Semiotics as a “Western Learning”，Sprouted in Western Europe and North America，It was a modern science full of Western colors from the beginning。With the rise of Chinese semiotics，Some doubts also followed，Mainly focused on: except Saussure (F. de Saussure) and Pierce (C. Beyond the Western semiotic path represented by Peirce and others，It is difficult for Chinese semiotics to propose its own theory with local flavor。Is this really the case?？The answer is no。We tentatively propose the concept of "bet365 new customer offer and image combined treatment"，Trying to provide some new thinking for exploring the Eastern road of world semiotics。

　Research on Western bet365 new customer offerCharacterized by the division and conquest of semantic bet365 new customer offer

Throughout the history of Western semiotics，The semiotic school represented by Saussure and its semiotic centrism、Regulative tradition dominates，The path he adheres to is called the first path of Western semiotics。The structuralist semiotics pioneered by Saussure reflects the idea of ​​language-centeredness，In fact, it is a product of Western pinyin alphabet culture，can be interpreted as a binary opposition semantic relationship model: 1，Separation of "language" and "xiang"；Part 2，Realize "bet365 new customer offer" by suppressing "bet365 new customer offer"。Saussure’s language-based semiotics inherits the semiotic cultural tradition of “divide and conquer” Pinyin writing: First，Insist on the distinction between linguistic bet365 new customer offer and non-linguistic bet365 new customer offer (such as visual symbol elements)；Second，With formal language models (such as arbitrariness、Composition relations and aggregation relations) to deal with non-linguistic bet365 new customer offer。Obviously，The divide-and-conquer stance of the language-based semiotic view suppresses the encoding elements of non-linguistic bet365 new customer offer，Like the iconicity of image bet365 new customer offer、Intuition and scene reference of physical bet365 new customer offer, etc.，Regard "grammar" as the norm，Put aside the "picture method" or the "physical method"。

Peirce’s semiotics, which was produced almost at the same time as Saussure, is usually regarded as the second path of Western semiotics (the first and second here are not related to the importance ranking)。Peirce distinguished between iconic signs、Descriptive and symbolic bet365 new customer offer，represents images respectively、Object image (or indication of object、index) and language。The biggest difference between Peirce and Saussure lies in the following four aspects。One，Pierce pays more attention to the dynamic signification relationship of bet365 new customer offer，Non-symbolic system structure relationship。Part 2，Peirce focuses on the entity of the sign, that is, the external related elements of the sign such as the materiality of the sign、Explainer、The object of reference of the symbol and the rationality of the symbol, etc.。Saussure’s structuralist semiotics pays more attention to the formal rules of bet365 new customer offer，Exclude the substantive elements of the symbol。Third，Peirce’s analytical model is different from Saussure’s lexical model of using lexical suppression of images，He is concerned with the distinction between the expression effects of different heterogeneous signs when referring to an object world: the attribution of language to language，Reverted image of image，Return to the real thing。or，Saussure is the division of linguistic images at the level of delay，Pierce is the semantic divide and conquer at the distribution level。Fourth，Peirce treated various heterogeneous signs in a synthetic way rather than a syncretistic way。In other words，He is concerned about the division and conquest within the comprehensive symbol family，Saussure is concerned with the division and conquest of linguistic signs and non-linguistic signs。

　　The combination of bet365 new customer offer and image can be used as a new research path

，This is also a way of symbolic meaning that we proposed after long-term thinking，Reflects a neutral view of bet365 new customer offer。In the world of bet365 new customer offer，Speech bet365 new customer offer (including spoken language、Written languages ​​and various complementary alternatives to languages，Like a blind mute、Public ID、Numerical bet365 new customer offer, etc.) and elephant bet365 new customer offer (including images、actual object、Ritual、Various visual bet365 new customer offer such as behaviors and behaviors) are the most important two wings of the generalized symbol family。The so-called Hezhi symbol refers to: "internal implicit、Multiple heterogeneous semiotic elements (mainly linguistic images) are externally related and cross boundaries with each other、Complementary bet365 new customer offer or symbolic expression units。”For example，Modern and fashionable Internet emoticons are the combination of images and bet365 new customer offer，It is neither an image nor a language，But it has the dual encoding properties of bet365 new customer offer (text) and icons。Therefore，The heterogeneous semiotic relationship dealt with by the "Consolidated Governance View" is mainly the fusion relationship between signifiers and iconic bet365 new customer offer，referred to as "language and image combined treatment"。

