7/31/2019 Inter- semiotica

1/198

Intersemitica:L A C I R C U L A C I N D E L S I G N I F I C A D O

Asociacin Mexicana de Estudios de Semitica Visual y del Espacio A.C. (AMESVE

U N I V E R S I D A D I B E R O A M E R I C A N A

Jess Octavio Elizondo Martnezcompilador

7/31/2019 Inter- semiotica

2/198

*OUFSTFNJUJDBMBDJSDVMBDJOEFMTJHOJDBEP

7/31/2019 Inter- semiotica

3/198

BFEJDJO%3+FTT0DUBWJP&MJ[POEP.BSUOF[

%36OJWFSTJEBE*CFSPBNFSJDBOB"$1SPM1BTFPEFMB3FGPSNB $PM-PNBTEF4BOUB'F.YJDP%'

QVCMJDB!VJBNY*4#/)FDIPFO.YJDP.BEFJO.FYJDP

7/31/2019 Inter- semiotica

4/198

1SFTFOUBDJO

-BJOUFSTFNJUJDBEFDPODFQUPUFSJDPBDBNQPEFFTUVEJPZSFFYJOBDBENJDPT

"MGSFEP5FOPDI$JE+VSBEP

-BCTRVFEBEFQSPDFTPTRVFQVEJFTFOTFSEFTDSJUPTZEFOJEPTQPSMBOBDJFOUFTFNJUJDB

DPOUFNQPSOFBZTVTJOTUSVNFOUPTFOVOQFSJPEPRVFEBJOJDJPBQBSUJSEFMBTFHVOEB

NJUBEEFMTJHMPQBTBEPMMFWBMPTFTUVEJPTPTJNQMJDBEPTFOFTUBCMFDFSVOBCBTFDPNO

FQJTUFNPMHJDBQBSB MBEJTDJQMJOBBSFDPOPDFS BRVFMMPTRVFTFSFFSFOBM USBTMBEP EFM

TJHOJDBEPBMJOUFSJPSEFVONJTNPTJTUFNBTFNJUJDPZBMBUSBOTQPTJDJOEFVOPB

PUSP-BTQSJNFSBTSFFYJPOFTTPOFMQSPEVDUPEFMBDPOKVODJOEFMPTQBSBEJHNBTRVF

BMJNFOUBOMBTEPTQSJODJQBMFTWBTEFMBTFNJUJDBBRVFMMBEFPSJHFOFTUSVDUVSBMDVZBSB[

QSPGVOEBTFFODVFOUSBFOFMFTQBDJPDPNQBSUJEPDPOMBMJOHTUJDBZBRVFMMBEFPSJHFO

DPHOJUJWPRVFEFTDSJCFMPTQSPDFTPTEFNFEJBDJOFOMBDPOTUSVDDJOEFMTJHOJDBEP

&MJOJDJPTJTUFNBUJ[BEPFOMBSFFYJOOPQVFEFBEKVEJDBSTFBVOBTPMBEFMBTEPTWBT

QPSFMDPOUSBSJPMBJODFTBOUFCTRVFEBQPSFTUBCMFDFSOFYPTDPNVOFTFOUSFMPTEPTDB

NJOPTEFMBTFNJUJDBTFDPOWJFSUFFOMFJUNPUJWQBSBJOOJEBEEFQSPUPTFNJMHPTEF

MBQPDB4JOFNCBSHPFTFOMPTUSBCBKPTSFBMJ[BEPTQPS3PNBO+BLPCTPORVF

QPEFNPTFODPOUSBSVOQVOUP JOJDJBMQBSBFMEFTBSSPMMPQPTUFSJPSEFFTUFMOFO FMQFOTBNJFOUPTFNJUJDP4FUSBUBEFMTVSHJNJFOUPEFVODPODFQUPPQFSBUJWPDPOPDJEP

DPNPUSBEVDDJOJOUFSTFNJUJDBRVFUSBFBQBSFKBEPVOBTFSJFEFQSPCMFNUJDBTQPS

SFTPMWFSZBMNJTNPUJFNQPVOBTFSJFEFDPODFQUPTEFSJWBEPTRVFFOUSFUFKFOVODBNQP

TFNOUJDP TPCSF FM DVBM IB TJEP QPTJCMF DPOTUSVJS VOB MOFB EF TFNJUJDB BQMJDBEB

BNQMJBNFOUFGSVDUVPTBFOUSNJOPTPQFSBUJWPTQBSBVOBTFSJFEFBOMJTJT

-BJOUFSTFNJUJDB TFSFFSFBVOUJQPEF USBEVDDJOUBMZ DPNPMPQSPQPOFFO

PSJHFO+BLPCTPOEFTEFVOBQFSTQFDUJWBUSBOTMJOHTUJDB%JDIBQFSTQFDUJWBQMBOUFBMB

DFOUSBMJEBEEFMBMFOHVBOBUVSBM(SFJNBTDPNPQVOUPEFQBSUJEBQBSBFMFTUVEJPEFMBTFNJPTJTZBRVFFOMBMFOHVBOBUVSBMSBEJDBFMNPUPSEFMBDPNVOJDBDJOZMB

CBTFFTUSVDUVSBOUFEFPUSPTTJTUFNBTTFNJUJDPT-PUNBO"QBSUJSEFMBMFOHVB

OBUVSBMFTQPTJCMFJEFOUJDBSUSFTUJQPTEFUSBEVDDJOMBJOUSBMJOHTUJDBRVFTFEBBM

JOUFSJPSEFVOBNJTNBMFOHVBZDPSSFTQPOEFBVOQSPDFTPEFTJOPOJNJ[BDJOPEF

7/31/2019 Inter- semiotica

5/198

QFSGSBTJTFUDMBJOUFSMJOHTUJDBRVFFTMBUSBEVDDJOQSPQJBNFOUFEJDIBZMBUSBEVDDJO

JOUFSTFNJUJDBRVFFYQMJDBFMQBTPEFMTJHOJDBEPEFVOTJTUFNBTFNJUJDPBPUSP-B

USBEVDDJODPNPQSPDFTPTFNJUJDPFTVOBGPSNBEFJOUFSQSFUBDJORVFFOUSNJOPT

EFSFMBDJODPJODJEFDPOFMNFDBOJTNPNFEJBEPSRVFBDUBFOUSFEPTTJHOPTZQFSNJUF

MBDJSDVMBDJOEFMTJHOJDBEPBUSBWTEFMPTEPTTJHOPTJNQMJDBEPT4VDBSBDUFSTUJDBQSJODJQBMSBEJDBFOMBQSPDFEFODJBZMBDJSDVOTUBODJBDPOUFYUVBMEFMTJTUFNBTFNJUJDP

EFQFSUFOFODJBEFMTJHOPUSBEVDJCMFBMTJHOPUSBEVDJFOUF-BUSBEVDDJOFTFOUFOEJEB

FOUPODFTDPNPVOBTVCFTQFDJFEFMBJOUFSQSFUBDJOZMBBNQMJUVETFNOUJDBRVFDVCSF

FMDPODFQUPJODMVZFSFMBDJPOFTDPNPMBUSBOTNVUBDJOMBUSBOTGFSFODJBMBFKFDVDJOMB

BEBQUBDJO&DP

-BQFSTQFDUJWBEF+BLPCTPOQBSUFEFVOBQUJDBRVFDPMPDBBMMFOHVBKFDPNPFM

DFOUSPBQBSUJSEFMDVBMTFPCTFSWBFMUSBTMBEPTFNOUJDPEFVOTJTUFNBBPUSP)BCMBS

EFUSBEVDDJOEFMBUBMBQPTUVSBEFMMFOHVBKFDPNPTJTUFNBTFNJUJDPQSJODJQBMZSFEVDF

BTVTQSPQJPTBMDBODFTMBTQPTJCJMJEBEFTBOBMUJDBTEFMPTJOTUSVNFOUPTMJOHTUJDPT-B

USBEVDDJOQSPQJBNFOUFEJDIBEFCFTFSFOUFOEJEBFOFMNBSDPEFMJOUFSDBNCJPTFNOUJDP

RVFTFEBFOUSFEPTPNTMFHVBTOBUVSBMFTEJTUJOUBT-BNJHSBDJOEFMTJHOJDBEPRVFTF

PCTFSWBFOPUSPTTJTUFNBTTFNJUJDPTOPEFCFMJNJUBSTFBMBTQPTJCJMJEBEFTFYQMJDBUJWBT

EFMPTNPEFMPTUFSJDPNFUPEPMHJDPTEFMBMJOHTUJDB

-BJOUFSTFNJUJDB&OUFOEJEBDPNPVOQSPDFTPEFTFNJPTJTRVFQFSNJUFMBDJSDVMBDJOEFMTJHOJDBEPBQBSUJSEFVODPOKVOUPEFBEFDVBDJPOFTFTUSVDUVSBMFTTPNUJDBTZGPSNBMFTEFVODPOUFOJEPTF

NOUJDPBMJOUFSJPSEFVOUFYUPTUBTFPCTFSWBNFEJBOUFFMUSBTMBEPEFVOTJTUFNBTFNJUJDP

BPUSPNFEJBOUFFMFNQMFPEFFTUSBUFHJBTUFOEJFOUFTBHBSBOUJ[BSFGFDUPTBOMPHPTBOJWFM

TJOUDUJDPTFNOUJDPZQSBHNUJDP4FUSBUBEFVOBEFTDSJQDJORVFUJFOFTVPSJHFOFOMB

SFFYJOEFUJQPUFSJDPZBRVFMBTQFSTPOBTRVFMPSFBMJ[BOOPDPODJCFOTVUSBCBKPDPNP

VOQSPDFTPEFUSBEVDDJO ZNVDIP NFOPTEFJOUFSTFNJPTJT6O EJSFDUPSRVF FKFDVUB

VOBTJOGPOBVOBEBQUBEPSDJOFNBUPHSDPVOEJSFDUPSEFUFBUSPVODPSFHSBGPEFVOBHJNOBTUBPMNQJDBEJGDJMNFOUFFODVFOUSBOBOBMPHBTFOUSFTZFOMBTBDUJWJEBEFTRVF

SFBMJ[BO4JOFNCBSHPUPEBTQVFEFOTFSJOTDSJUBTFOMBJOUFSTFNJPTJTDPNPQSPDFTPTEF

USBTMBEPEFMTJHOJDBEPFOUSFMBQBSUJUVSBFMHVJOFMHSBEPEFEJDVMUBEEFVOFKFSDJDJP

ZMBPQFSBDJODSFBUJWBRVFQPOFOFONBSDIBFODBEBQSPDFTPDSFBUJWP

7/31/2019 Inter- semiotica

6/198

-BEFTDSJQDJOEFMPTQSPDFTPTEFUSBOTNVUBDJOEFMTJHOJDBEPTFMJCFSBOEFMB

QSJTJOEFMBUSBEVDDJOMJOHTUJDBQFSPUJFOEFOBQSJWJMFHJBSVODBNQPEFFTUVEJPTFO

DPOTPMJEBDJOMBDSUJDBDJOFNBUPHSDB-BBNQMJUVEEFSFDVSTPTEFTQMFHBEPTZFMSFUP

DSFBUJWPRVFTVQPOFFMDPOPDJNJFOUPEFEPTTJTUFNBTTFNJUJDPTMBMJUFSBUVSBZFMEJTDVSTP

IJTUSJDPTFDPOWJFSUFOFOMBGVFOUFWJUBMRVFOVUSFEFUFNUJDBTBDJFSUPUJQPEFDJOFT6OVTPGSFDVFOUFZVOBQSPEVDDJOUFYUVBMBCVOEBOUFFOUFOEJFOEPBVOBQFMDVMB

DPNPUFYUPDJOFNBUPHSDPHBSBOUJ[BFMTVSHJNJFOUPEFOVFWPTQSPCMFNBTRVFTFS

WJSO QPTUFSJPSNFOUF QBSB JMVTUSBS MBT DBSBDUFSTUJDBT EFM FKFSDJDJP EF USBTNJHSBDJO

EFMTJHOJDBEP-BJOUFSTFNJUJDBOPEFCFDJSDVOTDSJCJSTFBVOBTPMBQSDUJDBDSFBUJWB

1SFDJTBNFOUFBMHVOPTUFSJDPTEFMBTFNJUJDBIBOPCTFSWBEPDPOJOUFSTFMQSPCMFNB

BQBSUJSEFMBTMUJNBTEDBEBTEFMTJHMPQBTBEPTVCSBZBOEPFMDBSDUFSDSFBUJWPEFM

QSPDFTPEFUSBTMBEPTFNOUJDP1MB[B(PSMF-BTEJGFSFODJBTDPOVOQSP

DFTP EF USBEVDDJO MJOHTUJDB OP TPMP QVFEFO SFTVMUBS BCJTNBMFT TJOP RVF FMFWBO

MBOFDFTJEBEEFMB QSFHVOUBTJFTQFSUJOFOUFTFSWJSTFEFMPTNPEFMPTFOVTPQBSBFM

FKFSDJDJPEFUSBEVDDJOMJOHTUJDB

-BJOUFSTFNJUJDBQMBOUFBDPOUJOVBNFOUFEJWFSTBTQPTJCJMJEBEFTQBSBFOGPDBSTV

BDDJOFOFMFKFSDJDJPEFMBDPNVOJDBDJODPUJEJBOB&MUSBTMBEPEFMTJHOJDBEPOPUSBUB

OJDBNFOUFEFEFTDSJCJSVOQSPDFTPDSFBUJWPEFQSPEVDDJOUFYUVBMOJEFMPTSFDVSTPTP

FTUSBUFHJBTFNQMFBEPTQBSBMPHSBSMP6OBTFNJUJDBDPHOJUJWBEFCFBCPSEBSFMQSPCMFNB

JOUSOTFDPSFTVMUBOUFFTEFDJSFMQSPCMFNBEFMBTDPNQFUFODJBTJOUFSTFNJUJDBTRVFQFSNJUFOBDVBMRVJFSTVKFUPBMJOUFSJPSEFVOBDVMUVSBMBDPNQSFOTJOEFMTJHOJDBEP

NFEJBOUFMBDJSDVMBDJOEFJOUFSQSFUBOUFTRVFTFNBUFSJBMJ[BOFOEJTUJOUPTTJTUFNBT

TFNJUJDPT0CJFOQPSPUSPMBEPRVFSFTVMUBOSFDPOPDJCMFTBQFTBSEFMPTDBNCJPT

FTUSVDUVSBMFTRVFIBOTJEPPQFSBEPTBDBVTBEFMBUSBOTQPTJDJOEFMTJHOJDBEPZEFMB

OFDFTBSJBBEFDVBDJOBMQMBOPFYQSFTJWPEFMTJTUFNBTFNJUJDPEFSFDFQDJO

-B DPNQFUFODJB JOUFSTFNJUJDB $JE +VSBEP QFSNJUF DPNQSFOEFS

GFONFOPTDPNQMFKPTFOFMDPOTVNPNFEJUJDPZQFSNJUFQMBOUFBSIJQUFTJTTPCSFFM

DPNQPSUBNJFOUPEFMPTJOUSQSFUFT%JDIPTTVKFUPTSFBMJ[BOICJUPTJOUFSQSFUBUJWPTCBTBEPTFOVOBTFNJPTJTDPOTUSVJEBDPOCBTFFOMBOFDFTJEBEEFVOBMFDUVSBJEFBMEFMPT

QSPEVDUPTRVFDJSDVMBOFOMBTDBNCJBOUFTUFDOPMPHBTEFMBDPNVOJDBDJO-BDPNQFUFODJB

JOUFSTFNJUJDB QVFEF JODMVTP TFS EFTDSJUB B QBSUJS EF SFTQVFTUBT DVBOUJDBCMFT RVF

QFSNJUBOIBDFSVTPEFEBUPTEVSPTFOBQPZPBMBTIJQUFTJTEFPSJHFOTFNJUJDP

7/31/2019 Inter- semiotica

7/198

3FFYJODPNPDPODMVTJO6OB WF[ MJCFSBEB EF MB QSJTJO EF MPT JOTUSVNFOUPT MJOHTUJDPT MB JOUFSTFNJUJDB

BERVJFSFVOSBOHPQSPQJPRVFFODVBOUPDPODFQUPEFBCTUSBDDJOUFSJDBQFSNJUF

JEFOUJDBS QSPCMFNBT IBDJB MBT DVBMFT EJSJHJS MPT JOTUSVNFOUPT TFNJUJDPT FO TV

FKFSDJDJP BOBMUJDP -B JEFOUJDBDJO EF GPSNBT EF UFYUVBMJ[BDJO MB DPOTUSVDDJO FJNQMFNFOUBDJOEFJOTUSVNFOUPTNFUPEPMHJDPTMBDPOGSPOUBDJODPOMPTQSPDFTPT

QSFWJTUPTEFTEFMBPCTFSWBDJOUFSJDBUPEPTFTUPTGBDUPSFTFOTVDPOKVOUPJOZFDUBO

QPTJCJMJEBEFTSFOPWBEBTQBSBFMFKFSDJDJPEFMTFNJMPHPFOTVDPNQSPNJTPTPDJBMQPS

WPMWFSUJMFMDBSDUFSTPDJBMEFMBEJTDJQMJOB

-BJOUFSTFNJUJDBEFCFTFSFMSFTVMUBEPEFVODBNQPEFBNQMJBTDPOWFSHFODJBTB

QBSUJSEFMBTEJTUJOUBTBQPSUBDJPOFTNFUPEPMHJDBTEFMBTTFNJUJDBTBQMJDBEBT5BMFT

BQPSUBDJPOFTEFCFOQFSNJUJSMBJEFOUJDBDJOEFBRVFMMPTBTQFDUPTVCJDBEPTFOVOB

TFNJUJDBHFOFSBMDBQB[EFHFOFSBSJOTUSVNFOUPTDPNVOFTEFTDSJQUJWPTZBOBMUJDPT

BQMJDBCMFT B DBEB PQFSBDJO RVF CVTDB EBS QBTP B VO QSPDFTP EF JOUFSTFNJPTJT "M

JOUFSJPSEFEJDIBJOUFSTFNJPTJTBTQFDUPTDPNPMBJOUFSUFYUVBMJEBEMBSFUSJDBEFNFEJPT

FTQFDDPTMBFTUUJDBNFEJUJDBQVFEFODPOUSJCVJSFOOVFWBTGPSNBTQBSBPCTFSWBS

MPTQSPEVDUPTRVFSFTVMUBOEFMBTUFDOPMPHBTFNFSHFOUFT

1PSPUSPMBEPMBJOUFSTFNJUJDBEFCFEBSDVFOUBEFMPTUSBTMBEPTEFTJHOJDBEP

RVFOPTFMJNJUBOBMBTSVUBTUSBEJDJPOBMFTVCJDBEBTFOFMDJOFIBDJBMBMJUFSBUVSBP

EFMBQPFTBBMBNTJDB1PSFMDPOUSBSJPMBSFFYJOTJTUFNUJDBEFCFCVTDBSFOMBTGPSNBTEFUFYUVBMJEBEOBDJFOUFTMBTJOEJDBDJPOFTEFQPTJUBTQBSBFMVTVBSJPJEFBMRVF

QFSNJUFOEFMJOFBSDPOEJDJPOFTEFJOUFSQSFUBDJO-BTFNJPTJTTPDJBMPGSFDFMBTSVUBT

QBSBMBDPNQFUFODJBJOUFSTFNJUJDBMBUSBEVDDJOFOTVTEJTUJOUBTBDFQDJPOFTEFTDSJCF

MPTQSPDFTPTDPHOJUJWPTEFSFMBDJO

-B"TPDJBDJO.FYJDBOBEF&TUVEJPTEF4FNJUJDB7JTVBMZEFM&TQBDJP

IB TFSWJEP EF CBTF QBSB MB SFFYJO UFSJDB BM SFTQFDUP EFM NJTNP NPEP RVF IB

QFSNJUJEPDPOGSPOUBSFOVOBDPNVOJEBEBDBENJDBFODPOTPMJEBDJOMBJORVJFUVE

QPSSFFYJPOBSDPOSFTQFDUPBFTUFQSPCMFNBRVFOPTFMJNJUBBMBDPNVOJDBDJOWJTVBM%FJOUFSTFNJPTJTFJOUFSTFNJUJDBFTUODPNQSFOEJEPTVOBHSBOQBSUFEFMPTUSBCBKPT

RVFQSFTFOUBNPTBDPOUJOVBDJOZBTFBDPNPPCKFUPEFFTUVEJPDPNPQSPQVFTUBP

FKFSDJDJPNFUPEPMHJDPPDPNPQVOUPEFQBSUJEBQBSBMBSFFYJOUFSJDB

7/31/2019 Inter- semiotica

8/198

#JCMJPHSBGB

$*%+63"%0"MGSFEP5FOPDIi-BDPNQFUFODJBJOUFSTFNJUJDBZMBUSBEJDJO

HVJMMFOJTUBJOVFODJBTOFHSJTUBTFOMBNTJDBEF+VBO-VJT(VFSSBu&O.FNPSJBTEFM

$POHSFTP *OUFSOBDJPOBM)PNFOBKF B /JDPMT (VJMMO 6OJWFSTJEBE 7FSBDSV[BOB QQ

i%FMBUSBEVDDJOJOUFSTFNJUJDBBMBDPNQFUFODJBJOUFSTFNJUJDBu

&O3FWJTUB7FSTJO/P9PDIJNJMDPEJDJFNCSFQQ

&$06NCFSUPi*MQFOTJFSPTFNJPUJDPEJ+BLPCTPOuFO3PNBO+BLPCTPO-P

TWJMVQQPEFMMBTFNJPUJDB .JMBOP#PNQJBOJQQ

%JSFRVBTJMBTUFTTBDPTB.JMBOP#PNQJBOJ

(03-& %JOEB - 4FNJPUJDT BOE UIF QSPCMFN PG USBOTMBUJPO 8JUI TQFDJBM

SFGFSFODFUPUIF4FNJPUJDTPG$IBSMFT41FJSDF 3PEPQJ"NTUFSEBN"UMBOUB("

(3&*."4 "MHJSEBT + i%V TFOTu 1BST 4FVJM 5S &TQ 4BMWBEPS (BSDB

#BSEPO&OUPSOPBMTFOUJEP&OTBZPTTFNJUJDPT .BESJE&EJUPSJBM'SBHVB

+",0#40/3PNBO&TTBJTEF-JOHVJTUJRVF(OSBMF1BSJT&EJUJPOTEF.JOVJU

5S&TQ&OTBZPTEF-JOHTUJDB(FOFSBM4FY#BSSBM

-05."/:VSJi0 TFNJPTGFSFu FO i5SVEZQP [OBLPWZNTJTUFNBNu/P

5BSUV5S&TQEF%FTJEFSJP/BWBSSP-BTFNJPTGFSB4FNJUJDBEFMBDVMUVSBZFM

UFYUP5SFTWPMNFOFT.BESJE$UFESBZ6OJWFSTJUBUEF7BMODJB

1-";"+VMJP5SBEVP*OUFSTFNJUJDB4P1BPMP1FSTQFDUJWB

7/31/2019 Inter- semiotica

9/198

"HSBEFDJNJFOUPT

&O OPNCSF EF MB "TPDJBDJO .FYJDBOB EF &TUVEJPT EF 4FNJUJDB 7JTVBM Z EFM

&TQBDJP "$ EFTFP FYQSFTBS OVFTUSP BHSBEFDJNJFOUP B MB 6OJWFSTJEBE

*CFSPBNFSJDBOB$JVEBEEF.YJDPQPSBMCFSHBSFOTVTTJUJPXFCFTUBQVCMJDBDJOFMFDUSOJDBZFOQBSUJDVMBSB"SBDFMJ5MMF[QPSTVJOWBMVBCMFBQPZPBMGSFOUFEF MB

