Researchers have raised different views regarding the sources and origins of formation of which heritage. Among these views, it may be pointed to several reflexive and creative ones. In this paper, we intend to introduce a different theory, i.e. the SEMIOTIC World as a main source for literary and article works. SEMIOTIC world is a network of texts that work on the basis of intertextuality rules and provides possibility for new creations. Upon this theory, intertextual relations have the most important effect in bringing into existence and reading the above mentioned work. This paper aims to explain such a theory and refers to one of the important relics form Acheamenian era. Specifically saying, body of this essay is Bisotun inscription and Rock Relief. Along with working on intra- SEMIOTIC and extra- SEMIOTIC relationship between texts and portraits, we try to study effects of historical factors and visual texts prior to this work. This paper tries to answer the following questions: 1- Is Bisotun Rock relief referring to outer world or to a special historical narration? 2- Which element or elements have been effective in bringing Bisotun heritage into existence?

Brand attitude is a basic concept pertaining to consumer behavior, which may reinforce that behavior as a relatively stable characteristic of a trademark/brand. Considering a logo is a branded asset, proper logo design will have a positive effect on customer brand attitude. Quality and design serve as distinguishing factors for a logo. Logotype is a graphic inscription used by business owners, institutions, real individuals, etc. to distinguish their name from others. Logos are among the major assets of each brand and play a decisive role in the fate of that brand and business Graphic designers use various methods to improve logo quality and design; the SEMIOTICs-based design is a method largely overlooked by designers, and, even, brand managers. SEMIOTICs is turning into a vast science encompassing a number of other sciences and is, in fact, changing to a meta-theory. SEMIOTICs has a broad scope including all areas of human activities. SEMIOTICs defines ‘ sign’ as an entity which refers to something else, manifesting in words, images, sounds, smells, flavors, things, movements, and manners; theses become signs when they are assigned meanings. SEMIOTICs deals with the meaningful usage of signs. This paper was an applied, descriptive survey which used the sign classification system of Charles Sanders Peirce, the famous American SEMIOTICian, who classified signs into icon, index, and symbol. The population included the customers of the Bank Maskan, Bank Keshavarzi, and Post Bank of Iran in Tehran, 380 of whom were selected through simple random sampling. The data was collected using questionnaires. Reliability and validity were measured using the following tests: factors loading coefficient, combined reliability, Cronbach’ s alpha, convergent validity, and divergent validity. The overall fitting of the research model was also assessed. Smart PLS and SPSS were used to analyze the data. The results showed that there was a significant, positive relationship between logos of these banks and their customer brand attitude. Bank logo variable, with a t statistic of 8. 563 and a path coefficient of 0. 502, had a significant relationship with customer brand attitudes of Bank Keshavarzi, Bank Maskan, and Post Bank of Iran. In other words, logos can foster a positive brand attitude. Logos had the highest effect on brand attitude in the customers of Bank Maskan and had the lowest effect on brand attitude in the customers of Post Bank of Iran. This indicates that the customers established a stronger connection with Bank Maskan’ s logo thanks to its iconic nature. This connection was less strong in regard to Bank Keshavarzi’ s logo because it was indexical. The symbolic logo of Post Bank of Iran established the weakest connection, showing that this logo was not designed properly and could not make a meaningful connection with the customer mindset. This weak connection may be caused by the symbolic nature of this logo; many customers might have not possibly grasped the meanings hidden beneath this logo and could not establish the proper connection with the design of this logo.

Paintings of the late Qajar period and brilliant paintings from important periods in Iran were under the influence of painting in relation to Europe and thereby experienced great changes.This article, using SEMIOTIC approach, analyzes two paintings created by Qajar women; one is anonymous, and the other is painted by Ismail Jalayer- a graduate of the academy school.Both paintings present an image court women while the symbols imply different concepts.The current article deals with the following questions: Are the proposed works an indication of the value of Qajar paintings? Are the signs meaningful in relation to other signs? The current study aims to examine the signs- cognitive meanings in texts. The images of the concepts common signs to convey different messages to the audience is used Qajar women.

