What is wrong with Chinese football
[cartoons]?
The cognitive processing of multi-domain cartoons
Paul van den Hoven (in cooperation with Joost Schilperoord)
Utrecht University, Xiamen University
Cartoons are a theoretically challenging genre
• Some cartoons evoke rather elaborate argumentative
interpretations while others evoke merely an articulated
evaluative opinion.
• Interpreters differ substantially in the argumentative
elaborateness interpreting one and the same cartoon.
• Quite often interpreters who cannot come up with a satisfying
interpretation of a cartoon are able to formulate quite well
what lack of foreknowledge causes their problem.
Cartoons are a theoretically challenging genre
• We propose a cognitive processing model that explains the
three observations in a coherent way.
• We develop this model based on and consistent with
conceptual integration theory (CIT; Fauconnier & Turner
2002).
What are cartoons?
• ‘(…) a graphic presentation typically designed in a one-panel,
non-continuous format to make an independent statement or
observation on political events or social policy’ (Edwards &
Winkler 1997: 306, italics added).
• Cartoons are prototypically multi-domain blends with a
metaphorical reading; in this lecture it will become clear what
is meant by that.
Conceptual integration theory
• Every semiotic animal knows: a semiotic object is minimally a
blend, and therefore it is an instruction to mentally reconstruct
it as integration network; that will reveal its meaning.
• Therefore the semiotic animal knows:
– I need to deblend the object in two input spaces that are
related to each other by a generic space.
– The system as a whole must reach equilibrium, compatible
with my foreknowledge; then I grasp its meaning.
GENERIC SPACE
(EVENT [(ACTOR), (OBJECT)])
INPUT SPACE
1
INPUT SPACE
(EVENT [(ACTOR),
(CUBE CHINESE SOCCER BALL)])
BLENDED SPACE
(EVENT[(ACTOR),
(OBJECT)])
2
Conceptual integration theory
• Four prototypical types of (de)blending and accompanying
network structures:
1. simplex (de)blending,
2. mirror (de)blending,
3. single scope (de)blending and
4. double scope (de)blending
• These are increasingly ‘creative’ network relations due to
augmented degrees of interpretative freedom.
The structure of the lecture
• First, using (1) simplex deblending, I explain in detail how
building up the network and searching for equilibrium works.
• Then I illustrate the other prototypical forms of deblending.
• While doing this, the question comes up: How does the
semiotic animal know which type of deblending to choose?
• While working, our answer on this question will become clear.
• That answer explains what is wrong with Chinese soccer
cartoons.
(1) Simplex (de)blending
• Simplex (de)blending is the most restricted type of
(de)blending.
• All elements in the spaces are mapped in an identity relation.
• If that results in equilibrium, the interpreter is happy and stops.
• The input spaces are mapped :
– as argument and predicate, or
– as example and prototype, or
– as identical elements out of one class
GENERIC SPACE
(EVENT [(ACTOR), (OBJECT)])
INPUT SPACE
1
INPUT SPACE
(EVENT [(ACTOR),
2
(EVENT[(ACTOR), (OBJECT)])
(CUBE CHINESE SOCCER BALL)])
BLENDED SPACE
(1) Simplex deblending: identity
Assume an interpreter who knows what soccer is
SPACE
1
SPACE
2
GENERIC SPACE
soccer
event:
prototypical soccer
soccer
player
actor:
prototypical player
BLENDED SPACE
Chinese
[round] soccer ball object: prototypical
Chinese
[cube] soccer ball
soccer ball
[cube] soccer ball
(1) Simplex deblending: identity
IF EQUILIBRIUM:
In China the ball used for soccer is a cube.
