Title: FIGURE 1 Code Model of Communication
1FIGURE 1 Code Model of Communication
received acoustic signal
acoustic signal
received thought
thought
central thought processes
central thought processes
linguistic encoder
linguistic decoder
transmission
Transferees Context
noise
Transferors Context
- Adapted from Sperber Wilson, 1986
- and Ronen, 1986
2FIGURE 2 System of Signification
Signifier
Signified
Sign
Saussure, 1916
- Signifier Acoustic or Mental Image,
Representationsound of a word, script of a
textExample Black and white formal kimono with
black knotted obi-sash - Signified Concept or Meaning, UnderstandingFuner
al - Sign Associative total of the Image (signifier)
and its Meaning (signified), - The Concrete Entity
3FIGURE 3 Recontextualization of Firm Assets
New Cultural Context
(Pre)-existing Meaning
Firm Assets
S1
S3
S2
Resultant Meaning(s)
Positive
Negative
S1 Initial Semiosis S2 Ongoing Semiosis S3
Reflexive Semiosis
4FIGURE 4 Process Model of Recontextualization
in Transnational Tranfser
Country of Origin (A) Country of
Destination (X)
Semiosis at each level is ongoing (ta ,x ??tn)
Adapted from Barthes, Mythologies, 1957
5TABLE 1Recontextualizations of Walt Disney
Strategic Firm Assets