Some scholars in the field of SEMIOTICs believe that the SEMIOTIC square of Greimas, in certain texts, has a mechanical and solid structure and does not successfully represent meaning in a discourse. They believe that the tensive model is a more appropriate approach since it has fluid and dynamic applications. However, fluid and dynamic deep structure of narrative can be illustrated through “consecutive SEMIOTIC square;” in other words, it can be shown through the processes of the meaning production in a narrative from the primary meaning to the ultimate meaning. This study proposes a new model, namely, “SEMIOTIC ladder” to analyze narratives in the lyrical genre, to discover their inner and deep structure meanings, and to prove the dynamic characteristic of meaning in the SEMIOTIC square. We argue that the process of the SEMIOTIC ladder, thanks to consecutive SEMIOTIC squares, represents the displacement and fluidity of meanings in narratives and reject the mechanical and solid feature of squares. This model is applicable to all narrative forms.

Purpose: Managers are one of the important elements of an organization, for this reason, in order to draw the future of the organization, it is necessary for the planners to specify the conditions of their selection and appointment. Therefore, the current research has been done with the aim of identifying and analyzing the components of selecting future principals.Method: In this research, COMPARATIVE and benchmarking method is used as a prospective approach. This approach is based on the belief that today's advanced organizations/countries can be considered as a model for the future of another organization/countries in their respective subjects. For this, first, the fields of comparison and benchmarking were determined using Brody's four-step comparison method; then the countries of Canada, Finland, Australia, South Africa, and Japan were selected according to the qualitative balance value in the international advanced TEAMS test, human development index, life quality index(health, instruction, and welfare), education quality index, and other scientific-scholarly indexes; finally, by extracting the criteria for the selection and appointment of principals through content analysis and comparison with Iran, the proposed framework for Iran has been presented.Findings: A total of 61 components for the selection of secondary school principals were identified from among the studies conducted in the selected countries in this article. By extracting the commonalities and differences of each of the components among the countries, it was found that the highest index of manager selection and appointment belongs to Japan and the lowest one is related to Finland.Conclusion: There are similarities between the components of selection of principals of secondary schools in Iran and selected countries. In Iran, special attention should be paid to important components such as adherence to religious principles, appropriate personality traits, creativity and innovation, motivation to develop capabilities, professional growth, power of supervision and accountability, social image, leader skills, and purposefulness and foresight.

This paper, examined how post modern values are impressed in interaction of word and image under the domain of inter-genre and inter-textual circumstances. In order to solve this problem, we, based on phenomenological approach, it is hypothesized that any relationship should be analyzed in the framework of the discourse, and so, it should be necessarily considered any cultural, technological and other social circumstances specially with a glance to the anarchistic social factors of the postmodern era which may have any impact involved a quasi discursive situation in any semantic aspect of the signs. Beside that, any sensitive, cognitive and emotional aspects of a subjective interaction should be involved in the study. The results of this study show that a disruption in the bases of the genres and habits of the subjects, play a major role in the fall of the sensory - perceptual, identical borders and so finally, we are faced with a situation where it could be a “quasi discourse, ”. In such a situation, “action” leads to be closed and the borders between discourse and non-discourse are ambiguous.

Automatic topic detection seems unavoidable in social media analysis due to big text data which their users generate. Clustering-based methods are one of the most important and up-to-date categories in topic detection. The goal of this research is to have a wide study on this category. Therefore, this paper aims to study the main components of clustering-based-topic-detection, which are embedding methods, distance metrics, and clustering algorithms. Transfer learning and consequently pretrained language models and word embeddings have been considered in recent years. Regarding the importance of embedding methods, the efficiency of five new embedding methods, from earlier to recent ones, are compared in this paper. To conduct our study, two commonly used distance metrics, in addition to five important clustering algorithms in the field of topic detection, are implemented by the authors. As COVID-19 has turned into a hot trending topic on social networks in recent years, a dataset including one-month tweets collected with COVID-19-related hashtags is used for this study. More than 7500 experiments are performed to determine tunable parameters. Then all combinations of embedding methods, distance metrics and clustering algorithms (50 combinations) are evaluated using Silhouette metric. Results show that T5 strongly outperforms other embedding methods, cosine distance is weakly better than other distance metrics, and DBSCAN is superior to other clustering algorithms.