%JSFDDJOEF1VCMJDBDJPOFT

4JOEVEBFTUBQVCMJDBDJOIBTJEPQPTJCMFHSBDJBTBMBDPMBCPSBDJOEFMPTFTQFDJBMJTUBT

FOTFNJUJDBRVFGPSNBOQBSUFEFMBZRVFQSFTFOUBOTVTUSBCBKPTFOFTUB

DPNQJMBDJO

+FTT0DUBWJP&MJ[POEP.BSUOF[

7/31/2019 Inter- semiotica

10/198

OEJDF

$BQUVMP4FNJUJDBZFQJTUFNPMPHB

-BTQPTJCJMJEBEFTEFMQFOTBNJFOUPTFNJUJDPEFMFTUVEJP

EFMBDPNVOJDBDJO$BSMPT&7JEBMFT(PO[MFT

4FNJUJDBZSFUSJDB&EHBS4BOEPWBM

$BQUVMP4FNJUJDBDJOFNBUPHSDB

y2VOPFYQMJDBEFMDJOFMBTFNJUJDBDJOFNBUPHSDB

7JDFOUF$BTUFMMBOPT$FSEB

)BDJBVOBTFNJUJDBEFMUSBJMFS-BVSP;BWBMB

&MUSBJMFSDJOFNBUPHSDP6OBUSBEJDJOBVUOPNBEFOUSPEFMDJOF "BSO/F[

-PTQSPDFEJNJFOUPTEFFOVODJBDJOFOFMDJOFEF8POH,BJS8BJ

/PF4BOUPT+JNOF[

&MBDUPDSFBUJWPEFMBUSBEVDDJOJOUFSTFNJUJDB"EBQUBDJO

DJOFNBUPHSDBFO.PVMJO3PVHFEF#B[-VISNBOO

$JOUIZB$IWF[

-BDPOTUSVDDJOEFMUJFNQPFOFMDJOFJOEFQFOEJFOUF

EFTBMUPTUFNQPSBMFTOPSUFBNFSJDBOP'FMJQF4JMWB3PVTTF

7/31/2019 Inter- semiotica

11/198

$BQUVMP&MTFOUJEPFOMBQSPEVDDJOEFJNBHFO

-BGPUPHSBGBDPNPNFOTBKFZTJHOJDBDJO

(BCSJFM7BSHBT7BSFMB

3FUSJDBEFMGPUPNPOUBKF$POTUSVDDJOSFUSJDBEF

MPTGPUPNPOUBKFTEF+PIO)FBSUFMEQFSJPEP

"OB*TBCFM$BCSFSB(VSSPMB

-BOPWFMBHSDBIFSNBOBNFOPSEFMDPNJD

ZTVTDBSBDUFSTUJDBTEFMQSPDFTPEFUSBEVDDJOJOUFSTFNJUJDB

/TUPS1BEJMMB.BSUOF[

-BDPOTUSVDDJOEFWFSPTJNJMJUVEBUSBWT

EFMPTTQPUTEFMBDBNQBB3JDBSEP"-QF[-FO

$BQUVMP$PNVOJDBDJO5FDOPMPHBZTVCKFUJWJEBE

-BJOUFSQSFUBDJOGFOPNFOPMHJDBZMBJOUFSQSFUBDJOBOBMUJDB

EFMBTJNHFOFT'SBODJTDP$BTUSP.FSSJFME

4JHOPTFOEFTDPOTUSVDDJOPDIPJOTUBOUOFBTTPCSFJOUFSQSFUBOUFT

EFMTFSDPOUFNQPSOFP'FSOBOEP(BSDB.BTJQ

&MTJHOPMBJNBHFOZFMFTQBDJPVOBBQSPYJNBDJOEFTEF

MBGFOPNFOPMPHBEF)VTTFSM3PNO"MFKBOESP$IWF[#F[

"QVOUFTQBSBDPNQSFOEFSOVFTUSPNVOEPFMDUSJDP+FTT0DUBWJP &MJ[POEP.BSUOF[

-BDPOHVSBDJOEFMFTQBDJPQCMJDP6OBDFSDBNJFOUPB'BDUJDJEBE

ZWBMJEF[ 0TDBS&TQJOPTB.JKBSFT

7/31/2019 Inter- semiotica

12/198

$BQUVMP-JUFSBUVSBZTVFPT

-JUFSBUVSBGBOUTUJDBZGPSNBDJOUJDBMBSFOVODJBJNQPTJCMF

+PT"OUPOJP'PS[O(NF[

"ODMBKFTQBSBVOBTFNJUJDBEFMPTTVFPT3FMBUPTUFYUPTTJHOPT

ZTNCPMPTFOMBBDUJWJEBEPOSJDB0[[JFM/KFSB

$BQUVMP4FNJUJDBEFMTPOJEPZEFMBNTJDB

/PUBTTPCSFTFNJUJDBZNTJDB"QVOUFTBQMJDBCMFTBMBNTJDB

SFHJPOBMTJOBMPFOTF5BOJVT,BSBN

%FMDJOFBMBNTJDBMBDPOTUSVDDJOEFJDPOPTTPOPSPT

FOMPBVEJPWJTVBM

$BQUVMP4FNJUJDBZUFMFWJTJO 4FSJBMJEBEZMBTTFSJFTUFMFWJTJWBTEFMBEDBEBEFMPTOPWFOUB

0CTFSWBDJPOFTTPCSFMBFTUSVDUVSBOBSSBUJWB

7/31/2019 Inter- semiotica

13/198

$"156-04&.*5*$":&1*45&.0-0("

7/31/2019 Inter- semiotica

14/198

-BTQPTJCJMJEBEFTEFMQFOTBNJFOUPTFNJUJDPEFMFTUVEJPEFMBDPNVOJDBDJO

$BSMPT&7JEBMFT(PO[MFT

3FTVNFO&MQSFTFOUFUSBCBKPFTVOJOUFOUPQPSNPTUSBSBMBTFNJUJDBDPNPVOBGPSNBQPTJCMFEF

QFOTBSBMBDPNVOJDBDJOUPNBOEPDPNPCBTFMBQSPQVFTUBIFDIBQPS$41FJSDF1PSMP

BOUFSJPSMBQPOFODJBTFFODVFOUSBEJWJEJEBFOUSFTTFDDJPOFT&OMBQSJNFSBTFFOTBZBMB

QPTJCJMJEBEEFMBTFNJUJDBDPNPNBUSJ[FQJTUFNPMHJDB-BTFHVOEBTFDDJODFOUSBTV

BUFODJOFOMBGPSNBFORVFFMDBNQPEFFTUVEJPEFMBDPNVOJDBDJOIBVUJMJ[BEPMBUFP

SBTFNJUJDBZOBMNFOUFVOBUFSDFSBTFDDJOJOEBHBMBTQPTJCJMJEBEFTEFMQFOTBNJFOUPTFNJUJDPFODPNVOJDBDJOBUSBWTEFDBTPTFKFNQMBSFTFORVFEFUFSNJOBEPTPCKFUPT

EFFTUVEJPEFMBDPNVOJDBDJOGVFSPOQFOTBEPTTFNJUJDBNFOUF

1BMBCSBTDMBWF4FNJUJDBUFPSBEFMBDPNVOJDBDJOFQJTUFNPMPHB

1

-JDFODJBUVSBFO$JFODJBTEFMB$PNVOJDBDJOQPSMB6OJWFSTJEBE-BUJOBEF"NSJDBFO.PSFMJB)BQVCMJDBEPNTEFBSUDVMPTFOFMQFSJEJDP$BNCJPEF.JDIPBDOZVOBTFSJFEFBSUDVMPTBDBENJDPTDPNPQBSUFEF

MBTNFNPSJBTEFFWFOUPTOBDJPOBMFTFJOUFSOBDJPOBMFTMBHSBONBZPSBEFFMMPTSFMBDJPOBEPTDPOMBTFNJUJDBZ

MBUFPSBEFMBDPNVOJDBDJO&TNJFNCSPEFMB3FEEF&TUVEJPTFO5FPSBTEFMB$PNVOJDBDJOEFM

(SVQP)BDJBVOB$PNVOJDPMPHB1PTJCMFZEFMB"TPDJBDJO.FYJDBOBEF&TUVEJPEF4FNJUJDB7JTVBM

ZEFM&TQBDJP"DUVBMNFOUFTFFODVFOUSBFTUVEJBOEPMB.BFTUSBFO$PNVOJDBDJOFOMB6OJWFSTJEBE

EF(VBEBMBKBSBBUSBWTEFMBCFDBPUPSHBEBQPSFM$POTFKP/BDJPOBMEF$JFODJBZ5FDOPMPHB$0/"$Z5

7/31/2019 Inter- semiotica

15/198

1SFTFOUBDJO-PRVFUFOFNPTIPZFTVODBNQPTFNJUJDPFYUFOEJEPFONMUJQMFTEJSFDDJPOFTZ

EFOUSPEFNMUJQMFTEJTDJQMJOBTDJFOUDBTZVOPEFFTPTDBNQPTEJTDJQMJOBSFTDPOMPT

RVFMBTFNJUJDBTFIBSFMBDJPOBEPFTFMDBNQPEFFTUVEJPEFMBDPNVOJDBDJOQFSP

FTUBSFMBDJOIBTJEPNVZQBSUJDVMBSIBHFOFSBEPTFSJBTDPOGVTJPOFTMBTDVBMFTOBDFOEFOUSPEFMDBNQPEFFTUVEJPEFMBDPNVOJDBDJOZOPEFOUSPEFMDBNQPTFNJUJDP

QPSMPRVFMBTDPOTFDVFODJBTEFEJDIBTSFMBDJPOFTTFEFTBSSPMMBOJHVBMNFOUFEFOUSPEFM

QSJNFSPNTRVFEFMTFHVOEP&OFMDBNQPEFFTUVEJPEFMBDPNVOJDBDJOTFIBMMFHBEP

BBSNBSRVFTFNJUJDBZDPNVOJDBDJOTPOEPTOPNCSFTEJGFSFOUFTQBSBVONJTNP

QSPHSBNB /VFTUSP QVOUPEFQBSUJEB FTRVF IBZ VOB HSBO EJGFSFODJB FOUSFFTUVEJBS

TFNJUJDBNFOUFVOEFUFSNJOBEPjPCKFUPvZQFOTBSTFNJUJDBNFOUFVOEFUFSNJOBEP

jPCKFUPv

1BSUJNPTEFMTVQVFTUPEFRVFMBTFNJUJDBRVFQMBOUF1FJSDFOPFTTMPVONUPEP

EFFTUVEJPEFMPTTJTUFNBTEFTJHOPTFOHFOFSBMTJOPRVFFTVOBGPSNBFTQFDDBEF

QFOTBS FM NVOEP FT EFDJS VO QFOTBNJFOUP B USBWT EF MPT TJHOPT %F FTUF QSJNFS

TVQVFTUP TF DPOHVSB FM PCKFUJWP QSJODJQBM EFM QSFTFOUF USBCBKP FT EFDJS NPTUSBS

RVF MB DPNVOJDBDJO NT RVF TFS FTUVEJBEB TFNJUJDBNFOUF QVFEF TFS QFOTBEB

TFNJUJDBNFOUFMPRVFMBDPOEVDFBVOBSFDPOTUSVDDJOFQJTUFNPMHJDBZPOUPMHJDB

EFMFTUVEJPEFMBDPNVOJDBDJO

1BSUJDVMBSJEBEFTFOMBSFMBDJOFOUSFTFNJUJDBZDPNVOJDBDJO-BTQSJNFSBTSFFYJPOFTFTUVWJFSPODFOUSBEBTFOEPTFKFTGVOEBNFOUBMNFOUFFOMB

GPSNB FO RVF MB TFNJUJDB FOUJFOEF Z iVTBu B MB DPNVOJDBDJO Z FO MB GPSNB FO

RVF MBDPNVOJDBDJOFOUJFOEF ZiVTBuBMB TFNJUJDB $PO CBTFFOMP BOUFSJPSVOB

QSJNFSB BQSPYJNBDJO BM FMFNFOUP DPNVOJDBDJPOBM EFOUSP EFM DBNQP TFNJUJDP

QFSNJUJ FTUBCMFDFS USFT DBSBDUFSTUJDBT FTQFDDBT B MB TFNJUJDB TVQPOF USBCBKBS

DPO NBUFSJBMJEBEFT DFOUSBMFT QBSB FM DBNQP EF MB DPNVOJDBDJO MPT TJHOPT Z MPTQSPDFTPTEFTJHOJDBDJOCMBTFNJUJDBFOBMHVOPTDBTPTIBFTUVEJBEPMPTQSPDFTP

TFNJUJDPTDPNPQSPDFTPTDPNVOJDBUJWPTFJODMVTJWFBQSPQVFTUPTVTQSPQJPTNPEFMPT

EFDPNVOJDBDJOZDMBDPNVOJDBDJOFOFMDBNQPEFMBTFNJUJDBFTVOFMFNFOUPEF

FTUSVDUVSBDJOEFPSHBOJ[BDJOFTVODPODFQUPDPOTUSVDUPS

7/31/2019 Inter- semiotica

16/198

-BTFHVOEBQPTJDJOMBJOEBHBDJOTPCSFMBOBUVSBMF[BEFMBTFNJUJDBFOFMDBNQP

EFFTUVEJPEFMBDPNVOJDBDJOFTNVDIPNTQSFDJTBZMJNJUBEB-BDPNVOJDBDJOIB

VTBEPBMBTFNJUJDBOJDBNFOUFDPNPNUPEPEFBOMJTJTBUSBWTEFMBJNQPSUBDJOEF

BMHVOPTDPODFQUPTZFMFNFOUPTNFUPEPMHJDPTQPSNFEJPEFMPTDVBMFTFMBCPSBBMHVOPT

EFTVTBOMJTJT&OFTUFTFOUJEPOPQPEFNPTIBCMBSEFVOQFOTBNJFOUPTFNJUJDPEFMBDPNVOJDBDJOTJOPOJDBNFOUFEFMBVUJMJ[BDJOEFBMHVOPTDPODFQUPTEFWFOJEPT

EFM DBNQP TFNJUJDP -B DPNVOJDBDJO QPS UBOUP OP TF QJFOTB TFNJUJDBNFOUF

1PEFNPTQMBOUFBSWBSJBTDVFTUJPOFTFOUPSOPB MBDPOHVSBDJOEFMBDPNVOJDBDJO

TJOFNCBSHPMPNTJNQPSUBOUFQBSFDFTFSTVDPOHVSBDJOQPTUFSJPSBVOQSJNFS

SFDPSSJEPIJTUSJDPEFTVTGVFOUFTDJFOUDBT&MQSJNFSFTDFOBSJPFTFMRVFUJFOFRVF

WFSDPOMPRVFEJDFMBDPNVOJDBDJORVFFTMBTFNJUJDBBMTFSFMMBNJTNBMBRVFQMBOUFB

BTUBDPNPNBUSJ[DJFOUDBQPTJCMF&TUFQSJNFSFTDFOBSJPTFNVFWFFOUPODFTEFTEFFM

DBNQPEFMBDPNVOJDBDJOIBDJBBMDBNQPTFNJUJDPMPRVFJNQMJDBMBSFWJTJOEFMPT

DPODFQUPTRVFFMNJTNPDBNQPTVHJFSFDPNPDFOUSBMFTEFMBUFPSBEFMBDPNVOJDBDJO

&MTFHVOEPFTDFOBSJPFTMPRVFEJDFMBTFNJUJDBTPCSFMBDPNVOJDBDJO

$POCBTFFOMPBOUFSJPSQMBOUFBNPTVOBQSJNFSBIJQUFTJTQVFTDPOTJEFSBNPT

RVFIBZVOBDPNVOJDBDJOFOFMDBNQPTFNJUJDPZVOBDPNVOJDBDJOPFMFNFOUP

iDPNVOJDBDJPOBMuFOFMDBNQPEFFTUVEJPEFMBDPNVOJDBDJORVFOPTFSFMBDJPOBOZ

RVFQBSUFOZPQFSBOEFNBUSJDFTDPODFQUVBMFTEJGFSFOUFT&TUFQSJNFSNBSDPNPEJ

DBBMHVOPTEFMPTTVQVFTUPTJOJDJBMFTTPCSFMBDPNVOJDBDJOZMBTFNJUJDBZOPTMMFWBBQSFHVOUBSOPTyRVTFNJUJDBFTMBRVFFTUFOFMDBNQPEFMBDPNVOJDBDJO:yQBSB

RVPDPORVOFT&TUFTFHVOEPQSPHSBNBEFJOWFTUJHBDJOJNQMJDBEPTBCTUSBDDJPOFT

BRVFMMBRVFWJFOFEFTEFMPTDPODFQUPTRVFMBDPNVOJDBDJOEJDFRVFTPOTFNJUJDPTZ

EFMPTRVFMBTFNJUJDBEJDFRVFTPODPNVOJDBUJWPT1FSPDPOFTUFQSJNFSNBSDPMPRVF

OPTJOUFSFTBEFKBSFODMBSPFTRVFIBTUBBIPSBMPRVFIBQSFWBMFDJEPFOFMDBNQPEF

MBDPNVOJDBDJOFTMBVUJMJ[BDJOEFEFUFSNJOBEPTBVUPSFTZDPODFQUPTEFWFOJEPTEFM

DBNQPTFNJUJDPDPOOBMJEBEFTBOBMUJDBTMPRVFDPNQMJDBIBCMBSDPNPZBIFNPT

DPNFOUBEPEFVOQFOTBNJFOUPTFNJUJDPFODPNVOJDBDJO $POTJEFSBNPT RVF MBT QPUFODJBMJEBEFT EF MB TFNJUJDB TPO QSFDJTBNFOUF TVT

QSPQJFEBEFTFQJTUFNPMHJDBTZOPUBOUPTVT GPSNVMBDJPOFTNFUPEPMHJDBT1FOTBS MB

DPNVOJDBDJOTFNJUJDBNFOUFJNQMJDBOPTMPFMVTPEFBMHVOPTDPODFQUPTEFWFOJEPT

EFMBUFPSBTFNJUJDBTJOPFMVTPEFNBSDPTNVDIPNTHFOFSBMFT1FOTBNPTBMJHVBM

RVF .BSJP #VOHF RVF iUPEB DJFODJB VUJMJ[BBEFNT EFM MFOHVBKF PSEJOBSJP

7/31/2019 Inter- semiotica

17/198

FYQSFTJPOFT Z USBOTGPSNBDJPOFT EF MBT NJTNBT RVF OP UJFOFO TFOUJEP TJOP FO FM

DPOUFYUPEFBMHVOBUFPSBu"TQFOTBSMBDPNVOJDBDJOTFNJUJDBNFOUFJNQMJDB

QBSUJSEFTVTNBSDPTFQJTUFNPMHJDPTZOPTMPEFMBGPSNVMBDJOEFBMHVOPTEFTVT

DPODFQUPT&TDPOCBTFFOFTUBTSFFYJPOFTRVFDPOTJEFSBNPTRVFOJOHODPODFQUP

GVODJPOBGVFSBEFVONBSDPUFSJDPFTQFDDPZQPSUBOUPMBDPSSFDUBVUJMJ[BDJOEFMPTDPODFQUPTFODPNVOJDBDJOEFWFOJEPTEFMDBNQPTFNJUJDPQBSUFOFDFTBSJBNFOUFEFM

SFDPOPDJNJFOUPEFTVTDPOUFYUPTUFSJDPT"RVFMFMFNFOUPDMBWFBVORVFSFDPOPDFNPT

RVFOPFTFMOJDPTPOMPTDPODFQUPTBMPRVFIFNPTEFOJEPTDPNPTJHOPT&MQSPDF

TPRVFQMBOUFBNPTFOUPODFTFTEPCMF1MBOUFBNPTRVFFTOFDFTBSJPSFDPCSBSMBOBUVSBMF[B

FQJTUFNPMHJDBEFMPTDPODFQUPTEFMBTFNJUJDBQBSBFMDBNQPEFMBDPNVOJDBDJOZ

FTUPMPQMBOUFBNPTBUSBWTQSFDJTBNFOUFEFMBTFNJUJDB

-BJEFBEFVOBSVUBDPODFQUVBMJNQMJDBVOBGPSNBEFBQSPYJNBDJORVFQBSUFEFM

BDVFSEPFOTVDPOTUJUVDJO6OBQSJNFSBUFTJTTVHJFSFRVFMPTPCKFUPTDPODFQUVBMFTOP

TPONBUFSJBMFTOJNFOUBMFTOJQSPDFTPTDFSFCSBMFTPTVDFTPTRVFPDVSSFOFOVOBNFOUF

JONBUFSJBM TJOP RVF TPO PCKFUPT RVF QPTFFOVOBOBUVSBMF[BQFDVMJBS F JSSFEVDUJCMF

ZRVFFYJTUFOFOMBNFEJEBFORVFQFSUFOFDFOBDJFSUPTDPOUFYUPTDPNPTPOQPS

FKFNQMPMBTUFPSBT1PSPUSBQBSUFFTUBTVFSUFEFFYJTUFODJBFTjDPOWFODJPOBMvFTEFDJS

RVFIBDFNPTEFDVFOUBRVFFYJTUFOFOUBOUPSFMBDJPOFTGVODJPOFTUFPSBTONFSPT

FTUSVDUVSBTTVFPTFUDUFSBQPSMPUBOUPOPTMPJOWFOUBNPTMPTPCKFUPTDPOUFYUVBMFT

TJOPUBNCJOTVNPEPEFFYJTUFODJB'JOBMNFOUFFMiDPODFCJSVOPCKFUPDPODFQUVBMZBTJHOBSMFFYJTUFODJBDPODFQUVBMTPOEPTBTQFDUPTEFVONJTNPQSPDFTPRVFTFEBFO

FMDFSFCSPEFBMHOTFSSBDJPOBM-PTPCKFUPTDPODFQUVBMFTOPFYJTUFOEFQPSTOJTPO

JEOUJDPTBMPTTJHOPTRVFMPTEFTJHOBOOJTFDPOGVOEFODPOMPTQFOTBNJFOUPTRVFMPT

QJFOTBO1BSBFYJTUJSDPODFQUVBMNFOUFFTOFDFTBSJPZTVDJFOUFRVFVOPCKFUPTFB

QFOTBCMFQPSBMHOTFSSBDJPOBMEFDBSOFZIVFTPu#VOHF

1BSB.BSJP#VOHFMPTPCKFUPTDPODFQUVBMFTPDPOTUSVDUPTTPOVOBDSFBDJO

NFOUBMBVORVFOPVOPCKFUPNFOUBMQTRVJDPUBMDPNPVOBQFSDFQDJOVOSFDVFSEPP

VOBJOWFODJOEFMPTRVFTFEJTUJOHVFODVBUSPUJQPTDPODFQUPTQSPQPTJDJPOFTDPOUFYUPTZUFPSBT&OFTUFTFOUJEPMPTDPODFQUPTTPOMPTUPNPTDPODFQUVBMFTMBTVOJEBEFTDPO

