Benkrad analyzes the human view from the cave drawing technology to the promoting symbol

Titled “The Symbol and the Penalties of the Gaze,” the Cultural Middle for Books printed the most recent e book by means of the outstanding Moroccan semiotician Mentioned Benkrad, which is concerned about the tale of guy’s seek for himself and survival, from the technology of the primary rock drawings to the recent global, and is within the beginning of the picture, language, and gesture, and the foundations upon which the life and serve as of the picture are based totally, then the promoting symbol with regards to its route of other folks’s conduct and its concealment of language; sooner than the instructional stops on the face, “the exterior signal during which we hang the secrets and techniques of the soul.”

The brand new e book gifts, with every bankruptcy, an implemented appendix that examines the specificity of what the theoretical phase introduced; it analyzed a portray by means of the artist Abdelhafid Mediouni, highlighting “the ability of summary personification and its talent to take in the bodily presence of the item and turn out to be it into a sort within the eye,” and introduced a studying of a picture during which he highlighted “the mechanisms of visible illustration when it makes shape and colour a subject material for development its meanings, as all meanings within the symbol are constructed in step with the contrasts of those colours.” It additionally carried out an extensive research of an promoting symbol for a financial institution, looking for via that to “divulge the persuasive measurement within the box of selling when it takes humanitarian problems as a way of sale,” and likewise introduced a studying of the artwork of the artist Nadia Mahfoudh; They’re “artwork that provide to the attention human faces that ooze ache, torment, and struggling,” in “an exploration of an id map that spreads around the face, or a probing of the depths of a soul about which the frame as a complete says little.”

Benkrad writes that myths, historical stories, and lots of the human stays on Earth have been not anything greater than “a grand metaphor during which rational guy attempted to personify what ideas may just now not comprehend or what used to be tough to abstractly keep watch over”; “The drawings he left at the back of at the partitions of caves and rocks have been a part of this complete metaphor; they have been the primary indicators of an extended procedure that may lead him to split from his setting and regain a part of his humanity, as his language, gestures, and rituals may just specific,” and he added: “That is what contributed to converting the type of guy’s presence on the planet; As a result of he prolonged, in and thru those additions, out of doors himself and incorporated in his setting his nervousness and obsession with existence, and his want for an everlasting keep on earth, after he have been wanting different home windows to not see via them, however so that you could do away with the imaginative and prescient in his eyes, and artwork supplied him with an expert whose supply is emotions and what souls want.”

The similar semiotician provides: “The painter, who used to be writing at the partitions of the caves, used to be development an international at the margins of what he used to be if truth be told dwelling or in opposition to, or what he didn’t consciously be aware of, in a want to challenge lives that have been malleable to the attention and in a position to growth in the whole lot that the gaze surrounds or yearns for. Subsequently, there could also be in those drawings what suggests or provides the semblance of a sensible breath, however they have been actually not anything greater than a visible expression of wishes that guy by no means learned the essence of. The icons might later be very similar to what they have been representing, however they have been by no means similar to it. That is proof that the caveman used to be now not imitating an international, however used to be looking in issues, phenomena and beings for himself.”

The author then recollects that through the years, cave artwork will change into “gorgeous,” simply as “Roman virgins” will change into artistic endeavors in our eyes, although within the first case this is a era “whose goal used to be to keep survival,” whilst in the second one case it “has change into a way of salvation.” In line with this rhythm within the representations of our life in public house, “the brand new selfies can also be indicative of the pursuit of immortality in a digital global without borderlines, as other folks take a look at, throughout the simulation photographs unfold in every single place, to construct an international that protects them from the evil and complexities of fact.”

In line with Benkred, guy “started as a mumbler and a calligrapher and ended up talking language and having a look with the attention. The one that discovered find out how to keep watch over his sounds and direct them to provide meanings is identical person who tamed the hand and remodeled it into a device during which he may just direct the road and drawing to what results in the evocation of what’s absent from the attention. This used to be parallel to the voice, and it used to be his trail to writing as smartly.” Then he continues, explaining: “He discovered find out how to scream and cry out for assist, short of to visit the opposite, and he additionally discovered find out how to write messages at the partitions directed to those that come, on the similar time. It isn’t conceivable to split the phrase that imitated the sounds of nature from the glance during which the sector crept into visible reminiscence. “He who drew used to be rational, for just a rational individual can emerge from himself and challenge it onto an outdoor global during which he can redraw a brand new future as opposed to what nature desires. Accordingly, cave drawings have been the cradle of our start. This may be the supply of the hyperlinks between drawing, writing, and sound, which means that this is a triad that crystallized concurrently, and it’s what expanded the human being’s belief of himself and his setting; the letter itself is the root of writing and its shape, it used to be the made of the road, or it represented the age of adulthood in it; and that’s its power as smartly, it exists within the shape via its intrinsic traits, now not throughout the probabilities of sound in it. The drawing breathes into the letter from inside of to push it out of the sound vary to change into a sort within the eye.”

The e book stops in its first bankruptcy on the emergence of language and gesture, summarizing that during “graphics, which many researchers thought to be the start of the emergence of language, the emergence of symbol, and the emergence of writing on the similar time”; as a result of “sound and line have been related from the start. And from the similar graphic artwork would emerge summary artwork, which preserved handiest what may just seek advice from meanings that inhabited shapes and colours.”

The second one bankruptcy defines “probably the most ideas on which the picture is based totally in its life and operation, i.e. what is expounded to replica, imitation and illustration this is in response to a goal that doesn’t intention to seize the item in its fact, however fairly goals to track the method of its transformation into a glance emanating from the attention; and thru that, he attempted to resolve the character of the hyperlink between the picture and what it represents.” Then the 3rd bankruptcy stopped on the promoting symbol, emphasizing “its place in other folks’s lives” and “its fragility as smartly, as it’s not of a creative nature, as what it represents is fleeting in it, it’s directed to invoking a rule for motion that’s what directs and controls buying conduct.”

Benkrad wrote: “Promoting speaks to us via photographs, and we see public house in step with what all of the visible representations that decorate storefronts and billboards recommend to us. The picture has obscured language and changed it. Phrases within the tongue are sluggish and don’t rush the aim, whilst the sentiments within the symbol besiege the attention of their spontaneity throughout the right here and now.”

The fourth bankruptcy specializes in the face “with all of the semantic and id burdens it inspires in public house; we can’t be found in our life in separation from what the face can say about us, our speech could also be incomplete until the facial expressions verify it, with acceptance or disapproval,” and he provides: “The face is a function of the human being by myself, because the donkey has no face. This option could also be what made the face a repository of symbolism that has unfold in all sides of existence; it’s the vacation spot, the route, and the status. The face in these kind of circumstances is the exterior signal during which we hang the secrets and techniques of the soul, it’s what signifies the being and what unearths or conceals its secrets and techniques. The attention recovers from it or comprises in it what used to be smuggled into the summary within the type of feelings that inhabit what gave the impression and what used to be hidden of the human presence within the eye of the opposite.”