUNICATION Emilia Parpală 173 THE ARCHETYPAL LANGUAGE OF EUROPE. THE LANGUAGE OF THE GETAE AND ETRUSCANS George Cadar 183 PROGRAMS, MESSAGES AND COMMODITIES IN ROSSI-LANDI'S MATERIALISTIC SEMIOTICS Giorgio Borrelli 188 NARCO-TRAFFIC IN THE LIGHT OF CULTURAL SEMIOTICS AND COMPLEXITY THEORY Julieta Haidar, Eduardo Chávez Herrera 197 PEIRCE`S PRE-1867 SEMIOTIC AND THE ORIGINS OF HIS THEORY OF INTERPRETANT Michal Karľa 209 ALGUNAS TENDENCIAS DE LA SEMIÓTICA EN CHILE A PARTIR DEL AÑO 1990 Elizabeth Parra Ortiz, Jaime Otazo Hermosilla 216 DEED, OTHERNESS AND LOVE IN BAKHTIN AND PEIRCE Susan Petrilli, Augusto Ponzio 227 SOCIAL DESIGN AND ETHICS IN PEIRCE ́S PHILOSOPHY Raquel Ponte, Daniele Ellwanger, Lucy Niemeyer 237 HEGEL’S SEMIOTIC FUTURE: BEYOND THE END OF ART William D. Melaney 242 THE IMAGES OF THE TIME / LES IMAGES DU TEMPS TRADITION, INNOVATION AND TIME Antonio Roberto Chiachiri Filho, Rodrigo Antunes Morais 251 ALBUM COVERS: DISCOVERING BRAZILIAN LIFE UNDER MILITARY DICTATORSHIP Eduardo A. Dieb 255 PERCEPTION AND COGNITION INSIDE TECHNOLOGICAL SPHERES Felipe Gabriel Ervaz Garcia, Rodrigo Antunes Morais 265 INSTANT COMMUNICATION: A BRIEF HISTORY ABOUT TIME-SPACE COMPRESSION Liliane Pellegrini 273 A SEMIOTIC ANALYSIS ON FRANCESCA WOODMAN’S ARTWORK Flávia Mantovani Alves, Roberto Chiachiri 2806 VIRTUAL AND PHYSICAL AESTHETICS OF THE HUMAN BODY–WITH REFERENCE TO THE FASHION DESIGNS OF JEAN-PAUL GAULTIER Miki Okubo 291 TRANSMEDIATION AND SCHIZOPHRENIA: A PHENOMENOLOGICAL PROPOSAL Rodrigo Antunes Morais, Antonio Roberto Chiachiri Filho 300 TIME: THEME AND CONTENT IN A VIDEO ART WORK Edson Pfutzenreuter, Roberto Chiachiri 306 THE MYTH IN TRIUMPH OF THE WILL (TRIUMPH DES WILLENS) – AN ANALYSIS OF THE SYMBOLISM USED IN THE AUDIOVISUAL NARRATIVE OF LENI RIEFENSTAHL Sílvio Henrique V. Barbosa 316 FROM ELVES TO SELFIES Simonetta Persichetti 327 THE LAW AS A SOCIOCULTURAL DISCURSIVE PRACTICE Aparecida Zuin, Bruno Valverde ChahairaTiago Batista Ramos 332 SEMIOTIC PARADOXES: ANTINOMIES AND IRONIES IN TRANSMODERN WORLD SEMIOTIC CHOICE AND TERMINISTIC SCREENS AS SEEN IN CROP CIRCLES Jonathan Griffin 342 VISUAL SEMIOTICS GENDERING THE NATION: FEMALE REPRESENTATIONS ON CYPRUS POSTAGE STAMPS Sonia Andreou, Stephanie Stylianou, Evripides Zantides 347 INTERPRETANTS AND THIRDNESS IN THE WORLD