Dear friends of Semiofest,
Only a few days are left until Semiofest Tallinn opens with a Training Day on Tartu Semiotics. We’re looking forward to a wonderfully creative event with a lot of interesting content and inspiring discussions.
In our last pre-Semiofest port you’ll find:
- Semiofest Tallinn is looking into the future of marketing and branding semiotics with Malcolm Evans.
- Tartu Semiotics Training day will share cultural semiotic tools and insights developed in University of Tartu
- Top tools of professional semioticians submitted on our website.
- Semiofest bootcamp first confirmed client is innovative Upmade certificate.
- Semiofest social program news.
SEMIOFEST TALLINN IS LOOKING INTO THE FUTURE OF MARKETING AND BRANDING SEMIOTICS WITH MALCOLM EVANS
In Malcolm’s own words: “Following a quick sketch of the historical context and one interpretation of current ‘business as usual’ brand semiotics, the presentation will move on to the first pieces of the jigsaw puzzle that show us what tomorrow’s core applied methodology, its toolkit and outputs might look like. Then we will look at some evolving semiotic, and cross-disciplinary, ‘push’ factors that could help move these trajectories of change in the direction of a new paradigm – along with the corresponding ‘pull’ factors in the emerging market place.” He will give his keynote speech on Saturday, June 4. Read the abstract.
TARTU SEMIOTICS TRAINING DAY
Tartu Semiotics Training Day offers a chance to get acquainted with the semiotic thinking and tools of Tartu Semiotic School as well as our experience in semiotic expert analysis.
Peeter Torop, eminent semiotician and professor of semiotics of culture will share his experiences as semiotic expert, as well as provide methods and guidlines for conducting rigorous semiotic expert analysis. In addition, we will learn to model culture as dynamic semiotic system, a semiosphere created, sustained and altered at the same time by signs, and processes of translation, communication and autocommunication – an understanding that is central for Tartu Semiotics. Training Day will introduce how this understanding can be used in analysis and design of cultural processes and worlds.
TOP TOOLS OF SEMIOTIC PROFESSIONALS – THERE’S STILL TIME TO SHARE YOURS
A great number of semiotic professionals have responded to our calls for 25 tools of semiotic thinking. Here’s a sample of submissions: multimodal analysis, chronotype analysis, communication functions analysis, resonance, code conflict, subsymbolic signs, semiotic matrix of online conversations, cross triangulation loop, metaphorical listing of complexity, Existential Graphs and diagrammatic reasoning… Share yours.
For example: CODE CONFLICT
Code conflict gives the consumer the impression of having a choice. Univocal messages require no creative interpretation and present only one message. While their message may be clear, such advertisements are also more easily passed over as they do not appear to present any new information, at least to the consumer that is already familiar with the product. … The careful juxtaposition of conflicting codes guides the consumer to product decisions they wouldn’t necessarily arrive at rationally. – Tyler Bennett on the semiotic tool of his choice.
SEMIOFEST BOOT CAMP WILL FOCUS ON SOCIAL INNOVATION AND PUBLIC VALUE PROJECTS
Boot Camp of Semiofest Paris in 2015 was so well received that we decided to follow its example. As the focus of Semiofest Tallinn is innovation and for this reason we’ve chosen social innovation and public value projects as our clients for the boot camp.
Upmade certificate is developed by Estonian fashion designer Reet Aus to encourage international fashion industry to reduce textile waste that’s costing a lot of money but creating also a huge environmental pressure, usually in developing countries. Based on her PhD research she has developed an Upcycle method in collaboration with a biggest producer in Bangladesh, Beximco, that can be applied in big scale production to reduce textile waste by using leftover materials for new products. The aim of upmade certificate is to encourage big retail companies to upcycle their leftover materials. An upmade product saves 60-70% of water and even up to 89% of energy. The main focus of boot camp is how to reach out to big producers and scale the impact she has been able to achieve through her innovative method. See more: Upmade.
SEMIOFEST SOCIAL PROGRAM
And there is more ..
SEMIOFEST BIRTHDAY PARTY
Semiofest celebrates its 5th birthday this year and for this occasion, we’ve arranged a birthday party on the evening of Friday, June 3. We think of it as an easygoing birthday party with friends of Semiofest gathering to celebrate this great event, form new friendships, share their experiences, enjoy fresh paella cooked on the spot, a cake, drinks as well as music. DJ Daysleeper (MA in semiotics) plays great world music from all the continents both for the atmosphere and for dancing.
Dress code: casual.
SEMIOFEST GUIDED TOUR
We’ve learned that many of you are first-time visitors of Tallinn and Estonia. To make sure you’ll see a little more than the historical industrial landscape around our venue in Kultuurikatel, we’ve arranged a guided tour to Estonian nature on Saturday afternoon. We’ll visit Lahemaa National Park to take a little walk across Viru bog and along Lahemaa coastline in Käsmu. Kalevi Kull, a renowned biosemiotician, professor of biosemiotics and head of the department of semiotics in the University of Tartu will be our guide. His lecture on the natural history of Estonia delivered on the nature tour during Gatherings in Biosemiotics in 2002 became a legend immediately.
We are looking forward to seeing you in Tallinn!
Semiofest Tallinn team