MBTRVFTFDPOTUSVZFOMBTQSPQPTJDJPOFTMBTDVBMFTTBUJTGBDFOBMHODMDVMPQSPQPTJDJPOBM

ZRVFQPSBBEJEVSBQVFEFOTFSFWBMVBEPTFOMPRVFSFTQFDUBBTVHSBEPEFWFSEBE

BVODVBOEPOPTFEJTQPOHBUPEBWBEFQSPDFEJNJFOUPTQBSBFGFDUVBSUBMFWBMVBDJO

7/31/2019 Inter- semiotica

18/198

FOBMHVOPTDBTPT1PSTVQBSUFFMDPOUFYUPFTVODPOKVOUPEFQSPQPTJDJPOFTGPSNBEBT

QPSDPODFQUPTDPOSFGFSFOUFTDPNVOFTZQPSMPUBOUPVOBUFPSBFTVODPOKVOUPEF

QSPQPTJDJPOFTFOMB[BEBTMHJDBNFOUFFOUSFTZRVFQPTFFOSFGFSFOUFTFODPNO

&TRVFNB-PTDPOTUSVDUPT

'VFOUF#VOHF

-PTDPODFQUPTFTUOQPSUBOUPFOMVHBSEFBMHPNTOPTPONFSBTHVSBTSFUSJDBTTJOP

FMFNFOUPTRVFTVTUJUVZFOBJEFBTTFOTBDJPOFTOPDJPOFTDPMPSFTGPSNBTFUDUFSBFO

TOUFTJTMPTDPODFQUPTTPOTJHOPTZBOBMEFDVFOUBTTVQPEFSFTUSJCBFOTVDBQBDJEBE

EFSFQSFTFOUBSMBTJEFBTQPSMBTDVBMFTMPTVTBNPT&OFTUFTFOUJEPTJFMDPODFQUPFTMB

VOJEBEEFQFOTBNJFOUPZFTBMBWF[VOTJHOPQPSMPUBOUPVOTJHOPFTVOBVOJEBEEF

QFOTBNJFOUP1FOTBNPTFOTJHOPT&MNJTNP1FJSDFZBIBCBDPOUFNQMBEPFTUFIFDIP

-PRVFJOUFOUBNPTNPTUSBSFTRVFMBTFNJUJDBBUSBWTEFMBGPSNBMJ[BDJOEFMTJHOPMPRVFFTUQMBOUFBOEPFTVOBMHJDBZFQJTUFNPMPHBEFMTJHOPVOBMHJDBZFQJTUFNPMPHB

EFMPTDPODFQUPT&TUPMBDPOWJFSUFFOVOBUFPSBDBQB[EFFYUFOEFSTFDPNPSFFYJOEFT

NJTNBZEFPUSBTDJFODJBTMPRVFMFMMFWBBBSNBSB+PIO%FFMZRVFiQPSQSJNFSB

WF[FORVJ[USFTDJFOUPTBPTMBTFNJUJDBIBDFQPTJCMFFMFTUBCMFDJNJFOUPEFOVFWPT

GVOEBNFOUPTQBSBMBTDJFODJBIVNBOBTGVOEBNFOUPTRVFBTVWF[QPTJCJMJUBOVOB

OVFWBTVQFSFTUSVDUVSBQBSBMBTIVNBOJEBEFTZQBSBMBTBTMMBNBEBTDJFODJBTEVSBTP

OBUVSBMFTBMBQBS5BMNBSDPUFSJDPIBTJEPNVDIBTWFDFTTPBEPQFSPMBTFNJUJDB

MPDPMPDBQPSQSJNFSBWF[BOVFTUSPBMDBODFDPOMBOJDBDPOEJDJOEFRVFQPTFBNPTVOFOUFOEJNJFOUPEFMTJHOPZEFTVTGVODJPOFTFTFODJBMFTMPTVDJFOUFNFOUFSJDPDPNP

QBSBQSFWFOJSFMFODJFSSPEFMBJOWFTUJHBDJOTFNJUJDBEFOUSPEFMBFTGFSBEFMPTTJHOPT

DPOTUSVJEPTu%FFMZ

$POTUSVDUPT

$PODFQUPT

1SPQPTJDJPOFT

$POUFYUPT

"CJFSUPT

$FSSBEPT

7/31/2019 Inter- semiotica

19/198

&TDJFSUPMPTTJHOPTDPODFOUSBMFTBQBSUJSEFTVTNMUJQMFTSFMBDJPOFTQFSPMBQSP

QVFTUBEF1FJSDFOPTMPDPOUFNQMBTVMHJDBEFPSHBOJ[BDJOTJOPMBOFDFTJEBEEF

TV JODMVTJO FODPOUFYUPT NT HFOFSBMFT FO MPT RVF JOUFSWJFOFOVOBHSBODBOUJEBE

EFFMFNFOUPTDPNPZBIFNPTNPTUSBEP&MQVOUPFTRVFMBTFNJUJDBFTUBCMFDFTVT

QSPQJPTDPODFQUPTZPGSFDFVOBQPTJCMFHVBQBSBTFSVTBEPTZBISBEJDBTVQPUFODJBMFQJTUFNPMHJDPFTJNQMDJUBNFOUFVOBQSPQVFTUBFQJTUFNPMHJDBRVFQBSUFEFTEFMB

DPOTUSVDDJOZFMSFDPOPDJNJFOUPEFMPTFMFNFOUPTTHOJDPTQBSUJDVMBSFT

-BTFNJUJDBFOFMDBNQPEFFTUVEJPEFMBDPNVOJDBDJO)FNPTEJDIPDPOBOUFSJPSJEBERVFMPTDPODFQUPTJNQPSUBEPTEFMDBNQPTFNJUJDP

IBDJBFMDBNQPEFMBDPNVOJDBDJOTVGSFOVOBNPEJDBDJO-PRVFBIPSBJOUFOUBNPT

NPTUSBSFTFMQPSRVEFFTBNPEJDBDJOBQBSUJSEFMBUFPSBEFMTJHOPFO1FJSDF

QBSUJFOEPEFMBJEFBEFRVFMPTDPODFQUPTQVFEFOTFSDPOTJEFSBEPTDPNPTJHOPT&OMB

QSPQVFTUBEF1FJSDFMPTTJHOPTUJFOFOVOBDPOHVSBDJOUSJQMFZIBDFOSFGFSFODJBBUSFT

FTUBEPTDPODSFUPTSFQSFTFOUBNFOPCKFUPFJOUFSQSFUBOUF-BDPOGVTJOSBEJDBQPS

UBOUPOPTMPFOMBFMJNJOBDJOEFMDPOUFYUPUFSJDPEFMRVFQSPWJFOFOMPTDPODFQUPT

TJOPEFMBFMJNJOBDJOEFBMHVOPEFTVTDPNQPOFOUFT7FBNPTFTUPDPOVOFKFNQMPB

USBWTEFMPTVDFEJEPDPOFMDPODFQUPEF DPOOPUBDJO-BDPOOPUBDJOEFVONFOTBKF

IB TJEP FOUFOEJEB DPNP UPEP BRVFMMP RVF OP TF EJDF FYQMDJUBNFOUF DPO QBMBCSBT

GPSNBTDPMPSFTPMPSFTTFOTBDJPOFTUBNBPTFUDUFSBTJOPDPNPUPEPBRVFMMPRVFFMNFOTBKFQVFEFMMFHBSB TJHOJDBS&TUBTVQPTJDJOIJ[PQPTJCMFFOBMHVOPTDBTPTRVF

DJFSUPTNFOTBKFTEFMPTNFEJPTGVFSBOJOUFSQSFUBEPTDPNPQFSUFOFDJFOUFTBMBJEFPMPHB

EPNJOBOUFZRVFDVBMRVJFSDPTBRVFTFQVEJFSBEFDJSEFTVQPTJCMFTJHOJDBEPBQBSFDJFSB

DPNPWMJEBPMFHUJNB1FSPFMFTDFOBSJPTFNPEJDBDVBOEPMPTDPODFQUPTTPOQVFTUPT

FOVONBSDPTFNJUJDP1PSFKFNQMP6NCFSUP&DPBSHVNFOURVFMPRVFDPOTUJUVZF

VOBDPOOPUBDJOFODVBOUPUBMFTFMIFDIPEFRVFiTUBTFFTUBCMFDFQBSBTJUBSJBNFOUF

BQBSUJSEFVODEJHPQSFDFEFOUFZEFRVFOPQVFEFUSBOTNJUJSTFBOUFTEFRVFTFIBZB

EFOPUBEPFMDPOUFOJEPQSJNBSJP1PSMPUBOUPIBEFRVFEBSDMBSPRVFMBEJGFSFODJBFOUSFEFOPUBDJOZDPOOPUBDJOTFEFCFBMNFDBOJTNPDPOWFODJPOBMJ[BEPSEFMDEJHP

JOEFQFOEJFOUFNFOUFEFRVFMBTDPOOPUBDJPOFTQVFEBOQBSFDFSIBCJUVBMNFOUFNFOPT

FTUBCMFTRVFMBTEFOPUBDJPOFTu&DP

7/31/2019 Inter- semiotica

20/198

-PRVFIBZRVFSFTBMUBSQPSMPUBOUPFTRVFIBZVOBEJGFSFODJBFOUSFMBDPOOPUBDJO

DPNPQBMBCSBMBiDPOOPUBDJOuDPNPQSPDFTPVPCKFUPEFEFTJHOBDJOZMBjDPOOPUB

DJOvDPNPDPOTUSVDDJOUFSJDBTUFFTVOFMFNFOUPTFNJUJDPDMBWF1BSB1FJSDFVO

TJHOPPSFQSFTFOUBNFOFTBRVFMMPRVFFTUB1SJNFSPFOSFMBDJODPOVO4FHVOEPTV

PCKFUPFMDVBMUJFOFMBDBQBDJEBEEFEFUFSNJOBSVO5FSDFSPFMJOUFSQSFUBOUFRVFEFIFDIPBTVNFMBNJTNBSFMBDJOUSJEJDBDPOFMPCKFUP%FFTUBNJTNBGPSNBDPNPZB

IFNPTEJDIPBMQMBOUFBSMBSFMBDJOEFVOTJHOPFOQSJNFSBJOTUBODJBDPOVOPCKFUPFO

TFHVOEBJOTUBODJBQBSBVOUFSDFSPTVJOUFSQSFUBOUF1FJSDFEFSJWBTVTUSFTDBUFHPSBTEF

PSHBOJ[BDJOMB1SJNFSJEBEMB4FHVOEJEBEZMB5FSDFSJEBE&TUPTUSFTOJWFMFTEFPSHB

OJ[BDJO OPTMPEFOFO MBEJSFDDJO EFVO QSPDFTPTJOPRVFEFOFO VOPSEFOEF

BDDJO1PSMPUBOUPVODPODFQUPOP QVFEFGVODJPOBSOJDBNFOUFDPNPQSJNFSJEBE

PTFHVOEJEBETJOPOJDBNFOUFDPNPUFSDFSJEBEQVFTUPRVFFTUBMUJNBJNQMJDBBMBT

PUSBTEPT-BUFSDFSJEBEFTMBDMBWFEFMBDPOTUSVDDJODPODFQUVBMFTMBJODPSQPSBDJO

EFMFTQBDJPUFSJDPTVCZBDFOUFBVODPODFQUPFTMBQPTJCJMJEBEEFMBBUSJCVDJOEFVOEF

UFSNJOBEPTJHOJDBEP-PRVFOPTPUSPTWFNPTFOFMDBTPEFMBDPNVOJDBDJOFTRVF

MPT DPODFQUPT EFWFOJEPT EFM DBNQP TFNJUJDP QFSNBOFDFO FO NVDIPT DBTPT DPNP

TFHVOEJEBEDPNPSFGFSFODJBBNFSBTQBMBCSBT1FSPFMGFONFOPOPFTFYDMVTJWPEFMP

RVFTVDFEFDPOMPTDPODFQUPTEFWFOJEPTEFMDBNQPTFNJUJDPEFIFDIPTFQVFEFIB

DFSFMNJTNPFKFSDJDJPDPODVBMRVJFSBEFFMMPTTJOJNQPSUBSMBNBUSJ[UFSJDBEFMBRVF

QSPWFOHBO -P RVFBRV IFNPTQSFTFOUBEP FT BQFOBTVOFTCP[P EF BMHVOBTDVBMJEBEFTEF

OBUVSBMF[BFQJTUFNPMHJDBEFMBTFNJUJDBZTVTQPTJCJMJEBEFTQBSBFMFTUVEJPEFMB

DPNVOJDBDJOQSPHSBNBRVFBOFTUQPSEFTBSSPMMBSTF-PRVFSFTUBBIPSBFTNPTUSBS

BNBOFSBEFFKFNQMPBMHVOPTDBTPTFOMPTRVFMBRVFMBDPNVOJDBDJOGVFQFOTBEB

ZFTUSVDUVSBEBTFNJUJDBNFOUFDPOMBOBMJEBEEFJOEJDBSRVFUBMQFOTBNJFOUPFT

QPTJCMF6OPEFMPTDBTPFKFNQMBSFTFOFMDBNQPEFMBDPNVOJDBDJOEPOEFMBTFNJUJDB

GVODJPOBDPNPQSJODJQJPEFPSHBOJ[BDJOFTFMEFMEBOT,MBVT#SVIO+FOTFOFOTVPCSB

-BTFNJUJDBTPDJBMEFMBDPNVOJDBDJOEFNBTBT&MDBTPEF+FOTFOFTFKFNQMBSFOEPTTFOUJEPT1SJNFSPQPSRVFTJHVFMBMOFBTFNJUJDBEF1FJSDFMBDVBMFTDBTJJOFYJTUFOUF

FODPNVOJDBDJOZTFHVOEPQPSRVFTVQSFUFOTJOFTFOFMGPOEPMBEFSFDVQFSBSFM

QSJODJQJPEFMQSBHNBUJTNPDPNPUFSDFSBMUFSOBUJWBFOMBUFPSBEFMBDPNVOJDBDJO

+FOTFOFYQPOFMPTSFUPTRVFQMBOUFBVOBTFNJUJDBTPDJBMZEFMBDPNVOJDBDJOEF

7/31/2019 Inter- semiotica

21/198

NBTBT BT DPNP MBT MJNJUBDJPOFT EFM FTUSVDUVSBMJTNP Z FM QPTFTUSVDUVSBMJTNP QBSB

QMBOUFBSEFTEFFTUFNBSDPVOBDSUJDBBMQSBHNBUJTNPQFJSDFBOPEFTEFMBRVFQSPQPOF

EPTMOFBTEFMEFTBSSPMMPTFNJUJDPBVOBUFPSBEFMBDPNVOJDBDJOPTFNJUJDBEF

QSJNFSPSEFOZCVOBUFPSBEFMBDJFODJBPTFNJUJDBEFTFHVOEPPSEFO

4FHO+FOTFOTFSFRVJFSFEFVOBUFPSBEFMPTTJHOPTNTEJGFSFODJBEBRVFFYQMJRVFMPTWFIDVMPTSFBMFTEFMBDPNVOJDBDJOZTVJNQBDUPFOMBTTPDJFEBEFTZMBTBVEJFODJBT

FTEFDJSMBQPTJCJMJEBEEFFTUBCMFDFSEFRVGPSNBMPTNFEJPTEFDPNVOJDBDJOZMBT

BVEJFODJBTTFSFMBDJPOBODPNPBHFOUFTEFMBTWJEBEFMPTTJHOPTFOMBTPDJFEBEDPO

SFQFSDVTJPOFTQBSBMBDBMJEBEEFMBWJEBDPUJEJBOBZUBNCJOQBSBMBFTUSVDUVSBEFMB

TPDJFEBE-BQSFUFOTJOEFMBWJTJOTFNJUJDBDPODSFUBNFOUFEFMQSBHNBUJTNPEF

1FJSDF GVODJPOB DPNP QSJODJQJP EF PSHBOJ[BDJO FO TV EJNFOTJO FQJTUNJDB -B

PCSBEF+FOTFOOPTMPFTVODMBSPFKFNQMPEFMBTQPTJCJMJEBEFTEFMBTFNJUJDBFOTV

SFMBDJODPOMBDPNVOJDBDJOTJOPRVFFTVOBWFSEBEFSBDPOTUSVDDJOUFSJDBEFZQBSB

FMFTUVEJPEFMBDPNVOJDBDJOjQFOTBEBvTFNJUJDBNFOUF

-BNFOUBCMFNFOUFFTUBPCSBFTVODBTPQBSUJDVMBSRVFOPUFOEJBSFQSPEVDJSTF

QPSFMDPOUSBSJPMPRVFQSFWBMFDJGVFMBEFTPSHBOJ[BDJOZDBSFODJBEFSJHPSBDBENJDP

FOFMDBNQPEFMBDPNVOJDBDJOQBSBMBVUJMJ[BDJOEFMDBNQPTFNJUJDPPEFMPT

DPODFQUPTEFWFOJEPTEFTUF

"NBOFSBEFDPODMVTJO-P RVF BRV IFNPT NPTUSBEP FT BQFOBT VOB JOTJOVBDJO EF MBT QPTJCJMJEBEFTFQJTUFNPMHJDBTEFMBTFNJUJDBQBSBFMFTUVEJPZQFOTBNJFOUPEFMBDPNVOJDBDJOQFSP

MPRVFEFCFRVFEBSDMBSPFTRVFFTUFQSPHSBNBFTVOBUBSFBRVFSFDJOTFFTUBMMFWBOEP

BDBCPZEFMBRVFRVFEBBONVDIPQPSEFDJSZIBDFS%FJHVBMGPSNBMPRVFIFNPT

JOUFOUBEPEFKBSFODMBSPFTRVFIBZTFSJPTQSPCMFNBTFOFMDBNQPEFMBDPNVOJDBDJO

TPCSFMBMJCFSUBEEFMBVUJMJ[BDJOEFMPTDPODFQUPTTFNJUJDPT2VJ[TUFFTBQFOBTVO

BQVOUFEFVOBUBSFBNVDIPNTBNQMJBRVFJNQMJDBVOBSFWJTJOTJTUFNUJDBEFMPRVF

IBQBTBEPFOMBDPOWFSHFODJBFOUSFBNCPTDBNQPTEFFTUVEJPZMBTFNJUJDBBUSBWTEFTVMHJDBZTVQSPQJBNFUPEPMPHBQVFEFSFTVMUBSVOBIFSSBNJFOUBEFQFOTBNJFOUP

FDB[FOFTUBZFOPUSBTUBSFBTSFDPOTUSVDUJWBT

7/31/2019 Inter- semiotica

22/198

3FGFSFODJBTCJCMJPHSDBT

"/%&340/+BNFT"$PNNVOJDBUJPOUIFPSZ&QJTUFNPMPHJDBMGPVOEBUJPOT

/FX:PSL-POEPOF(VJMGPSE1SFTT

#&3(."/ .BUUT 'JFMETPG TJHOJDBUJPO &YQMPSBUJPOT JO$IBSMFT4 1FJSDFTUFIPSZPGTJHOT7BOUB1IJMPTPQIJDBM4UVEJFTGSPNUIF6OJWFSTJUZPG)FMTJOLJ

#&6$)05.BVSJDJP&MFNFOUPTEFTFNJUJDB&EJDJO.YJDP4VSHF

@@@@@-BTFNJUJDB5FPSBTEFMTJHOPZFMMFOHVBKFFOMBIJTUPSJB .YJDP

#-"4$0+PTFQ-FUBM4JHOPZQFOTBNJFOUP#BSDFMPOB"SJFM'JMPTPGB

#3&/5 +PTFQI $IBSMFT 4BOEFST 1FJSDF " MJGF *OEJBOB *OEJBOB 6OJWFSTJUZ

1SFTT

#6/(&.BSJPB&QJTUFNPMPHB&EJDJO.YJDP4JHMP&EJUPSFT

@@@@@C-BJOWFTUJHBDJO$JFOUDB&EJDJO.YJDP4JHMP&EJUPSFT

$)&38*5;3:)JLJOT+$PNNVOJDBSUJPOBOE,OPXMFEHF"OJOWFTUJHBUJPO

JO3FUIPSJDBM&QJTUFNPMPHZ$PMVNCJB4$6OJWFSTJUZPG4PVUI$BSPMJOB1SFFT

%"/&4*.BSDFM &ODJDMPQFEJD%JDUJPOBSZPG4FNJPUJDTNFEJBBOEDPNNVOJ

DBUJPOT5PSPOUP#VBMP-POEPO6OJWFSTJUZPG5PSPOUP1SFTT

%&&-:+PIO*OUSPEVDJOHTFNJPUJDT#MPPNJOHUPO*OEJBOB6OJWFSTJUZ1SFTT

@@@@@-PTGVOEBNFOUPTEFMBTFNJUJDB .YJDP6OJWFSTJEBE*CFSPBNFSJDBOB

%&8&:+PIO)PXXFUIJOL/FX:PSL1SPNFUIFVT#PPLT&$06NCFSUP5SBUBEPEFTFNJUJDBHFOFSBM#BSDFMPOB-VNFO

@@@@@"UIFPSZPGTFNJPUJDT#MPPNJOHUPOH*OEJBOB6OJWFSTJUZ1SFTT

@@@@@-PTMNJUFTEFMBJOUFSQSFUBDJO .YJDP-VNFO

@@@@@B-BFTUSVDUVSBBVTFOUF*OUSPEVDDJOBMBTFNJUJDB#BSDFMPOB-VNFO

&4$"31*5 3PCFSU 5FPSB HFOFSBM EF MB JOGPSNBDJO Z MB DPNVOJDBDJO

#BSDFMPOB*$"3*"

'"##3*1BPMP5DUJDBTEFMPTTJHOPT#BSDFMPOB(FEJTB

@@@@@&MHJSPTFNJUJDP#BSDFMPOB(FEJTB'&*#-&."/+BNFT,"OJOUSPEVUJPOUP1FJSDFTQIJMPTPQIZ*OUFSQSFUFEBTB

TZTUFN-PVJTJBOBF)BVTFS1SFTT

'0/5"/*--&+BDRVFT4FNJUJDBEFMEJTDVSTP -JNB6OJWFSTJEBEEF-JNB

7/31/2019 Inter- semiotica

23/198

'0/5"/*--& +BDRVFT Z $MBVEF ;JMCFSCFSH 5FOTJO Z TJHOJDBDJO -JNB

6OJWFSTJEBEEF-JNB

("3$" .BSDFMJOP /BSSBDJO 4FNJPTJTNFNPSJB "SHFOUJOB 6OJWFSTJEBE

/BDJPOBMEF.JTJPOFT

(*."5&8&-4)"ESJO%FMTJHOPBMEJTDVSTP%JNFOTJPOFTEFMBQPUJDBMBQPMUJDBZMBQMTUJDB.YJDP*[UBQBMBQB.JHVFMOHFM1PSSVB

(06%(& PNBT " F UIPVHIU PG $ 4 1FJSDF 5PSPOUP 6OJWFSTJUZ PG

5PSPOUP1SFTT

+".&48JMMJBN1SBHNBUJTN*OEJBOBQPMJT)BDLFUU1VCMJTIJOH$PNQBOZ

-&&%4)638*5;8FOEZ4FNJPUJDTBOEDPNNVOJDBUJPOTJHOTDPEFTDVMUVSFT

/FX+FSTFZ-BVSFODF&SMCBVN"TTPDJBUFT1VCMJTIFST

.033*4$IBSMFT4JOHTMBOHVBHFBOECFIBWJPS/FX:PSL(FPSHF#SB[JMMFS*OD

1&*3$& $IBSMFT 4BOEFST $PMMFDUFE 1BQFST PG$IBSMFT 4BOEFST 1FJSDF

&EJUBEPQPS$)BSTUIPOFZ18FJTT$BNCSJEHF.BTTBDIVTFUUTF#FMLOBQ1SFTTPG

)BSWBSE6OJWFSTJUZ1SFTT

@@@@@1IJMPTPQIJDBMXSJUJOHTPG1FJSDF /FX:PSL%PWFS1VCMJDBUJPOT

@@@@@&TDSJUPTMPTDPT7PMVNFO*.YJDP&M$PMFHJPEF.JDIPBDO

1&5&34 +PIO %VSIBN 4QFBLJOH JOUP UIF BJS B IJTUPSZ PG UIF JEFB PG

DPNNVOJDBUJPO$IJDBHPF6OJWFSTJUZPG$IJDBHP1SFTT

26&;"%".BDDIJBWFMPTDBS4FNJPTJTDPOPDJNJFOUPZDPNVOJDBDJO -JNB6OJWFSTJEBEEF-JNB'POEPEF%FTBSSPMMP&EJUPSJBM

3*5$)*&-%BWJE$PNNVOJDBUJPODPODFQUTJOGPSNBUJPO/FXCVSZ1BSL

$"4BHF

4"/5"&--"-VDJBy1PSRVMBTFNJUJDBEF1FJSDFFTUBNCJOVOBUFPSBEF

MBDPNVOJDBDJOFO$VBEFSOPTGFCSFSP/NFSP"SHFOUJOB6OJWFSTJEBEEF+VKVZ

'BDVMUBEEF)VNBOJEBEFTZ$JFODJBT4PDJBMFT4BO4BMWBEPSEF+VKVZQQ

4&0,PNBT"4JHOT"OJOUSPEVUJPOUPTFNJPUJDT5PSPOUP6OJWFSTJUZPG

5PSPOUP1SFTT4&0,PNBT"FUBM$MBTTJDTPGTFNJPUJDT /FX:PSL1MFOVN1SFTT

@@@@@4)BZFTBOE.BSZ$BSIFSJO#BUFTPO"QQSPDIFTUP4FNJPUJDT$VMUVSBM

"OUSPQPMPHZ &EVDBUJPO -JOHVJTUJDT 1TZDIJBUSZ 1TZDIPMPHZ USBOTBDUJPOT *OEJBOB

*OEJBOB6OJWFSTJUZ

7/31/2019 Inter- semiotica

24/198

4*-7&3."/ ,BKB F TVCKFDU PG TFNJPUJDT /FX :PSL 0YGPSE 6OJWFSTJUZ

1SFTT

7&34$)6&3&/+FG+BO0MB TUNBOBOE+PIO#FOKBNJOT&EJUPST)BOECPPL

PGQSBHNBUJDTNBOVBM"NTUFSEBN1IJMBEFMQIJB+PIO#FOKBNJOT1VCMJTIJOH$PNQBOZ

7*%"-&4 (PO[MFT $BSMPT & i4FNJUJDB EF 1SJNFS Z TFHVOEP PSEFO -BQSPQVFTUBTTPDJPTFNJUJDB EF,MBVT#SVIO+FOTFOZ MBDPNVOJDPMPHBu FO3B[OZ