OF THE QUANTA Baranna Baker 359 SIGNS OF SPACE IN ARTISTIC, SCIENTIFIC AND CHILDREN’S DRAWINGS: DIFFERENCES AND SIMILARITIES Eirini Papadaki 366 INTERPRETING PICTURES: A SYSTEMIC-FUNCTIONAL SEMIOTIC MODEL FOR VISUAL IMAGERY Howard Riley 379 POLISEMIOTICITY OF VISUAL POETRY BY VIKTOR ZHENCHENKO Iryna Zhodani 388 TAKING A STEP OUTSIDE THE PHOTO AND FRAME: HOW SHOULD DRAWINGS BE ANALYSED IN THE CONTEXT OF GEOGRAPHY EDUCATION? Markus Hilander 396 WHAT IS A LETTER? Robin Fuller 404 TOWARDS A QUANTITATIVE VISUAL SEMIOTICS? Yannis Skarpelos 413 STRIKE A POSE: THE SEMIOTICS OF ELECTORAL IMAGES IN CYPRUS AFTER STATE INDEPENDENCE IN 1960 UNTIL 2013 Evripides Zantides, Anna Zapiti 4247 COGNITIVE SEMIOTICS NEUROSEMIOSIS – AN EXPLANAT OF CONSCIOUSNESS Karl Gfesser 434 EXISTENTIAL SEMIOTICS COMPOSING GESTURE-TOPICS: A SEMIOTIC APPROACH TO VILLA-LOBOS’ AFRICAN FOLK DANCES Cleisson Melo 446 TOWARDS A UNIFIED CONCEPTION OF THE LINGUISTIC SELF WITHIN THE FRAMEWORK OF SEMIOTIC PHENOMENOLOGY Elżbieta Magdalena Wąsik 456 SIGNS AND EXISTENCE: THE EXISTENTIAL SEMIOTICS OF EERO TARASTI BETWEEN EXISTENTIALISM, SEMIOTICS AND PHILOSOPHICAL ANTHROPOLOGY Roberto Mastroianni 465 A SOLIPSISTIC PARADIGM OF NEW SEMIOTICS IN THE LIGHT OF EXISTENTIAL PHENOMENOLOGY AND ANTHROPOLOGICAL LINGUISTICS Zdzisław Wąsik 471 SOCIAL CONSTRUCTION OR UNIVERSAL CULTURAL CONCEPTIONS? AN EPISTEMOLOGICAL RIFT FOR A SOCIOSEMIOTICS: CENTRIFUGAL AND CENTRIPETAL FORCES Anti Randviir 481 REVELIO! A (SOCIO-)SEMIOTIC READING OF THE HARRY POTTER SAGA Gloria Withalm 487 SOCIAL CONSTRUCTION AND IDEOLOGY IN ANIMATION FILMS Maria Katsaridou 498 NOT NATURAL: AN ARGUMENT FOR THE SOCIAL CONSTRUCTION OF CINEMATIC SEMIOSIS Rea Walldén 506 SEMIOTIC SPACE AND BOUNDARIES – BETWEEN SOCIAL CONSTRUCTIONS AND SEMIOTIC UNIVERSALS Tiit Remm 517 APPLIED SEMIOTICS AN OUTLINE FOR A THEORY OF POLITICAL SEMIOTICS FROM ALBERTI’S WINDOW TO TODAY’S INTERFACE. A SEMIOTIC READING OF THE SEEING METAPHOR IN THE POLITICAL DISCOURSE Sorin Nicolae Drăgan 530 THE UPRISING OF SOCIAL VALUES AS A STAKE OF THE 2012 GREEK ELECTIONS CAMPAIGN. FOLLOWERS OF SYRIZA ARE DESIGNING THE NEW POSTERS FOR THEIR PARTY CAMPAIGN Lazaros Papoutzis, Anastasia Christodoulou, Ifigeneia Vamvakidou, Argyris Kyridis 539 GRAMSCI'S PRISION NOTEBOOKS: A SEMIOTIC APPROACH TO CULTURE? Pietro