Semiotic Vision of Ideologies

A semiotic theory of systems derived from language would have the purpose of classifying all the systems of linguistic expression: philosophy, ideology, myth, poetry, art, as much as the dream, lapsus, and free association in a pluridimensional matrix that will interact with many diversified fields. In each one of these discourses it is necessary to consider a plurality of questions, the essence of which will only be comprehensible by the totality; it will be necessary to ask, in the first place, what will be the purpose of this language, what function does it fulfill and for which reason has it been constructed. The concept of World vision (WV) is introduced and its relation with Generalized Collective Conscience (GCC) and Particularized Collective Conscience. Culture implies a particular WV. Culture creates GCC. The semantic field is a structure that formalizes the units of a certain culture constituting a portion of the vision of the Reality that owns this culture. An ecological case is explained.

Online Media and Crisis? of Advertising Media Planning

Nowadays, online media represent a great choice for advertising. From de advertising media planning, new media give new ways to reach the consumers, but they also add more complexity. The communication capacity of online media and the greater use of that media by part of the users open up the debate about the necessity of rethinking the approach of the ‘traditional’ advertising media planning, which structure and work processes were developed when media were offline. So, this article gives a panoramic view about the influence of new media in advertising media planning. To do this, in first place, describes the current scenario, analyzing the penetration and advertising expenditure in Internet. Also, it shows the main online media according to their proximity to the offline advertising media planning conception. In second place, this article addresses the current challenges at measuring new media as a symptom of the impulse at the change of model. Finally, the article ends up showing some trends that are presented as drivers of change. However, after this analysis, comes up the point that those aspects would not change the essence of advertising media planning, so it is questionable if we can speak of a crisis or, instead, if new media are showing the necessity that media planning have to be involved with this new scenario.

The Conservation of our Built Heritage, in Particular Statues in Aberdeen, Evaluated Through a Social and Historical Context and Their Impact, Through the Use of 3D Scanning

Cultural heritage sites all over the world are at risk due to aggressive urban expansion, development, wars and general obsolescence. Not all objects are recorded in detail although they may have social and historical significance. For example more emphasis is placed on the recording of castles and palaces than on crofters’ cottages or tenement blocks, although their history can be just as rich. This paper will investigate the historic fabric of Aberdeen through the use of digital scanning, supported by a range of media including old photographs and paintings. Dissemination of social heritage through visualisations will be explored and how this can aid the understanding of space within the city or specific area. Focus will be given to the major statues/monuments within the context of the city centre, exploring their importance in their environment. In addition studying why many have been re-located away from their original site, the reasons why, and how we have perhaps lost some of the social and historical importance of why that monument was first located there. It will be argued that Digital Media could be utilised for much more than re-creation and re-presentation of physical entities. Digital scanning, in association with visualisation tools, is used to capture the essence of both the cultural heritage and the society that created or used the sites in association with visualisation tools and in some way re-enacting the original importance placed upon the monument in its original location, through adoption of BIM Heritage.