1BMBCSB1SJNFSBSFWJTUBFMFDUSOJDBFO"NSJDB-BUJOBFTQFDJBMJ[BEBFO$PNVOJDBDJO

%JTQPOJCMFFOIUUQXXXSB[POZQBMBCSBPSHNYBOUFSJPSFT

ODWJEBMFTIUNM

@@@@@4FNJUJDBZDPNVOJDBDJOVOBSFMBDJOQSPCMFNUJDB1PSUBMEF

%JTQPOJCMFFOhttp://www.amicmexico.org/ponencias_xviii.

htm#ocho

@@@@@ %F MB MJOFBMJEBE B MB DPNQMFKJEBE FO DPNVOJDBDJOVOBQFSTQFDUJWB

TFNJUJDB1PSUBMEF$PNVOJDPMPHB%JTQPOJCMFFO http://

www.geocities.com/comunicologiaposible3/tbvidales1.htm

7/31/2019 Inter- semiotica

25/198

4FNJUJDBZSFUSJDB

&EHBS4BOEPWBM

*OUSPEVDDJO-BTFNJUJDBUJFOFBDUVBMNFOUFVOBTFSJFEFBMJBO[BTDPOPUSBTDJFODJBTZDPOPUSPT

QMBOUFBNJFOUPTVOBEFTUBTFTDPOMBSFUSJDB&TUBSFMBDJOPBMJBO[BEFMBTFNJUJDB

DPOMBSFUSJDBOPFTOVFWBOPTFEBBQBSUJSEFMBTUFTJTEF3PMBOE#BSUIFTPCJFOBQBSUJSEF

MPTUSBCBKPTEFM(SVQP.DPNPTVFMFFTUBCMFDFSTF-BSFMBDJOFTWJFKBFTUQSFTFOUF

EFTEF"SJTUUFMFTZBQBSFDFOVFWBNFOUFTMPRVFDPOVOBSFWPMVDJOBCTPMVUBDPO

$IBSMFT4BOEFST1FJSDF&MQSPQTJUPEFMUSBCBKPFTTFBMBSFTUBSFMBDJOFOUSFTFNJUJDB

ZSFUSJDBFOFTUPTEPTMUJNPTBVUPSFTDPOFMOEFEFTQSFOEFSFMFNFOUPTBOBMUJDPT

FOMBDPNVOJDBDJO1PSBIPSBNFMJNJUBSBQSFTFOUBSBMHVOBTEFMBTDBSBDUFSTUJDBT

QSJODJQBMFTEFFMMPTFOUPSOPBFTUBSFMBDJOFOFMDBTPEF"SJTUUFMFTFMJOUFSTTFDFOUSB

FOFMFOUJNFNBZFOFMDBTPEF1FJSDFFOMBBCEVDDJO&MMTPGPOPSUFBNFSJDBOP

JOTDSJCFUBNCJOFMBSHVNFOUPFOMBUSJBEBTFNJUJDBFOEPOEFPDVQBFMMVHBSEF

UFSDFSJEBE%FKBSQBSBPUSBPDBTJOMBBQMJDBDJOEFFTUBSFMBDJO

"SJTUUFMFTFMBSHVNFOUPDPNPFOUJNFNB1BSB"SJTUUFMFTMBSFUSJDBFTMBGVFS[BMBQPUFODJBPFMQPEFSRVFUJFOFFMMFOHVBKFEFDPOWFODFSQFSTVBEJSTFEVDJSGBTDJOBSi-BSFUSJDBmFTDSJCF"SJTUUFMFTmFTMBGBDVMUBE

EFPCTFSWBSUPEPTMPTNFEJPTEFQFSTVBTJOTPCSFDBEBDPTBwEFUPEPBRVFMMPRVF

FTQPTJCMFNFOUFWFSPTNJM Z DPOWJODFOUFu "SJTUUFMFT -B GVFS[B EFMMFOHVBKF

FTUFOMBFTFODJBPFOFMPSJHFOEFMMFOHVBKFZSBEJDBFOMBUSBOTQPTJDJOZOPFOMB

SFGFSFODJBEFMBTDPTBT5BNCJOQBSB"SJTUUFMFTMBSFUSJDBFTMBQPTJCJMJEBEEFVOB

EFNPTUSBDJOMHJDBTMPRVFJODPNQMFUB

%FTEFFTUFDSJUFSJPMBSFUSJDBUJFOFVOBIJTUPSJBQPMNJDBQPSVOMBEPTFDSFBDPNPVOBSUFFMBSUFEFMBEFNBHPHJBPFMDPOWFODJNJFOUPQFSPUBNCJOTFDSFBDBTJ

BMNJTNPUJFNQPDPNPVOBDJFODJBEFMBSHVNFOUPDPO"SJTUUFMFT&OFMQSJNFSDBTPMB

SFUSJDBFTWJTUBDPNPMBQPTJCJMJEBEEFTFEVDJSQFSTVBEJSGBTDJOBSZDPOWFODFSTVDSFB

DJOTFEBCBKPVODPOUFYUPFYUSFNBEBNFOUFGSHJMFMEFMBQPMUJDB"TMPRVFTF

7/31/2019 Inter- semiotica

26/198

QFSTFHVBDPOMBQBMBCSBFSBDBVUJWBSNTRVFSB[POBSTFDPOTUSVBBMNJTNPUJFNQPMB

QPTJCJMJEBEEFDPONPWFSNTRVFEFEFNPTUSBS&TFTUBDBSBDUFSTUJDBMBDPONPDJO

KVOUPDPO MPT TFOUJNJFOUPTZ MBT QBTJPOFT MPT RVFTBMFO BEFMBOUFZ QPS EFUST NVZ

EFUSTWBMBSB[O

$PONPWFSFTFMOMUJNPEFMBSFUSJDBDPNPBSUF&ODBNCJPMBSFUSJDBDPNPDJFODJBCVTDBEFNPTUSBSDPOTUSVJSWFSEBEFTZDFSUF[BTDPOCBTFFOMPTFKFNQMPT&M

FKFNQMPFTFMDBTPNTJNQPSUBOUFFOFTUBSFUSJDB&MFKFNQMPFTUDPOUFOJEPFOFTP

RVF "SJTUUFMFT EFOPNJOB FOUJNFNB Z TFSWJS EF SFFNQMB[P FYUSFNP Z SBEJDBM BM

TJMPHJTNP1PSFTBSB[OMBSFUSJDBDPNPDJFODJBFTVOBMHJDBQFSPVOBMHJDBEFMB

BSHVNFOUBDJO

&OUSNJOPTBSJTUPUMJDPTFMBSHVNFOUPFTVOBPQFSBDJOEFMMFOHVBKFRVFBQBSFDF

FOFMFKFNQMPDPNPGPSNBEFEFNPTUSBSZEFGFOEFSMBTUFTJT/PFTQPSUBOUPVONFSP

SFDVSTPEFMMFOHVBKFDPNPGBTDJOBDJOPTFEVDDJOTJOPNTCJFODSFFNPTFTVOB

GPSNB EF EFNPTUSBDJO MHJDB &M MFOHVBKF FT FOUPODFT SFUSJDB JOUFSQSFUBDJO FT

EFDJSEFQFOEFEFVOTVKFUP6OFMFNFOUPNTRVFIBDFQPTJCMFQFOTBSBMBSFUSJDB

DFJEBBMTVKFUPFTMBFMPDVFODJBPMBFYQSFTJO&TUBEFQFOEFODJBZBMNJTNPUJFNQP

QSPUBHPOJTNP EFM TVKFUP FO MB DPOTUSVDDJO EFM DPOPDJNJFOUP FT QFMJHSPTB QPSRVF

GBTDJOBFODBOUBDPOWFODFTFEVDF

"EFNTEFMEJTDVSTPMBSFUSJDBFTUUBNCJOEFOJEBBQBSUJSEFTVQPTJCJMJEBE

EFEFNPTUSBSZTUBTFEBBUSBWTEFMPTTJHOPT4JOFNCBSHPMPTTJHOPTEFMBSFUSJDBZMPTEFMBTFNJUJDBTPOUBNCJOEFOBUVSBMF[BEJTUJOUB6OPTTPOTJHOPTRVFSFFSFO

BMBTDPTBTZEFBIMBOFDFTJEBEEFMMFOHVBKFZMPTPUSPTTPOTJHOPTRVFSFFSFOBMBT

SFMBDJPOFTEFMBTDPTBTEFBIMPTQFOTBNJFOUPT

1BSBQFSTVBEJSIBZRVFEFNPTUSBSBSHVNFOUBUJWBNFOUFFTEFDJSIBZRVFFYIJCJS

BUSBWT EFFKFNQMPT MBT DPTBTRVFTFRVJFSFOEFNPTUSBS-BEFNPTUSBDJOOPFTFO

TFOUJEP FTUSJDUP VOB EFNPTUSBDJO MHJDB FT QPS FM DPOUSBSJP VOB DPOTUSVDDJO

WFSPTNJMZQSPCBCMF&MFOUJNFNBFTMBEFNPTUSBDJOSFUSJDBRVFQBSBBMHVOPTBVUPSFT

FTVOTJMPHJTNPGBMTPPJODPNQMFUPNJFOUSBTRVFQBSBPUSPTTFUSBUBEFVOTJMPHJTNPSFUSJDPFTEFDJSFTVOTJMPHJTNPDPOTUSVJEPQPSQSPQPTJDJPOFTZOPQPSQSVFCBTFO

EPOEFMBTQSPQPTJDJPOFTBERVJFSFOEPTEJWJTJPOFTVOBQSPQPTJDJOWFSPTNJMZMBPUSB

QSPQPTJDJOJOEJDJBM1SVFCBZFKFNQMPOPTPOMPNJTNPFOUSFPUSBTDPTBTQPSRVFFM

FKFNQMPUJFOFVOBEJNFOTJOEFJOWFODJOZMBQSVFCBOP

7/31/2019 Inter- semiotica

27/198

-BSFUSJDBDPNPVOBMHJDBFOFMTFOUJEPEFVOBSUFEFMBSB[OPCJFODPNPBSUF

EFMBBSHVNFOUBDJO&TBTDPNPMBSFUSJDBOPTFSFEVDFBPSOBNFOUPEFMMFOHVBKF

TJOPNTCJFOFTVODPNQMFNFOUPEFMBMHJDB&TUBSFUSJDBUPNBDPNPJOUFSTFM

EJTDVSTP-BSFUSJDBFTUFOSFMBDJODPOMBMHJDBZBMNJTNPUJFNQPDPOMBTFNJUJDB

4JOFNCBSHPMBSFUSJDBOPFTMHJDBOJTFNJUJDBPCJFOIFSNFOVUJDBBQFTBSEFRVFUSBUFEFMEJTDVSTP-BEJGFSFODJBFTFOUSFPUSBTDPTBTMBQFSTVBTJOZMBBSHVNFOUBDJO

BNCBTFOVOBFTUSFDIBSFMBDJO

1FSPMBDPONPDJOZFMFKFNQMPDPNPDBSBDUFSTUJDBTJOFMVEJCMFTEFMBSFUSJDB

DPNPBSUFZDJFODJBSFTQFDUJWBNFOUFFTUOTPNFUJEPTBVOJNQFSBUJWPZBVOBFYJHFODJB

EFDPOWFODFSZGBTDJOBSCBKPMBDPOEJDJOEFDSFFODJB$SFFSFOMPRVFTFEJDFBQBSUJSEF

VUJMJ[BS MPT SFDVSTPTQSPQJPT EFM MFOHVBKF DPNP MBT HVSBT SFUSJDBT P MPT FKFNQMPT

DPOUFOJEPT FO FM FOUJNFNB FT MB OBMJEBE MUJNB EF MB SFUSJDB FTUB BTQJSBDJO P

BOIFMPEFDSFFODJBTFMPHSBOPQPSRVFMBSFUSJDBEFTQSFOEBVOBWFSEBEEFIFDIPOP

MPIBDFOJMFJOUFSFTBTJOPBDPOEJDJOEFEFTQSFOEFSDPOBO[BDSFEJCJMJEBEFOTVNB

BQBSUJSEFEFTQSFOEFSWFSPTJNJMJUVE1PSFTBSB[OFMUFNBEFMBDFSUF[BEFMBWFSEBE

ZEFMBWFSPTJNJMJUVEBQBSFDFDPNPPQBDJEBEZBNCJHFEBE

&TUBTEPTQPTJDJPOFTEFMBSFUSJDBVOBDPNPBSUFZMBPUSBDPNPDJFODJBMMFWBO

IJTUPSJBTQBSBMFMBTQPSRVFVOBOPTVDVNCFBMBPUSBZWJDFWFSTB-PRVFUFOFNPT

FOUPODFTTPOEPTEFTBSSPMMPTEJTUJOUPTRVFOPTMMFHBOIBTUBIPZOPTJOQBTBSQPSFM

USBUBNJFOUPFTQFDJBMEFMPTQFOTBEPSFTNFEJFWBMFT-BSFUSJDBFOFTUFQFSJPEPFMNFEJFWBMQPOFFOUSFQBSOUFTJTFTUFEFTBSSPMMPDMBSBNFOUFEJGFSFOUFEFMBSFUSJDBZMP

SFMBDJPOB"TUFOFNPTVOB SFUSJDB RVF FTBM NJTNPUJFNQP BSUFZ DJFODJBRVF BM

FTUBSFOUSFDSV[BEPTFTUPTDBNJOPTEFKBOEFTFSFOTFOUJEPFTUSJDUPBSUFZDJFODJB.T

CJFOBERVJFSFOVOBEJNFOTJOFYUSBBFOMBIJTUPSJBEFMBSFUSJDB1PSFKFNQMPFM

DPOUFYUPNFEJFWBMZBOPFTQPMUJDPDPNPMPFSBDPO"SJTUUFMFTTJOPSFMJHJPTPOPFT

QPSVOMBEPDPONPWFSZQPSPUSPFKFNQMJDBSTJOPBMNJTNPUJFNQPBNCBTDPTBT&M

DPONPWFSZFMFKFNQMJDBSBQBSFDFODPOUFOJEPTFOVOSFDVSTPQSPQJPEFMNFEJPFWP

MBTDBSUBT-BSFUSJDBBERVJFSFVODBSDUFSFQJTUPMBS &TFOMBNPEFSOJEBEEPOEFFTBTEPTIJTUPSJBTEFMBSFUSJDBDPNPBSUFZDJFODJB

FNQJF[BOBUFOFSUSBUBNJFOUPTNVZEJTUJOUPTQPSRVFFMUFNBEFMMFOHVBKFTVDVNCF

BMBDSFBDJOEFMBDJFODJBNPEFSOBFOFMTJHMP/PPCTUBOUFDPNPMPWFSFNPT

NTBEFMBOUFFTFMQSPQJPEFTBSSPMMPEFMBDJFODJBFMRVFUSBFOVFWBNFOUFFTBIJTUPSJB

7/31/2019 Inter- semiotica

28/198

EFEJGFSFODJBFOUSFBSUFZDJFODJB1BSBMBNPEFSOJEBEFMMFOHVBKFTFDPOWJFSUFFOVO

QSPCMFNBRVFMFKPTEFFYQMJDBSDPOGVOEFRVFMFKPTEFDSFBSHFOFSBMJEBEFTDPOTUSVZF

TJOHVMBSJEBEFT&OFTUFTFOUJEPMBFYJHFODJBEFMBNPEFSOJEBEFTRVJ[FTDBQBSEFM

MFOHVBKFZEFMBTJOHVMBSJEBEFTEFDJSEFMBSFUSJDBZEFMBTFNJUJDB

%FFTUBGPSNBFMFTUBUVUPEJTDJQMJOBSJPEFMB3FUSJDBFTQPMNJDPTVMVHBSBQBSFDFDPNPDPNQMFNFOUPEFMBTPUSBTDJFODJBTEFMMFOHVBKFBTFODPOUSBNPTBMBSFUSJDB

CBKPVOBQFSTQFDUJWBTFNJUJDBPEJTDVSTJWBQFSPOPDPNPBMHPBVUOPNPDVBOEP

DPOUJFOFMPTFMFNFOUPTQBSBEJDIBBVUPOPNB"EFNTEFDPOUFOFSMPTFMFNFOUPT

PDVQBZ TFTJSWFEF MBTFNJUJDB ZEFMEJTDVSTPBTDPNP EF MBQSBHNUJDBPEFMB

IFSNFOVUJDB

&OUSFRVJFOFTEFFOEFOFMFTUBUVUPEFMBSFUSJDBDPNPVOBEJTDJQMJOBBVUOPNB

ZFOFTUSFDIBSFMBDJODPOMBMHJDBZMBTFNJUJDBTFFODVFOUSB1FJSDF1BSBMFM

DPOPDJNJFOUPOPEFQFOEFEFMTVKFUPFTQPSFMDPOUSBSJPBCTPMVUBNFOUFBVUOPNPEF

TUFZBTMPEFNPTUSBCBMBTFNJPTJTFTEFDJSMBTUFTJTRVFTFEFTQSFOEFOEFQSPDFTPT

MHJDPT1FJSDFDPNPWFSFNPTFOMBTFHVOEBQBSUFEFFTUFUSBCBKPTJUBBMBSHVNFOUP

DPNPVOBPQFSBDJOMHJDBEFQSJODJQJPBO&OMPRVFTJHVFJOUFOUBSFNPTWFSFTUB

PQFSBDJORVF1FJSDFMMFWBBDBCP

$41FJSDFFMBSHVNFOUPDPNPBCEVDDJO

1BSB1FJSDFFMBSHVNFOUPFTQBSUFEFTVTFNJPTJTZFTVOBPQFSBDJOJOGFSFODJBMZOPSFGFSFODJBM*OGFSJSZSFGFSJSOPFTMPNJTNPFOFMQSJNFSDBTPTFUSBUBEFVOBDVFTUJO

MHJDBFOFMTFHVOEPDBTPQPSFMDPOUSBSJPEFVOBPQFSBDJOEFMMFOHVBKF1FJSDFWFBM

BSHVNFOUPDPNPVOBMHJDBBCEVDUJWB"MNJTNPUJFNQPDPNPVOQSBHNBUJTNP-B

DPNQMFKJEBEEFMBSFUSJDBFO1FJSDFFTFWJEFOUF&OBMHVOBTPDBTJPOFTMMBNBBFTUPT

QMBOUFBNJFOUPTSFUSJDBQVSB

&M USBCBKP EF 1FJSDF IB TJEP BCTPMVUBNFOUF JOOPWBEPS QBSB MB SFUSJDB Z TJO

FNCBSHPTVSFDFQDJOFOFTUFDBNQPFTFYUSBB1FJSDFTFQBSBBMBMHJDBEFMBFTUFMB

NFEJFWBMRVFMBDPOTJEFSBCBDPNPVOBGPSNBEFQFOTBSDPSSFDUBNFOUFZMBJODPSQPSBBMNCJUPEFDSFBSGPSNBTPNUPEPTEFJOWFTUJHBDJO&OFTBTFQBSBDJOMBMHJDBTF

DPOWJFSUFFOTFNJUJDBFOQSBHNBUJTNPZFOSFUSJDB

-BMHJDBTFHO1FJSDFOPJOEJDBDNPQFOTBSTJOPRVFDSFBMPTDBNJOPTNT

JEOFPTQBSBQFOTBSMPTDVBMFTOPTPOMBFYQFSJNFOUBDJOTJOPMBBCEVDDJO&TFOFTUF

7/31/2019 Inter- semiotica

29/198

DPOUFYUPFO EPOEF JOUSPEVDF MBFDPOPNBEFMB JOWFTUJHBDJO -B BCEVDDJOFT FO

FTUFTFOUJEPFMNUPEPZMBMHJDBNTFDB[FTMBGPSNBEFSB[POBSNTTFOTBUBQPS

TFSMBRVFFWJUBFMSFDPSSJEPEFMFYQFSJNFOUPFMDVBMQSJWJMFHJBCBFMPCKFUPFTEFDJS

FOGBUJ[BCBMPFNQSJDP

4FHO1FJSDFFMDPOPDJNJFOUPOPFTVOBSFMBDJOEFPCKFUPTZOPTFBMDBO[BVOBWFSEBEBQBSUJSTJNQMFNFOUFEFMBOMJTJTEFTUPTFTEFDJSOPFTFMPSEFOEFMPFNQSJDP