Restaneo 5468 SEMIOTICS APPLIED TO MARKETING COMMUNICATION ADVERTISING TOOLS AND TECHNIQUES APPROPRIATED TO CONSTRUCT THE GLOBAL BRAND MR. CLEAN Carl W. Jones 554 SEMIOTICS AND QUALITATIVE RESEARCH: THE CASE OF FOOD TRENDS Giacomo Festi 570 INTERACTIONS AND BEAUTY ADVERTISING Jean Henaff 578 LA PRESENCE DU SILENCE. LE SILENCE COMME OBJET DE VALEUR DANS LES ESPACES DE PRODUCTION, DE CONSOMMATION Zeinab Goudarzi 585 MUSICAL SEMIOTICS NEW MUSICAL SEMIOTICS? INNOVATION THROUGH TRADITION Gabriele Marino 594 ARTICULATION AS MUSICAL DIMENSION OF TEXT. THE RELATION BETWEEN WORD AND MUSIC IN SALVATORE SCIARRINO’S WORK Julia Ponzio 601 ANDREI TARKOVSKY’S MUSICAL OFFERING: THE LAW OF QUOTATION Julia Shpinitskaya 608 FRANZ LISZT – A DILEMMA OF STYLISTIC INTERFERENCES Mihaela-Georgiana Balan 617 MUSIC AS A METAPHOR OF LIFE Sandro Santos da Rosa 629 SEMIOTICS OF CULTURAL HERITAGES THE LITHUANIAN SINGING REVOLUTION AS CULTURAL HERITAGE AND SOURCE OF SOFT POWER Dario Martinelli 637 ETUDE SEMIO-CULTURELLE DE LA DANSE QACHQA’I PRATIQUEE EN IRAN Arsalan Golfam, Ferdows Aghagolzadeh, Hamid Reza Shairi, Reza Rezaei 647 LE TAPIS PERSAN : FIGURE, MATIERE, PRATIQUE DISPOSES A FAIRE SENS Hamid Reza Shairi, Université Tarbiat Modares, Iran 657 SEMIÓTICA DE LA MARCA / SEMIOTICS OF BRAND LES MARQUES DE CONSOMMATION ET LES FORMES DE VIE SEMIOTIQUES QUELLES FONCTIONS, QUELLES RELATIONS, QUELLES DEFINITIONS ? Alain Perusset 668 LA MARCA COMO SIGNO Antonio Caro 679 SEMIÓTICA DE LA IRRADIACIÓN Fernando R. Contreras, Pedro A. Hellín Ortuño 684 BRANDOLOGY – NEW GENERATION OF MARKET(ING) KNOWLEDGE Dimitar Trendafilov, PhD 690 POSICIONAMIENTO VISUAL EN EL CONTEXTO DE UNA ECONOMÍA GLOBAL- LOCAL: EL CASO DE LOS BANCOS EN CHILE Erika Cortés Bazaes 6989 ROLE NARRATIF DU JINGLE DANS LE RECIT AUTOUR DE LA MARQUE Mona Ansari 707 SHIFTING FROM CHANNELS AND CODES TO MODES: A RECONCEPTUALIZATION OF BRAND COMMUNICATION VIA MULTIMODALITY Oana Culache 717 SEMIOTICS OF BRAND OF PROCTER & GAMBLE PRODUCTS IN A BRAZILIAN MOVIE Pablo Moreno Fernandes Viana 726 SEMIOTICS OF COLOR COLOUR AS INTERSEMIOTIC TRANSLATION IN EVERYDAY COMMUNICATION: A SOCIOSEMIOTIC APPROACH Evangelos Kourdis 736 SEMIOTICS OF COLOUR Mony Almalech 747 THE SEMIOTIC ABSTRACTION Russell Daylight 758 SEMIOTICS OF RELIGION PERFORMATIVES IN RELIGION AND