Multimodal viral communication: a social semiotic analysis of the popular Spanish "Ola ke ase" meme

Multimodality – the interdependence of semiotic resources in text – is an existential element of today’s media. The term multimodality attends systematically to the social interpretation of a wide range of communicational forms used in meaning making. A primary focus of social- semiotic multimodal analysis is on mapping how modal resources are used by people in a given social context. In November 2012 the “Ola ke ase” catchphrase, which is a play on “Hola ¿qué hace?”, appeared for the first time in Spain and immediately has been adopted as a Twitter hashtag and an image macro series. Its viral spread on social networks has been tremendous, being a trending topic in various Spanish-speaking countries. The objective of analysis is how language and image work together in the “Ola ke ase” meme. The interplay between text and image in one of the original memes and some of its variations is quantitatively analysed applying a social-semiotic approach. Results demonstrate how the “Ola ke ase” meme functions through its multimodal character and the non-standard orthography. The spread of uncountable variations of the meme shows the social process that goes on in the meaning making of the semiotic elements.

Личните и географските имена в българския и сръбския превод на Стишния пролог (по материал от месец март)

The paper presents a comparative study of the personal and geographic names in the two complete Slavic translations of the Byzantine Versified Synaxarion, namely the Bulgarian and Serbian Prolog Stišnoj, which appeared around the first half of the 14 th century. On the basis of the March texts in seven South Slavic manuscripts, the differences in the rendering of the personal names are analysed on the level of phonetics, orthography, morphology and word formation. The data allow the following conclusions: 1) The differences in the forms of these names in the Bulgarian and Serbian Prolog Stišnoj give further arguments supporting their independent origin; 2) Several specific tendencies are noted which more or less differentiate them. The Bulgarian translation reproduces more accurately the graphics of the original names, allows dativus possessivus, often replaces the Greek anthroponyms and toponyms with adjectives, presents many local names in the plural, and sometimes retains Greek nominative endings in masculine personal names. The Serbian translation, on the other hand, follows more often the Byzantine pronunciation of the names, complies more strictly with their grammatical characteristics (case, number), separates more often the ending -ς from the stem, and incorporates the accusative ending -ν into the stem of certain anthroponyms several times. 3) The tendency towards Slavicisation of the personal names is nearly the same in both translations and cannot be viewed as peculiar of either of them.

Language context modulates reading route: an electrical neuroimaging study.

INTRODUCTION The orthographic depth hypothesis (Katz and Feldman, 1983) posits that different reading routes are engaged depending on the type of grapheme/phoneme correspondence of the language being read. Shallow orthographies with consistent grapheme/phoneme correspondences favor encoding via non-lexical pathways, where each grapheme is sequentially mapped to its corresponding phoneme. In contrast, deep orthographies with inconsistent grapheme/phoneme correspondences favor lexical pathways, where phonemes are retrieved from specialized memory structures. This hypothesis, however, lacks compelling empirical support. The aim of the present study was to investigate the impact of orthographic depth on reading route selection using a within-subject design. METHOD We presented the same pseudowords (PWs) to highly proficient bilinguals and manipulated the orthographic depth of PW reading by embedding them among two separated German or French language contexts, implicating respectively, shallow or deep orthography. High density electroencephalography was recorded during the task. RESULTS The topography of the ERPs to identical PWs differed 300-360 ms post-stimulus onset when the PWs were read in different orthographic depth context, indicating distinct brain networks engaged in reading during this time window. The brain sources underlying these topographic effects were located within left inferior frontal (German > French), parietal (French > German) and cingular areas (German > French). CONCLUSION Reading in a shallow context favors non-lexical pathways, reflected in a stronger engagement of frontal phonological areas in the shallow versus the deep orthographic context. In contrast, reading PW in a deep orthographic context recruits less routine non-lexical pathways, reflected in a stronger engagement of visuo-attentional parietal areas in the deep versus shallow orthographic context. These collective results support a modulation of reading route by orthographic depth.

Balanced bilinguals favor lexical processing in their opaque language and conversion system in their shallow language

Referred to as orthographic depth, the degree of consistency of grapheme/phoneme correspondences varies across languages from high in shallow orthographies to low in deep orthographies. The present study investigates the impact of orthographic depth on reading route by analyzing evoked potentials to words in a deep (French) and shallow (German) language presented to highly proficient bilinguals. ERP analyses to German and French words revealed significant topographic modulations 240-280ms post-stimulus onset, indicative of distinct brain networks engaged in reading over this time window. Source estimations revealed that these effects stemmed from modulations of left insular, inferior frontal and dorsolateral regions (German>French) previously associated to phonological processing. Our results show that reading in a shallow language was associated to a stronger engagement of phonological pathways than reading in a deep language. Thus, the lexical pathways favored in word reading are reinforced by phonological networks more strongly in the shallow than deep orthography.