Southern Federal University

G. S. Pshegusova
L.Amiri
Communication vs. Semiotics
Optional course
Course description
This course will provide students with the basic vocabulary and concepts used in
communication theory and semiotics. Communication is one o the ew academic disciplines to
beneit rom both scientiic and humanistic modes o theori!ing. "essages# communicators# and
the interpretation o meaning within conte$ts or levels continue to be %ey oci o communication
theory. &e will e$amine theory as a maniestation o the ollowing statement' (we research#
teach# and practice communication to cultivate the ethical voices o people that spea% in critical#
constructive# and transormative ways to identities# relationships# and communities.)
Semiotics will be introduced as a method or describing and comparing sign systems constitutive
or a given cultural orm and*or practice.
&e will discuss central notions or describing and understanding lieworlds +i.e. o
,environments, ormed and inhabited by a social actor- in a multicultural conte$t.
This course is also aimed at enhancing collaborative student learning through group
presentations and research assignments.
.ur purpose throughout the semester is to e$plore# understand and eectively apply the various
schools o communication theory through reading# discussing# and writing about a wide range o
te$ts.
Objectives of the course:
/$amine the basic concepts# theories and issues o communication and how they can be used
or the proessional purposes. Defne major terms and concepts related to cross-
cultural communication.
Identify factors that can infuence the cross-cultural communication process.
Discuss specifc world views, verbal and nonverbal patterns of communication
within selected international and domestic cultures,
Study the basic concepts o semiotics# unctions o language
/$amine ethical dierences in dierent cultures and discuss ways to bridge the gap.
0evelop the s%ills to communicate eectively in intercultural settings.
To e$plore the participants1 own culturally2based values and communication styles and to
understand their implications in wor%ing with persons o dierent cultures.
1
Learning strategies will include
1. Understanding: to introduce students to a
broad range o approaches to communication theory and semiotics so that students can
comprehend the ideas at play in the proessional literature and in the practice o communication.
2. Critical analysis: to increase students3 ability
to analyse concepts and issues in semiotics# and to develop and deend their own positions on a
variety o issues.
. Application: through the e$ploration o
debates to help students determine how the positions that they have developed might apply to
circumstances arising in their proessional practice.
Main concepts: communication and its types# cross2cultural communication and its elements#
communicative ailure# communicative act# semiotics# signs and sign systems#
Upon completion o this course# the student should be able to'
discuss the philosophical assumptions underlying paradigms*traditions o in4uiry in the
ield o communication and semiotics5
compare and contrast traditions and paradigms o in4uiry in the construction o
communication theory5
apply a particular perspective to the evaluation o theoretical literature5
demonstrate a high level o critical thin%ing s%ills in the understanding and evaluation o
evidence5
discover ways to engage*apply theory as a raming device or communication choices in
everyday social conte$ts5
Course Requirements:
Attendance and Participation' 6ecause this is a discussion course# your attendance and
thoughtul participation are integral to its success. 7ou will be permitted some e$cused
absences. /ven then# however# an absence is no e$cuse or not having done the re4uired
wor%. Promptness is also greatly appreciated. &e will strive to oster an inclusive# constructive
classroom atmosphere so that everyone eels comortable participating. All thoughtful and
2
respectful comments are welcome. 8t is in your best interest to ma%e yoursel %nown as a
conscientious contributor to class discussions9and as a courteous listener to all others who may
have the loor.
Group Presentation' 8n small groups students will prepare team presentation# ma%ing use o a
range o readings rom various perspectives. /ach student will analy!e some aspect o the te$t
with*through the concepts and ramewor%s covered over the course o the semester. 0etails will
be provided later.
Contents Hours
1. 8ntroductory lecture' aims and ob:ectives o the course. ;otion and concept o
communication. Approaches to deinition o communication rom dierent
resources' te$tboo%s# encyclopedia# <ussian and &estern scientists. Types o
communication' verbal vs. non2verbal# interpersonal# individual# mass
communication# cross2cultural. Units o verbal communication' te$ts# communicative
acts. Structure o a communicative act. Comment and its components. Concept o a
sublanguage and discourse. Application o these notions to the analysis o dierent
messages.