SCIENCE Borislav Gueorguiev 767 TRANSPERSONAL POETIC COMMUNICATION Emilia Parpală 774 DEUX NOUVEAUX MODELES DE L’ANALYSE FIGURATIVE ET DE L’ANALYSE ENONCIATIVE APPLIQUES DANS LA PARABOLE DU BON SAMARITAIN George Vasilakis 784 DE LA POLYPHONIE RÛMIENNE A LA TRANSCENDANCE MYSTIQUE DU SAMÂ, CAS D’ETUDE : LE PERROQUET ET LE COMMERÇANT Marzieh Athari Nikazm 799 THE SEMIOTICS OF RELIGIOUS AMAZEMENT Marzieh Athari Nikazm 808 BIBLICAL DONKEY Mony Almalech 816 RELIGIÓN Y POLÍTICA. EL DISCURSO DE LA IGLESIA (ARGENTINA 2001–2003) Norma Fatala 828 FLESH, METAL, AND VERSE: CULTURES OF VIOLENCE IN BRAHMANICAL SIGN SYSTEMS AND MEANING Prasheel Anand Banpur 837 HOW RELIGIOUS ARE THE MODERN ANGLO-AMERICAN PROVERBS: A LINGUOCULTURAL STUDY Roumyana Petrova 847 PEDAGOGY AND ENUNCIATION IN RELIGIOUS INTRINSICALLY CODED ACTS. THE CASE OF THE PASSOVER SEDER Ugo Volli 85610 SEMIOTICS OF FOOD A SENSE OF FORCE AND POWER IN BANQUETING ICONOGRAPHY FROM HARD ROCK AND HEAVY METAL LP AND CD COVERS Adriano Alves Fiore, Miguel Luiz Contani 864 FEASTING WITH THE OUTLANDER Francesco Mangiapane 878 TOWARD A SEMIOTICS OF FOOD QUALITY: PERSPECTIVES AND INTERPRETATIVE CHALLENGES Giacomo Festi 888 LE PARADOXE DU VIN SELON LES VOYAGEURS OCCIDENTAUX Mohamed Bernoussi 897 “CON-FUSION CUISINES”: MELTING FOODS AND HYBRID IDENTITIES Simona Stano 904 COCINA MIGRANTE: HISTORIAS SOBRE LA IDENTIDAD GASTRONÓMICA (MIGRANT CUISINE: STORIES ABOUT GASTRONOMIC IDENTITY) Zuly Usme 914 CINEMA AND SEMIOTICS UNE SÉMIOTIQUE DES ARTS DU SPECTACLE EST-ELLE POSSIBLE ? André Helbo 923 COMICS IN MOTION: THE INTERSEMIOTIC TRANSLATION OF COMICS INTO FILM Federico Zecca 929 A QUELLE DISTANCE SOMMES-NOUS DE LA SEMIOLOGIE DU CINEMA ? François Jost 941 THE ROLE OF SOUND IN FILMIC EXPERIENCE: A COGNITIVE SEMIOTICS APPROACH Juan Alberto Conde 946 MUSIC IN FILM SEMIOSPHERE: RECONSIDERING KUBRICK’S 2001: A SPACE ODYSSEY May Kokkidou, Christina Tsigka, Ifigeneia Vamvakidou 958 INNOVATION IN DEFIANCE OF HOLLYWOOD’S “INVISIBLE STYLE”: JEAN-LUC GODARD’S À BOUT DE SOUFLE (BREATHLESS, 1960) Nikos P. Terzis 967 ÉNONCIATION AUDIOVISUELLE : FAUT-IL RENIER CHRISTIAN METZ? Sylvie Périneau 979 DESIGN SEMIOTICS AND POST-STRUCTURALISM TOWARD A SEMIOTIC ANALYSIS OF TOYS Mattia Thibault 989 DESIGN SEMIOTICS AND POST-STRUCTURALISM Melahat Küçükarslan Emiroğlu 999 