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Semiotics of myth as a branding tool: Mother-nature mythologeme case

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Lyudmyla Zaporozhtseva

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Semiotics of myth as a branding tool: Mother-nature mythologeme case

  1. 1. SEMIOTICS OF MYTH AS A BRANDING TOOL:
 MOTHER-NATURE MYTHOLOGEME CASE Lyudmyla Zaporozhtseva PhD (cand) Tartu, Moscow OCTOBER 24-27
  2. 2. Hello, Mumbai! The 5th Semiofest in Tallinn (2016) Semiofest ©Lyudmyla Zaporozhtseva 2018
  3. 3. • In 2017 I designed two courses of applied semiotics in Moscow Since 2018 I am running a semiotic research at marketing research agency Enjoy Understanding (Moscow) Semiofest ©Lyudmyla Zaporozhtseva 2018 Hello, Mumbai! • Malcolm Evans at Enjoy Understanding (April 2018)
  4. 4. BACKGROUND Semiofest ©Lyudmyla Zaporozhtseva 2018
  5. 5. Mass culture&mythological mind • The ontological model of mass culture mythology, deriving from treatment of myth as cultural universal, can be deduced to several principles of organization and structuring of mass culture in integral semiosphere. • Those principles reveal themselves in the four main ontological aspects of mass culture mythology: peculiar reason-consequential linkage, anthropocentricity, specific mythological chronotope and “naming” as habitualization. Semiofest ©Lyudmyla Zaporozhtseva 2018
  6. 6. What is a Mythologeme? “Mythologemes are invariants <…> reflecting the most widespread human views about the world within mythological discourse“ [Zaporozhtseva, Lyudmyla 2016. Mythologemes and mythemes: Semiotic markers of myth in contemporary mass culture. Concepts for semiotics: Tartu semiotics library 16, Tartu: 27-48, p.38] Semiofest ©Lyudmyla Zaporozhtseva 2018
  7. 7. The Mother Nature Mythologeme AdvertisingofHermes2013 Semiofest ©Lyudmyla Zaporozhtseva 2018 Is a universal idea of femininity manifestation: • implies presence of masculinity • authentic, connected to roots • ambivalent tender and strong • vital • eternal youth and rebirth
  8. 8. Makosh Slav Goddess around the 5st cent Praying Holy Mother of God “Oranta” Kyv, Saint Sofia Cathedral XI cent The Motherland Monument, 1981 Semiofest ©Lyudmyla Zaporozhtseva 2018Vasnetsov «Alionushka» Representationinoldtexts
  9. 9. DECODING Semiofest ©Lyudmyla Zaporozhtseva 2018
  10. 10. Мужское начало Предельная женственность Отрицание мужского Отрицание женственности SEDUCTIVE FEMININITY LOLITA/NAIVE FEMINIST/INDEPENDENT WINTER QUEEN/PULLING AWAY Semiotic square: femininity representation Semiofest ©Lyudmyla Zaporozhtseva 2018 ANDROID MOTHER NATURE
  11. 11. Мужское начало Предельная женственность Semiotic square: femininity representation Semiofest ©Lyudmyla Zaporozhtseva 2018 LOLITA/NAIVEWINTER QUEEN FEMINIST/INDEPENDENT SEDUCTIVE ANDROID MOTHER NATURE
  12. 12. DECODINGANARTIST
  13. 13. Artist as a text and a brand: complex analysis ✓visual analysis of media representation ✓musical semiotic analysis ✓ analysis of lyrics ✓competitive and contextual analysis   ✓personal interviewing Semiofest ©Lyudmyla Zaporozhtseva 2018
  14. 14. Мужское начало Предельная женственность Отрицание мужского Отрицание женственности SEDUCTIVE FEMININITY LOLITA/NAIVE FEMINIST/INDEPENDENT WINTER QUEEN/PULLING AWAY Eurovision2018: femininity representation Semiofest ©Lyudmyla Zaporozhtseva 2018 FEMINIST/INDEPENDENT WINTER QUEEN SEDUCTIVE LOLITA/NAIVE
  15. 15. https://www.youtube.com/watch?v=WxKf3YcRm18 Youtube: Manizha «Inogda» MANIZHA: two examples Youtube: Manizha «Liustra» https://www.youtube.com/watch?v=QuZ-UmNhyxQ Semiofest ©Lyudmyla Zaporozhtseva 2018
  16. 16. • unpredictable, • fluffy, bright, • naive, sincere • vivid, spontaneous 2015 Instagram: @manizha ©Lyudmyla Zaporozhtseva 2018 Lolita
  17. 17. • Authenticity • Focus on inner world • Reflection • Connection to roots Instagram: @manizha ©Lyudmyla Zaporozhtseva 2018 Mother Nature Youtube: Manizha “Inogda” 2016 2017
  18. 18. • Romantic • Emotional • Warm • Sincere Instagram: @manizha ©Lyudmyla Zaporozhtseva 2018 2017 Seductive Femininity
  19. 19. • Conceptual • Rational • "Zero' body • Cold • Monochrome Instagram: @manizha ©Lyudmyla Zaporozhtseva 2018 From Feminist to Winter Queen 2017
  20. 20. • Technocentrism • “Zero” body • Cold • Cyborgization Instagram: @manizha ©Lyudmyla Zaporozhtseva 2018 Android 2017
  21. 21. Мужское начало Предельная женственность Отрицание мужского Отрицание женственности SEDUCTIVE FEMININITY LOLITA/NAIVE FEMINIST/INDEPENDENT WINTER QUEEN/PULLING AWAY Semiotic square: femininity representation Semiofest ©Lyudmyla Zaporozhtseva 2018 ANDROID MOTHER NATURE
  22. 22. RECODING
  23. 23. «Home is there where are people, I am not connected with land, with roots» manizha documentary, 2017 vs. «IZUMRUD» 2017 24 hours with Manizha, 2017 «Don’t run away from yourself» - back to roots Finding a gap: Feminist vs. Mother Nature Semiofest ©Lyudmyla Zaporozhtseva 2018
  24. 24. FEMINIST LOLITA Mind (A) Emotions (B) Not-mind (Not-A)Mind + emotions (A+B) Emotions + not-mind (B+not-A) Masculine principle Negation of masculine MOTHER-NATURE MOTHER-NATURE Sevdaliza IOWA « Yasmine Hamdan «Beirut» Maty Cramberry MonetochkaPolina Gagarina Ani Lorak Instagram: @Manizha Mapping a gap Instagram: @Manizha Instagram: @Manizha Semiofest ©Lyudmyla Zaporozhtseva 2018 Awareness of own artistic and personal mission
  25. 25. 1. Collage technique 2. Pomegranate color and symbol 3. To use warmer emotions/ facial expressions 4. To open her body Some ideas for inspiration Semiofest ©Lyudmyla Zaporozhtseva 2018
  26. 26. Instagram: @manizha Semiofest ©Lyudmyla Zaporozhtseva 2018
  27. 27. Semiofest ©Lyudmyla Zaporozhtseva 2018
  28. 28. Three takeaways 1. Semiotics of myth is useful for branding. 2. The archaic universal symbols can acquire contemporary forms and can be re-coded within new context in purpose. 3. Specific mythologemes can be used in show- business in order to build coherent images of artists. Semiofest ©Lyudmyla Zaporozhtseva 2018
  29. 29. Thank you! l.zaporozhtseva@understanding.ru Facebook: lyudmila.zaporozhtseva Instagram: @semiogeek

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