In this article I analyze the official portrait of U.S. President George W. Bush to exemplify my previous theoretical elaboration of an interpretive analytics of the sign based on socio-semiotics and symbolic interactionism. President Bush’s official portrait is analyzed paradigmatically and syntagmatically as a complex multimodal text. I examine this sign diachronically by reflecting on the processes of production, distribution, and especially consumption of the portrait occurring throughout his tenure and within the exo-semiotic context of the American and World society at the turn of the millennium. In particular, I focus on the socio-semiotic process of interpretation by building upon Start Hall’s coding/decoding model. Thus, I offer an overview of how hegemonic, oppositional, and negotiated codes are constituted by and in turn constitute discourses about the objects represented in this picture. In conclusion, I examine how social semiotics can be used to view semiosis as an everyday socio-political performance.
Vannini, P. (2004), "INTERPRETING GEORGE W. BUSH: A SOCIO-SEMIOTIC ILLUSTRATION AND A PERFORMATIVE EXTENSION", Studies in Symbolic Interaction (Studies in Symbolic Interaction, Vol. 27), Emerald Group Publishing Limited, Bingley, pp. 175-190. https://doi.org/10.1016/S0163-2396(04)27013-2
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