THE CONCEPT OF SCENARIOS SUPPORTED BY SEMIOTIC CAPABILITY TO DESIGN A BICYCLE BETWEEN TRADITION AND INNOVATION Liliana Soares, Ermanno Aparo, Manuel Ribeiro 1005 RESEARCH METHODS FOR EDUCATIONAL SEMIOTICS SYMPOSIUM THE VALUE OF EDUCATION IN INTERNATIONAL ORGANIZATIONS’ ADVERTISEMENTS: A VISUAL SEMIOTICS-BASED MIXED METHOD RESEARCH APPROACH George Damaskinidis, Anastasia Christodoulou 101311 YOUNG CHILDREN ACCESSING MULTIMODAL TEXTS: A CASE STUDY Polyxeni Manoli, Maria Papadopoulou 1022 SEMIOTICS OF WEB SURFING AND ITS USERS / SEMIÓTICA DE LA NAVEGACIÓN POR INTERNET Y SUS USUARIOS / SÉMIOTIQUE DE LA NAVIGATION PAR INTERNET ET LEURS USAGERS ESTRUCTURACIÓN COGNITIVA Y NAVEGACIÓN POR INTERNET EN LOS ADULTOS DE SANTIAGO DE CHILE Evelyn Campos Acosta 1032 SEMIÓTICA DE LA NUEVA CULTURA DIGITAL Y EL USO DE LAS TAXONOMÍAS EN EDUCACIÓN María Loreto Lamas Barrientos 1044 TEORÍA SEMIÓTICA: LÓGICA/CONTRADICCIÓN, CUERPO Y EDADES DE VIDA Rafael del Villar Muñoz 1051 SOCIOSEMIOTICS SOCIOSEMIOTICS AND MEDIATIZED PUBLIC SPHERE EL RELATO ÍNTIMO EN EL MUNDO COMÚN: DEL SINSENTIDO AL SENTIDO EN LOS DISCURSOS AUTOBIOGRÁFICOS DE MUJERES MALTRATADAS Diana Fernández Romero 1066 SEMIOTICS OF THE CITY NATIONALIZING KAZAN’: TATAR STATE NATIONALISM AND ARCHITECTURE Fabio De Leonardis 1076 LES LIMITES DE LA VILLE : ENTRER EN AVION Gianfranco Marrone 1085 PRETENDING DEMOCRACY. DELEGATION OF AGENCY IN URBAN PLANNING Gunnar Sandin 1094 CONNOTATIONS OF EQUATED SIGNS IN MODERN URBAN SPACES Sergio Marilson Kulak, Miguel Luiz Contani, DirceVasconcellos Lopes, Maria José Guerra de Figueiredo Garcia 1103 RETHINKING THE INTERSECTION BETWEEN SOCIAL NETWORKS, URBAN TERRITORIES AND EVERYDAY LIFE PRACTICES. A CRITICAL APPROACH TO THE SPREADING OF HASHTAGS IN URBAN STORYTELLING Paolo Peverini 1113 SMART CITY BETWEEN MYTHOLOGY, POWER CONTROL AND PARTICIPATION Patrizia Violi 1125 POSTCARDS AS REPRESENTATION OF THE CITY: A VIVID PICTORIAL JOURNEY Pedro Henrique Cremonez Rosa, Dirce Vasconcellos Lopes 1132 TOWARDS A SEMIOTICS OF SACRED GEOMETRY: ON THE ARCHETYPAL “ARCHITECTURE OF LIGHT” Aritia D. Poenaru, Traian D. Stanciulescu 1140 TYPES OF SETS OF ARCHITECTURAL GRAPHICS AND TEXTS IN BULGARIAN PUBLIC SPACE – XX CENTURY Stela Borisova Tasheva 115112 SEMIOTICS IN THE INTERDISCIPLINARY CONTEXT FROM TRANSLATION TO