Semiotic change in modern and postmodern Time advertisements: an investigation based on systemic functional semiotics and social theory

Abstract

O presente trabalho investiga mudanças semióticas no contexto da transição moderna/pós-moderna sob a perspectiva da Semiótica Sistêmico-Funcional e da Teoria Social. Através da comparação de propagandas de uma página publicadas em duas edições da revista americana TIME, uma de janeiro de 1929 e a outra de janeiro de 2009, são três os objetivos desta pesquisa: 1) identificar e descrever possíveis mudanças semióticas em termos de composição, moldura e significados funcionais; 2) interpretar estas mudanças de acordo com alguns dos principais temas do debate moderno/pós-moderno; e 3) refletir sobre possíveis contribuições teóricas. Num nível mais descritivo, os resultados apontam uma disposição para mudanças semióticas sutis. A maior parte das características das propagandas de 1929 ainda estão presentes nas de 2009, com a exceção de cinco pequenas mudanças: 1) duas composições topo-base com a imagem na posição superior ao invés de uma; 2) um maior grau de conexão; 3) um maior número de representações conceituais; 4) uma presença mais forte do modo imperativo; e 5) mais imagens com uma composição centro-margem. Estas mudanças, num nível mais interpretativo, são lidas como a duplicação do padrão moderno, as diferentes maneiras que tempo e espaço são experienciados na modernidade e na pós-modernidade, e o fim do processo de modernização e/ou a emergência de um novo tipo de espaço. Também, em sua totalidade, estas mudanças são lidas como um processo de radicalização da modernidade. Por último, num nível mais reflexivo, este trabalho traz a possibilidade de se rever três pontos na categorização dos tipos de processos proposta por Halliday em seu sistema de transitividade a partir da perspectiva dos quadrantes de Wilber: 1) que a gramática estabelece uma nítida diferenciação não somente entre experiências exteriores e interiores mas também entre experiências individuais e coletivas; 2) que os processos verbais não são subsidiários mas prototípicos da dimensão coletiva de significados interiores, o mundo da interconsciência; e 3) que os processos comportamentais e existenciais são intermediários, não em relação a três principais tipos de processo, mas em relação às dimensões interna/externa e individual/coletiva, respectivamente.

This investigation addresses semiotic change in the context of the modern/postmodern transition from the perspective of Systemic Functional Semiotics and Social Theory. By comparing one page print ads from two TIME magazine issues (US edition), one dated January 1929 and the other one January 2009, its three-fold objective is: 1) to identify and describe possible semiotic changes in terms of composition, framing and functional meanings; 2) to interpret these changes according to some of the main themes in the modern/postmodern debate; and 3) to reflect on possible theoretical contributions. At the more descriptive level, results seem to indicate a disposition to fine-grained semiotic changes. Most of the 1929 characteristics are still present in the 2009 data group, with only five slight changes: 1) two top-bottom compositions with image in top leading position instead of one; 2) some degree of connection; 3) more conceptual representations; 4) a stronger presence of the imperative mood; and 5) more images organized in centre-margin compositions. These slight changes, at the more interpretative level, have been read as the duplication of the modern pattern, the distinct ways time and space are experienced in modernity and postmodernity, and the end of the modernizing process and/or the emergence of a new kind of space. Also, in their totality, these changes have been read as a process of modern radicalisation. Lastly, at a more reflective level, this work has shown the possibility of three revisions to Halliday's categorization of process types within the transitity system from the perspective of Wilber's quadrants: 1) that the grammar sets up a clear discontinuity not only between outer and inner experience by also between individual and collective experience; 2) that verbal processes are not subsidiary but prototypical of the collective dimension of interior meanings, the world of interconsciousness; and 3) that behavioural and existential processes are borderline processes, not in relation to three main process types, but in relation to the interior/exterior dimensions and the individual/collective dimensions, respectively. This investigation addresses semiotic change in the context of the modern/postmodern transition from the perspective of Systemic Functional Semiotics and Social Theory. By comparing one page print ads from two TIME magazine issues (US edition), one dated January 1929 and the other one January 2009, its three-fold objective is: 1) to identify and describe possible semiotic changes in terms of composition, framing and functional meanings; 2) to interpret these changes according to some of the main themes in the modern/postmodern debate; and 3) to reflect on possible theoretical contributions. At the more descriptive level, results seem to indicate a disposition to fine-grained semiotic changes. Most of the 1929 characteristics are still present in the 2009 data group, with only five slight changes: 1) two top-bottom compositions with image in top leading position instead of one; 2) some degree of connection; 3) more conceptual representations; 4) a stronger presence of the imperative mood; and 5) more images organized in centre-margin compositions. These slight changes, at the more interpretative level, have been read as the duplication of the modern pattern, the distinct ways time and space are experienced in modernity and postmodernity, and the end of the modernizing process and/or the emergence of a new kind of space. Also, in their totality, these changes have been read as a process of modern radicalisation. Lastly, at a more reflective level, this work has shown the possibility of three revisions to Halliday's categorization of process types within the transitity system from the perspective of Wilber's quadrants: 1) that the grammar sets up a clear discontinuity not only between outer and inner experience by also between individual and collective experience; 2) that verbal processes are not subsidiary but prototypical of the collective dimension of interior meanings, the world of interconsciousness; and 3) that behavioural and existential processes are borderline processes, not in relation to three main process types, but in relation to the interior/exterior dimensions and the individual/collective dimensions, respectively. This investigation addresses semiotic change in the context of the modern/postmodern transition from the perspective of Systemic Functional Semiotics and Social Theory. By comparing one page print ads from two TIME magazine issues (US edition), one dated January 1929 and the other one January 2009, its three-fold objective is: 1) to identify and describe possible semiotic changes in terms of composition, framing and functional meanings; 2) to interpret these changes according to some of the main themes in the modern/postmodern debate; and 3) to reflect on possible theoretical contributions. At the more descriptive level, results seem to indicate a disposition to fine-grained semiotic changes. Most of the 1929 characteristics are still present in the 2009 data group, with only five slight changes: 1) two top-bottom compositions with image in top leading position instead of one; 2) some degree of connection; 3) more conceptual representations; 4) a stronger presence of the imperative mood; and 5) more images organized in centre-margin compositions. These slight changes, at the more interpretative level, have been read as the duplication of the modern pattern, the distinct ways time and space are experienced in modernity and postmodernity, and the end of the modernizing process and/or the emergence of a new kind of space. Also, in their totality, these changes have been read as a process of modern radicalisation. Lastly, at a more reflective level, this work has shown the possibility of three revisions to Halliday's categorization of process types within the transitity system from the perspective of Wilber's quadrants: 1) that the grammar sets up a clear discontinuity not only between outer and inner experience by also between individual and collective experience; 2) that verbal processes are not subsidiary but prototypical of the collective dimension of interior meanings, the world of interconsciousness; and 3) that behavioural and existential processes are borderline processes, not in relation to three main process types, but in relation to the interior/exterior dimensions and the individual/collective dimensions, respectively.