Resumo: O pensamento de Nietzsche é recepcionado na Escandinávia, através do historiador dinamarquês Georg Brandes. O historiador é atraído pelo aspecto aristocrático, o qual se depreende da leitura que Nietzsche realiza sobre a cultura. A radicalidade, a originalidade e a minuciosidade psicológica, que se reconhece no espírito filosófico do pensador alemão, permeiam a leitura que Brandes faz do autor de Zaratustra. O próprio Nietzsche dá testemunho do quanto seu nome, graças a Brandes, passa a ser conhecido na Dinamarca, em suas (...) diversas cartas e outros escritos, atestando, inclusive, um correto entendimento de seu pensamento. Esta proposta tem o intuito de averiguar o papel que a memória, em seu sentido aristocrático, tem a contribuir na recepção nietzschiana, efetuada por Brandes. Em que medida a mnemotécnica pode apontar caminhos para uma cultura aristocrática, no contexto da Dinamarca de Brandes?: Nietzsche’s thought is received in Scandinavia through the Danish historian Georg Brandes. The historian is attracted by the aristocratic aspect that emerges from Nietzsche’s reading of culture. Radicality, originality and psychological detail, which can be seen in the philosophical spirit of the German thinker, permeate Brandes’ reading of the author of Zarathustra. Nietzsche himself testifies to how much his name, thanks to Brandes, comes to be known in Denmark in several of his letters and other writings, even attesting to a correct understanding of his thinking. Our proposal is intended to ascertain the role that memory, in its aristocratic sense, has to contribute to Brandes’ Nietzschean reception. To what extent can mnemotechnics point the way to an aristocratic culture for the Denmark’s context of Brandes? (shrink)

The aim of this paper is to demonstrate the applicability of multivariate mapping techniques to the exploration of the rhetorical semiotic brand image structure of ad films. By drawing on correspondence analysis and multidimensional scaling, two techniques that are amply used in corpus linguistics and in marketing research, but also on the data reduction technique of factor analysis, it will be displayed how a set of nuclear semes and classemes or an intended semic structure that underlies ad filmic discursive (...) structures may be projected alongside rhetorical figures by its internal stakeholders (i.e., a brand management team, an account planning team or a marketing research team) with view to attaining differential brand associations. The illustration of the exploratory analytical methods takes place by recourse to a corpus of 62 ad filmic texts from 13 sub-brands of the 3 major brands in the UK cereals market and 321 ad filmic segments that resulted from the segmentation procedure. This paper seeks to contribute to advancements in the brand image and advertising rhetoric research streams by addressing distinctive modes of advertising rhetorical configuration at the level of the ad filmic text (as against print ads where the bulk of research on advertising rhetoric has concentrated), and moreover on a segment-by-segment level, rather than treating the ad film as a standalone unit of analysis, by adopting a multimodal outlook to advertising configurations that takes into account not only the verbal or the visual mode, but also interactions among modes, by adopting a product category-specific approach to advertising/brand textuality that draws on rhetorical semiotics and by employing exploratory statistical methods against the background of content analytic output. (shrink)

This book was put together over the course of the past three years and is the outcome of the author’s publications in the multimodal advertising rhetoric research field and projects that were undertaken with the employment of the //rhetor.dixit//© model. It features four chapters that span different, yet interlocking aspects of ad texts’ multimodal rhetorical configuration and culminates in a practical guide for the analysis of the verbo-visual rhetorical structure of TV ad texts, based on the unique methodology of the (...) //rhetor.dixit//© model on offer by //disruptiVesemiOtics//. //rhetor.dixit//: Understanding ad texts’ rhetorical structure for differential figurative advantage neither seeks to cover exhaustively issues in any of the traditional fields of concern to the discipline of rhetoric (an impossible endeavor, indeed, within the contours of a single book), nor to address all issues on top of the current agenda in multimodal advertising rhetoric. Its mission is to present key facets of current research in multimodal advertising discourse, largely dispersed and spread out in multiple disciplines, including semiotics, in such a manner as to enable the reader to get to grips with the benefits that stem from employing a content analytic approach for the ongoing management of the modes of rhetorical configuration of advertising texts. The combination of an interpretivist approach with the methodical outlook yielded by content analysis affords to transform multimodal rhetorical analysis of advertising texts from a theoretical enterprise geared towards making sense of how meaning emerges through the figurative language of advertising to a systematic method for managing advertising textuality, in such a manner as to enable practitioners in marketing related disciplines (e.g., account planning, marketing research, brand management) to actively manage how brand meaning is generated through distinctive modes of rhetorical configuration. The managerial orientation of the //rhetor.dixit//© model is intended to enhance understanding as to how a brand’s intellectual capital is configured and, moreover, to point to directions whereby what I call a brand’s figurative first mover advantage and differential figurative advantages may be furnished to a brand’s discourse. The systematic understanding of a brand’s distinctive modes of rhetorical configuration is not just a ‘nice-to-have’ add-on in a metrics dashboard, but a prerequisite for managing brands as constellations of figurative elements and modes of connectivity among figurative elements, which are part and parcel of a brand’s textual essence. (shrink)

