23:T4a6,

The analytic focus of this article is the highly fashionable ‘infinity pool’, treated here as a visual-material realization of the cultural politics of super-elite mobility. The article is organized around a three-step analytic structure. First, I demonstrate how the infinity pool is mediatized as a status marker, and thus circulated and normalized. Second, I pinpoint the semiotic and ideological ways the infinity pool emerges as a mediated practice. Third, I examines how the infinity pool is also remediated on Instagram and thereby broadcast anew. Throughout, I evidence my analysis with visual texts drawn from a range of commercial, situated and digital media sources. My primary objective is to show how the infinity pool, as a mediatized, mediated and remediated practice, feeds the global semioscape, that more informal, often banal plane of cultural circulation where images, ideas and aesthetic ideals seed themselves all over the place. In this way, and however frivolous or innocuous infinity pools may seem, they also spread a particularly privileged way of looking at, and being in, the world.

24:T50b,

In this article we examine 561 different airline tailfin designs as a visual genre, revealing how the global-local binary may be managed and realized semiotically. Our analysis is organized into three strands: (a) a descriptive analysis identifies the strikingly restricted visual lexicon and dominant corporate aesthetic established by tailfin design; (b) an interpretive analysis considers the communicative strategies at play and the meaning potentials which underpin different visual resources; (c) a critical analysis links these decisions of design and branding to the political and cultural economies of globalism and the airline industry. Specifically, we show how airlines are able to service national identity concerns through the use of highly localized visual meanings while also appealing to the meaning systems of the international market in their pursuit of symbolic and economic capital. One key semiotic resource is the balancing of cultural symbolism and perceptual iconicity in the form of abstracted stylizations of kinetic effects. Although positioned unfairly in the global semioscape, airlines may resist straightforward cultural homogenization by strategically reworking existing design structures and exploiting possibly universal semiotic meaning potentials.

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Liquid power: reading the infinity pool as a global semioscape

National pride,global capital: a social semiotic analysis of transnational visual branding in the airline industry