MPRVFQFSNJUFMBDPOTUSVDDJOEFMDPOPDJNJFOUPZMBDSFBDJOEFWFSEBEFTTJOPNT

CJFOFTFMPSEFOEFMPSBEJDBMNFOUFBSHVNFOUBUJWPMPRVFMMFWBBMBDPOTUSVDDJOEF

MBWFSEBE4MPIBZWFSEBEEPOEFIBZBSHVNFOUPTOPEPOEFIBZPCKFUPT1PSNFEJP

EFMPTPCKFUPTOPQPEFNPTDPNQSPCBSOJOHODPOPDJNJFOUPOPQPEFNPTEFGFOEFS

OJOHVOBWFSEBEQPSRVFMPTPCKFUPTTMPQSPWPDBOTFOTBDJPOFTZTUBTQBSBQSPEVDJS

DPOPDJNJFOUPEFCFOTFSQBSUFEFVOQSPDFTPMHJDPRVF1FJSDFMMBNBTFNJPTJT

$PNP WFNPT TF USBUB EF VOB DVFTUJO EF NUPEP MP RVF JORVJFUB B 1FJSDF

$VFTUJORVFIBUFOJEPEJWFSTBTJOUFSQSFUBDJPOFTZMFDUVSBT-BTNTDPNVOFTIBO

WJTUPB1FJSDFDPNPFMQBESFEFMBTFNJUJDBZFMDSFBEPSEFMQSBHNBUJTNPDVBOEPMP

RVFMQSPQPOFTPOGPSNBTEFJOWFTUJHBSTVSFFYJONTCJFOFTVOBSFGPSNVMBDJO

SBEJDBMEFMBMHJDBZVOBSFOPWBDJOEFMBSFUSJDB

&MRVF1FJSDFEJWJEBBMPTTJHOPTFOUSFTNPNFOUPTMPTJDPOPTMPTOEJDFTZMPT

TNCPMPTZBTUPTMFTDPSSFTQPOEBMPTUSNJOPTMBTQSPQPTJDJPOFTZMPTBSHVNFOUPT

SFTQFDUJWBNFOUFOPFTHSBUVJUP0CFEFDFNTCJFOBVOBGFBCTPMVUBQPSMBJOUFMJHJCJMJEBEEFMNVOEP&MDPOPDJNJFOUPFTQSPEVDUPEFVOQSPDFTPZFTUFOFMUFSDFSNPNFOUP

FTEFDJSFOFMBSHVNFOUP-BMHJDBUJFOFRVFEFTQSFOEFSFTUPTUSFTNPNFOUPTZFTUBT

USFTSFMBDJPOFT

4JO FNCBSHP1FJSDF WB NTMFKPTBM DPODFCJSBMBMHJDB DPNP MB DSUJDB BMPT

BSHVNFOUPT6OBSHVNFOUPQBSB1FJSDFFTiVOTJHOPRVFTJHOJDBTFQBSBEBNFOUFB

TVJOUFSQSFUBOUFu6OBSHVNFOUPFTMPRVFEFOFQPSFOUFSPBMPCKFUPEFTQVTEFVO

SFDPSSJEPMHJDP&TBMNJTNPUJFNQPVOBUFSDFSJEBEZVOTNCPMP"TFODPOUSBNPT

BSHVNFOUPTTJNQMFTZBSHVNFOUPTNJYUPT &MBSHVNFOUPFO1FJSDFFTGVOEBNFOUBMFOMBDPOTUSVDDJOEFVODPOPDJNJFOUP

RVFOPTFBQPSVOMBEPUBVUPMHJDPZQPSPUSPMBEPRVFOPTFBVOFOHBPEFMMFOHVBKF

3FDPSEFNPTRVFFMQSPCMFNBEFMBUBVUPMPHBQSPWFOJFOUFEFMBTMHJDBTJOEVDUJWBTZ

EFEVDUJWBTBTDPNPFMQSPCMFNBEFMFOHBPQSPEVDUPEFMFOHVBKFTPOEPTQSPCMFNBT

7/31/2019 Inter- semiotica

30/198

RVF1FJSDFUFOESRVFFOGSFOUBS1PSVOMBEPDNPDPOTUSVJSVODPOPDJNJFOUPRVF

BQPSUFBMHPRVFOPFTUTPMBNFOUFDPOUFOJEPFOFMTVKFUPTJOPRVFBEFNTQVFEB

SFMBDJPOBSTFDPOPUSPTTVKFUPTZQPSPUSPMBEPDNPIBDFSQPTJCMFFMDPOPDJNJFOUPTJO

OFDFTJEBEEFMMFOHVBKFRVFMPEFGPSNF-BTPMVDJORVFUPNB1FJSDFFTVOBTPMVDJO

MHJDB 1BSB1FJSDFFMBSHVNFOUPTFDPOTUSVZFDPOCBTFTMHJDBTZOPEFMFOHVBKF#BTFT

MHJDBTRVFUFOHBOVOQSJNFSPVOTFHVOEPZVOUFSDFSPFMSFDPSSJEPQPSFTPTNPNFOUPT

ZQPSMBUBCMBEFDBUFHPSBTRVF1FJSDFDPOTUSVZFFTMPRVFMMFWBSBMBGPSNVMBDJOEF

BSHVNFOUPT

$PODMVTJPOFT&MBSHVNFOUPBQBSFDFDPNPVOFMFNFOUPDPOTUJUVUJWPEFMBTFNJUJDBZEFMBSFUSJDBFO

FTUBMUJNBFTUQSFTFOUFEFTEFTVTJOJDJPTDPNPBSUFZEFTQVTDPNPDJFODJB4JOFNCBSHP

FMBSHVNFOUPQSFTFOUBVOBTFSJFEFDBNCJPTSBEJDBMFTDPOMPTQMBOUFBNJFOUPTEF$IBSMFT

4BOEFST1FJSDFBM TFQBSBSMPEFMMFOHVBKFFO FMDVBM FTUBCBJOTDSJUPFJODPSQPSBSMPBM

NCJUPEFMBMHJDB&TUFEFTQMB[BNJFOUPEFMBSHVNFOUPTJHOJDDPNPUSBUBSFNPTEF

WFSVOBUSBOTGPSNBDJOFOMBTFNJUJDBZFOMBSFUSJDBBDUVBMDPOFMMPTVTBQMJDBDJPOFT

FOEJTUJOUPTNCJUPTEF MBTDJFODJBTDPNPFMEFSFDIP MBBOUSPQPMPHB MBMPTPGBEF

MBDJFODJBZFOFTQFDJBMEFMBDPNVOJDBDJOEJFSPOVOHJSPRVFUPEBWBOPTFMPHSB

DPNQSFOEFS&OUSFPUSBTDPTBTQPSRVFTFTJHVFQFOTBOEPBMBBSHVNFOUBDJODPNPVOBPQFSBDJOEFMMFOHVBKFZOPDPNPVOBPQFSBDJOMHJDB-BOBUVSBMF[BEFMBSHVNFOUP

FTEJONJDBFTEFDJSFMBSHVNFOUPTFUSBOTGPSNBEFBDVFSEPBMBTDPOEJDJPOFTZBMBT

FYJHFODJBTMHJDBT

1BSB 1FJSDF DPNP USBUBSFNPT EF TFBMBS MB SFUSJDB DPNP TFNJUJDB FT VOB

EFNPTUSBDJOMHJDB&OFTUFTFOUJEPMBSFMBDJOFOUSFMFOHVBKFZMHJDBFTUFODPOTUBOUF

UFOTJOFOUBOUPRVFMBQSJNFSBTFSFFSFBSFDVSTPTFTUJMTUJDPTBHVSBTBMVEFUBNCJO

BMTVKFUPZBMBGBTDJOBDJOBMBQFSTVBTJOZBMBDPONPDJOEFTUF"MNJTNPUJFNQP

KVFHBDPOMPTTFOUJNJFOUPTEFMTVKFUPSFFSFBFMMPTQBSUFEFFMMPT&ODBNCJPMBMHJDBTFSFFSFBMPTQFOTBNJFOUPTZBMBDSFBDJOEFTUPTBUSBWTEFVOSFDPSSJEPTFNJUJDP

FOEPOEFTFFYIJCBOPTFFYQMJDJUFOMBTSFMBDJPOFTTHOJDBTRVFMPDPOTUSVZFSPO

&MBSHVNFOUPFTFOUPODFTVONPNFOUPEFMBQFSTVBTJORVFDPCSBEPTGPSNBT

-BQSJNFSBFTFMMFOHVBKFRVFBUSBWTEFTVTHVSBTQFSNJUFDPOWFODFSZMBTFHVOEB

7/31/2019 Inter- semiotica

31/198

FTMBMHJDBFOUFOEJEBDPNPVOBGPSNBEFDSFBSQFOTBNJFOUPT&TUBTEPTGPSNBTEFM

BSHVNFOUPTFJOTFSUBOFOEJGFSFOUFTEJTDJQMJOBTFOUSFFMMBTFMEJTDVSTPMBQSBHNUJDB

Z MB TFNJUJDB 4VT GSPOUFSBT TPO GSHJMFT 4JO FNCBSHP FO FTUB MUJNB DJFODJB MB

TFNJUJDBFYJTUFVOBSFMBDJONVZJNQPSUBOUFDPOMBSFUSJDBEFTEFMPTQMBOUFBNJFOUPT

EF"SJTUUFMFTIBTUBMBTUFTJTEF$IBSMFT4BOEFST1FJSDFDPNPUSBUBNPTEFWFS

#JCMJPHSBGB

"SJTUUFMFT3FUSJDB.YJDP

1FJSDF$4.JBMFHBUPBGBWPSEFMQSBHNBUJTNP#VFOPT"JSFT"HVJMBS

1FJSDF$40CSB-HJDP4FNJUJDB .BESJE5BVSVT

1FJSDF$4%FEVDDJOJOEVDDJOFIJQUFTJT .BESJE"HVJMBS

1FJSDF$4-BDJFODJBEFMBTFNJUJDB#VFOPT"JSFT/VFWB7JTJO

1FJSDF$4&MIPNCSFVOTJHOP#BSDFMPOB$SUJDB

1FJSDF$4i6OFTCP[PEFDSUJDBMHJDBu5SBEVDDJODBTUFMMBOBEF4BSB'

#BSSFOB5PNBEPEFM6OJWFSTJEBEEF/BWBSSBDPOTVMUBEPGFCSFSPEF

1FJSDF$4Bi-BMHJDBDPOTJEFSBEBDPNPTFNJUJDB*u-QBSUF*5SBEVDDJO

DBTUFMMBOBEF4BSB'#BSSFOB3FDPOTUSVDDJOBOBMUJDBEF+PTQFI3BOTEFMMPSJHJOBMFO

-5PNBEPEFM6OJWFSTJEBEEF/BWBSSBDPOTVMUBEPGFCSFSPEF 1FJSDF$4Ci-BMHJDBDPOTJEFSBEBDPNPTFNJUJDB**u-QBSUF*5SBEVDDJO

DBTUFMMBOBEF4BSB'#BSSFOB3FDPOTUSVDDJOBOBMUJDBEF+PTQFI3BOTEFMMPSJHJOBMFO

-5PNBEPEFM6OJWFSTJEBEEF/BWBSSBDPOTVMUBEPGFCSFSPEF

4BOEPWBM&EHBS4FNJUJDBMHJDBZDPOPDJNJFOUP)PNFOBKFB$IBSMFT4BOEFST1FJSDF

.YJDP

7/31/2019 Inter- semiotica

32/198

$"156-04&.*5*$"$*/&."50(3'*$"

7/31/2019 Inter- semiotica

33/198

y2VOPFYQMJDBEFMDJOFMBTFNJUJDBDJOFNBUPHSDB

7JDFOUF$BTUFMMBOPT$FSEB

3FTVNFO

&MQSFTFOUFUSBCBKPSFDVQFSBVOEFCBUFQPDPTJTUFNBUJ[BEPIBTUBOVFTUSPTEBTSFTQFDUP

BMPTMNJUFTZQPSMPUBOUPBMDBODFTEFMBTFNJUJDBDJOFNBUPHSDBQBSBFYQMJDBSZ

DPNQSFOEFSVOPCKFUPEFFTUVEJPFOUFOTJOFOUSFBSUFMFOHVBKFSFQSFTFOUBDJOFJO

EVTUSJBDVMUVSBM

-PTQSJNFSPTDVFTUJPOBNJFOUPTB MBMNPMJOHTUJDBNFU[JBOBQSPWJFOFOEF+FBO.JUSZ

Z(JMMFT%FMFV[FZFOMPTMUJNPTBPTFYJTUFVOSJDPEFCBUFFOUSFMPTDPHOJUJWJTUBTFTUBEPVOJEFOTFTZMPTRVFTFFYQMJDBOFMUJQPEFQFOTBNJFOUPFJOUFSBDDJPOFTDPHOJUJWBTQSP

QJDJBEBTQPSFMDJOFBQBSUJSEFVOBTFNJUJDBQPTNFU[JBOB

&OFTUFQSJNFSBSUDVMPTPCSFFM UFNBTFFYQPOESOBSHVNFOUBDJPOFTEF BVUPSFTZ

DPSSJFOUFTBDFSDBEFMPTMNJUFTEFMBTFNJUJDBFODVBOUPBMBTUSFTNBUFSJBTTJHOJDBOUFT

EFMDJOFMBJNBHFOFMTPOJEPZMBTVDFTJO

&MJOJDJPEFVOUSBCBKPEFUBMFTDBSBDUFSTUJDBTQFSNJUJSFOFM DPSUP QMB[P UFOFSVO

FTUBEPEFMBSUFEFMBTFNJUJDBEFMDJOFRVFOPSFQJUBMBBQMJDBDJOBDSUJDBEFNPEFMPT

WJTVBMFTPOBSSBUJWPTFOFMBOMJTJTZMBDPNQSFOTJOEFQFMDVMBT%FNPEPQBSBMFMPTF

GPSUBMFDFSMBFTUSVDUVSBEFOPDJPOFTZSFMBDJPOFTDPODFQUVBMFTEFVOBEFMBTTFNJUJDBT

BQMJDBEBTNTJNQPSUBOUFTFOOVFTUSPTEBT

4POPBMBTFNJUJDBEFMDJOF1SPQPOFSVOEFCBUFBDFSDBEFMBTFNJUJDBEFMDJOFDPOCBTFFOTVT MNJUFTZOPFO

TVTUJOPTQVFEFQBSFDFSFOVOQSJNFSNPNFOUPVOBDPOUSBEJDDJODPODFQUVBM1FSP

NVDIPTPCKFUPTEFFTUVEJPTFFYQMJDBONFKPSDVBOEPOPTSFGFSJNPTQPSMPRVFOPTPO

-B TFNJUJDB EFM DJOF IB UFOJEP BQPSUFT JOOFHBCMFT EFOUSP EF MBT TFNJUJDBTBQMJDBEBTZIBMPHSBEPEFTDFOUSBSBMHVOBTEFMBTOPDJPOFT EVSBTEFDJFSUBUSBEJDJO

USBOTMJOHTUJDB#BTUBSFDPSEBSMBQSPQVFTUBEF$ISJTUJBO.FU[EFFOUFOEFSBMDJOFDP

NPVOMFOHVBKFTJOMFOHVBRVFUSBEVDJEPFOUSNJOPTEFMBDPNVOJDBDJOFTBMHPBT

DPNPQFOTBSVONFOTBKFTJODEJHP

7/31/2019 Inter- semiotica

34/198

-BMNPMJOHTUJDBEF.FU[IBUFOJEPEPTDPOTFDVFODJBTEFOUSPEFMPTFTUVEJPT

EFMDJOF6OBRVFFTUWJODVMBEBDPOFMBQPSUFEFMBMJOHTUJDBFOFMDPOPDJNJFOUPEF

MBTFTUSVDUVSBTEFTJHOJDBDJOEFMDJOFZMBPUSBEJSFDUBNFOUFSFMBDJPOBEBDPOTVT

EFUSBDUPSFT QVFT MFKPT EF DPODFCJS BM DJOF FO TV EJNFOTJO EF MFOHVBKF QSFFSFO

QBSUJSEFVOBDPODFQDJOZBTFBBSUTUJDBZBTFBEFSFQSFTFOUBDJORVFEDVFOUBEFVOTJTUFNBEFFYQSFTJONVZEJGFSFOUFBMEFSJWBEPEFFODBEFOBNJFOUPTEFWFSCPT

TVTUBOUJWPTZQSFEJDBEPT

&MQSPQJP.FU[FTUVWPDPOTDJFOUFEFMPTMNJUFTEFTVFYQMJDBDJOFTEFDJSFMBOBMJ[BS

TMPVODEJHPEFMPTNVDIPTRVFUJFOFFMDJOFFMEFMBCBOEBEFMBTJNHFOFT

/PEFCFNPT PMWJEBSMPT USFT HSBOEFTBQPSUFTEFFTUF MJOHJTUBBMFTUVEJPEFMB

TFNJUJDBEFMDJOFMBJODPSQPSBDJOEFDBUFHPSBTUSBOTMJOHTUJDBTFOMBDPNQSFOTJO

EFM GFONFOP EFM DJOF DPNP MB EPCMF BSUJDVMBDJO MBT SFMBDJPOFT QBSBEJHNUJDBT

Z TJOUBHNUJDBT FO TVNB MB EVEB RVF BO DPOUJOB EF RVF TJ MP WJTVBM QVFEF TFS

BTJNJMBEPQPSMPWFSCBMMBSFTQVFTUBEFMQSPQJP.FU[FTOPOPQVFEFZQPSFTPFMBCPS

TVQSPQVFTUBUBYPONJDBEFMPTPDIPUJQPTTJOUBHNUJDPTEFMBCBOEBEFMBTJNHFOFT

4JOFNCBSHPBMNPNFOUPEFTVBQMJDBDJOFODJOFNBUPHSBGBTEJTUJOUBTBMBDMTJDBTFM

NPEFMPNPTUSJONFEJBUBNFOUFTVTDBSFODJBTTJUVBDJOSFDPOPDJEBQPSFTUFUFSJDP

DVBOEP BOBMJ[B"EJT 'JMJQJOBT VOB QFMDVMB NPEFSOB SPEBEB FO FM DPOUFYUP EF MB

/VFWB0MB'SBODFTB"EFNTEFMEFCBUFUSBOTMJOHTUJDPZEFMBQSPQVFTUBEFMBHSBO

TJOUBHNUJDB.FU[SFMBDJPOBFOVOTFHVOEPNPNFOUPEFTVUSBCBKPMBTFNJUJDBDPOFMQTJDPBOMJTJTZMBO[BBNBOFSBEFUUVMPEFMJCSPPUSBQSPWPDBDJOFMTJHOJDBOUF

JNBHJOBSJP0USBWF[FMEFTDFOUSBNJFOUPEFOPDJPOFT EVSBTEFMBMJOHTUJDBPCMJHBB

MPTFTUVEJPTPTEFMDJOFBDPNQSFOEFSDNPFMFMFNFOUPNTUBOHJCMFEFMTJHOPMBQBSUF

NBUFSJBMTFOPTNVFTUSBFOVOBQFMDVMBTJOQPTJCJMJEBEEFBTJSTF

&OUSFFTUBTDPOUSBEJDDJPOFTMBTFNJUJDBNVFTUSBTVTBMDBODFTQFSPUBNCJOMPT

QPTJCMFTSFDPSSJEPTUFSJDPTRVFMBGPSUBMF[DBODPODFQUVBMNFOUFZMFQFSNJUBODPOUJOVBS

FOSJRVFDJFOEP MPT FTUVEJPT EFM DJOF *ODMVTP FO OP QPDBT IJTUPSJPHSBGBT EF UFPSB

DJOFNBUPHSDBTFSFDPOPDFMBPCSBEF.FU[DPNPFMQVOUPEFSVQUVSBFOUSFBDFSDBNJFOUPTQSFEJTDJQMJOBSJPTZMPTQSPQJBNFOUFEFSJWBEPTEFBMHVOBEFMBTEJTDJQMJOBT

BDBENJDBTFOOVFTUSPDBTPMBQSPWFOJFOUFEFMBMJOHTUJDB

-PRVFOPFYQMJDBMBTFNJUJDBEFMDJOFFTFMUFNBRVFOPTPDVQBDPOMBOBMJEBE

EFSFDVSSJSBMDVFTUJPOBNJFOUPEFDJFSUPTQSJODJQJPTEFDPNQSFOTJOZBOMJTJTBIPSB

7/31/2019 Inter- semiotica

35/198

FOCPHBRVFIBOQBTBEPBDPOTUJUVJSTFFOOPDJPOFTPNPEFMPTPQFSBUJWPTNTRVFFO

IJQUFTJTEFUSBCBKPRVFQPSTVDFTJOZBHMPNFSBDJOIBOEBEPDVFOUBEFVOPEFMPT

GFONFOPTDVMUVSBMFTNTJNQPSUBOUFTEFMBTTPDJFEBEFTDPOUFNQPSOFBT

1PSBIPSBTMPFYQPOHPVOBTFSJFEFBSHVNFOUBDJPOFTBDFSDBEFMPTMNJUFTEF

MBTFNJUJDBDPOMBJEFBEFHFOFSBSVOEFCBUFRVFDVFTUJPOFOVFTUSPNPEPEFNJSBSMBTFNJUJDBEFMDJOFZUBMWF[QSPQPOFSTBMJEBTUFSJDBTFOMBDPOTUSVDDJOEFVOBFTQFDJF

EFQPTUTFNJUJDBDJOFNBUPHSDB

&MDJOFSFQSPEVDFMPSFBMDPODSFUP&MTJHOPMJOHTUJDPFTVOBSFQSFTFOUBDJOTPOPSBPHSDBEFVOBMHPRVFHVBSEBVOB

SFMBDJOTJNCMJDBZBSCJUSBSJBDPOTVSFGFSFOUF4FUSBUBEFVOTNCPMPHFOSJDPRVF

OPEJTUJOHVFMBTJOEJWJEVBMJEBEFTEFMPTPCKFUPTQPSFMDPOUSBSJPMBTJNHFOFTZMPT

TPOJEPTEFMDJOFTPOEBEBTFYDMVTJWBNFOUFFOTVJOEJWJEVBMJEBEMBJNBHFOEFVOSPTUSP

OFDFTJUEFFTFSPTUSPFOQBSUJDVMBSQBSBHFOFSBSTFZOPEFVOBDPOWFODJOBCTUSBDUB

TJNCMJDBEFDVBMRVJFSSPTUSP

-B JNBHFO OPTMP FTVOTJHOJDBOUFDPNQMFKP TJOP RVF TJFNQSF FT JOEJ

WJEVBMJ[BEBQFSTPOBMJ[BEBEJTUJOUB/VODBTFSMBEFVOQFSSPTJOPMBEFFTUF

QFSSPWJTUPFOFTUFMVHBSEFTEFFTUFOHVMP.JUSZ

4FQPESBEFDJSRVFTJCJFOFTUBDPOEJDJOQSJNJHFOJBEFMDJOFFODVBOUPSFHJTUSPEFMV[

MPEFOFDPNPVONFEJPJOEJDJBMMPDJFSUPFTRVFFTPTPCKFUPTTFDPOWJFSUFOFOTJHOPT

BIPSBTJDOJDPTZQPSUBOUPTJNCMJDPTBMFOUSBSFOSFMBDJODPOMBDVMUVSBRVFMPT

HFOFSBFJOUFSQSFUBTFHODJFSUPTDPOWFODJPOBMJTNPT-PTSPTUSPTJOEJWJEVBMFTQVFEFO

FYQSFTBSUFNBTJODMVTPNTBMMEFMPTMNJUFTEFMBEJHFTJT1PSFKFNQMPFO -B(VFSSB

EF"SHFMFMQSJNFSQMBOPEFVOQSJTJPOFSPEFHVFSSBRVFEFMBUBBTVTDPNQBFSPTOPT

NVFTUSBOPTMPFTBJNBHFOJOEJWJEVBMJ[BEBTJOPFMSPTUSPEFVOIPNCSFRVFTFTBCF

USBJEPSy$NPVOBJNBHFOEFUSFTPDVBUSPTFHVOEPTQVFEFTFSDBQB[EFTJNCPMJ[BSFMTVGSJNJFOUPEFMUSBJEPSQPSTVGVODJOTJNCMJDBRVFWBNTBMMEFMBIVFMMBMVNJOPTB

