Ontology: Use and abuse

The final publication is available at Springer via http://dx.doi.org/110.1007/978-3-540-79860-6_2Revised Selected Papers of 5th International Workshop, AMR 2007, Paris, France, July 5-6, 2007This paper is a critical analysis of the use of ontology as an instrument to specify the semantics of a document. The paper argue that not only is a logic of the type used in ontology insufficient for such a purpose, but that the very idea that meaning is a property of a document that can be expressed and stored independently of the interpretation activity is misguided. The paper proposes, in very general lines, a possible alternative view of meaning as modification of context and shows that many current approaches to meaning, from ontology to emergent semantics, can be seen as spacial cases of this approach, and can be analyzed from a very general theoretical framework

Context as a non-ontological determinant of semantics

The final publication is available at Springer via http://dx.doi.org/110.1007/978-3-540-92235-3_11Proceedings of Third International Conference on Semantic and Digital Media Technologies, SAMT 2008, Koblenz, Germany, December 3-5, 2008.This paper proposes an alternative to formal annotation for the representation of semantics. Drawing on the position of most of last century’s linguistics and interpretation theory, the article argues that meaning is not a property of a document, but an outcome of a contextualized and situated process of interpretation. The consequence of this position is that one should not quite try to represent the meaning of a document (the way formal annotation does), but the context of the activity of which search is part. We present some general considerations on the representation and use of the context, and a simple example of a technique to encode the context represented by the documents collected in the computer in which one is working, and to use them to direct search. We show preliminary results showing that even this rather simpleminded context representation can lead to considerable improvements with respect to commercial search engines

The semiology of changing brand image

This article considers the attempted change to the image of an established brand by studying the semiotics within the brand’s historical advertising campaigns. The use of semiotics to study the interpretation of messages is discussed, and the link between interpretation of messages and advertising effectiveness in changing brand image is explored. The authors deconstruct advertisements of a brand to provide a model containing opposing dialectics that may aid managers by highlighting alternative symbolic messages contained in advertisements. Oncwe identified, these alternative symbolic messages may be used to help change brand image and influence advertising effectiveness. Although the study focuses upon a major brand of beer, this is an industry in which there are numerous small firms, and many of those have constrained marketing budgets, and thus need to make sure that their advertising is effective. Equally, entrepreneurial marketing is not to found only in the small firm, and the case study discusses a radical and imaginative brand repositioning of a well established product

Semiótica figurativa e semiótica plastica

Este texto foi escrito para servir de apresentação a uma coletânea de artigos sobre semiótica do visual, ainda no pre lo. Ele e o resultado de reflexões dispersas por vários anos e que são comuns a um pequeno grupo de investigadores. A ress ponsabilidade por eventuais erros e do signatário; os méritos, se existem, são coletivos

Semiótica figurativa e semiótica plastica

Este texto foi escrito para servir de apresentação a uma coletânea de artigos sobre semiótica do visual, ainda no pre lo. Ele e o resultado de reflexões dispersas por vários anos e que são comuns a um pequeno grupo de investigadores. A ress ponsabilidade por eventuais erros e do signatário; os méritos, se existem, são coletivos

Dictionaire de l'ancien Francais

675 tr.; 20 cm

Manipulação, contramanipulação e persuasão no discurso presidencial: mecanismos circunstanciais ou sempre atuais? Manipulation, countermanipulation and persuasion in the presidential discourse: circumstantial or ever present mechanisms?

Este trabalho procede a uma análise dos processos de persuação, manipulação e contramanipulação presentes em um pronunciamento presidencial<A NAME="top1"></A><A HREF="#back1">1</A>. Objetiva compreender como os enunciadores do discurso organizam o mesmo no sentido de obter a adesão do enunciatário (sociedade brasileira). Do ponto de vista metodológico, são analisadas as embreagens e debreagens espaço-temporais, a criação de objetos de valor e anti-sujeitos, mecanismos empregados pelo enunciador para estabelecer um contrato com o enunciatário. Oposição e governo são investidos de valores como prejuízo à nação e entendimento nacional. Este estudo pretende fornecer alguns parâmetros para comparação entre discursos de mesma natureza.<br>This study makes an analysis of persuasion, manipulation and countermanipulation processes present in a presidential speech. It aims at understanding how the discourse enunciators organise the discourse in order to obtain the enunciatee's acceptance (the Brazilian society). From a methodological point of view, we analysed space- and time-shiftings in and out, the creation of value objects and anti-subjects, and mechanisms used by the enunciator to establish a contract with the enunciatee. Opposition and government are invested with values as loss to the nation and national understanding. This study intends to offer some parameters that can be used to establish comparisons between similar discourses