SPACE
1
SPACE
2
GENERIC SPACE
soccer
soccer
event:
prototypical soccer
soccer
player
soccer
player
actor:
prototypical player
BLENDED SPACE
Chinese
[round] soccer ball object: prototypical
Chinese
[cube] soccer ball
soccer ball
[cube] soccer ball
Author: Tom Janssen: “the Islam debate” (REGIE, “director”)
GENERIC SPACE
(EVENT [(ACTOR), (OBJECT)])
INPUT SPACE
FIGURE, CHAIR,
1
INPUT SPACE
“REGIE”,
MEGAPHONE, VERBAL CAPTION
(DIRECT [(MAN),
(“THE ISLAM DEBATE”)])
BLENDED SPACE
2
(1) Simplex deblending: identity
point of departure for everyone who knows what directing a
play or a movie is and takes “The Islam debate” to be the
title of the play
SPACE
1
2
GENERIC SPACE
BLENDED SPACE
directing
event:
directing
directing
players
agency:
player
play with title
[The Islam debate]
play with title
object: play
line with
The Islam debate
this director
director
agent: director
this director
directing
SPACE
(1) Simplex deblending: identity
IF EQUILIBRIUM:
A man directs a play named “The Islam debate”
SPACE
1
SPACE
2
GENERIC SPACE
BLENDED SPACE
directing
directing
directing
event:
directing
players
players
agency:
player
play with title
[The Islam debate]
play with title
object: play
line with
The Islam debate
this director
director
agent: director
this director
(1) Simplex deblending: identity
point of departure for everyone who knows what directing a play
or a movie is and takes “The Islam debate” to be the title of the
play and recognizes the Dutch right-wing politician Wilders
SPACE
1
2
GENERIC SPACE
BLENDED SPACE
directing
event:
directing
directing
players
agency:
player
play with title
[The Islam debate]
play with title
object: play
line with
The Islam debate
Wilders
director
agent: director
Wilders
directing
SPACE
(1) Simplex deblending: identity
IF EQUILIBRIUM:
Wilders directs a play
named “The Islam debate”
SPACE
1
SPACE
2
GENERIC SPACE
BLENDED SPACE
directing
directing
directing
event:
directing
players
players
agency:
player
play with title
[The Islam debate]
play with title
object: play
line with
The Islam debate
Wilders
director
agent: director
Wilders
(2) Mirror (de)blending
• Mirror (de)blending is the second, slightly less restricted type
of (de)blending
• All elements in the spaces are mapped according to the generic
space in an similarity relation.
• If that results in equilibrium, the interpreter maps the spaces as
mirroring each others structure: the generic space specifies an
organizing frame or scenario that is assumed to be similar for
the input spaces and the blended space.
(2) Mirror deblending: similarity
Assume an interpreter who knows what soccer is
SPACE
1
SPACE
2
GENERIC SPACE
soccer
event: variations
of soccer
soccer
player
actor:
players
Chinese
[round] soccer ball
[cube] soccer ball
object: balls
BLENDED SPACE
Chinese
[cube] soccer ball
(2) Mirror deblending: similarity
IF EQUILIBRIUM:
In China they play a game similar to soccer but with a ball
that is a cube [of which one needs to imagine the effect on
how the game and players look].
SPACE
1
SPACE
2
GENERIC SPACE
some variation
of soccer
soccer
event: variations
of soccer
‘soccer’
player
soccer
player
actor:
players
Chinese
[round] soccer ball
[cube] soccer ball
object: balls
BLENDED SPACE
Chinese
[cube] soccer ball
(2) Mirror deblending: similarity
point of departure for everyone who knows what directing
a play or a movie is and takes “The Islam debate” to be
the title of the play and recognizes Wilders
2
GENERIC SPACE
BLENDED SPACE
directing
event: directing
directing
players
agency: variations
of player
play with title
[The Islam debate]
play with title
object: variations
of play
line with
The Islam debate
Wilders
director
agent: director
Wilders
SPACE
1
directing
SPACE
(2) Mirror deblending: similarity
IF EQUILIBRIUM:
Wilders directs a ‘play’ named “The Islam debate”
2
GENERIC SPACE
BLENDED SPACE
directing
directing
event: directing
directing
some agency
similar to players
players
agency: variations
of player
something like
play with title
[The Islam debate]
play with title
object: variations
of play
line with
The Islam debate
Wilders
director
agent: director
Wilders
SPACE
1
SPACE
Single scope (de)blending
• Single scope (de)blending is the third, again less restricted
type of (de)blending
• All elements in the spaces are mapped according to the generic
space in an analogy relation, the presentation space being the
point of departure.