RVFMBHFOFS4JOFNCBSHPFTFVOJWFSTPRVFDBQUBMBJNBHFODBSHBEBEFTFOUJEPFO

MBQVFTUBFOFTDFOBFTVOTFOUJEPFYUSBDJOFNBUPHSDPVCJDBEPFOFMSFMBUPPFOMPT

UFNBTZOPFOMBTVTUBODJBEFMDJOF

7/31/2019 Inter- semiotica

36/198

-BEFVEBEFMBMJOHTUJDBDPOMBTFNJUJDBEFMDJOF&TUF QPTUVMBEP JNQMJDB CVTDBS FOVOTJTUFNB EFTJHOJDBDJOEJGFSFOUFBM MFOHVBKF

OBUVSBM MBT DBSBDUFSTUJDBT Z FTUSVDUVSBT EF MB MFOHVB $FOUSBSTF FOFMTJTUFNBEFMB

MFOHVB Z OP FO MBT QBSUJDVMBSJEBEFT EFM TJTUFNB EF TJHOJDBDJO DJOFNBUPHSDP

QSPEVKPMBTFSJFEFBSHVNFOUBDJPOFTDPOUSBEJDUPSJBTZBNFODJPOBEBTFMDJOFMFOHVBKFTJOMFOHVBFMDJOFMFOHVBTJOEPCMFBSUJDVMBDJO&TUFEFCBUFNVFTUSBMBTDBSFODJBT

EFMPTQPTUVMBEPTUSBOTMJOHTUJDPTEFUJQPTBVTTVSJBOPBMNPNFOUPEFFYQMJDBSPUSPT

MFOHVBKFT-BEVEBDPOUJOByDNPUFPSBTEFMMFOHVBKFQSJNBSJPTPTFDVOEBSJPTBMB

-PUNBOQVFEFOTFSNPEFMPTEFDPNQBSBDJOTJOSFEVDJSFMTJTUFNBEFTJHOJDBDJO

EFMDJOFBDPOTJEFSBDJPOFTMJOHTUJDBT1SJNFSPEFCFNPTSFDPOPDFSRVFFMDJOFFTVO

MFOHVBKFTVTDFQUJCMFEFFYQSFTBSJEFBTZTFOUJNJFOUPTQFSPDVZPTFOUJEPOPEFQFOEF

EFVOBFTQFDJFEFQBMBCSBTPSBDJPOFTPUFYUPTMJOHTUJDPTUSBOTGPSNBEPTFOJNHFOFT

TJOPRVFFTVOMFOHVBKFDPOVOBNBUFSJBEFFYQSFTJOIFUFSPHOFBRVFTFDPOTUJUVZFFO

DPPSEFOBEBTFTQBDJPUFNQPSBMFTZOPBQBSUJSEFDPOWFODJPOBMJTNPTBCTUSBDUPTDPNP

MPTTJHOPTMJOHTUJDPT

-BTDPPSEFOBEBTFTQBDJPUFNQPSBMFTEFMDJOFTFDPODSFUJ[BOFOEJWFSTBTTVTUBODJBT

TJHOJDBOUFTFTEFDJSFOWBSJBTNBUFSJBTEFJNBHFOTPOJEPZTVDFTJO.JUSZTFSFSJ

BTUBTBVOEFGPSNBMJNJUBEBDPNPMBSFMBDJOFOUSFNPOUBKFZQMBOPT-BTVDFTJO

FOOVFTUSPTEBTZBQBSUJSEFMVTPHFOFSBMJ[BEPEFMQMBOPTFDVFODJBZBOPTFMJNJUB

TMPBMBTSFMBDJPOFTUFNQPSBMFTEFUJQPNFUPONJDPQSPEVDJEBTQPSMBZVYUBQPTJDJOEFQMBOPTFOMBRVFMBTOUFTJTEFBNCBTEBODPNPSFTVMUBEPVOOVFWPTFOUJEPEFMRVF

QPTFFOBJTMBEBNFOUF$POMBJODPSQPSBDJOEFMBTOVFWBTUFDOPMPHBTFOMBHFOFSBDJO

EFJNHFOFTDJOFNBUPHSDBTMBOPDJOEFNPOUBKFTFSFDVQFSBFOTVBDFQDJOEFM

TJHMPDPNPVOBPQFSBDJOUFNQPSBMZFTQBDJBMBMBWF[/VFWPTOPNCSFTBMPT

NPWJNJFOUPTEFDNBSBBQBSFDFOEFTEFDPOQFMDVMBTDPNPF.BUSJYNPWJ

NJFOUPTDPOHFMBEPTJOJDJPTFTUUJDPTTFHVJEPTEFSFDPSSJEPTUSJEJNFOTJPOBMFTEFMB

DNBSBNVMUJFYQPTJDJPOFTRVFHFOFSBOCBSSJEPTZDPOFMMPMBTFOTBDJOEFUSBTMBEP

-BNF[DMB EFGPUPHSBGBKB DPO NPWJNJFOUPTFO MBQPTQSPEVDDJO ZFMNPOUBKFEFJNHFOFTDBQUBEBTEFTEFEJWFSTPTOHVMPTBMNJTNPUJFNQPIBOJOJDJBEPVOOVFWP

FTUJMP WJTVBM FOFMDJOF TPCSF MBCBTF EFMSPNQJNJFOUPEFM FTQBDJP USJEJNFOTJPOBM Z

EFMUJFNQPMJOFBM&OMBQFMDVMB ;BDL4OZEFS&TUBEPT6OJEPTBMHVOBT

TFDVFODJBT EF MVDIB DVFSQP B DVFSQP TPO NPTUSBEBT FO VOB SFBMJEBE OFUBNFOUF

7/31/2019 Inter- semiotica

37/198

DJOFNBUPHSDBBQBSUJSEFMDVFTUJPOBNJFOUPEFMBTMFZFTEFMBOBUVSBMF[BQBSBSFTBMUBS

FTBTVTUBODJBTJHOJDBOUFEFMDJOFRVFSFDMBNBVOBDFSDBNJFOUPTFNJUJDPGVOEBEPFO

TVQSPQJBGPSNBZOPFOMBUSBOTQPTJDJOEFOPDJPOFTMJOHTUJDBT

6OJEBEFTNOJNBTEFTJHOJDBDJOEFMTJHOPBMBMFYJB-BT VOJEBEFT NOJNBT EF TJHOJDBDJO TJFNQSF IBO SFQSFTFOUBEP VO QSPCMFNB

EFJEFOUJDBDJOZEFOJDJOFOMFOHVBKFTEJGFSFOUFTBMOBUVSBM:BTFBFMTJHOPPFM

NPSGFNBMBVOJEBENOJNBEFTJHOJDBDJOMJOHTUJDBIBQFSNJUJEPDPNQSFOEFSMBT

BSUJDVMBDJPOFTQBSBEJHNUJDBTZTJOUBHNUJDBTRVFQFSNJUFOMBFYQSFTJOZDPNQSFOTJO

EFMFOUPSOPDVMUVSBMZOBUVSBMEFMPTIBCMBOUFT*ODMVTPTFSFDPOPDFTVVUJMJEBEBM

QPUFODJBSFMMFOHVBKFOBUVSBMDPNPFMJOTUSVNFOUPQSJNBSJPEFDPNVOJDBDJOEFMPT

TFSFTIVNBOPTQPSTVHSBODBQBDJEBEEFIBCMBSEFUPEPZTPCSFUPEPDPOUBOTMPMB

BSUJDVMBDJOEFQPDPTGPOFNBTRVFQSPEVDFOTJHOPTEJWFSTPT

4JOFNCBSHPMBTVOJEBEFTNOJNBTEFTJHOJDBDJOFONVDIPTPUSPTMFOHVBKFT

NPEFMJ[BOUFTTFDVOEBSJPTDPNPMPTEFMBSUFPEFMPTNFEJPTOPUJFOFOFTUBFDPOPNBZ

UBMWF[OJFTBQPTJCJMJEBEEFFYQSFTJOHFOFSBMJ[BEBEFQPEFSSFGFSJSTFBUPEP-BEPCMF

BSUJDVMBDJOEFMDJOFOPTFIBMMBFOFMQVOUPMBMOFBPMBDVSWBOJFOFMDPOUSBTUFPMB

HVSBDPNPDJFSUBTUFPSBTJOHFOVBTEFMEJTFPWJTVBMIBORVFSJEPFYQMJDBSUBNQPDP

OPTQPEFNPTSFGFSJSBMBQSJNFSBBSUJDVMBDJOBJTMBOEPFMFNFOUPTEFMBJNBHFODPNP

QVFEFOTFSMPTPKPTEFVOSPTUSP&MGPUPHSBNBBMOFHBSMBFYJTUFODJBEFMNPWJNJFOUPZQPSMPUBOUPEFVOBTVTUBODJBEFMDJOFUBNQPDPQVFEFTFSDPOTJEFSBEPMBVOJEBE

NOJNBEFTJHOJDBDJOBMBQBSTFHVJSMBTSFHMBTEFMBHSBOTJOUBHNUJDBNFU[JBOBRVF

WFFOVOBFTUSVDUVSBPSBDJPOBMFMGVOEBNFOUPEFMBJNBHFOTFDBFFOFMFSSPSEFRVFSFS

IBMMBSBQSJPSJMBFTFODJBMJOHTUJDBEFMDJOF

"RV QSPQPOFNPT VO BDFSDBNJFOUP NT CBSUIFTJBOP BM QSPCMFNB &O 4;

FTUFQFOTBEPSGSBODTQSPQVTPRVFVOBMFYJBFTVOBVOJEBEEFTFOUJEPJEFOUJDBCMF

ZBJTMBCMFQFSPEFOJEBTFHOMBTDPPSEFOBEBTFTQBDJPUFNQPSBMFTEFMUFYUPRVFMB

TPQPSUB4FUSBUBEFVOBDBUFHPSBBODMBEBFOVOQSPEVDUPDPODSFUPFOOVFTUSPDBTPMBQFMDVMB*EFOUJDBSVOBMFYJBOPUJFOFRVFWFSDPOVOBEFDMBSBDJOEFQSJODJQJPT

TJOPDPO MBBDUJWJEBEBOBMUJDB EFBJTMBNJFOUP EFMBTFTUSVDUVSBTEF TFOUJEP EFM DJOF

ZDPNPIFNPTWJTUPBMTFSJOEJWJEVBMFTTMPTPOWMJEBTQBSBFMMNFFODVFTUJOZ

OPTJSWFOQBSBNPEFMJ[BSVOHOFSPVOBQPDBVOFTUJMPOJUPEPFMDJOF&OTVNB

7/31/2019 Inter- semiotica

38/198

DPO MBOPDJOEF MFYJBDPNP VOJEBENOJNB EFTJHOJDBDJORVFSFNPT SFTDBUBS MB

MFHUJNBJOUFODJOTFNJUJDBEFEBSDVFOUBEFMBTBSUJDVMBDJPOFTEFTFOUJEPEFMDJOF

DPOCBTFFOVOBTVTUBODJBTJHOJDBOUFIFUFSPHOFBQFSPBMBWF[DVFTUJPOBNPTRVFMB

OPDJOEFTJHOPMJOHTUJDPQFSNJUBFYQMJDBSFTBTNJTNBTBSUJDVMBDJPOFTUPEBWF[RVF

QSFUFOEFQSPEVDJSOPDJPOFTHFOSJDBTBQMJDBCMFTBDVBMRVJFSTJUVBDJOTJODPOTJEFSBSMBTFTQFDJDJEBEFTEFMTJTUFNBEFTJHOJDBDJOEFMDJOF

&MDJOFDEJHPPFMDJOFNBUFSJBTJHOBMDUJDB.FU[FOUFOEBBMPTDEJHPTDJOFNBUPHSDPTDPNPDBNQPTBTPDJBUJWPTRVFSFWFMBOVOB

PSHBOJ[BDJOMHJDBZTJNCMJDBRVFTVCZBDFFOVOUFYUP-PTDEJHPTDJOFNBUPHSDPT

OPTFTVTUFOUBOFODPNCJOBUPSJBTPBTPDJBDJPOFTSHJEBTQPSFMDPOUSBSJPMPTFMFNFOUPT

RVFMPDPOGPSNBOIBOFYQFSJNFOUBEPEFGPSNBDJPOFTZ BMUFSBDJPOFTDPOFMVTP4JFM

DJOFTFDPOTUJUVZFSBTPCSFDEJHPTJOBMUFSBCMFTMPTTJHOPTZMBTDPNCJOBUPSJBTTFBTF

NFKBSBOBMPTMFOHVBKFTDPNQVUBDJPOBMFTEPOEFVOFSSPSEFTJOUBYJTPVOBPNJTJOEF

VOGPOFNBPMFUSBDPOEVDJSBOBMGSBDBTPEFMBTJHOJDBDJO

.FU[ QMBOUFB VOB IJQUFTJT BDFSDB EF MB DPNQSFOTJO DPEJDBEB EFM DJOF BM

BSNBSRVFFTVOMFOHVBKFIFUFSPHOFPRVFSFMBDJPOBFOTVNBUFSJBTJHOJDBOUFMPT

TJHVJFOUFTDEJHPTMBQFSDFQDJOFMSFDPOPDJNJFOUPFJEFOUJDBDJODVMUVSBM

MPTTJNCPMJTNPTZDPOOPUBDJPOFTMBTFTUSVDUVSBTOBSSBUJWBTFMTPOJEPZ

MPTDEJHPTQSPQJBNFOUFDJOFNBUPHSDPT-PTDJODPQSJNFSPTSFQSFTFOUBOMPGMNJDPUPEBWF[RVFTPODPNQBSUJEPTDPOPUSPTMFOHVBKFTMBMJUFSBUVSBMBQJOUVSBMBGPUPHSBGB

MBNTJDB&MMUJNPDPOTUJUVZFMPDJOFNBUPHSDPQVFTFTJOIFSFOUFBMDJOF

$POFTUBJEFBEFDEJHPOPDPNPMFOHVBTJOPDPNPVODBNQPEFBTPDJBDJPOFT

EFFMFNFOUPTTJHOJDBOUFTTJOMBTSFHMBTFTUSVDUVSBOUFTEFMBMJOHTUJDB.FU[QSFUFOEF

EBSVOBFYQMJDBDJOQMBVTJCMFBVOQSPCMFNBDBVTBEPQPSMBQSPQJBOPDJOEFDEJHP

:FTRVFFMDEJHPMJNJUBMPTQSPDFTPTEFUSBOTNJTJOZDPNVOJDBDJOBPQFSBDJPOFT

NTPNFOPTBVUPNBUJ[BEBTEFQSPEVDDJOZDPOTVNPEFMTFOUJEP&MDEJHPQFSNJUF

FMJOUFSDBNCJPEFTJHOPTDPNQSFOTJCMFTFOVOBDVMUVSBQFSPFTVOBOPDJORVFFOUSBFODPOJDUPDPOBRVFMMPTTJTUFNBTEFTJHOJDBDJOPUSBWF[DPNPMPTEFMBSUFRVFQBSB

FYJTUJSSFRVJFSFOEFMBJOFYJTUFODJBPFMDVFTUJPOBNJFOUPEFMPTDEJHPT&MDEJHPMF

WJFOFCJFOBMPTTJTUFNBTGVOEBEPTFOFMDBOPOFOMBJOTUJUVDJPOBMJ[BDJOEFFTUSVDUVSBT

EFTFOUJEPGDJMNFOUFSFDPOPDJCMFTQPSMPTVTVBSJPT

7/31/2019 Inter- semiotica

39/198

"IPSBCJFOTJQBSUJNPTEFVOBBDUJUVEGFOPNFOPMHJDBFTUPFTEFVOBSFFYJO

BDFSDBEFMGFONFOPQFSDJCJEPFOFMNJTNPNPNFOUPEFTVNBOJGFTUBDJOVOFODVFOUSP

FOUSF MB QFSDFQDJO EFM FTQFDUBEPS Z MB NBUFSJB EFOPNJOBEB QPS %FMFV[F DPNP

NPWJNJFOUPMBQFSTQFDUJWBTFNJUJDBEFDEJHPTFNPEJDB&TUBOVFWBBDUJUVETFIBMMB

NTDFSDBOBBMBFOVODJBDJORVFBMFOVODJBEPBMBFOVODJBDJOQVFTBMBNBOFSBEFMPTEFDUJDPTZPUBMMIPZFMNPWJNJFOUPFYQSFTBEPFOFMDJOFTMPTFQVFEFEFOJS

EFOUSPEFMBTDPPSEFOBEBTFTQBDJPUFNQPSBMFTEFMMNFFOTVDFTJOQPSFMDPOUSBSJPFM

FOVODJBEPFTFMSFTVMUBEPEFDPOEJDJPOFTQSFEBEBTEFMBBQMJDBDJOEFMDEJHP

-B JEFB TBVTTVSJBOB EF RVF FM IBCMB QBSPMF FT MB SFBMJ[BDJO DPODSFUB EF MB

MFOHVBMBOHVFIBTJEPJOUFSQSFUBEBFOUSNJOPTNFDOJDPTBQBSUJSEFMBUFPSBEF

MBJOGPSNBDJO4JBMHPVOFMFNFOUPPVOBSFHMBOPFTUDPOUFNQMBEPFOMBMFOHVB

TVFYJTUFODJBNBUFSJBMFTJNQPTJCMF4JOFNCBSHPUBOUPFMVTPMJOHTUJDPEFMIBCMB

DPNPPUSPTTJTUFNBTEFTJHOJDBDJOEFTCPSEBODPOTUBOUFNFOUFFMDEJHP"IFTUO

MPTNMUJQMFTFKFNQMPTEFMPTJNQMDJUPTPMPTTPCSFFOUFOEJEPTEPOEFTFEJDF9QFSPTF

RVJFSFEFDJS:&MTJHOJDBEPSFBMOPFTOVODBMJUFSBMQVFTEFQFOEFEFMBTDPOEJDJPOFT

EFFOVODJBDJO&MQSPCMFNBTFBHVEJ[BFOFMBSUFJODMVJEPFMDJOFyTFQVFEFDPOTJEFSBS

BMBSUFVOMFOHVBKFPyTFUSBUBEFVOBOPNVZGFMJ[NFUGPSBRVFQSFUFOEFSFEVDJSBMB

GVODJODPNVOJDBUJWBUPEBPCSBBSUTUJDBQVFTTBCFNPTFYJTUFBSUFEFMJCFSBEBNFOUF

BNCJHVPBMFKBEPEF UPEBJOUFODJOTVQFSDJBMEFDPNVOJDBSPSFQSFTFOUBSFT EFDJS

IBZVOBSUFBOUJDEJHPQSFDJTBNFOUFFOHMPCBEPFOFMMMBNBEPBSUFNPEFSOPBSUFEFMBOFHBDJOEFMDBOPODMTJDP

-BNFUGPSBUBNCJOIBTJEPUJMQBSBMPTQFEBHPHPTOPUBOUPQBSBMPTDSFBEPSFT

QVFTFTUPTMUJNPTTJFNQSFIBOSFTQFUBEPQPSDPOWFOJFODJBQFSTPOBMPEFNFSDBEP

MBJEFBEFMVSFBEFPSJHJOBMJEBEZBVUFOUJDJEBEEFTVTPCSBTBTDPNPFMNJUPEFM

HFOJPDSFBEPSFOMBTGSPOUFSBTEFMBMPDVSB-PTQFEBHPHPTQPSFMDPOUSBSJPQBSUFO

EFMBQSFNJTBEFRVFTJUPEPMFOHVBKFBSUTUJDPFTUDPOTUJUVJEPQPSTJHOPTZTUPTTF

PSHBOJ[BOFOTJTUFNBTFOUPODFTTFQVFEFODPOTUSVJSDBUFHPSBTSJHVSPTBTDPOOFT

EFFOTFBO[BVOMFOHVBKFSFEVDJEPBMBTQSDUJDBTNTDPNVOFTZBDFQUBEBTQPSMBJOEVTUSJBEFMDJOFDMTJDPFTUBEPVOJEFOTFZUSBTMBEBEPBPUSPTNFEJPTBVEJPWJTVBMFT

MBUFMFWJTJOZFMNVMUJNFEJB-PTFTUVEJBOUFTEFDJOFTFJOTUSVZFOFOVOBTVQVFTUB

HSBNUJDBEFMBDPNQPTJDJOEFMBJNBHFOEFMPTQMBOPTTPOPSPTZEFMBTSFHMBTEFM

SBDDPSEDPOMBOBMJEBEEFEJTJNVMBSFMBQBSBUPEFMBFOVODJBDJODJOFNBUPHSDB

7/31/2019 Inter- semiotica

40/198

0USBDSUJDBJNQPSUBOUFBMBTFNJUJDBUSBOTMJOHTUJDBEF.FU[QFSPBGBWPSEFVOB

TFNJUJDBEFDPSUFQFJSDFBOPUJFOFTVPSJHFOFOPUSBJEFBEF(JMMFT%FMFV[FBDFSDBEFMB

NBUFSJBEFMDJOF-BQSFHVOUBEFDNPFOGSFOUBSMBTSFMBDJPOFTDJOFMFOHVBKFOPEFCF

CVTDBSSFTQVFTUBFOVOIFDIPIJTUSJDPFMDJOFTFIJ[POBSSBUJWPOJFOMBTEFUFSNJOBDJPOFT

MJOHTUJDBTRVFOPMPDPOGPSNBODPNPMFOHVB4FQSPQPOFVOHJSPQVFT%FMFV[FQJFOTBRVFMBOBSSBDJOFOFMDJOFFTVOBDPOTFDVFODJBEFMBTQSPQJBTJNHFOFTFONPWJNJFO

UPOVODBMBDPOTFDVFODJBEFVOEBUPIJTUSJDP"MDPNQBSBSMBJNBHFODPOFMFOVODJBEP

.FU[BMFKBMDJOFEFTVDBSBDUFSTUJDBNTBVUOUJDBFMNPWJNJFOUP

-BBOBMPHBOPFTOJDPOFMPCKFUPSFQSFTFOUBEPOJDPOFMMFOHVBKFOBUVSBMTJOPDPOMB

JNBHFONPWJNJFOUPZDPOMBJNBHFOUJFNQPFTFODJBNJTNBEFMDJOF"NCBTJNHFOFT

NPMEFBOFMPCKFUPFMUJFNQPOPQPSRVFSFTQPOEBOBVONPMEFBMDEJHPNTCJFO

MB NPEFMBDJO FT PUSB DPTB FT VOB QVFTUB FO NPMEF FO WBSJBDJO VOB

USBOTGPSNBDJOEFMNPMEFFODBEBJOTUBOUFEFMBPQFSBDJO%FMFV[F

&TUFUJFNQPNPEFMBEPUJFOFEPTFKFTVOPWFSUJDBMZPUSPIPSJ[POUBMRVFOPTFDPO

GVOEFODPOMBTOPDJPOFTEFQBSBEJHNBZTJOUBHNB-BJNBHFOTFDPOGPSNBFOQMBOPT

P FODVBESFT FO T NJTNPT NWJMFT Z FO DPOTUBOUF USBOTGPSNBDJO UBNCJO GPSKB

JOUFSWBMPT EPOEFBQBSFDFODMBTFT EJTUJOUBTEF JNHFOFTNPOUBKF -BFTFODJB EFMB

JNBHFOFOFMDJOFOPTFFODVFOUSBFOVOBDPEJDBDJOEFFTUPTFODVBESFTPNPOUBKFTTJOPFOFMNPMEFNJTNPEFMBEVSBDJOEFMUJFNQPRVFTFSFQSFTFOUBFOTJHOPTBMP

