FIGURE 1 Code Model of Communication

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FIGURE 1 Code Model of Communication

received acoustic signal
acoustic signal
received thought
thought

central thought processes
central thought processes
linguistic encoder
linguistic decoder
transmission
Transferees Context
noise
Transferors Context

• Adapted from Sperber Wilson, 1986
• and Ronen, 1986

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FIGURE 2 System of Signification
Signifier
Signified
Sign
Saussure, 1916

• Signifier Acoustic or Mental Image,
  Representationsound of a word, script of a
  textExample Black and white formal kimono with
  black knotted obi-sash
• Signified Concept or Meaning, UnderstandingFuner
  al
• Sign Associative total of the Image (signifier)
  and its Meaning (signified),
• The Concrete Entity

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FIGURE 3 Recontextualization of Firm Assets
New Cultural Context
(Pre)-existing Meaning
Firm Assets
S1
S3
S2
Resultant Meaning(s)
Positive
Negative
S1 Initial Semiosis S2 Ongoing Semiosis S3
Reflexive Semiosis
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FIGURE 4 Process Model of Recontextualization
in Transnational Tranfser
Country of Origin (A) Country of
Destination (X)
Semiosis at each level is ongoing (ta ,x ??tn)

Adapted from Barthes, Mythologies, 1957
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TABLE 1Recontextualizations of Walt Disney
Strategic Firm Assets