Reading list:
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?ACD@AIJCJlMM. g.' VWRB@GCDb?Bf lIAHHB mUIJlIGbb2YEMSGIbn# =jje.
o. pBKGILBb q. gJIBCDEJG bJWEBEMG M ?JLLAEM?B@MSEJG RGrb@SMG. OUK.# Z[[[.
Additional reading:
s. O@GIEME V.>. UJEf@MG ?JLLAEM?B@MSEJlJ HJSGRGEMf M LG@JRF GlJ
MbbCGRJSBEMf ** iAbb?JG M tMEb?JG ?JLLAEM?B@MSEJG HJSGRGEMG. _FH. =.
_JIJEGc' VWR2SJ _XdY# Z[[[. O. \2Z[.
u. O@GIEME V.>.. v HJEf@MM ?JLLAEM?B@MSEJlJ HJSGRGEMf ** wommuni%ativ2
un%tionale Sprachbetrachtung. xalle# =juj# S.Zsj2ZuZ.
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fWF?JWEBEMG. http'**homepages.tversu.ru*zsusov*
2. Cross2cultural communication' its sub:ect matter# topics and methods o research.
8nterconnection with other disciplines. Cross2cultural communication and other
sciences dealing with a human being. Cross2cultural communication as an integrative
part o modern liberal education. Linguistic# psychological# psycholinguistic
elements o the theory o cross2cultural communication. &hat is communicative
ailure{ &hat are the causes or such a ailure{
Reading list:
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mXEJWMbn# Z[[e. T Zuu b.
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e. dGI2gMEBbJSB O. X. yWF? M LGc?ACD@AIEBf ?JLLAEM?BNMf' YPGKEJG HJbJKMG. T
g.' OCJSJ*Slovo# Z[[[. T oZ\ b.
Additional reading:
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Mb@JIMPGb?MG bARDKF M bJSIGLGEEJb@D. 888 gGcRAEBIJREFr ?JElIGbb
MbbCGRJSB@GCGr IAbb?JlJ fWF?B +gJb?SB# gXY ML. g._.~JLJEJbJSB#
tMCJCJlMPGb?Mr tB?ACD@G@# Z[2Ze LBI@B Z[[s l.-' dIARF M LB@GIMBCF * OJb@.
g.~. iGLEGSB# >.>. UJCM?BIHJS. T g.' g>]O UIGbb# Z[[s. T O. Zs.
k. >LMIM ~.U. yWF?JSBf MlIB S IJbbMrb?Jr M BLGIM?BEb?Jr IG?CBLG. T iJb@JS2EB2
|JEA' iX`# Z[[s. T =ju b.
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3. Language as a speciic social phenomenon. &hat are the main unctions and essential
eatures{ 8nterlingua contacts and bilingualism in cross2cultural communication.
/nglish as a means o communication in the period o globali!ation.
Reading ist'
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e. _GEGRM?@JSB d.|. >LGIM?BEMb@M?B ?B? ?JLLAEM?B@MSEJG WEBEMG **
UIJtGbbMJEBCF WB bJ@IAREMPGb@SJ. _FH. =. g.' myEAb2]n# =jjs. T O.=jk2Z[e.
!. iGtJILB@b?Mr >.>. _SGRGEMG S fWF?JWEBEMG. T g.' VWRB@GCDb@SJ m>bHG?@
UIGbbn# Z[[\. T keo b.
k. Severin# &. and Tan%ard# .&. Communication Theories' .rigins# "ethods# and
Uses. ;ew 7or%' Longman. =jjZ.
". Saussure# Ferdinand de. =j=o =joo Course in General Linguistics. Trans. &ade
6as%in. ;ew 7or%' "cGraw2xill.