There is a notion, cataleptic in its effects, that discussion in ethics and values must ultimately be blocked by the “naturalistic fallacy.” We can go so far in analyzing the categories of “good,” “right,” “ought,” “valuable,” and the like, but never so far as to embark from the field of logic or general philosophy and enter the alien provinces of science—at least with a visa. To think to reduce moral problems to those of psychology or biology or to those of (...) “culture,” is The Fallacy, insensitivity to which brands one as a positivist, a dupe of “scientism,” or at least a sympathetic fellow-traveller. Though the vocabulary of The Fallacy is not old—G. E. Moore and his earnest commentators will date it—the idea is almost as antique as philosophy itself; indeed, it is one of the prime devices whereby philosophy has managed to rationalize its subject-matter as something more than an historical accident. (shrink)

George Karamanolis breaks new ground in the study of later ancient philosophy by examining the interplay of the two main schools of thought, Platonism and Aristotelianism, from the first century BC to the third century AD. Arguing against prevailing scholarly assumption, he argues that the Platonists turned to Aristotle only in order to elucidate Plato's doctrines and to reconstruct Plato's philosophy, and that they did not hesitate to criticize Aristotle when judging him to be at odds with Plato. Karamanolis (...) offers much food for thought to ancient philosophers and classicists. (shrink)

The present studies investigated children’s and adults’ intuitive beliefs about the physical nature of essences. Adults and children (ranging in age from 6 to 10 years old) were asked to reason about two different ways of determining an unknown object’s category: taking a tiny internal sample from any part of the object (distributed view of essence), or taking a sample from one specific region (localized view of essence). Results from three studies indicated that adults strongly endorsed the distributed view, and (...) children showed a developmental shift from a localized to distributed view with increasing age. These results suggest that even children go beyond mere placeholder notions of essence, committing to conceptual frameworks of how essences might be physically instantiated. (shrink)

This book challenges the conventional wisdom that improving democratic politics requires keeping emotion out of it. Marcus advances the provocative claim that the tradition in democratic theory of treating emotion and reason as hostile opposites is misguided and leads contemporary theorists to misdiagnose the current state of American democracy. Instead of viewing the presence of emotion in politics as a failure of rationality and therefore as a failure of citizenship, Marcus argues, democratic theorists need to understand that emotions are in (...) fact a prerequisite for the exercise of reason and thus essential for rational democratic deliberation and political judgment. Attempts to purge emotion from public life not only are destined to fail, but ultimately would rob democracies of a key source of revitalization and change. Drawing on recent research in neuroscience, Marcus shows how emotion functions generally and what role it plays in politics. In contrast to the traditional view of emotion as a form of agitation associated with belief, neuroscience reveals it to be generated by brain systems that operate largely outside of awareness. Two of these systems, "disposition" and "surveillance," are especially important in enabling emotions to produce habits, which often serve a positive function in democratic societies. But anxiety, also a preconscious emotion, is crucial to democratic politics as well because it can inhibit or disable habits and thus clear a space for the conscious use of reason and deliberation. If we acknowledge how emotion facilitates reason and is "cooperatively entangled" with it, Marcus concludes, then we should recognize sentimental citizens as the only citizens really capable of exercising political judgment and of putting their decisions into action. (shrink)

Despite the many ways in which the so-called psychoses can become manifest, they are ultimately human events arising out of human contexts. As such, they can be understood in an intersubjective manner, removing the stigmatizing boundary between madness and sanity. Utilizing the post-Cartesian psychoanalytic approach of phenomenological contextualism, as well as almost 50 years of clinical experience, George Atwood presents detailed case studies depicting individuals in crisis and the successes and failures that occurred in their treatment. Topics range from (...) depression to schizophrenia, bipolar disorder to dreams, dissociative states to suicidality. Throughout is an emphasis on the underlying essence of humanity demonstrated in even the most extreme cases of psychological and emotional disturbance, and both the surprising highs and tragic lows of the search for the inner truth of a life – that of the analyst as well as the patient. (shrink)

This paper examines people's reasoning about identity continuity and its relation to previous research on how people value one-of-a-kind artifacts, such as artwork. We propose that judgments about the continuity of artworks are related to judgments about the continuity of individual persons because art objects are seen as physical extensions of their creators. We report a reanalysis of previous data and the results of two new empirical studies that test this hypothesis. The first study demonstrates that the mere categorization of (...) an object as “art” versus “a tool” changes people's intuitions about the persistence of those objects over time. In a second study, we examine some conditions that may lead artworks to be thought of as different from other artifacts. These observations inform both current understanding of what makes some objects one-of-a-kind as well as broader questions regarding how people intuitively think about the persistence of human agents. (shrink)

