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Lecturer(s)
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Bennett Ľudmila, Mgr. Ph.D.
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Bennett Tyler James, Mgr. PhD.
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Course content
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Introduction to Applied Semiotics Seminar: Spatiality as a cultural phenomenon Lecture: Introducing qualitative market research, UX research and semiotics Guest lecture by Yogi Hendlin: Applied biosemiotics in life sciences and health policy Lecture by Ľudmila Bennett: Theory and applications of semiotic square model Guest Lecture: Sneha Kapoor on applied semiotics in cultural strategy Lecture: Subcultures of consumption Guest lecture by Tatiana Jaramillo Jaramillo: Semiotics in brand communication Lecture: introduction to the semiotics of space. Space as a cultural palimpsest. Lecture: the concept of border. Physical, mental, cultural, political borders and their existence in space around us. Lecture: coding and re-coding of spaces. Semiotic translation of space. Guest lecture by Martins Engelis: research of urban spaces. From anarchist rebellion to governmental policy development of urban planning, case study Riga, Latvia. Final week: exam day
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Learning activities and teaching methods
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unspecified
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Learning outcomes
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This course will introduce two areas of applied semiotics. The first component, convened by Rahul Murdeshwar, will cover how semiotics is used in market research for consumer brands and businesses. How can different models uncover insights and offer strategies? How can semiotic thinking provoke new ways of thinking about consumer culture? Guest specialists from the industry will be also invited to shed additional light on the different ways semiotics offers analytical tools. The second component, convened by Elvira Avota, will cover semiotics of space and possible applications of semiotics for spatial analysis. How does the space create a certain predisposition of events? How are some spaces coded and re-coded? How does space reflect the unsaid about the location, its use and its habitants? We will cover such spaces as cities, landmarks, and social and performance spaces as case studies. Lectures are structured to search for real-life applications and connect them with students' memories, experiences and futures.
The course will be divided into two parts, each of which will focus on the semiotics of marketing or the semiotics of space. The course includes: Lectures introducing a theoretical overview Guest lectures given by practitioners Light seminars and discussions Final assessments in market research and semiotics of space
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Prerequisites
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unspecified
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Assessment methods and criteria
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unspecified
The course will be entirely in English. There will be few reading assessments, and the final work will involve writing in English. Students are expected to attend guest lectures and take an active part in class discussions, sharing their opinions about the seminar texts and their personal observations. English language proficiency will not be a factor in student evaluation. Participation and attendance make up 50% of the grade. The final assessments make up the rest of the grade 25% for the written analysis for market research, and 25% for the presentation of spatial analysis of students' choice. Assessment for Market Research: Students will be required to submit a written analysis of a chosen consumer culture phenomenon from a semiotic perspective. In Week 7, students should submit their chosen topic and a brief outline of their analysis. The final submission of the written analysis is due in week 8. Assessment for Spatial Analysis: In week 11 students will submit their objects of choice for the spatial analysis. We will discuss in the classroom the most suitable form of presentation for the group. The final presentation of this assignment is due in week 13.
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Recommended literature
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Aroni, Gabriele. Semiotics in Architecture and Spatial Design. In: Bloomsbury Semiotics Vol. 2. London: Bloomsbury. 2022.
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Hillier, Bill, Hanson, Julienne. The Social Logic of Space. Cambridge: Cambridge University Press. 1984.
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Holt, Douglas B., & Cameron, Douglas. Cultural strategy: using innovative ideologies to build breakthrough brands. Oxford: Oxford University Press. 2012.
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Lavrenova, Olga. Spaces and Meanings: Semantics of the Cultural Landscape. In: Humanities - Arts and Humanities in Progress, Volume 8. Switzerland: Springer. 2019.
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Lynch, Kevin. The Image of the City. USA: M.I.T. press. 1960.
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Oswald, Laura R. Marketing semiotics: signs, strategies, and brand value. New York: Oxford University Press. 2012.
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Remm, Tiit. Sociocultural Space: Spatial Modelling and the Sociocultural World. PhD Thesis. Tartu: Tartu University Press. 2015.
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Rosenberger, Robert. Callous Objects: Designs Against the Homeless. Minneapolis: University of Minnesota Press. 2017.
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Shivakumar, Hamsini, Batra, Rasika. Semiotics and Qualitative research: Strange bedfellows or Jodi no.1. Presented at the MRSI. 2019.
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Solomon, M. R., Askegaard, S., & Bamossy. Consumer behaviour : a European perspective. Prentice Hall Europe. 1999.
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