Additional reading:
s. <ogers /.". A history o communication study. A biographical approach. 2 ;ew
7or%# =jj\.
u. <osengren w./. Communication' An 8ntroduction. Sage Publications# London
Thousand .a%s ;ew 0elhi Z[[[.
j. OJbbaI .# RG. ]AIb JKGr CMElSMb@M?M. T g.' VWRB@GCDb@SJ m~JlJbn# =jju. T
Zjo b.
=[. Communication and culture. /d. by A.G.Smith. 2 ;.7. etc.# =joo.
==. Crystal# 0. /nglish as a Global Language. Cambridge /ngland5 ;. 7.' Cambridge
University Press# =jjs.
=Z. Culture and Communication' the Logic by which Symbols are Connected#
Cambridge Univ. Press# =jso.
!. Language and culture. Language as a rele$ o culture and modern society. Language
and culture as semiotic systems.
Reading list
=. ]Jb@JLBIJS _.X. yWF?JSJr S?Ab HJQM. VW EBKCaRGEMr EBR IGPGSJr HIB?@M?Jr
LBbb2LGRMB. T g.# =jj\. T eZ[ b.
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~MElSJb@IBEJSGRGEMG S HIGHJRBSBEMM IAbb?JlJ fWF?B ?B? MEJb@IBEEJlJ.
YPGKEJG HJbJKMG RCf b@ARGE@JS tMCJC. bHGN. M HIGHJRBSB@GCGr IAb. fW. M CM@2IF
MEJb@IBENBL. T g.' VWR2SJ gJb?. AE2@B# =jse. T Zek b.
e. ~GJE@DGS >.. GCJSG? M ?ACD@AIB. T g.# =jo=.
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>?BR EBA?# d. o\. =jj\# }u. O. sZ=2sZk.
k. ~J@LBE q.g. _EA@IM LFbCfMr LMIJS. GCJSG? T dG?b@ T OGLMJbtGIB T
Vb@JIMf. T g.# =jjo.
Additional reading:
o. gBbCJSB _. >. _SGRGEMG S CMElSJ?ACD@AIJCJlMa.9g.' BbCGRMG# =jjs.
s. gBbCJSB . !. ~MElSJ?ACD@AIJCJlMf.9 g.' VWR. NGE@I ,>?BRGLMf,# Z[[=.
u. OGHMI h. ]JLLAEM?BNMf ** OGHMI h. VWKIBEEFG @IARF HJ fWF?JWEBEMa M
?ACD@AIJCJlMM. g.' VWRB@GCDb?Bf lIAHHB mUIJlIGbb2YEMSGIbn# =jje.
j. OEM@?J d.. UIGRGCDEFG HJEf@Mf S WBHBREJr M SJb@JPEJr CMElSJ?ACD@AIBQ.
Uf@MlJIb?' VWR2SJ Uf@MlJIb?. CMElS. AE2@B# =jjj.
". Language in the linguistic view o the world. erbal behavior. &hy is it necessary to
deine linguistic view o the world and conceptual view{ Linguistic2conscientious
personality. &hat is non2linguistic bac%ground{ 0iscourse theory and theory o
linguistic gaps. 0einition o the main concepts' te$t and discourse.
Reading list:
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LGE@BCM@G@JS. T g.# =jjj.
Z. ]BIBACJS q.. iAbb?Mr fWF? M fWF?JSBf CMPEJb@D. T g.' RM@JIMBC YiOO#
Z[[Z. T Zo\ b.
e. ]BIBACJS q.. iJCD HIGNGRGE@EFQ @G?b@JS S b@IA?@AIG M tAE?NMJEMIJSBEMM
fWF?JSJr CMPEJb@M ** BAPEFG RJ?CBRF M EJSFG EBHIBSCGEMf S HIGHJRBSBEMM
IAbb?JlJ fWF?B M CM@GIB@AIF. |J?CBRF bJSG@b?Jr RGCGlBNMM EB 8 ?JElIGbbG
g>Uiy~. T g.# =juo. T O. =[k2=Zo.