• From single scope blending on we speak about a metaphorical
relation; we distinguish a presentation space and a reference
space.
Single scope (de)blending
• This is the big thing: the interpreter assumes a more creative
comparison is made.
• Input space 2, from now on the reference space, needs a more
creative construction by means of mapping from input space 1,
from now on the presentation space, that is filled from the
blend.
Single scope (de)blending
• If that results in equilibrium, the interpreter is happy and maps
the spaces as having an analogical structure.
• The blended space shares its structure with the presentation
space.
• The reference space gets an analogical structure.
GENERIC SPACE
(EVENT [(ACTOR), (OBJECT)])
PRESENTATION SPACE
REFERENCE SPACE
(EVENT [(ACTOR),
(EVENT[(ACTOR),
(CUBE CHINESE SOCCER BALL)])
(ROUND CHINESE SOCCER BALL)])
BLENDED SPACE
(3) Single scope deblending: analogy
Assume an interpreter who knows what soccer is and understands
that Çhina refers to the presentation and the reference space (not
necessarily so)
PRESENTATION
REFERENCE SPACE
GENERIC SPACE
Chinese soccer
event: analogue
with soccer
Chinese
soccer player
actor: analogue
with players
BLENDED SPACE
SPACE
Chinese
Chinese
[cube] soccer ball [round] soccer ball
object: analogue
with balls
Chinese
[cube] soccer ball
(3) Single scope deblending: analogy
IF EQUILIBRIUM:
In China they play soccer as if the ball was cube.
Transferred values: bad soccer.
PRESENTATION
REFERENCE SPACE
GENERIC SPACE
‘cube’ soccer
Chinese
soccer
event: analogue
with soccer
’cube’ soccer
player
Chinese
soccer player
actor: analogue
with players
BLENDED SPACE
SPACE
Chinese
Chinese
[cube] soccer ball [round] soccer ball
object: analogue
with balls
Chinese
[cube] soccer ball
GENERIC SPACE
(EVENT [(ACTOR), (OBJECT)])
PRESENTATION SPACE
REFERENCE SPACE
WILDERS, CHAIR, “REGIE”,
MEGAPHONE, VERBAL CAPTION
(LEAD [(WILDERS), (ISLAM DEBATE)])
(DIRECT [(WILDERS),
(“THE ISLAM DEBATE”)])
BLENDED SPACE
(3) Single scope deblending: analogy
point of departure for everyone who knows what directing
a play or a movie is and takes “The Islam debate” to be
the social-political debate about Islam immigrants
PRESENTATION
REFERENCE SPACE
GENERIC SPACE
BLENDED SPACE
lead
event: analogue
with directing
directing
representatives
agency: analogue
with player
play with title
[The Islam debate]
Islam debate
object: analogue
with play
line with
The Islam debate
Wilders
party leader
agent: analogue
with director
Wilders
SPACE
directing
(3) Single scope deblending: analogy
IF EQUILIBRIUM:
Wilders leads the Islam debate as a director a play.
Transferred values: authoritarian, one-sided.
PRESENTATION
REFERENCE SPACE
GENERIC SPACE
BLENDED SPACE
directing
lead
event: analogue
with directing
directing
players
representatives
agency: analogue
with player
play with title
[The Islam debate]
Islam debate
object: analogue
with play
line with
The Islam debate
Wilders
party leader
agent: analogue
with director
Wilders
SPACE
Summary so far
• We go from (1) identity, to (2) similarity, to (3) analogy.