1FJSDFFTEFDJSFOTJHOPTRVFSFNJUFOBPUSPTTJHOPTBTBDBEBJNBHFOMFDPSSFTQPOEF

BMHOUJQPEFTJHOP

/PFTUEF NTBDMBSBS RVFMB MFDUVSBEFMFV[JBOBEF 1FJSDF OP FT UFYUVBM 1PS

FKFNQMPFMMTPGPGSBODTBHSFHBMBOPDJOEFDFSPJEBEVOBJNBHFOQFSDFQDJORVF

FTQFSDFQDJOEFMBQFSDFQDJO"EFNTMBUBYPOPNBEF1FJSDFUJFOFNVZQPDPRVFWFS

FOOPNFODMBUVSBZTJHOJDBDJODPOMBEF%FMFV[FTJOFNCBSHPFTUFBDFSDBNJFOUP

TFNJUJDPMFQFSNJUFEFOJSBMDJOFDPNP

VOBNBUFSJBTJHOBMDUJDBRVFJNQMJDBSBTHPTEFNPEVMBDJOEFUPEBDMBTF

TFOTPSJBMFT WJTVBMFT Z TPOPSPT LJOTJDPT JOUFOTJWPT BGFDUJWPT SUNJDPT

UPOBMFTFJODMVTPWFSCBMFTFTDSJUPTZPSBMFT%FMFV[F

7/31/2019 Inter- semiotica

41/198

6OBNBUFSJBRVFNPMEFBFMUJFNQPDVBMNBTBQMTUJDBTJODPEJDBDJPOFTTJOUBHNUJDBT

QFSPRVFTDPOTFSWBMBGVODJODPHOJUJWBEFMTJHOPMBRVFQSFTVQPOFFMDPOPDJNJFOUP

EFMPCKFUPFOPUSPTJHOP

:TJOFNCBSHPMBTFNJUJDBFYQMJDBMBSFTQVFTUBDPHOJUJWB6OB QSFHVOUB RVF EFTDFOUSB FM EFCBUF IB TJEP MB TJHVJFOUF yDNP IBCMBS EF VOB

TFNJUJDBDJOFNBUPHSDBTJOMBNFEJBDJOEFTJHOPT/POPTSFGFSJNPTBMPTTVQVFTUPT

TJHOPTWJTVBMFTPBVEJUJWPTEFMDJOFTJOPBMQBQFMEFMMFOHVBKFOBUVSBMFOFMQSPDFTPEF

NFEJBDJORVFQFSNJUFBMPTJOEJWJEVPTDPOUSPMBSZDPNQSFOEFSTVBNCJFOUF"IPSB

CJFORVFFMDBNQPEFNBOJPCSBEFMBTFNJUJDBDPJODJEBDPOFMEFMMFOHVBKFOPTJHOJDB

MBTVCPSEJOBDJOBMBMNPMJOHTUJDBNFU[JBOB

1BSB MB TFNJUJDB DPHOJUJWB FM DJOF TF EFOFQPS MBT JOWBSJBOUFT Z MPT SBTHPT

RVF QPTFFOUPEBTMBTQFMDVMBTRVFEFUFSNJOBOTVTNFEJPT EFBSUJDVMBS ZNFEJBSMB

TJHOJDBDJO-PJOWBSJBOUFOPTFNBOJFTUBTVQFSDJBMNFOUFMBTFNJUJDBQSFTVQPOF

RVFUPEPTMPTGFONFOPTUJFOFOVOTJTUFNBTVCZBDFOUFRVFDPOTUJUVZFMBFTQFDJDJEBE

FJOUFMJHJCJMJEBEEFFTPTGFONFOPT&MQBQFMEFMBTFNJUJDBFTIBDFSWJTJCMFFTFTJTUFNB

DPOTUSVZFOEPVONPEFMP

VO PCKFUP JOEFQFOEJFOUF RVF UJFOF VOB DJFSUB DPSSFTQPOEFODJB OP

JEOUJDBDPOFMPCKFUPEFDPHOJDJOZRVFHSBDJBTBDJFSUBTSFMBDJPOFTUBNCJODPHOJUJWBTQVFEFSFFNQMB[BSBMPCKFUPEFDPHOJDJO#VDLMBOE

&MQSJNFSQBTPDPOTJTUFFODPOTUSVJSVONPEFMPEFMTJTUFNBTVCZBDFOUFRVFJOWPMVDSF

QSPQJFEBEFTZQBSUFTBTDPNPMBNBOFSBFORVFTFJOUFSSFMBDJPOBOZGVODJPOBO&M

NPEFMPTFFYQSFTBFOVOBTFSJFEFIJQUFTJTPQSPQPTJDJPOFTOPEFHSBOEFTBYJPNBT

TFHODSJUFSJPTJOUFSOPTDPOTJTUFODJBMHJDBZFYUFSOPTEFCFTFSDBQB[EFBOBMJ[BS

GFONFOPT FYJTUFOUFT Z QSFEFDJS MB FTUSVDUVSB EF MPT OVFWPT $PNP TF QVFEF

PCTFSWBSOPTFUSBUBEFVOBTFNJUJDBSHJEBPFTUSVDUVSBMQFSPTDPOQSFUFOTJPOFTEFHFOFSBMJ[BDJOFTEFDJSEFIBDFSUFPSB

8BSSFO#VDLMBOEBSNBRVFFMSFDIB[PBMPTBDFSDBNJFOUPTTFNJUJDPTFTUBNCJO

VOSFDIB[PBMBFTQFDJDJEBEEFMBNFOUFZMBDVMUVSBIVNBOBTFTUPFTBMMFOHVBKFDPNP

DBSBDUFSTUJDBEFOJUPSJBEFMIPNCSF1PSFMMPMPTTFNJMPHPTDPHOJUJWPTOPFTQFDVMBO

7/31/2019 Inter- semiotica

42/198

PFWBMBOTJOPRVFBQVOUBOBNPEFMBSMBTBDUJWJEBEFTNFOUBMFTSFBMFTFOFMNBSDPEFM

FTUVEJPEFMBTQFMDVMBT

1BSBMBTFNJUJDBDPHOJUJWBDJOFNBUPHSDBFMDJOFOPTFFYQMJDBNFEJBOUFVOB

BOBMPHBDPOFMGVODJPOBNJFOUPEFMMFOHVBKFOBUVSBM&MDJOFFTVONFEJPRVFQPTFFTV

QSPQJPEJTUJOUJWPVOTJTUFNBTVCZBDFOUFRVFDPOFSFJOUFMJHJCJMJEBEZFTUSVDUVSBBUPEBTMBTQFMDVMBTMJNJUOEPTFBMPTSBTHPTJOWBSJBOUFTRVFEFOFOMBFTQFDJDJEBEEFMDJOF

-BTFNJUJDBFOFMFTUVEJPEFMBTVTUBODJBEFMDJOFMPTSBTHPTJOWBSJBOUFT-B GPSNB EFM DJOF FT EFDJS UPEP BRVFMMP RVF TF BQSFDJB EF VOB QFMDVMB DPO MPT

TFOUJEPTTFIBEJMVDJEBEPNFEJBOUFMPTQSPCMFNBTDFOUSBMFTEFMSFMBUPDJOFNBUPHSDP

QPSPQPTJDJOPTFNFKBO[BBMMJUFSBSJP4JOFNCBSHPVOBQFMDVMBOPFTTMPVOUJQP

FTQFDDPEFOBSSBUJWBBVEJPWJTVBMQPSFMDPOUSBSJPMBGPSNBQFSNJUFMFFSVOBQFMDVMB

NTBMMEFMBTVQFSDJFEFMBTBDDJPOFTEFMPTQFSTPOBKFT&TJNQPSUBOUFJEFOUJDBSRV

IBDFMBDNBSBDNPTFNPOUMBFTDFOBDVMFTTPOMBTPQDJPOFTEFMBFEJDJOy$NP

EBSPSEFOZDJFSUPOJWFMEFDPIFSFODJBBMFTUVEJPEFMBGPSNBEFMDJOF1SJNFSPTFEFCF

SFDPOPDFSRVFBMPMBSHPEFMBIJTUPSJBEFFTUFNFEJPMBTQFMDVMBTNTBOBMJ[BEBTIBO

NPTUSBEPVOOJWFM EFDPNQMFKJEBEGPSNBMQPSFODJNBEF MBNFEJB -BTJOOPWBDJPOFT

UFDOPMHJDBTZDSFBUJWBTTJFNQSFTFIBODPOTJEFSBEPMBFTFODJBPDBQBDJEBEJOIFSFOUFBM

BSUFDJOFNBUPHSDPFTUFIFDIPOPTPCMJHBBEJTUJOHVJSMPTMNFTZMPTEJSFDUPSFTRVFIBOFOUFOEJEPFMQPUFODJBMEFMBUFDOPMPHBDJOFNBUPHSDBFOMBDSFBDJOEFOVFWBT

SFBMJEBEFT6OBQFMDVMBGPSNBMNFOUFDPNQMFKBEFNBOEBDJFSUBBDUJUVEQPSQBSUFEFM

FTUVEJPTPMBDVBMEFCFBQVOUBSNTBMMEFMSFMBUPZEFMBTVQFSDJFTJNCMJDBRVFZBEF

QPSTUSBFODPOTJHPMPTPCKFUPTMBTQFSTPOBTZMPTTPOJEPTRVFDJSDVOEBOMBTBMBEFDJOF

1BSBFTUVEJBSMBGPSNBDJOFNBUPHSDBIFNPTFMFHJEPCBTBSOPTFOMBQSPQVFTUB

CBSUIFTJBOBEFMBHFOFSBDJOZMFDUVSBEFTFOUJEP1BSBFMTFNJMPHPGSBODTFYJTUFO

USFT OJWFMFT EF TFOUJEP FO VO MNF FM EF MB DPNVOJDBCJMJEBE MB TJHOJDBDJO Z MB

TJHOJDBODJBVPCUVTP&OFMOJWFMEFMBDPNVOJDBCJMJEBEMBGPSNBFTUTVCPSEJOBEBBMSFMBUPZTFDPOPDFFOUSNJOPTHFOFSBMFTDPNPFMFTUJMPEFMDJOFDMTJDPIPMMZXPPEFOTF

&TUFUJQPEFMNFTTJFNQSFEPNJOBMBDBSUFMFSBTJOJNQPSUBSFMQBTEFPSJHFOEFMB

QFMDVMBZTFDSFBOBQBSUJSEFVOBGPSNBUSBOTQBSFOUFRVFGBWPSF[DBMBDPNQSFOTJO

BVUPNUJDBEFMBTBDDJPOFTZNPUJWBDJPOFTEFMPTQFSTPOBKFTQFSPTMPOPTJOUFSFTBOFO

7/31/2019 Inter- semiotica

43/198

BRVFMMBTQBSUFTEPOEFMBGPSNBFNFSHFJOUFNQFTUJWBNFOUFQBSBBMUFSBSBMFTQFDUBEPS

&MOJWFMEFMBTJHOJDBDJOFTFMEFMBTQFMDVMBTOPUPSJBNFOUFTJNCMJDBTQPSFKFNQMP

BRVFMMBTDJOFNBUPHSBGBTOBDJPOBMFTMBKBQPOFTBEPOEFMBCTRVFEBEFMBTSBDFTZEF

MBTFTFODJBTQSDUJDBNFOUFIBDFOJMFHJCMFFMMNFQBSBPUSBTDVMUVSBTBQFTBSEFVTBSVOB

GPSNBDMTJDB&MUFSDFSOJWFMFTFMEFMBTJHOJDBODJBFMPCUVTPQPSSFTCBMBEJ[PZQPSTFSFMQSJNFSPFODPONPWFSOPTQFSPFMMUJNPFODPNQSFOEFS1SDUJDBNFOUFBQBSFDF

FODVBMRVJFSUJQPEFMNFTKVTUPDVBOEPMBGPSNBTFUPSOBBNBOFSBEBBMHVOBTWFDFT

FYBHFSBEBNFOUFCBSSPDB&MBNBOFSBNJFOUPEFMBGPSNBSFWJOEJDBBMDJOFMPQVSJDBZ

MPIBDFNTDJOFNBUPHSDPOPFYJTUFFMWJSUVPTJTNPTJOMBGPSNBNBOJFSJTUB

"VORVFFOMPTUSFTOJWFMFTQVFEFBQBSFDFSVOBGPSNBQVSBFTUPFTTJOWODVMPP

KVTUJDBDJOBMHVOBDPOFMSFMBUPPDPOMBJEFPMPHBEFMEJSFDUPSFTDPNQSFOTJCMFRVF

FOFMOJWFMPCUVTPFMFTQFDUBEPSCVTRVFEFTFTQFSBEBNFOUFVOTFOUJEPZDPNPFTU

NTBMMEFMBDVMUVSBFOUSNJOPTEFMQSPQJP#BSUIFTTMPMPQPEFNPTFODPOUSBSFO

OVFTUSBTFNPDJPOFTZQFOTBNJFOUPT&OTVNBQBSBFTUVEJBSMBGPSNBDJOFNBUPHSDB

TFEFCFSFDPOPDFSMBJNQPSUBODJBEFMPTNMUJQMFTSPTUSPTEFMQPUFODJBMUFDOPMHJDPEFM

DJOFRVFBRVQSPQPOFNPTVCJDBSMPFOUSFTNBDSPTVTUBODJBTTJHOJDBOUFTMBQVFTUBFO

FTDFOBFODVBESPZFOTFSJF

&M FTUVEJP EF FTUBT USFT QVFTUBT OPT DPOEVDF B FOUFOEFS VOB FNPDJO P VO

QFOTBNJFOUPFOFMDJOFNTBMMEFMBTDPOKFUVSBTEFSJWBEBTEFMSFMBUPUBNCJOFWJUB

RVFBMFHPSJDFNPTMPTUFNBTEFMBQFMDVMBZ QFSNJUFTFQBSBSOPTEFDVBMRVJFSJOUFOUPEF SFEVDJS FM TFOUJEP B FYQMJDBDJPOFT Z DSJUFSJPT QMBVTJCMFT &O TVNB OPT QFSNJUF

JNQMJDBSOPT DPO OPTPUSPT NJTNPT NFEJBOUF MB GPSNB DJOFNBUPHSDB HSBDJBT B MB

DPNQSFOTJOQSPGVOEBEFMBTBSUJDVMBDJPOFTTVCZBDFOUFTEFMDJOFDPOMBOBMJEBEEF

FYQMJDBSEFBRVFMMPRVFMBQFMDVMBTJHOJDFOOPTPUSPT

7/31/2019 Inter- semiotica

44/198

#JCMJPHSBGB

#BSUIFT 3PMBOE -P PCWJP Z MP PCUVTP JNHFOFT HFTUPT WPDFT #BSDFMPOB

1BJET

4;4JHMP.YJDP#PSEXFMM%BWJE-BOBSSBDJOFOFMDJOFEFDDJO#BSDFMPOB1BJET

#VDLMBOE8BSSFOFDPHOJUJWFTFNJPUJDTPGMN$BNCSJEHF6OJWFSTJUZ/FX

:PSL

%FMFV[F (JMMFT -B JNBHFONPWJNJFOUP &TUVEJPT TPCSF FM DJOF 1BJET

#BSDFMPOB

-B JNBHFOUJFNQP &TUVEJPT TPCSF FM DJOF 1BJET QSJNFSB SFJNQSFTJO

#BSDFMPOB

%FMBEBMMF(SBSE-FFSB1FJSDFIPZ(FEJTB&TQBB

.FU[$ISJTUJBOB&OTBZPTTPCSFMBTJHOJDBDJOFOFMDJOF7PMVNFOVOP1BJET

#BSDFMPOB

C&OTBZPTTPCSFMBTJHOJDBDJOFOFMDJOF 7PMVNFOEPT1BJET#BSDFMPOB

D&MTJHOJDBOUFJNBHJOBSJPQTJDPBOMJTJTZDJOF 1BJET#BSDFMPOB

.JUSZ+FBO4FNJPUJDTBOEUIF"OBMZTJTPG'JMN *OEJBOB6OJWFSTJUZ1SFTT64"

7/31/2019 Inter- semiotica

45/198

)BDJBVOBTFNJUJDBEFMUSBJMFS

-BVSP;BWBMB

3FTVNFO&MPCKFUJWPEF FTUF USBCBKPFTQSFTFOUBSBMHVOPT FMFNFOUPT QBSBDPOUSJCVJSB MBFMB

CPSBDJOEFVOBTFNJUJDBEFMUSBJMFSDPNPVOHOFSPEFMBNJOJDDJOBVEJPWJTVBM

1BSBFMMPFTOFDFTBSJPQBSUJSEFMSFDPOPDJNJFOUPEFMBTDBSBDUFSTUJDBTEFMBTGPSNBTEF

MBNJOJDDJOFTUVEJBEBTIBTUBBIPSBFTEFDJSMBNJOJDDJOMJUFSBSJB

%FMBNJOJDDJOMJUFSBSJBBMBFYUSBMJUFSBSJB-BNJOJDDJOFTFMHOFSPNTSFDJFOUFEFMBFTDSJUVSBMJUFSBSJBZUJFOFFOUSFTVT

DBSBDUFSTUJDBT VOB OBUVSBMF[B ICSJEB VOB FYUFOTJO RVF OP SFCBTB MBT P

QBMBCSBTFTEFDJSFMFTQBDJPSFHVMBSEFVOBQHJOBJNQSFTBZVOBUFOEFODJBBMFNQMFP

EFMIVNPSZMBJSPOBDPNPFTUSBUFHJBTEFOBUVSBMF[BMEJDBZFYQFSJNFOUBM

(FOFSBMNFOUFTFIBDPOTJEFSBEPMBQVCMJDBDJOEFMWPMVNFO&OTBZPTZQPFNBT

EF+VMJP5PSSJFO.YJDPFODPNPFMQSJNFSWPMVNFOEFNJOJDDJPOFT&TUPT

NBUFSJBMFTMJUFSBSJPTTFEJTUJOHVFOEFMBOBSSBUJWBUSBEJDJPOBMOPTMPQPSTVFYUFOTJO

TJOP TPCSF UPEP QPS TV OBUVSBMF[B BMUBNFOUF FMQUJDB Z QPS FM FNQMFP EF SFDVSTPTJOUFSUFYUVBMFT

&OVOMBQTPEFBPTFTUFHOFSPIBTJEPPCKFUPEFVOQSPDFTPHSBEVBMEF

DBOPOJ[BDJOMJUFSBSJBZBDBENJDBDPNPPCKFUPEFFTUVEJPMPDVBMTFQVFEFQSFDJTBS

BMFTUVEJBSMBFYJTUFODJBEFMPTTJHVJFOUFTJOEJDBEPSFTMBQVCMJDBDJOEFNTEF

BSUDVMPTFTQFDJBMJ[BEPTTPCSFFMHOFSPFMQSJNFSPEFMPTDVBMFTBQBSFDJFOFMBP

MBFMBCPSBDJOEFNTEFUFTJTEPDUPSBMFTMBQSJNFSBFOMBQVCMJDBDJO

EFNTEFBOUPMPHBTBMHVOBTEFFMMBTDPOUJSBKFTTVQFSJPSFTBMPTNJMFKFNQMB

SFTMBQSJNFSBFOMBSFBMJ[BDJOEFDVBUSPDPOHSFTPTBDBENJDPTJOUFSOBDJPOBMFTFM QSJNFSP FO .YJDP FO MB FYJTUFODJB EF VOB SFWJTUB FTQFDJBMJ[BEB FO FM

HOFSPDSFBEBFOMB9PDIJNJMDPFOFMBPMBFYJTUFODJBEFVOBFEJUPSJBM

FTQFDJBMJ[BEBFOFMHOFSPVMFFO#BSDFMPOBDSFBEBFOZMBQVCMJDBDJOEF

7/31/2019 Inter- semiotica

46/198

BMNFOPTEPTUSBUBEPTDBOOJDPTTPCSFFMHOFSPBNCPTQVCMJDBEPTFOFMBPFO

MBTDJVEBEFTEF.YJDPZ1BMFODJB

-PTFTUVEJPT TPCSFMB NJOJDDJOMJUFSBSJBIBOTJEP SFTVMUBEP EF MB BEBQUBDJO

EFMBTDBUFHPSBTDBOOJDBTEFMBOBSSBUPMPHBMBSFUSJDBZMBTFNJUJDBMJUFSBSJBBMBT

DBSBDUFSTUJDBTEFMOVFWPHOFSPMJUFSBSJP &MSFDPOPDJNJFOUPEFFTUFOVFWPHOFSPMJUFSBSJPQFSNJUFFYUSBQPMBSFMUSNJOP

ZSFDPOPDFSMBFYJTUFODJBEFPUSBTGPSNBTEFNJOJDDJOFOUFSSFOPTRVFSFCBTBOFM

NCJUPMJUFSBSJP"TFTQPTJCMFDPOTJEFSBSMBDPOWFOJFODJBEFFYUSBQPMBSFTUSBUFHJBTZ

DBUFHPSBTEFBOMJTJTEFMBNJOJDDJOMJUFSBSJBQBSBFMFTUVEJPEFEJWFSTBTGPSNBTEFMB

NJOJDDJOFYUSBMJUFSBSJB

&OBNCPTDBTPTNJOJDDJOMJUFSBSJBZFYUSBMJUFSBSJBFOMPRVFTJHVFTFGPSNVMB

VOBQSFHVOUBTPCSFMBFYQFSJFODJBEFSFDFQDJOFTEFDJSTPCSFMBFYQFSJFODJBFTUUJDBEFM

MFDUPSPFTQFDUBEPSZTFSFTQPOEFBFMMBVUJMJ[BOEPFMFNFOUPTEFSFUSJDBOBSSBUPMPHB

ZTFNJUJDBGPSNBMJTUBTFNJUJDBEFMFOVODJBEP

&OUSFMBTDBSBDUFSTUJDBTEFFTUBTGPSNBTEFNJOJDDJOTFQVFEFONFODJPOBSMBT

TJHVJFOUFTJOJDJPBOBGSJDPUFNQPSBMJEBEFMQUJDBFTQBDJPNFUPONJDPQFSTQFDUJWB

JSOJDBQFSTPOBKFTBMVTJWPTIJCSJEBDJOHFOSJDBJOUFSUFYUVBMJEBEFYQMDJUBJEFPMPHB

MEJDBOBMDBUBGSJDPZTFSJBMJEBEGSBDUBM

&MUSBJMFSDPNPNJOJDDJOBVEJPWJTVBM&MFTUVEJPEFMBTEJWFSTBTGPSNBTEFNJOJDDJOFYUSBMJUFSBSJBMMFWBBBHSVQBSMBTFOEPTHSBOEFTDBUFHPSBTBRVFMMBTDBSBDUFSJ[BEBTQPSMBTFSJBMJEBEZBRVFMMBTDBSBDUFSJ[BEBT

QPSVOBPDVSSFODJBOJDBFOMBRVFTFUJFOEFBVOBQPMBSJ[BDJOZBTFBIBDJBFMGPDP

NFUBGSJDPPBMGPDPNFUPONJDP

&MQSJNFSBSUDVMPGVF EF%PMPSFT .,PDI i&MNJDSPSFMBUPFO .YJDP.POUFSSPTP"SSFPMB Z 5PSSJu -B

QSJNFSBUFTJTEPDUPSBMGVFEFMBNJTNBBVUPSBQSFTFOUBEBFO$JUZ6OJWFSTJUZPG/FX:PSL-BQSJNFSBBOUPMPHBVOJWFSTJUBSJB GVFFMBCPSBEBQPS+VBO"SNBOEP&QQMFQVCMJDBEBFO $IJMFFO&EJDJPOFT .PTRVJUP -BSFWJTUB