Additional reading:
\. ]Jb@JLBIJS _.X.# `AISM?JSB .|.. O@BIFG LGQM M LJCJRJG SMEJ. VW EBKCaRGEMr
EBR IAbb?ML bCJSJAHJ@IGKCGEMGL ?JENB SG?B. T OUK.' CB@JAb@# Z[[=. T sZ b.
k. ]IBbEFQ _._. mOSJrn bIGRM mPAcMQn' LMt MCM IGBCDEJb@D{. T g.' Vd|X]
mXEJWMbn# Z[[e. T esk b.
o. `IA@fE X.V. yWF? M ?BI@MEB LMIB ** MCJbJtb?MG EBA?M. =jse# }=.
s. &oda% <. 0isorders o discourse. London and ;ew 7or%' Longman# =jjo.
u. The /ncyclopedia o Language and Linguistics. ol. e. /ngland# Pergamon Press#
=jj\.
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j. The ;ew /ncyclopedia 6ritannica. =k2th edition# Chicago# =jj\.
=[. XBCDHGIME V.i. dG?b@ ?B? JKG?@ CMElSMb@MPGb?JlJ MbbCGRJSBEMf. T g.# =ju=. T
=ej b.
#. Cross2cultural communication and business eti4uette in dierent countries' /ast and
&est +<ussia# Uw# USA# China# UA/-. Are there any speciic eatures{ &hat is
cultural shoc%{ Cross2cultural communication in business. 8s it the same to negotiate
with <ussian and &estern businessmen{ Styles o behavior during negotiations.
Reading list:
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SWBMLJHJEMLBEMa. T g.# =jjj.
Z. dIA^MEB ~.`. |MBCJl ?ACD@AI HIM HIJtGbbMJEBCDEJL JKGEMM KMWEGbLGEJS **
iAbb?Mr fWF? WB IAKGcJL# }=2Z# =jjs.
e. ~GJE@JSMP v.>. iAbb?MG M BLGIM?BENF' HBIBRJ?bF LGc?ACD@AIEJlJ JKGEMf'
gJEJlIBtMf. T g.' mXEJWMbn# Z[[k. T ekZ b.
\. UBSCJSb?Bf >._. iJbbMf M >LGIM?B. UIJKCGLF JKGEMf ?ACD@AI. T g.' VWR2SJ
gJb?. lJb. AE2@B# =jju.
k. UJPGHNJS v.X. yWF?JSBf LGE@BCDEJb@D' bHJbJK HIGRb@BSCGEMf LMIB ** _JHI.
fWF?JWEBEMf. =jj[. }o. T O. ==[2=Ze.
Additional reading:
o. iJ@ q.# ]JH@GCDNGSB X. _b@IGPM EB lIBEM ?ACD@AI' VlIF M AHIBcEGEMf RCf
LGc?ACD@AIEJlJ JKAPGEMf. T ]BCAlB' vvv mUJCMlIBt 2 VEtJILn# Z[[=.
s. Communication and culture. /d. by A.G.Smith. 2 ;.7. etc.# =joo.
u. Crystal# 0. /nglish as a Global Language. Cambridge /ngland5 ;. 7.' Cambridge
University Press# =jjs.
j. Lull# . "edia# Communication# Culture. A Global Approach. .$ord' Polity Press.
=jjk.
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$. &ho were the irst semioticians{ &hat is semiotics{ Signs# sign situations# sign
processes# sign systems C. Pierce as the creator o modern semiotics. General semiotics.
0imensions' syntactic# semantics# pragmatics. 8cons and codes.
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Reading list
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Z. ]IGrRCME X..# ]IJElBAW g.>. OGLMJ@M?B MCM BWKA?B JKGEMf' APGKEJG HJbJKMG.
T g.' CME@B' BA?B# Z[[\. T Z\[ b.
e. _JC?JS >.X. yWF? ?B? bMb@GLB WEB?JS. T g.# =joo.
