ETC.: A Review of General Semantics

This quarterly journal provides peer-reviewed articles on topics relating to general semantics.

Articles from Vol. 66, No. 2, April

A New Logo for This Non-Aristotelian Mo(ve)ment
As you may already know, we have adopted a new logo for the Institute of General Semantics, and I want to take this opportunity to formally introduce it to you. But first, let me acknowledge and thank Valerie Peterson for her work on the initial design...
Cardinal Directions in Chinese Language: Their Cultural, Social and Symbolic Meanings
Introduction In his discussions of dominant Ndembu ritual symbols, Victor Turner points out that one major property of symbols is polarization of meanings. That is to say symbols possess two clearly different poles of meanings - the physical and...
Coca-Cola, Communication, and Confusion
When the soft drink behemoth and branding superpower Coca-Cola decided to open up its market to a fifth of the world's population in China near the end of the 1920s, a problem arose. The Coke execs wanted to maintain the pronunciation of the brand...
Dates and Indexes
On March 15 The Center for Contemporary Theory and General Semantics in Baroda, India, celebrated their move to mew larger quarters. A Symposium on "Human Sciences," in which many distinguished scholars participated, took place directly after the opening....
French Royal Symbol Rulers and Their Clever Use of Words
Alfred Korzybski famously said, "Who rules our symbols, rules us." Kings, by the nature of their offices, are the ultimate symbol rulers, because what they say has the force of law. But the manner in which they articulate can also be important, and...
Hate Groups and Fear
The Ku Klux Klan is made up of many chapters that promote a movement towards "racial segregation and white supremacy," according to the Anti-Defamation League. The KKK has the largest number of organized hate groups in America; it is considered to...
I Buy a Metaphor Paper on the Internet
The following is a true story: I need to attend a faculty meeting in 15 minutes. I am also planning to look into the process of buying an academic paper on the internet, and write about it for one of my ETC. articles. So 1 decide to start looking...
Korzybski and Chesterton: Expectations of Happiness: Zero Equals More
Expect nothing, be happy. Aim low, feel high. Keep our expectations at zero, and life will be good. Is it true? Two influential writers, who differ on almost everything else, appear to agree it is. Alfred Korzybski says that if we keep our expectations...
Non Elementalism and Wars: Alternative Cause and Effect
Alfred Korzybski pointed out the error of singling out elements to study without taking the larger system of which they are a part of into account. He called this "elementalism." Wars are a perfect example. Most people assume wars are due to human...
Poetry Ring
Think of general semantics, and in all likelihood the first thing to come to mind will be Alfred Korzybski's famous aphorism, the map is not the territory. The map is a metaphor, of course, for words, symbols, and the entire process of abstracting,...
Symbolic Mediation of Experience, Communication, and General Semantics: In Praise of Clearing Mediated Clouds
Overview In modern societies, communication media, mass and high-tech or personal and low-tech, provide a means for nearly endless content to be transacted among human beings through perhaps infinite symbol systems. If ecology deals with organisms...
The Comic Book as Symbolic Environment: The Case of Iron Man
The relationship between humanity and technology is a subject that is always pertinent to society. As new tools develop, the ways in which people deal with each other as well as the technology itself come into question. This is a matter that concerns...
Words to Live By: Scholarly Quotations as Proverbial Theory
"He who walks with me shall walk from crest to crest: You will need very long legs." Nietzsche Theory and Practice As bemoaned by some practitioners, "theory" is simply too impractical and too easily detached from real world relevance or application....
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