The combination of language and image is a common phenomenon of bet365 new customer offer。In the West，The phenomenon of syncretism of semantic bet365 new customer offer actually has a long history。Everyone knows，The important source of Western alphabetic characters is the ancient Egyptian holy book characters，It itself consists of pictographic bet365 new customer offer and phonetic consonant bet365 new customer offer，is a typical symbol system that combines language and pictures。For Chinese traditional culture，The combination of language and image is more typical。For example，Our traditional pictographic Chinese characters can often have both the functions of physical bet365 new customer offer (iconic bet365 new customer offer) and sound bet365 new customer offer (linguistic bet365 new customer offer)，The ambiguity of this linguistic identity，In fact, it reflects the indistinguishable cross-border language image of Oracle itself。Zairu，The "Book of Changes", which was written around the Western Zhou Dynasty, is composed of two sets of bet365 new customer offer: one is the hexagram and Yao Xiang bet365 new customer offer (Xiang) with the nature of pictographic characters，The second is the written symbol system that carries the hexagrams and lines’ symbolic meanings, that is, the hexagrams and lines (language)，The two combine to form a larger language-image combined governance system。

We can divide language-image combined treatment into heart-moving type combined treatment and center-holding type combined treatment。“Shifting Heart-type Combined Treatment” means that the language image crosses the boundary while retaining traces of the cross-border or the tension of the difference in language image，People maintain a sense of pluralism in front of bet365 new customer offer。"Consolidated governance" means that the language image crosses borders and at the same time resolves the cross-border rifts，The tension of differences in language images is replaced by a sense of wholeness。The former is like the hieroglyphics of ancient Egyptian hieroglyphs，It has a formal mark when performing semantic-image conversion: for example, when used as an determiner (iconic), it is always at the end of the word，When used as a note (symbol), it is placed before the determiner，The holy book characters maintain cross-border traces or marks in the process of language-image conversion。Relatively speaking，Oracle bone inscriptions are the combination of Zhizhong language and image，In the language-image conversion, the signifiers (phonetic characters or phonetic characters) and the pictographs (pictograms or phonetic characters) are invisible markers, hiding the traces of the cross-border language-image.，The Zhizhong-shaped ancient Chinese characters represent the rational semiotic tradition of Eastern bet365 new customer offer；The heart-shaped ancient Egyptian writing represents the de-rationalization of the West since ancient Egypt、The semiotic tradition dominated by arbitrary reduction。

The Yuxiangzhizhong-type combined governance view can obtain its philosophical expression from Confucian classics。The most concise and general expression of Confucianism’s golden mean is “holding both ends”，Use it for the people”，Abbreviated as "Execution and Dual Use"，That is, to resolve the polar opposition between the two ends，Adopt an impartial stance。The Doctrine of the Mean is embodied in the "Book of Changes" as the symbolic thought of holding the middle type of bet365 new customer offer and images together: meaning is exhausted by images，Xiang Yiyan。The reason why the speaker understands the image，Get the image but forget the words；Elephant，So intentional，Proud and forgetful。The tradition of holding on to the central bet365 new customer offer and image makes the Chinese people tend to a kind of holistic and integrated signifier thinking: they tend to read and interpret when facing visual images，When faced with abstract concepts, they like to grasp them in a visual and perceptible way。The disappearance of the tension and distance between bet365 new customer offer images，Characteristics of generative semiotic structure: focusing on the integrated application of semantic image combination rather than meta-semiotic reflection on the semantic-object relationship itself。

There are also many discussions on the thought of combining bet365 new customer offer and image in contemporary Western countries，But basically describing the relationship between bet365 new customer offer and image from a mind-shifting standpoint。Derrida calls the tense movement of transition between signs and icons included in original writing or original writing "heterogeneity"。Bart(R. Barthes）、Foucault(M. Foucault）、Baudrillard (J. Baudrillard）、Liotta (J. Lyotard）、Michelle (W. Michelle）、Lotman（Ю. Лотман) and others all understand the relationship between semantic images such as words and pictures、The heart-changing relationship between words and objects has been deeply explored。American Sinologist Fenollosa (E. Fenollose) calls the freehand method of combining the Zhizhong bet365 new customer offer image as "signifier thinking"。

　　Constructing a semiotics that combines bet365 new customer offer and imagery

Adopt the method of "combination of bet365 new customer offer and image"，The establishment of China’s semiotic methodology is not solely about advocating the Eastern symbolic thinking in bet365 new customer offer and imagery，Otherwise, we will just work behind closed doors and remain complacent。We must be tolerant，Building a dialogic and mutual learning relationship between the East’s center-centered style and the West’s mind-shifting style。

Our concept of "integrated governance" contains two meanings: first，It is a contrast to "Partition and Conquer"，It is the elimination of the oppositional relationship of dividing and conquering heterogeneous bet365 new customer offer (mainly referring to language images)；Part 2，It is a symbolization method，Mainly includes two types: distraction and attachment。The symbolic connotation of "the combination of language and image" composed of these two points，Including both Western cross-media、Multimedia、Multi-lingual、The semiotic essence of linguistic narrative，It also absorbed the ancient Chinese ideological traditions of "neutralization", "imagery" and "six books"，Then forming a semiotic paradigm with oriental characteristics - semiotics with the combination of language and image。

　(Author’s unit: Linguistic bet365 new customer offer Applied Communication Research Center of Tianjin International Studies University；School of Literature and Journalism, Ocean University of China)