\. h?J Y. v@bA@b@SAaBf b@IA?@AIB. _SGRGEMG S bGLMJCJlMa. T OUK.'
mOMLHJWMALn# Z[[\. T k\\ b.
k. Pocheptsov G.G. Semiotics o visual*spo%en civili!ations ** ;eue Fragen der
Linguisti%. 2 Tubingen# =jj=.
o. "orris Ch. &. Foundations o the theory o signs. 2 Chicago# =jeu.
s. Pocheptsov G.G. Semiotics o political discourse ** iBNMJEBCDEJb@D M bGLMJ@M?B
RMb?AIbB. 2 ].# =jj\.
u. `BI@ i. VWKI. IBKJ@F' OGLMJ@M?B. UJ@M?B. g.' UIJlIGbb2YEMSGIb# =jj\.
j. ~J@LBE q.g. O@B@DM HJ bGLMJ@M?G M @JHJCJlMM ?ACD@AIF. d.8. dBCCME# =jjZ.
=[. UJPGHNJS X. Vb@JIMf IAbb?Jr bGLMJ@M?M. g.# =jju.
==. _GcKMN?Bf !. yWF?. ]ACD@AIB. UJWEBEMG. g.' iAbb?MG bCJSBIM# =jjo
%. Polysemy and multilayers in semiotics. Trichoyomy o signs' symbols T icons Tindices.
8nterte$tuality as a linguistic problem. Can discourse be interte$tual{ xow is
interte$tuality reali!ed +allusions# reerences# 4uotations-{ Can interte$tuality serve as a
mechanism o recipient1s manipulation{
Reading list:
=. BCMWEf? >.>. GEJLGE LEJlJWEBPEJb@M M bHJbJKF GlJ JHMbBEMf ** _JHIJbF
fWF?JWEBEMf. T Z[[\. }Z. T O. Z[2\k.
Z. XAR?JS |.`. UIGNGRGE@EFG tGEJLGEF S @G?b@BQ HJCM@MPGb?JlJ RMb?AIbB ** yWF?
OgV ?B? JKG?@ LGcRMbNMHCMEBIEJlJ MbbCGRJSBEMf. T g.' VWR2SJ gXY# Z[[e. T
O. =\o2=kj.
e. ]JLCGS .X. OCJSJ S IGPM. |GEJ@B@MSEFG BbHG?@F. T g.' RM@JIMBC YiOO# Z[[e.
T Z=o b.
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MCJCJlMPGb?MG EBA?M. T Z[[[. }Z. T O. k=2ks.
k. >IEJCDR V._. O@MCMb@M?B RG?JRMIJSBEMf. ]AIb CG?NMr. T ~.' ~XUV# =js\. T so
c.
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Additional reading:
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ENM?CJHGRMf# =joo. T o[u b.
s. >QLBEJSB v.O.# XaKKGEG@ V._. _GI@M?BCDEFr ?JE@G?b@ ?B? tMCJCJlMPGb?Bf
HIJKCGLB ** _JHIJbF fWF?JWEBEMf. T =jss. }e. T O.\s2k\.
u. GLb?Bf .>. ]CM^G EJSJfWB M NM@BNMf S fWF?G HJb@bJSG@b?JlJ JKGb@SB **
_JHIJbF fWF?JWEBEMf. T =jjo. } e. T O. Ze2e=.
j. UJ?IJSb?Bf .>. iAbb?Mr bME@B?bMb S SG?G' CMElSJ?ACD@AIJCJlMPGb?Mr
BEBCMW. T iJb@JS E*|' VWR2SJ iJb@. AE2@B# Z[[[. T \eo b.

j. Applied semiotics. Semiotics and business. Sign communication in business.
Semiotics o behavior +gestures# body language and acial e$pressions-. Communicative
taboos in dierent cultures' /ast and &est.
Reading list:
=. ]IBbEFQ _._. mOSJrn bIGRM mPAcMQn' LMt MCM IGBCDEJb@D{. T g.' Vd|X]
mXEJWMbn# Z[[e. T esk b.
Z. OJbbaI .# RG. ]AIb JKGr CMElSMb@M?M. T g.' VWRB@GCDb@SJ m~JlJbn# =jju. T
Zjo b.
e. ]IGrRCME X..# ]IJElBAW g.>. OGLMJ@M?B MCM BWKA?B JKGEMf' APGKEJG
HJbJKMG. T g.' CME@B' BA?B# Z[[\. T Z\[ b.
