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A cognitive semiotic exploration of metaphors in Greek street art

Stampoulidis, Georgios LU ; Bolognesi, Marianna and Zlatev, Jordan LU (2019) In Cognitive Semiotics 12(1).
Abstract
Cognitive linguistic and semiotic accounts of metaphor have addressed similar issues such as universality, conventionality, context-sensitivity, cross-cultural variation, creativity, and “multimodality.” However, cognitive linguistics and semiotics have been poor bedfellows and interactions between them have often resulted in cross-talk. This paper, which focuses on metaphors in Greek street art, aims to improve this situation by using concepts and methods from cognitive semiotics, notably the conceptual-empirical loop and methodological triangulation.

In line with the cognitive semiotics paradigm, we illustrate the significance of the terminological and conceptual distinction between semiotic systems (language, gesture, and... (More)
Cognitive linguistic and semiotic accounts of metaphor have addressed similar issues such as universality, conventionality, context-sensitivity, cross-cultural variation, creativity, and “multimodality.” However, cognitive linguistics and semiotics have been poor bedfellows and interactions between them have often resulted in cross-talk. This paper, which focuses on metaphors in Greek street art, aims to improve this situation by using concepts and methods from cognitive semiotics, notably the conceptual-empirical loop and methodological triangulation.

In line with the cognitive semiotics paradigm, we illustrate the significance of the terminological and conceptual distinction between semiotic systems (language, gesture, and depiction) and sensory modalities (sight, hearing, touch, smell, and taste). Thus, we restrict the term multimodality to the synergy of two or more different sensory modalities and introduce the notion of polysemiotic communication in the sense of the intertwined use of two or more semiotic systems.

In our synthetic approach, we employ the Motivation and Sedimentation Model (MSM), which distinguishes between three interacting levels of meaning making: the embodied, the sedimented, and the situated. Consistent with this, we suggest a definition of metaphor, leading to the assertion that metaphor is a process of experiencing one thing in terms of another, giving rise to both tension and iconicity between the two “things” (meanings, experiences, concepts). By reviewing an empirical study on unisemiotic and polysemiotic metaphors in Greek street art, we show that the actual metaphorical interpretation is ultimately a matter of situated and socio-culturally-sensitive sign use and hence a dynamic and creative process in a real-life context. (Less)
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author
organization
publishing date
type
Contribution to journal
publication status
published
keywords
metaphor, motivation and sedimentation model, multimodality, polysemiotic communication, street art
in
Cognitive Semiotics
volume
12
issue
1
pages
20 pages
publisher
Peter Lang Publishing Group
ISSN
2235-2066
DOI
10.1515/cogsem-2019-2008
language
English
LU publication?
yes
id
597c9769-6399-42a9-b590-68673b1f2ca6
date added to LUP
2019-05-21 11:04:20
date last changed
2019-05-23 14:14:14
@article{597c9769-6399-42a9-b590-68673b1f2ca6,
  abstract     = {Cognitive linguistic and semiotic accounts of metaphor have addressed similar issues such as universality, conventionality, context-sensitivity, cross-cultural variation, creativity, and “multimodality.” However, cognitive linguistics and semiotics have been poor bedfellows and interactions between them have often resulted in cross-talk. This paper, which focuses on metaphors in Greek street art, aims to improve this situation by using concepts and methods from cognitive semiotics, notably the conceptual-empirical loop and methodological triangulation.<br/><br/>In line with the cognitive semiotics paradigm, we illustrate the significance of the terminological and conceptual distinction between semiotic systems (language, gesture, and depiction) and sensory modalities (sight, hearing, touch, smell, and taste). Thus, we restrict the term multimodality to the synergy of two or more different sensory modalities and introduce the notion of polysemiotic communication in the sense of the intertwined use of two or more semiotic systems.<br/><br/>In our synthetic approach, we employ the Motivation and Sedimentation Model (MSM), which distinguishes between three interacting levels of meaning making: the embodied, the sedimented, and the situated. Consistent with this, we suggest a definition of metaphor, leading to the assertion that metaphor is a process of experiencing one thing in terms of another, giving rise to both tension and iconicity between the two “things” (meanings, experiences, concepts). By reviewing an empirical study on unisemiotic and polysemiotic metaphors in Greek street art, we show that the actual metaphorical interpretation is ultimately a matter of situated and socio-culturally-sensitive sign use and hence a dynamic and creative process in a real-life context.},
  author       = {Stampoulidis, Georgios and Bolognesi, Marianna and Zlatev, Jordan},
  issn         = {2235-2066},
  keyword      = {metaphor,motivation and sedimentation model,multimodality,polysemiotic communication,street art},
  language     = {eng},
  month        = {05},
  number       = {1},
  pages        = {20},
  publisher    = {Peter Lang Publishing Group},
  series       = {Cognitive Semiotics},
  title        = {A cognitive semiotic exploration of metaphors in Greek street art},
  url          = {http://dx.doi.org/10.1515/cogsem-2019-2008},
  volume       = {12},
  year         = {2019},
}