As a new method in literary criticism, SEMIOTICs is applied in terms of various processes one of which is tension process. In such process, a relationship is made between SEMIOTIC elements in which meaning plays the role of an element fluctuating between periphery and center. Accordingly, in sensual-perceptual activity a kind of process can be identified in which all the elements of tension are dynamically present. By the aid of these elements and in a discursive process, the rebel is placed at the center of sensual tensions. Then, relative to the depth of tension, it triggers the formation of signifieds. Such presence leads discourse to a kind of value system on which discursive content is based and confronts us with created meaning. While explaining the SEMIOTIC characteristics of Daghughi tale of Mathnavi, this article tries to analyze the transition from SEMIOTIC square to tension square and the formation of tension process in this tale by using analytical-descriptive method in order to provide an answer for this important question that how tension process can change discursive conditions and produce floating meanings. In fact, this article aims to show how an approximated mystic, as the rational Self, is disintegrated from himself via an emotional-tensional relationship. Then, in a mystical journey and via a transcendental process, he can see the Substitutes and, in a higher stage, achieve the status of Unity with God.

The tendency toward religious matters including Qurans verses, narrations, religious teachings and the story lives of prophets has always been impressive in Iranian miniatures. Transcribing these themes in the field of the image, in addition to expanding the foundations and religious thought, also had other goals. Which is compatible with the social structure and environmental conditions of the production of each of these works can be interpreted and identified. The purpose of this study is to read one of these themes-“, Solomon’, s court”,-in two different historical periods by discovering the mechanism of producing meaning in two images belonging to the Timurid and Safavid ages, In addition to examining connotation, answers this question: What has been the cultural and social process in creating miniatures structures? The research method is descriptiveanalytical and based on the sociological SEMIOTIC model of the image and data collection is done through documentary sources and direct observation. Social SEMIOTICs is a topic in which two prominent SEMIOTICs such as Teo Van Leeuwen and Gunther Kress have drawn SEMIOTIC model about the image according to Halliday’, s linguist ideas and they offer three,ideational, interpersonal and textual Meta function for the image. The results of the adaptation of these images with this model showed: Both of these images are similar to each other in selecting the main characters, because when the theme is common, the same structure dominates the images especially with religious content that generally do not contain the unfeigned of the illustrator and his imagination, even in some cases they are copied from another hyper textuality. Despite the continued presence of common signs in pictures, it is impossible to ignore the differences arising from the cultural and social context of production, which have appearance in details and subtleties. Also temporal affinity of images production, justified their style effects again. Matching Meta function representation of the images with meaning indicates,separating the material and spiritual realms also a contrast between superiority and subtlety and the symbolic use of colors explains the rule of the conceptual model. In the interactive Meta function analysis of miniatures participants represents the special position of the main character. In the miniatures composition (combined Meta function)-According to what is perceived in the narrative-prophet Solmon has the central role due to the allocation of areas of informational value to him and his unique highlighting and framing, which represents the hierarchy of power, his ideal identity and belongs to the incorporeal world. An overall summary demonstrate the dominance of political discourse in the images that based on the historical context of the production of each of them. An invaluable point in discovering the hidden social implications meaning of images is to legitimize the government through illustration of a Qur’, anic theme. The elements and components for the propaganda purposes of the power institution have been used to represent the glory of the rule of the Timurid age and instrumental in serving the legitimacy of the ideological and political structure of the Safavid period.