• These are no clear, discrete concepts; that is why the theory
speaks about prototypical types; in fact it is a continuous scale
of widening the restrictions.
• You see the widening reflected in the hypothetical generic
space, making the relations between the spaces more
‘creative’: (1) checking identity; (2) checking sufficient
similarity; (3) checking a meaningful mapping from
presentation on reference space.
Summary so far
• Interpretation is: searching for an adequate generic space that
results in equilibrium and calculating its consequences.
• The search starts with the most restricted model and drops step
by step more restrictions.
What single scope does
• Single scope deblending introduces a multi-domain,
metaphorical relation as a hypothesis to find equilibrium;
because the more restricted cycles failed to reach equilibrium.
• Because more creativity is allowed, more subjectivity is
required; because more subjectivity is required, the discourse
conveys a stronger ‘vision’ on the world the discourse is
about; because a stronger ‘vision’ is conveyed, opinions
become element of the resulting meaning.
What is wrong with Chinese football [cartoons]?
• In China they play soccer as if the ball was cube. Transferred
values: bad soccer. Equilibrium is reached. Meaning complete.
Interpretation process ends.
• The best cartoons go fully up to (4) double scope deblending,
even to extreme forms of double scope deblending.
• Hypothesis to be systematically investigated: overwhelmingly,
Chinese (soccer) cartoons go up to single scope only.
• What is double scope deblending?
Double scope deblending, type 1
• Double scope (de)blending is the least restricted type of
(de)blending.
• All elements in the spaces are mapped according to the generic
space in an partial analogy relation, none of the other spaces
being uniquely the point of departure.
• Disanalogies block establishing single scope equilibrium; no
acceptable generic space is found! No equilibrium!
Double scope (de)blending, type 1
• To construct(!) equilibrium, the interpreter creates a set of
conditions that would make the disanalogies disappear, and
assesses these conditions.
• This assessment calls for elaborated inferences and interpretive
processing.
• Double scope (de)blending invites what is called emergent
meaning; the inferences become part of the meaning.
• We speak of type 1 double scope blending if the scope of
solving disanalogies is restricted to the reference domain.
Double scope (de)blending, type 1
• The interpreter may judge:
– Political leadership is not analogue to directing a play
(because it assumes freedom of speech while verbal
activity of stage plays is predetermined).
– Representatives are not analogue to players (because it
assumes authenticity while a player is suppose to play
someone else).
(4) Double scope deblending 1: disanalogies
PRESENTATION
REFERENCE SPACE
GENERIC SPACE
BLENDED SPACE
directing
lead
event: analogue
with directing
directing
players
representatives
agency: analogue
with player
play with title
[The Islam debate]
Islam debate
object: analogue
with play
line with
The Islam debate
Wilders
party leader
agent: analogue
with director
Wilders
SPACE
Double scope (de)blending, type 1
• The interpreter may judge:
– Disanalogies disappear if I assume that the network
expresses the attitude and behavior of some relevant party.
– Wilders, or the representatives consider the Islam debate as
if it was a play.
– Assessment: ???
(4) Double scope deblending 1: disanalogies
Wilders (and/or the representatives) deserve to be
condemned, because of considering the debate a play.
PRESENTATION
REFERENCE SPACE
GENERIC SPACE
BLENDED SPACE
directing
lead
event: analogue
with directing
directing
players
representatives
agency: analogue
with player
play with title
[The Islam debate]
Islam debate
object: analogue
with play
line with
The Islam debate
Wilders
party leader
agent: analogue
with director
Wilders
SPACE
(4) Double scope deblending 1: disanalogies
The USA deserve to be condemned for their diplomatic
behavior towards Cuba, because of treating a sovereign
nation as if it is a naughty schoolboy.
