Semiotics:
Thinking about Culture Through Models
Dr Shane V Crowley
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SMD
SDM
DSM
DMS
MSD
MDS
3! possible structures, only 1 is conventional
Eating is a highly structured activity
Polar Opposition
Degrees of Difference
Complex Structure
Start with Opposites, then Identify Structures
Bad
Better
Best
Douglas' Food Codes
Douglas' Food Codes
Processing: Natural or Cultural?
Article on "Ultra-Processed Foods" (inspired by NOVA)
Levi-Strauss' Triangle
Levi-Strauss' Triangle
Scientists are returning to this idea
Gastrophysics, Molecular Gastronomy and Modernist Cuisine or all "new disciplines" that essentially aim to make food science more culturally aware/relevant"[...]one long-debated dilemma of the culinary triangle can also be resolved: the ‘cooked’ is close to ‘rotten/fermented’, because long cooking times correspond always to a hydrolysis of proteins and carbohydrates, which define the structure of the foods[...]" - Vilgis
Resemblance to Nature
Opposites ≠ Negations
Statement: sugar is bad for you
Opposite: sugar is great for you
First Negation: sugar is not bad for you
Second Negation: sugar is not great for you
How are you?
Not bad, and not great either.
- An Irish conversation
The Semiotic Square
Implicit health claims?
Link: interesting case of trying to understand the mental models of consumers
Conclusion
Next week: A simple model of food structure
shane.crowley@ucc.ie