SEMIO-TRANSLATION: ORIGINS, EVOLUTION AND METAMORPHOSES THE POWER OF SILENCE IN INTERLINGUISTIC AND INTERSEMIOTIC TRANSLATION Caroline Mangerel 1162 FROM TRANSLATION TO SEMIOTRANSLATION Dinda L. Gorlée 1171 SEMANTIC CONNOTATION IN THE LINGUO-SEMIOTIC RESEARCH INTO TERMINOLOGICAL LOANWORDS Olga Lesicka 1180 RAISING AND HOLDING ONE’S HEAD HIGH: A CORPUS-BASED STUDY OF STYLISTIC, PRAGMATIC AND LEXICAL VARIABILITY OF THE IDIOM IN RUSSIAN, SERBIAN, ENGLISH, AND GERMAN Pavel Dronov 1189 INTERPRETATION AND ICONICITY IN THE TRANSLATION PROCESS Susan Petrilli, Augusto Ponzio 1201 SOBRE LA CORPOSFERA: NUEVOS AVANCES EN LAS CARTOGRAFÍAS DEL CUERPO / ON THE CORPOSPHERE: ADVANCES ON THE CARTOGRAPHIES OF THE BODY DANCE INTERPRETATIVE SIGNS Ana Cristina Medellín Gómez 1212 THE BODY AND ITS LIMITS WITH ESCENOSFERA Benito Cañada Rangel 1221 APROXIMACIÓN SEMIÓTICA A LA VISION DEL CUERPO FEMENINO EN LA NOVELA COLOMBIANA MANUELA Laura Cristina Bonilla N., Jhon Janer Vega R. 1228 MAROON SUBVERSIVE AESTHETIC: BASTING OF METAPHORICAL AFFECTIVE MEMORY Marisol Cárdenas Oñate 1238 MUSIC, THEATER AND PERFORMANCE IN A GLOBALISED WORLD: A SEMIOTIC APPROACH THEATRICAL PERFORMATIVITY AND STAGE SIGNIFICATION – THE PERFORMANCE AS A THEATRICAL TEXT Ivaylo Alexandroff, Ph.D 1249 PLAY AS THE LIMINAL PERFORMATIVE MODALITY OF EXISTENCE. THE ORIGIN OF ‘FLIGHTS OF FANCY’ ACCORDING TO HENRI LABORIT Simon Levesque 1258 SEMIOTICS AND NARRATIVE NEW AUTOBIOGRAPHICAL WRITING: LI NA’S MY LIFE Anita Kasabova 1268 TRANSMEDIA AND SEMIOTICS, A STRUCTURAL MODEL FOR TRANSMEDIA DYNAMICS Oscar Bastiaens, Hans Bouwknegt 1279 ADAPTATION OF VIDEO GAMES INTO FILMS: THE ADVENTURES OF THE NARRATIVE Maria Katsaridou 129013 ANALYSE DU DISCOURS DE LA PIECE PALABRAS VERTICALES (DES MOTS VERTICAUX) DE RAFAEL LOPEZ MALO María del Socorro Merlín de Pérez Rincón 1296 AUTOFICTION OR WRITING ABOUT ONE’S SELF: AESTHETIC ELEMENTS IN NEW LITERATURE – CONSIDERED THROUGH THE ANALYSIS OF HERVÉ GUBERT’S WORKS Miki Okubo 1303 LOGOTYPE AND NARRATIVE Rumyana Stefanova 1313 IS IT A STORY – OR JUST ARTWORK? GRAPHIC IMAGE AS A NARRATIVE Silja Nikula 1324 DANCE NARRATOLOGY (SIGHT, SOUND, MOTION AND EMOTION) Smilen Antonov Savov 1332 SEMIOTIZING HISTORY Taras Boyko 1340 SOCIO-CULTURAL SIGNS IN POLITICAL DIALOGUE Veronica Azarova 1346 NEW FORMS OF KNOWLEDGE, OF