PRESENTATION
REFERENCE SPACE
GENERIC SPACE
BLENDED SPACE
pedagogical
punishing
affairs between
sovereign states
event: analogue
with pedagogical
punishing
pedagogical
punishing
pupil
Cuba
agency: analogue
with pupil
Cuba-pupil
teacher
USA
agent: analogue
with teacher
USA-teacher
SPACE
(3) Single scope deblending : analogie
Cuba deserve a treatment by the USA as if it is a
naughty schoolboy. Cuba acts like a schoolboy and
USA responds to that. [equilibrium]
PRESENTATION
REFERENCE SPACE
GENERIC SPACE
BLENDED SPACE
pedagogical
punishing
affairs between
sovereign states
event: analogue
with pedagogical
punishing
pedagogical
punishing
pupil
Cuba
agency: analogue
with pupil
Cuba-pupil
teacher
USA
agent: analogue
with teacher
USA-teacher
SPACE
Double scope (de)blending, type 2
• We speak of type 2 double scope blending if the scope of
solving disanalogies is not restricted to the reference domain
but also affects the presentation domain.
• These cartoons are rare and often evoke strong responses
because they destabilize the presentation domain which is
often deeply rooted in opinions and values the interpreter
enhances.
(4) Double scope deblending 1: disanalogies
The USA marines should be condemned for their
behavior towards the vicims, because …..
PRESENTATION
REFERENCE SPACE
GENERIC SPACE
BLENDED SPACE
raising the
American banner
peeing on dead
bodies of Islamic
enemies
event: winning
marines behavior
raising a USAbanner- carrying,
peeing statute
the Iwo
Jima marines
the Afghanistan
marines
agency: marines
marines
Iwo Jima, WO II
Afghanistan, 2012
scene: analogue
with Iwo Jima
specific scenery
SPACE
Cartoons are a theoretically challenging genre
• Some cartoons evoke rather elaborate argumentative
interpretations while others evoke merely an articulated
evaluative opinion.
• Interpreters differ substantially in the argumentative
elaborateness interpreting one and the same cartoon.
• Quite often interpreters who cannot come up with a satisfying
interpretation of a cartoon are able to formulate quite well
what lack of foreknowledge causes their problem.
Cartoons are a theoretically challenging genre
• Some cartoons evoke rather elaborate argumentative
interpretations while others evoke merely an articulated
evaluative opinion.
• The model explains: some cartoons guide the interpreter to an
equilibrium after single scope deblending, while others guide
the interpreter to double scope deblending because the
equilibrium after single scope does not satisfy; it conflicts with
foreknowledge.
Cartoons are a theoretically challenging genre
• Interpreters differ substantially in the argumentative
elaborateness interpreting one and the same cartoon.
• The model explains: because equilibrium is determined by
foreknowledge and interpreters differ in foreknowledge, some
interpreters may reach equilibrium at another cycle than
others.
Cartoons are a theoretically challenging genre
• Quite often interpreters who cannot come up with a satisfying
interpretation of a cartoon are able to formulate quite well
what lack of foreknowledge causes their problem.
• The model explains: semiotic animals know all that they are
supposed to construct an integration network with equilibrium.
Cartoon interpreters know single scope is the minimum. They
know they have to project significant elements of the blended
space on the presentation space.
Cartoons are a theoretically challenging genre
• Therefore:
– If an interpreter accepts equilibrium in (1) single scope
deblending or even (2) mirror deblending, he knows he
misses the point and can formulate that: “I seem to miss
something here: why a cartoon about this square ball
variation of soccer?”
Cartoons are a theoretically challenging genre
• Therefore:
– If an interpreter does not accept equilibrium in (1) single
scope deblending or even (2) mirror deblending, but is
unable to identify sufficient elements to start constructing a
reference space, he can formulate that: “I seem to miss
something here: I see Wilders in a chair directing, but what
is this about?”
Thank you for your presence and attention