\. ~GJE@JSMP v.>. iAbb?MG M BLGIM?BENF' HBIBRJ?bF LGc?ACD@AIEJlJ JKGEMf'
gJEJlIBtMf. T g.' mXEJWMbn# Z[[k. T ekZ b.
k. UJPGHNJS v.X. yWF?JSBf LGE@BCDEJb@D' bHJbJK HIGRb@BSCGEMf LMIB ** _JHI.
fWF?JWEBEMf. =jj[. }o. T O. ==[2=Ze.
o. `MI?GEKMC _. yWF? ME@JEBNMM# LMLM?M# cGb@JS. OUK.' UM@GI# =jjs.
Additional reading:
s. y?JKbJE i. ] SJHIJbA J WIM@GCDEFQ M bCAQJSFQ WEB?BQ ** OGLMJ@M?B M
Mb?Abb@SJLG@IMf. 2 g.# =jsZ.
u. OGHMI h. ]JLLAEM?BNMf ** OGHMI h. VWKIBEEFG @IARF HJ fWF?JWEBEMa M
?ACD@AIJCJlMM. g.' VWRB@GCDb?Bf lIAHHB mUIJlIGbb2YEMSGIbn# =jje.
j. OEM@?J d.. UIGRGCDEFG HJEf@Mf S WBHBREJr M SJb@JPEJr CMElSJ?ACD@AIBQ.
Uf@MlJIb?' VWR2SJ Uf@MlJIb?. CMElS. AE2@B# =jjj.
Z

&
=[. Semiotics in advertising. Speciic eatures o an advertisement. Figures o speech in
verbal and non2verbal te$ts. xow verbal and non2verbal components inluence
communication act{ &hat are the main components o this inluence +te$t visuals5
te$t type onts5 te$t and colour-.Foreign inluence as a result linguistic and cultural
contacts. 8nteraction o dierent cultures in advertising.
Cross2cultural communication
Reading list:
=. gGRSGRGSB ._. iG?CBLEBf ?JLLAEM?BNMf. T g.' RM@JIMBC YiOO# Z[[\. T Zu[ b.
Z. ]BIBLAIWB .O. m|MSEFr EJSFr LMIn IJbbMrb?Jr IG?CBLF' bJNMJ?ACD@AIEFG#
b@MCMb@MPGb?MG M ?ACD@AIEJ2IGPGSFG BbHG?@F ** OCJSBID M ?ACD@AIB IAbb?Jr
IGPM ? =[[2CG@Ma bJ REf IJcRGEMf O.V.vcGlJSB. T g.' VWR2SJ mVERIM?n# Z[[=.
T O. =ok2=uo.
e. >LMIM ~.U. yWF?JSBf MlIB S IJbbMrb?Jr M BLGIM?BEb?Jr IG?CBLG. T iJb@JS2EB2
|JEA' iX`# Z[[s. T =ju b.
\. _JCJRMEB g.. yWF? OgV ?B? J@IBcGEMG fWF?JSJr RGrb@SM@GCDEJb@M **
iAbb?Mr fWF?' Mb@JIMPGb?MG bARDKF M bJSIGLGEEJb@D. 888 gGcRAEBIJREFr
?JElIGbb MbbCGRJSB@GCGr IAbb?JlJ fWF?B +gJb?SB# gXY ML. g._.~JLJEJbJSB#
tMCJCJlMPGb?Mr tB?ACD@G@# Z[2Ze LBI@B Z[[s l.-' dIARF M LB@GIMBCF * OJb@.
g.~. iGLEGSB# >.>. UJCM?BIHJS. T g.' g>]O UIGbb# Z[[s. T O. k=s2k=u.
Additional reading:
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?B? JKG?@ LGcRMbNMHCMEBIEJlJ MbbCGRJSBEMf. YPGKEJG HJbJKMG. T g.' VWR2SJ
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