The concept of authenticity is central to how people value many different types of objects and yet there is considerable disagreement about how individuals evaluate authenticity or how the concept itself should be defined. This paper attempts to reconcile previous approaches by proposing a novel view of authenticity. Specifically, I draw upon past research on psychological essentialism and propose that when people evaluate the authenticity of objects, they do so by evaluating the extent to which the object embodies or reflects (...) a valued essence. I suggest that this explanation of authenticity provides an overarching framework that describes how people evaluate object authenticity across a variety of contexts and I report the results of three experiments that directly test the predictions made by this explanation. (shrink)

This article shows how, in recent works of cultural analysis, the concept of ‘assemblage’ has been been derived from key sources of theory and put to work to provide a structure-like surrogate to express certain prominent values of a modernist sensibility in the discourse of description and analysis. Assemblage is a sort of anti-structural concept that permits the researcher to speak of emergence, heterogeneity, the decentred and the ephemeral in nonetheless ordered social life. There are other related concepts, like collage, (...) which have been used to give these values substance in research, but currently assemblage is enjoying a popularity perhaps because of the continuing fascination of the work of Deleuze and Guattari. (shrink)

The problem with approximation is to find principled grounds for preferring any one over the indefinitely many alternative approximations in equal agreement with observation. From the outset of his efforts on orbital motion Newton’s goal was to show that Kepler’s orbits had a physical standing that the various comparably accurate alternatives lacked. What made this goal difficult was his conclusion, almost from the outset, that the actual motions are too complicated for any representation of them ever to be anything but (...) an approximation. This paper reviews Newton’s efforts, and some of those following his, to turn this very complexity into evidence that Keplerian motion is nonetheless a physical, not merely numerical, approximation. By his and their example those efforts provided a more discriminating way than has generally been recognized to distinguish physical from merely numerical approximations. (shrink)

Past research has identified a number of asymmetries based on moral judgments. Beliefs about what a person values, whether a person is happy, whether a person has shown weakness of will, and whether a person deserves praise or blame seem to depend critically on whether participants themselves find the agent's behavior to be morally good or bad. To date, however, the origins of these asymmetries remain unknown. The present studies examine whether beliefs about an agent's “true self” explain these observed (...) asymmetries based on moral judgment. Using the identical materials from previous studies in this area, a series of five experiments indicate that people show a general tendency to conclude that deep inside every individual there is a “true self” calling him or her to behave in ways that are morally virtuous. In turn, this belief causes people to hold different intuitions about what the agent values, whether the agent is happy, whether he or she has shown weakness of will, and whether he or she deserves praise or blame. These results not only help to answer important questions about how people attribute various mental states to others; they also contribute to important theoretical debates regarding how moral values may shape our beliefs about phenomena that, on the surface, appear to be decidedly non-moral in nature. (shrink)

This article is concerned with the literal and metaphoric senses in which anthropology's accumulation of knowledge through the production of ethnography on the world's peoples can be considered an archive. The relevance of this concept to ethnography has a very different past, present, and emergent associations. The Human Area Relations Files project as visionary science dependent on the making of an archive of ethnography contrasts with the uses of the past ethnographic record in the pursuit of contemporary fieldwork in a (...) so-called postmodern world. (shrink)

This paper proposes that eight positive emotions: awe, love , trust , compassion, gratitude, forgiveness, joy and hope constitute what we mean by spirituality. These emotions have been grossly ignored by psychiatry. The two sciences that I shall employ to demonstrate this definition of spirituality will be ethology and neuroscience. They are both very new. I will argue that spirituality is not about ideas, sacred texts and theology; rather, spirituality is all about emotion and social connection. Specific religions, for all (...) their limitations, are often the portal through which positive emotions are brought into conscious attention. Neither Freud nor psychiatric textbooks ever mention emotions like joy and gratitude. Hymns and psalms give these emotions pride of place. Our whole concept of psychotherapy might change if clinicians set about enhancing positive emotions rather than focusing only on negative emotions. (shrink)

Remarkably accessible, Affective Intelligence and Political Judgment urges social scientists to move beyond the idealistic notion of the purely rational citizen to form a more complete, realistic model that includes the emotional side of ...

The theory of affective intelligence dichotomizes challenging situations into threatening and risky ones. When people perceive a familiar threat, they tend to be dogmatic and partisan, since they are mobilizing decisive action based on habitual behaviors and nearly instinctual perceptions that have proved their worth in similar situations. When facing a novel risk, however, people tend to become more open‐minded and deliberative, since old solutions do not apply. An experiment with students' reactions to challenges to their opinions about a divisive (...) political issue suggests that, indeed, democratic citizens display the different competencies that are demanded by these two different types of situation. The actual conduct of political campaigns, too, can be expected to reflect the differences between trying to guard against defections from one's side by encouraging the appearance of routine partisan combat, and trying to promote defections from the other side by prompting anxiety, hence open‐minded deliberation. (shrink)