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http://doi.org/10.332.34/SSR.23.2
Alexander Viktorovich Markov,
Full Professor, Chair of the Department of Cinema and Contemporary Art
at the Faculty of Art History, Russian State University for the Humanities
(RGGU) Moscow
Oksana Aleksandrovna Shtayn,
Associate Professor, Chair of Social Philosophy at the Department of Philosophy,
Ural Federal University
Abstract
The problem of ephemerality and the instability of the sign, far from being novel, forms a persistent undercurrent in semiotic and philosophical thought, from Derrida’s hauntology to Deleuze and Guattari’s asignifying semiotics. This article argues that the advent of autonomous algorithmic protocols necessitates a revised theoretical synthesis to analyse how these critiques are now materially instantiated. We propose an applied framework—the Semiotics of Non-intentional Ephemerality (SNE)—that operationalises concepts of spectrality and asignification to diagnose a new logic of the sign. SNE centres on the non-intentional protocol as a generative matrix, the ephemere as its spectral output, and tanto-semantics as its logic of verification. The framework is tested through case studies of Rafael Lozano-Hemmer’s bio-responsive installations, the group Kuda Begut Sobaki’s metasemiotic translation of Dante into circuitry, and the socio-economics of flexing culture and cryptocurrency. The article concludes that digital protocols hyperbolise the inherent instability of the sign, producing regimes where ephemerality is not a deficit but a primary, productive condition of meaning and value.
Keywords: ephemerality, asignifying semiotics, protocol, algorithm, spectrality