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Automated Semiotic Analysis: Hero, Heretic or Helper?

  1. Automated Semiotic Analysis: Hero, Heretic or Helper? Webinar July 2022 Andrew Jeavons Co-founder Signoi
  2. Sponsors Communication
  3. This is NOT about replacing semioticians It’s about EXPANDING the role of semiotics. It’s about enabling semioticians.
  4. Hero, Heretic or Helper Hero – does semiotics need heroics? Heretic – is semiotics an approach that just does not need computers/AI/ML etc? Helper – is automation going to help semiotics?
  5. Charles Sanders Peirce. “Charles Sanders Peirce: A Life By Joseph Brent.” “Wasp in a bottle” “ William James. “Principles of Psychology” 1890.
  6. Semiotics is the Art and Science of ‘signs’ – knowledge structures of text and imagery. It’s traditionally been done by human experts at small scale. Quantitative Semiotics uses machine learning techniques to analyse text and imagery, to quantify the semiotic knowledge structures.
  7. …contemporary interior luxury family minimalist empty architecture room glass elegant window comfort furniture parquet wood apartment mansion table home spacious hotel classic simplicity mirror design ceiling curtain… MediumBlue Blue Olive DarkOrchid DarkGreen Maroon OliveDrab DarkOliveGreen PowderBlue PaleGoldenrod YellowGreen SlateBlue LightYellow CadetBlue CornflowerBlue Beige LightSlateGray LightSkyBlue MediumAquamarine SlateGray PaleTurquoise LimeGreen SaddleBrown DarkBlue DeepSkyBlue LightSteelBlue SkyBlue Gold LightPink Pink Content Colour Composition & complexity Archetypal signifiers Semiotic & emotional energies Hedonism Richness 9.7 Richness 3.2 Nurture 0 1 2 3 4 5 6 Rebel Joker Lover Caregiver Everyman Innocent Ruler Sage Magician Hero Creator Explorer
  8. 2001 – popularized the use of Jungian Archetypes in brand management.
  9. Scale 20,000 images. 5 seconds per image. 27 hours looking at each image once.
  10. Semiotics tend to be practitioner based: individuals. This leads to a scaling problem, humans can only consistently analyse a limit amount of information. Automated analysis is not a total solution to the problem of scale but it is a start. New approaches need to be developed to deal with the scale of information available.
  11. 12,000 Instagram posts from 20 brands Appletiser Coca Cola Dirty Lemon Tango Dr Pepper Evian Fever Tree Innocent Irnbru Karma Drinks Lipton Ice Tea Lucozade Energy Lucozade Sport Orangina Pepsi Perrier Real Kombucha Red Bull Sandows Tropicana Juices DATA: Post image Post text Date of post Number of likes Number of comments Follower count
  12. Jungian Archetype Analysis of Soft Drinks
  13. 1 2 3 4 5 Universalism Benevolence Conformity Traditionalism Security Power Achievement Hedonism Stimulation Self directedness Coca Cola Innocent Lucozade Sport Schwartz’s work defined a range of cross-cultural values that relate to individuals’ worldview and value systems They can also provide insight into what brands stand for in culture based on what they are communicating. • Universalism – fairness, understanding, tolerance, and protection in society and for nature. • Benevolence – preserving and enhancing the welfare of close individuals and the community. • Tradition – respect, commitment, and acceptance of the customs and ideas that are important in culture. • Conformity – restraint of actions, inclinations, and impulses likely to upset or harm others and violate social expectations or norms. • Security – safety, harmony, and stability of society, of relationships, and of self. • Power – social status and prestige, control or dominance over people and resources. • Achievement – success through achieving personal and social goals and desires. • Hedonism – indulgence, pleasure or sensuous gratification. • Stimulation – excitement, novelty, and challenge in life. • Self-Direction – independent thought and action; choosing, creating, exploring. Archetypes: “narrative character” or “thematic structure”
  14. 1 1.5 2 2.5 3 3.5 4 4.5 Harmony Identity Empowerment Authenticity Community Belonging Goodness Relevance Purpose Fulfilment Development Love Exploration Vitality Creativity Growth Nurture Empathy Legacy Courage Self-expression Motivation Aspiration Transformation Challenge Protection Escape Control Dominance Mastery Liberation Rebellion Purity Relaxation Security Stability Comfort Status Achievement Wellbeing Quality Enjoyment Safety Passion Desire Indulgence Hedonism Drama Fun Excitement Cultural Affinity Personal Fulfilment Agency Quality Of Life Hedonia Fever Tree Lucozade • Universal Energies are a more detailed set of core semantic and semiotic concepts that resonate with human needs, expressed in different ways through communications and language generally. • These and other concepts can form the lego-like building blocks of new ways of thinking about brands. • In this example, Fever Tree speaks to Enjoyment, Wellbeing, Relaxation. Authenticity, Desire, Indulgence and Hedonism. • Whereas Lucozade majors on contrasting codes of Challenge, Mastery, Achievement, Courage, Drama and Vitality.
  15. Metrics mean we can categorize
  16. We then interpret and name the semiotic clusters
  17. Many metrics determine the properties of the semiotic clusters
  18. Innocent Coca Cola
  19. Automated semiotic analysis allows the analysis of much larger data sets than human practitioners can manage. Automated semiotic analysis is a tool that expands the use of semiotic analysis. Semiotics is no longer an “addition” within a project but becomes the core analysis technique for a project. The ability for semiotic analysis to “scale up” means it can be used on a wider class of problems: Semiotic analysis of web sites Semiotic analysis of sales and marketing material ”Cultural Weather” analysis – internal/external communication analysis ”General” cultural analysis – media et al Implications
  20. Next.. Generate Greimas Squares from a text or image data set ?
  21. Q & A Ray Poynter NewMR Andrew Jeavons Signoi