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Chapter1.IntroducingCognitiveSemiotics
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Telastpostulateof“triangulation”shouldbeinterpretedasanidealtobe
achievedratherthanobligatoryrequirement.Neurophenomenology(Varela,1996;
Lutzetal.,2002)isusuallypresentedasaninstantiationoftheideal.Itstartswith
first-personapproach:experimentalsubjectsaretrainedinphenomenological
method(inparticular:epochéandphenomenologicalreduction)andthentheyare
askedtodescribetheirexperiences.Tesereportsareintersubjectivelyvalidated
(second-personmethods,forinstance,empathybetweenanexperimenterand
asubject,enterthestage).Finally,intersubjectivelyvalidatedreportsarerelated
toresultsofneuroimaging(third-personmethod).Front-loadingphenomenol-
ogy(Gallagher,2003)canbeseenasanotherinstantiationof“triangulationof
methods.”
1.4Transdisciplinarity
Tethirdfeatureofcognitivesemioticstobementionedattheveryoutsetof
thebookisitstransdisciplinarity.Zlatev(quotingWikipedia)definestransdisci-
plinarityinthefollowingmanner:“[it]concernsthatwhichisatoncebetweenthe
disciplines,acrossthediferentdisciplinesandbeyondeachindividualdiscipline.
Itsgoalisunderstandingofthepresentworld,ofwhichoneoftheimperativesis
theoverarchingunityofknowledge”(Zlatev,2012,p.18).Insuchareading,trans-
disciplinarityisseenasafeaturegoingbeyondthescopeofinterdisciplinarity.Te
phenomenonofmeaningseemstomeettheseabovecriteria-itcanbeanalyzed
fromvariousanddiferentpointsofviewandassuchitcannotbesubscribedto
asinglediscipline.Inasense,thenotionofmeaningissimilar-inthisrespect-to
thenotionofcognition.Letushavealookatthedisciplinesinvolved.Initially,three
disciplineswerementionedinthecontextofcognitivesemiotics,namely:semiot-
ics,philosophyofmindandcognitivescience.Semioticsandlinguisticsseemtobe
naturalchoices-thesedisciplinesexplicitlycopewithmeanings.Semioticsalone
cannotfullyexplainspecialkindsofsigns,namelylinguisticsigns.Asaresult,these
threedisciplineswerecomplementedbycognitivelinguistics(seeZlatev,2016).
Testatusofcognitivescienceinthecoalitionismuchlessobvious.Accordingto
somecognitivesemioticians,cognitivescience-initstraditionalform-misses(or
characterizesinanon-satisfactoryway)meaningasoneoftheaspectsofcognition.
Simultaneously,cognitivescience-eveninitstraditional,symbolicorconnection-
istform-providesahugedatabaseofexperimentalresultswhichcannotbeignored
instudiesonmindasameaning-makingsystem.
Itakethethreeabovefeatures,namely:meaningandmeaning-makingasthe
mainpointofinterest,acombinationoftheoreticalandempiricalresearchwith
methodologicaltriangulationandtransdisciplinarity,asuncontroversialandwidely
acceptedlandmarksofresearchincognitivesemiotics.However,Zlatevenumerates