SOCIAL RELATIONS, AND OF ECONOMIC VALUE IN THE AGE OF THE INTERNET TOWARD SYSTEMATIZATION OF BASIC SEMIOTIC DISCIPLINES Ivan Kasabov 1351 CONSUMER RITUALS IN FACEBOOK Kristian Bankov 1361 MATHEMATICAL SEMIOTICS: A CHALLENGING MEETING PLACE Paolo Rocchi, 1368 THE IMPACT OF STUDENTS’ CREATIVITY ON BUILDING A SUCCESSFUL MARKETING COMMUNICATION OF A BRAND IN SOCIAL MEDIA Yagodina Manova 1375 PENSER SÉMIOTIQUEMENT LE PRÉSENT À L’ÉPOQUE DE L’EXPLOSION SEMIOTIC ENGINEERING Assen I. Dimitrov 1385 THE SENSE OF ACTION: DIALOGUES BETWEEN SEMIOTICS AND ANTHROPOLOGY DOSTOYEVSKY IN CAPE TOWN Giovanni Spissu 1392 CROSS-CULTURAL DIALOGUE AND THE SEMIOTIC PARADIGM: NEW PERSPECTIVES FROM ANCIENT SPACES Matteo Baraldo 1398 HABIT, NORM, RITUAL IN THE LIGHT OF CHARLES PEIRCE’S PRAGMATISM Reni Yankova 1405 NOW HE TALKS, NOW HE ACTS. VOICE, ACTION AND SUBJECTIVITY IN TWO CASES OF ASYLUM CLAIMING IN ITALY Tommaso Sbriccoli, Stefano Jacoviello 141514 NATIONAL AND REGIONAL SEMIOTIC SCHOOLS CHINESE-WESTERN SEMIOTIC DIALOGUE A SOCIO-PRAGMATIC ANALYSIS OF CHINESE-ENGLISH CODE-SWITCHING IN ADVERTISING DISCOURSE Xin Bin, Liu Mimi 1427 TARTU SCHOOL: OLD AND NEW TOWARDS THE CULTURAL BRANDING MODEL OF THE BRANDOSPHERE: FROM SHARE-OF-MARKET TO SHARE-OF-CULTURAL REPRESENTATIONS George Rossolatos 1439 SEMIOTICS OF POP-CULTURE – FOCUSING ON THE ANALYSIS AND EFFECTS OF THE JAPAN POP TRANSLATING JAPANESE-STYLE REPRESENTATIONS IN MANGA AND ANIME TO THE LANGUAGE OF THE WESTERN CULTURE Hristina Ambareva 1449 SEMIOTICS AND ITS MASTERS GREIMAS INTERNATIONAL LA QUETE DES MANIFESTATIONS DE LA STRUCTURE ELEMENTAIRE DE LA SIGNIFICATION (QUELQUES REPERES) Mariela Crivat-Ionesco, Emmanuel Crivat-Ionesco 1459 ON DEPTH: ONTOLOGICAL IDEOLOGIES AND SEMIOTIC MODELS Massimo Leone 1464 THE ROOTS OF SEMANALYSIS; JULIA KRISTEVA’S MASTERS IN SEMIOTICS JULIA KRISTEVA’S SEMANALYSIS AND THE LEGACY OF ÉMILE BENVENISTE Marga van Mechelen 1473 SEMANALYSIS AND LINGUISTICS IN JULIA KRISTEVA. LITERARY WRITING, DIALOGUE, STRANGENES Susan Petrilli, Augusto Ponzio 1481 SEBEOK AS A SEMIOTICIAN. THOMAS A. SEBEOK (BUDAPEST 9 NOVEMBER 1920 – BLOOMINGTON 21 DECEMBER 2001) THE CONCEPT OF MODEL IN THOMAS A. SEBEOK’S SEMIOTICS Marcel Danesi 1495 SIGNS AND LIFE IN A LIFE FOR SIGNS. THOMAS A. SEBEOK’S GLOBAL SEMIOTICS Susan Petrilli, Augusto Ponzio 150