According to Greimas, the semiotic square is far more than a heuristic for semantic and literary analysis. It represents the generative “deep structure” of human culture and cognition which “define the fundamental mode of existence of an individual or of a society, and subsequently the conditions of existence of semiotic objects” (Greimas & Rastier 1968: 48). The potential truth of this hypothesis, much less the conditions and implications of taking it seriously (as a truth claim), have received little attention in (...) the literature. In response, this paper traces the history and development of the logical square of opposition from Aristotle to Greimas and beyond, to propose that the relations modelled in these diagrams are embodied relations rooted in gestalt memories of kinesthesia and proprioception from which we derive basic structural awareness of opposition and contrast such as verticality, bilaterality, transversality, markedness and analogy. To make this argument, the paper draws on findings in the phenomenology of movement (Sheets-Johnstone 2011a, 2011b, 2012, Pelkey 2014), recent developments in the analysis of logical opposition (Beziau & Payette 2008), recent scholarship in (post)Greimasian semiotics (Corso 2014, Broden 2000) and prescient insights from Greimas himself (esp. 1968, 1984). The argument of the paper is further supported through a visual and textual content analysis of a popular music video, both to highlight relationships between the semiotic square and mundane cultural ideologies and to show how these relationships might be traced to the marked symmetries of bodily movement. In addition to illustrating the enduring relevance of Greimasean thought, the paper further illustrates the neglected relevance that embodied chiasmus holds for developments in anthropology, linguistics and the other cognitive sciences. (shrink)

Cross-linguistic strategies for mapping lexical and spatial relations from body partonym systems to external object meronymies (as in English ‘table leg’, ‘mountain face’) have attracted substantial research and debate over the past three decades. Due to the systematic mappings, lexical productivity and geometric complexities of body-based meronymies found in many Mesoamerican languages, the region has become focal for these discussions, prominently including contrastive accounts of the phenomenon in Zapotec and Tzeltal, leading researchers to question whether such systems should be explained (...) as global metaphorical mappings from bodily source to target holonym or as vector mappings of shape and axis generated “algorithmically”. I propose a synthesis of these accounts in this paper by drawing on the species-specific cognitive affordances of human upright posture grounded in the reorganization of the anatomical planes, with a special emphasis on antisymmetrical relations that emerge between arm-leg and face-groin antinomies cross-culturally. Whereas Levinson argues that the internal geometry of objects “stripped of their bodily associations” (1994: 821) is sufficient to account for Tzeltal meronymy, making metaphorical explanations entirely unnecessary, I propose a more powerful, elegant explanation of Tzeltal meronymic mapping that affirms both the geometric-analytic and the global-metaphorical nature of Tzeltal meaning construal. I do this by demonstrating that the “algorithm” in question arises from the phenomenology of movement and correlative body memories—an experiential ground which generates a culturally selected pair of inverse contrastive paradigm sets with marked and unmarked membership emerging antithetically relative to the transverse anatomical plane. These relations are then selected diagrammatically for the classification of object orientations according to systematic geometric iconicities. Results not only serve to clarify the case in question but also point to the relatively untapped potential that upright posture holds for theorizing the emergence of human cognition, highlighting in the process the nature, origins and theoretical validity of markedness and double scope conceptual integration. (shrink)

Reflexive observations and observations of reflexivity: such agendas are by now standard practice in anthropology. Dynamic feedback loops between self and other, cause and effect, represented and representamen may no longer seem surprising; but, in spite of our enhanced awareness, little deliberate attention is devoted to modeling or grounding such phenomena. Attending to both linguistic and extra-linguistic modalities of chiasmus (the X figure), a group of anthropologists has recently embraced this challenge. Applied to contemporary problems in linguistic anthropology, chiasmus functions (...) to highlight and enhance relationships of interdependence or symbiosis between contraries, including anthropology’s four fields, the nature of human being and facets of being human. (shrink)

The evolution of arm-leg relationships presents something of a problem for embodied cognitive science. The affordances of habitual bipedalism and upright posture make our two sets of appendages and their interrelationships distinctively human, but these relations are largely neglected in evolutionary accounts of embodied cognition. Using a mixture of methods from historical linguistics, Cognitive Linguistics and linguistic anthropology to analyze data from languages around the world, this paper identifies a robust, dynamic set of part-whole relations that emerge across the human (...) waistline between upper and lower appendage sets cross-culturally. The general pattern—identified as “arm-leg syncretism”—provides a plausible primary source for the uniquely human penchant for creative analogy, or “double-scope conceptual blending”, said to underlie the human language faculty (Fauconnier and Turner 2002, 2008; Deely 2002; Anttila 2003; Bybee 2010). This account not only addresses a conspicuous gap in the literature but also enables us to better understand what it means to be human—including how we came to be unique among other species and how we are still vitally interrelated with other species. Deely (2010) blends both sides of this tension into a single phrase: “the semiotic animal”. The paper further develops this distinction by drawing attention to one of the roles upright posture played in the emergence of semiotic consciousness. (shrink)