FT&MDVFOUPFOSFE5FPSBZBOMJTJTEFMBDDJOCSFWFIUUQDVFOUPFOSFEYPDVBNNY-PTUSBUBEPTTPOEF

%BWJE-BHNBOPWJDI&MNJDSPSSFMBUP5FPSBFIJTUPSJB 1BMFODJB.FOPTDVBSUPQZ-BVSP;BWBMB-B

NJOJDDJOCBKPFMNJDSPTDPQJP.YJDPQ&TUPTDPNQPOFOUFTTFEFTBSSPMMBOFONJMJCSP$NPFTUVEJBSFMDVFOUP5FPSBIJTUPSJBBOMJTJT.YJDP5SJMMBT

7/31/2019 Inter- semiotica

47/198

-BTGPSNBTEF NJOJDDJO EF OBUVSBMF[B TFSJBM TPO MBTTJHVJFOUFT NJOJDDJO

HSDBUJSBTDNJDBTEFBWJFUBTDBEBVOBNJOJDDJONVTJDBMFOMBMSJDBQPQVMBS

TFSJFTUFNUJDBTP HFOSJDBTPSHBOJ[BEBTQPS JOUSQSFUFP DPNQPTJUPSNJOJDDJO

BVEJPWJTVBMDBNQBBTEFTQPUTQVCMJDJUBSJPTZTQPUTQPMUJDPT

1PSPUSB QBSUF MBTGPSNBT EF NJOJDDJO QPMBSJ[BEB JODMVZFO MPT USBJMFST MPTWJEFPDMJQTZMBTGPSNBTEFBOJNBDJOOBSSBUJWBPFYQFSJNFOUBM

-B QPMBSJ[BDJO EF UPEBT MBT GPSNBT EF MB NJOJDDJO BVEJPWJTVBM TJHOJDB

RVFDBEBDBTPQBSUJDVMBSUJFOEFIBDJBBMHVOPEFMPTQPMPTSFUSJDPTZBTFBFMEFMB

NFUPOJNJ[BDJOEFMSFMBUPBUSBWTEFNFDBOJTNPTDPNPMBBMVTJOMPTJNQMDJUPTZ

MBTFMJQTJTPIBDJBFMEFMBNFUBGPSJ[BDJOBUSBWTEFNFDBOJTNPTDPNPMBTBMFHPSBT

MPTQBSBMFMJTNPTZMBTTVTUJUVDJPOFT

&M FTUVEJP EFM USBJMFS EFCF DPOTJEFSBS FMFNFOUPT DPNP FM HSBEJFOUF OBSSBUJWP

EPOEFFTFWJEFOUFRVFBNBZPSHSBEJFOUFEFNFUPOJNJBNBZPSSJFTHPEFEFDFQDJOBM

WFSMBQFMDVMBMBDPOEFOTBDJOJEFPMHJDBZMBTOUFTJTEFMBQSPNFTBHFOFSBMNFOUF

FYQSFTBEB FO GPSNB EF VO FTMPHBO QVCMJDJUBSJP BT DPNP MB QSFTFODJB P BVTFODJB

EFMBFQJGBOBEFMMBSHPNFUSBKFMBQPTJCMFSFTPMVDJOEFMPTFOJHNBTOBSSBUJWPTZMB

JNQPSUBODJBFTUSBUHJDBEFMBDPODMVTJOGPSNBMFTQFDJBMNFOUFTPOPSB

"QBSUJSEFFTUPT DPNQPOFOUFT FT QPTJCMFDPOTJEFSBSEPT UJQPTEFBOMJTJTEFM

USBJMFSVOPGPSNBMZPUSPUFYUVBM

&MBOMJTJTGPSNBMEFCFJODMVJSFMFTUVEJPEFMBJOUSJHBEFQSFEFTUJOBDJOMPTOVEPTESBNUJDPTMBJDPOJ[BDJOEFMBTFTUSFMMBTMBFQJGBOBOBSSBUJWBMBFQJGBOBFTUUJDBZMB

DPOEFOTBDJOJEFPMHJDB

1PS PUSB QBSUF FM BOMJTJT UFYUVBM EFCF JODMVJS FM FTUVEJP EFM HSBEJFOUF EF

OBSSBUJWJEBE MBT BVTFODJBT BMVTJWBT DPNP QBSUF EF MB UFOEFODJB NFUBGSJDB MBT

QSFTFODJBTGSBHNFOUBSJBTDPNPQBSUFEFMBUFOEFODJBNFUPONJDBMBTFTUSBUFHJBTEF

NFUBGPSJ[BDJOFQJGSJDBTEJBGSJDBTTJOFDERVJDBTFUDMPTDSJUFSJPTEFNFUPOJNJ

[BDJOFYDMVTJOPQSFTFODJBEFJOUSJHBEFQSFEFTUJOBDJOOVEPTOBSSBUJWPTPOBM

Z MB DPOEFOTBDJO JEFPMHJDB TVCUFYUP JEFPMHJDP Z HFOSJDP DPNP TOUFTJT EF MBQSPNFTB

"QBSUJS EF FTUBTDBSBDUFSTUJDBTFTQPTJCMFQSFDJTBS MB EPCMFGVODJO TFNJUJDB

EFMUSBJMFSVOBGVODJOFTUUJDBBVUOPNBFOSFMBDJODPOMBQFMDVMBZVOBGVODJO

USBOTJUJWB EF DBSDUFS QSPNPDJPOBM "M SFDPOPDFS FTUB EPCMF GVODJO QPEFNPT

7/31/2019 Inter- semiotica

48/198

GPSNVMBSVOQSJNFSQSJODJQJPUJMQBSBQSFDJTBSFMQFSMTFNJUJDPEFMHOFSPFOMPT

TJHVJFOUFT USNJOPT-B GVODJO USBOTJUJWBEFM USBJMFS EFQFOEF EFM FGFDUPFTUUJDP RVF

QSPEV[DBFOFMFTQFDUBEPS

1PSPUSBQBSUFMBOBUVSBMF[BUSBOTJUJWBEFMUSBJMFSEFUFSNJOBTVOBUVSBMF[BDPNP

HOFSPEFDUJDPEFUBMNBOFSBRVFDVNQMFVOEPCMFBODMBKFBOUFTEFMBFYQFSJFODJBEFWFSMBQFMDVMBFMUSBJMFSGVODJPOBDPNPBODMBKFFYUFSOPQBSBFMFTQFDUBEPSZEFTQVT

EFMBFYQFSJFODJBEFWFSMBQFMDVMBFMUSBJMFSGVODJPOBDPNP BODMBKFJOUFSOPEFNBOFSB

TJNJMBSBMPRVFPDVSSFDPOFMUUVMPFOSFMBDJODPOFMNJTNPFTQFDUBEPS

$BSUPHSBGBQBSBVOBTFNJUJDBEFMUSBJMFS-B QPMBSJ[BDJO EFM USBJMFS IBDJB FM QPMP NFUBGSJDP P NFUPONJDP DPJODJEFHSPTTP

NPEPBEPTUFOEFODJBTFOMBQSPNPDJOEFMPTMBSHPNFUSBKFT

-B UFOEFODJBNFUBGSJDBTVFMFTFSNTGSFDVFOUFFOMPTQBTFTEF&VSPQBZFM

0SJFOUFZDPJODJEFDPOMBDPODFQDJOEFMDJOFDPNPVOBGPSNBEFBSUFEFUBMNBOFSB

RVFFOFTUPTUSBJMFSTQFTBNTMBGVODJOFTUUJDBZFMFNQMFPEFMBTJNHFOFTTUFFT

FMDBTPEFMPTUSBJMFSTQPSFKFNQMPEF0DIPZNFEJP'FEFSJDP'FMMJOJ*UBMJBZEF

%PHWJMMF-BSTWPO5SJFS%JOBNBSDB

-BUFOEFODJBNFUPONJDB TVFMFTFSNTGSFDVFOUFFOFMDPOUJOFOUFBNFSJDBOPZ

DPJODJEFDPOMBDPODFQDJOEFMDJOFDPNPJOEVTUSJBEFUBMNBOFSBRVFFOFTUPTUSBJMFST

QFTBNTMBGVODJOUSBOTJUJWBZFMFNQMFPEFMBOBSSBDJOTUFFTFMDBTPEFMPTUSBJMFST EF MBTQFMDVMBTQFSUFOFDJFOUFT B MPTHOFSPT Z DPOUFOJEPT DBOOJDPT SPNBODF

DPNFEJBWJPMFODJBFUDUFSB

6OBDBSUPHSBGBTFNJUJDBEFMUSBJMFSSFRVJFSFFMEJTFPEFEPTFKFTRVFTFJOUFSTFDUBO

VOFKFEFDUJDPYZVOFKFQBSBUDUJDPZ&MQSJNFSPTFEFOFQPSFMHSBEJFOUFEF

USBOTJUJWJEBEZFODBEBDBTPTFEFTMJ[BFOUSFFMQPMPNFUBGSJDPRVFDPSSFTQPOEFBMB

BVUPOPNBEFDUJDBZFMQPMPNFUPONJDPRVFDPSSFTQPOEFBMBTBUVSBDJOEFDUJDB

1PSTVQBSUFFMFKFQBSBUDUJDPTFEFOFQPSFMHSBEJFOUFEFOBSSBUJWJEBEZFODBEBDBTPTF

EFTMJ[BFOUSFMBQBSBUBYJTRVFDPSSFTQPOEFBMBBVUPOPNBEFMGSBHNFOUPZMBIJQPUBYJTRVFDPSSFTQPOEFBVOBTFDVFODJBMJEBEDBVTBM

&TUPTFKFTGBDJMJUBOFMSFDPOPDJNJFOUPEFUSFTHSBOEFTSFHNFOFTEFWFSPTJNJMJUVE

FOFMUSBJMFSVOSHJNFOEFMBUPUBMJEBEDBSBDUFSTUJDPEFMDJOFDMTJDPDPNPFTFMDBTP

EFMUSBJMFSEF"NMJFVOSHJNFOEFMGSBHNFOUPDBSBDUFSTUJDPEFMDJOFNPEFSOPPEF

7/31/2019 Inter- semiotica

49/198

BSUFDPNPFTFMDBTPEFUSBJMFSEF#BSBLBZVOSHJNFOGSBDUBMDBSBDUFSTUJDPEFMDJOF

QPTNPEFSOPEPOEFIBZTJNVMBDSPTEFGSBHNFOUBDJOZUPUBMJEBEDPNPFTFMDBTPEFM

FYDFQDJPOBMUSBJMFSEF1TZDIP

1PSMUJNPVOBFTUSBUFHJBQBSBQSFDJTBSMBOBUVSBMF[BFTUUJDBEFMBFYQFSJFODJBEF

WFSMBQFMDVMBEFTQVTEFIBCFSWJTUPFMUSBJMFSDPOTJTUFFODPNQBSBSFMMVHBSRVFPDVQBDBEBUSBJMFSZFMMVHBSRVFPDVQBFMMBSHPNFUSBKFDPSSFTQPOEJFOUFFOFMFOUSFDSVDFEF

MPTFKFTTFBMBEPT

7FBNPTMBDPSSFMBDJOEFHSBEJFOUFTFOWBSJPTDBTPTQBSUJDVMBSFT0DIPZNFEJP

#BSBLB%PHWJMMF5FNQPSBEBEFQBUPTZ-BDBTBEFMPTDVDIJMMPT;IBOH:JNPV

$PSSFMBDJOEFHSBEJFOUFTUSBJMFS

1BSBUBYJT

`

0UUPF.F[[P`

#BSBLB`

%PHWJMMF` `

.FUGPSB.FUPOJNJB

`

;IBOH:JNPV`5FNQPSBEBEF1BUPT

$VDIJMMPT `

`

`

)JQPUBYJT

7/31/2019 Inter- semiotica

50/198

$PSSFMBDJOEFHSBEJFOUFTQFMDVMB

1BSBUBYJT

` ;IBOH:JNPV `

$VDIJMMPT `

`

`

.FUGPSB.FUPOJNJB

`

`0DIPZNFEJP

`%PHWJMMF

`

`

)JQPUBYJT

9&KF%FDUJDP:&KF1BSBUDUJDP

"MFTUVEJBSFMEJTUJOUP MVHBSRVF PDVQBO MPT MBSHPNFUSBKFTFOSFMBDJO DPO FM MVHBS

RVFPDVQBOMPTUSBJMFSTDPSSFTQPOEJFOUFTFOMBDPSSFMBDJOEFHSBEJFOUFTQSPQPOHPMB

GPSNVMBDJOEFVOBIJQUFTJTBMBRVFMMBNPIJQUFTJTEFMBSFEEFQSPUFDDJO&TUBSFE

FTOFDFTBSJBQBSBQSPUFHFSBMFTQFDUBEPSEFDJOFDPOFMOEFRVFOPTFEFDFQDJPOFBM

WFSMBQFMDVMB

-BIJQUFTJTQPESBGPSNVMBSTFDPNPTJHVF4JMBGVODJOUSBOTJUJWBFOFM USBJMFSFT

NVZBMUBFOUPODFTMBGVODJOFTUUJDBFOMBQFMDVMBEFCFTFSBONTBMUB %FFTBGPSNB

TFQVFEFHBSBOUJ[BSRVFFMFTQFDUBEPSOPTVGSBVOBEFDFQDJOEVSBOUFMBFYQFSJFODJBEFWFSFMMBSHPNFUSBKFEFTQVTEFIBCFSWJTUPVOUSBJMFSNVZQSPNFUFEPS

7/31/2019 Inter- semiotica

51/198

$PODMVTJO2VFEBQPSFYQMPSBSVOUFSSFOPNVZBNQMJPFOFMDBNQPEFMBFTUUJDBZMBTFNJUJDB

EFMBNJOJDDJOFYUSBMJUFSBSJB1FSPBRVTFQPESBQSPQPOFSRVFFTUBFYQMPSBDJO

TFBQPZFFOMPTSFTVMUBEPTEFMPTNPEFMPTQSPQVFTUPTFOFTUFUSBCBKPQBSBFMDBTPEFM

USBJMFS :FOUSNJOPTNT HFOFSBMFT DPOWJFOFTFBMBS RVFFM FTUVEJPEFMBT EJWFSTBT

GPSNBTEFMBNJOJDDJOFYUSBMJUFSBSJBTFQVFEFBQPZBSFOMBSJRVF[BEFMPTNPEFMPT

QSPQVFTUPTQBSBFMFTUVEJPTFNJUJDPEFMBNJOJDDJOMJUFSBSJBVOHOFSPMJUFSBSJP

TVSHJEPFO)JTQBOPBNSJDBQFSPDVZBTDPOTFDVFODJBTQBSBMBTFNJUJDBEFMBDVMUVSB

DPOUFNQPSOFBBQFOBTFNQJF[BOBTFSFYQMPSBEBT

7/31/2019 Inter- semiotica

52/198

&MUSBJMFSDJOFNBUPHSDP6OBUSBEJDJOBVUOPNBEFOUSPEFMDJOF

"BSO/F[

&MUSBJMFSDJOFNBUPHSDPIBSFDPSSJEPVOMBSHPDBNJOPBMBQBSEFMEFTBSSPMMPEFMDJOF

)B DPOUSJCVJEP FOFM QSPHSFTP EFMB JOEVTUSJB DJOFNBUPHSDBZ TFIBDPOTPMJEBEP

DPNPVOHOFSPBVUOPNPBMDVBMTFMFQVFEFEBSVOBMFDUVSBJOEFQFOEJFOUFBVORVF

TUFTFFODVFOUSFOUJNBNFOUFSFMBDJPOBEPDPOFMMNF

-B FTDBTF[ EF UFPSB TPCSF FM USBJMFS DJOFNBUPHSDP Z VOB EFOJDJO NT

EFTDSJQUJWBQFSNJUJFOEPBTDPOPDFSBGPOEPTVTFMFNFOUPTIBTJEPFMEFUPOBOUFQBSB

RVFTFSFBMJDFFTUFUSBCBKPZDPOUSJCVZBBMBBNQMJBDJOEFTVFTUVEJP

-PTUSBJMFSTDJOFNBUPHSDPTUBNCJOMMBNBEPTBWBODFTEFDJOFPDPSUPTEFDJOF

TPOQSFTFOUBEPTUSBEJDJPOBMNFOUFFOMBTTBMBTEPOEFTFQSPZFDUBVOBQFMDVMBBOUFTEFM

JOJDJPEFMBNJTNBQFSPBDUVBMNFOUFIBZGPSNBTNTBDDFTJCMFTEFFODPOUSBSMPTUBMFT

FMDBTPEFMBFNJTJOFMFDUSOJDBWB*OUFSOFUPMBQSFTFOUBDJOJODMVJEBFOFMEFMB

QFMDVMB

&MBWBODFEFDJOFFTVOUFYUPRVFDVNQMFDPOMBTDBSBDUFSTUJDBTQBSBDPOTJEFSBSTF

DPNP VO HOFSP EJTDVSTJWP BM UFOFS FMFNFOUPT DPNQPTJDJPOBMFT UFNUJDPT ZFTUJMTUJDPT4JOFNCBSHPTFDPOPDFQPDPTPCSFM4FTBCFHFOFSBMNFOUFRVFVOUSBJMFS

DJOFNBUPHSDP FT MBQSFTFOUBDJO QSFWJB EF JNHFOFT IJTUPSJBZ TPOJEP EPOEF TF

NVFTUSBOFMFNFOUPTEFMBQFMDVMB

/PPCTUBOUFFYJTUFOEJWFSTPTFTUJMPTEFQSFTFOUBSVOUSBJMFSQPSMPRVFOPTJFNQSF

TFNVFTUSBOJNHFOFTFMFTBMBQFMDVMBZEFOUSPEFFTUBWBSJBDJOTFMFQVFEFJODMVJS

POPVOOBSSBEPSFYUFSOPTVCUUVMPTEJMPHPTDMBWFEFMBQFMDVMBNTJDBEJTUJOUBBMB

RVFNPTUSBEBFMMNFZFTUSBUFHJBTOBSSBUJWBTUBOEJWFSTBTRVFWBOEFTEFMBFYQPTJDJO

BQFHBEBBMBUSBNBDPNPVOBNVZWBSJBEBBMBNJTNB&TUBTGPSNBTEFQSFTFOUBSVO USBJMFSTFDBUFHPSJ[BODPNPNBOFSBTQBSBUDUJDBTPIJQPUDUJDBTEPOEFTFFTUBCMFDFOMPT

FMFNFOUPTEFMUSBJMFSNFEJBOUFFTUSBUFHJBTNFUBGSJDBTPNFUPONJDBT

7/31/2019 Inter- semiotica

53/198

-BQSPNPDJOEFQFMDVMBT&O MB BDUVBMJEBE MBT GPSNBT RVF VUJMJ[BO MBT EJTUSJCVJEPSBT DJOFNBUPHSDBT QBSB

QSPNPDJPOBSVOBQFMDVMBTPOUBOWBSJBEBTRVFWBOEFTEFFMNFEJPJNQSFTPFMEJHJUBM

FMTPOPSPQFSPHJSBOFOUPSOPEFMBVEJPWJTVBMQSJODJQBMNFOUFPBMNFOPTFTFMNFEJP

RVFNBZPSBMDBODFZFDBDJBUJFOFIBDJBMPTFTQFDUBEPSFT 1BSBQSPNPDJPOBSFMFTUSFOPQSYJNPEFVOMNFTFVUJMJ[BFMTQPUFOUFMFWJTJOZ

FOSBEJPEPOEFBQBSFDFVOBFEJDJOFTQFDJBMDPOJNHFOFTPTPOJEPTTFHOTFBFMDBTP

BEFNTTFJODMVZFOMBTWPDFTEFMPTQFSTPOBKFTPEFBMHOOBSSBEPSFYUFSOPBMBQFMDVMB

FMDVBMQSFTFOUBBMPTBDUPSFTPEJSFDUPSZQSPQPSDJPOBVOBQSFNJTBEFNBOFSBSQJEB

%FOUSPEFMNFEJPBVEJPWJTVBMUBNCJOTFQSPNPDJPOBOMBTQFMDVMBTBUSBWTEF

MPTWJEFPTNVTJDBMFTRVFTFCBTBOFOFMUFNBPSJHJOBMEFMMNFZEPOEFMPTDBOUBOUFT

PHSVQPNVTJDBMVUJMJ[BOBMHVOPTGSBHNFOUPTEFMBQFMDVMBFJOUFSDBMBOJNHFOFTEFM

HSVQPNJTNPNJFOUSBTMBNFMPEBTFFTDVDIB

&YJTUF UBNCJOVONPEP EF EJGVTJO NTNPEFSOP QBSB VOBQFMDVMB EPOEF

FMFTQFDUBEPSUJFOF MBGBDVMUBEEF JOUFSBDUVBSVOQPDPNTDPO MBQSPEVDDJOP WFS

DBSBDUFSTUJDBTFTQFDJBMFTFJOGPSNBDJOEFMMNF&TUPNFEJBOUFMBTQHJOBTPDJBMFTEF

*OUFSOFURVFHFOFSBDBEBQSPEVDUPSBPEJTUSJCVJEPSBQSFDJTBNFOUFQBSBTVQSPQBHBDJO

6ONPEPEJTUJOUPEFQSPNPDJOFTFMNFEJPJNQSFTP6OPEFMPTQSJODJQBMFTFT

NFEJBOUFMPTDBSUFMFTEFFTUSFOPTQSYJNPTRVFTFDPMPDBOFOMPTQBTJMMPTEFMBTTBMBTEF

DJOF0USPTBUSBWTDBSUFMFTFOMBTHSBOEFTBWFOJEBTQPSNFEJPEFBOVODJPTFTQFDUBDVMBSFT"EFNTFOMPT EJWFSTPTQFSJEJDPT Z SFWJTUBTFTQFDJBMJ[BEBT TPO NPTUSBEBTMBT

QPSUBEBTEFMBTQFMDVMBTZMBTGFDIBTEFMPTQSYJNPTFTUSFOPT&OQPTUBMFTQBSBCVTFT

BVUPCVTFTMMBWFSPTBSUDVMPTQSPNPDJPOBMFTEF SFTUBVSBOUFTP CFCJEBTGBNPTBTTPO

PUSBTNBOFSBTEFEJGVTJOUQJDBTEFMBBDUVBMJEBE

1FSPMBGPSNBNTEJSFDUB ZDPOBCMF QBSB HFOFSBSFO FM FTQFDUBEPS FM JOUFST

QPSWFSVOBDJOUBFTDVBOEPTFMFEBODJFSUPTFMFNFOUPTDPODSFUPTQPSNBZPSUJFNQP

ZNFEJBOUFFMNFEJPBVEJPWJTVBMBMRVFQFSUFOFDFFMMNFNJTNP&TUPFTNFEJBOUFFM

USBJMFS DJOFNBUPHSDP RVF FT QSPZFDUBEP FO MB TBMB EF DJOF P NT SFDJFOUFNFOUFJODMVJEPFOVOBWFSTJOFO

$MBTJDBDJOEFMUSBJMFSZDBSBDUFSTUJDBTHFOFSBMFT

&YJTUFO MVHBSFT FO EJWFSTBT QBSUFT EFM NVOEP EPOEF TF TBCF EFM FTUSFOP EF VOB

7/31/2019 Inter- semiotica

54/198

QFMDVMBQFSPFTUBOVODBMMFHBBFTPTTJUJPTZVOBEFMBTQPDBTGPSNBTQPSMBTDVBMFT

MPTFTQFDUBEPSFTQVFEFOTBCFSEFMBFYJTUFODJBEFMBQFMDVMBFTNFEJBOUFMPTUSBJMFS

DJOFNBUPHSDPTRVFTPOEJGVOEJEPTQPSMB*OUFSOFU&TUPHSBDJBTBTVDPOTJTUFODJB

QSPQJBZBRVFDVFOUBDPOFMFNFOUP