The 2016 US elections offer the opportunity for interpretation within a continuum of semiotic processes. This is particularly acute in regards to previous events, such as the visit in August 31, 2016 of US president candidate Donald Trump to Mexico. This paper aims to approach this political event as a cultural text containing several subtexts with diverse layers of meaning production: the mentioned visit as a candidate; Mexican president Peña Nieto’s dismissal of secretary Videgaray; Candidate Trump’s rally in Phoenix, Arizona, USA. Drawing from Lotman’s ideas, special attention is given in this semiotic process to the inflection point where the paths of history cross and become unpredictable (1999; 2013; 2000). Also, it incorporates this theorist views about the concept of text and semiosphere (1996), in particular as container of collective cultural memory, and meaning production, as well as a point of view from a gender perspective. The analysis includes rhetorical devices, such as ad populum and ad hominem arguments, metaphors, as well as pragmatic strategies, such as intensifiers and attenuators to appeal to audience emotions, which make evident a populist right wing ideology embedded in political discourse.

中文翻译：

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媒体和政治话语中的交流符号学漩涡

2016年美国大选提供了在连续的符号学过程中进行解释的机会。对于以前的事件，例如美国总统候选人唐纳德·特朗普于2016年8月31日访问墨西哥，这一点尤其严重。本文旨在将这一政治事件作为一种文化文本来加以处理，其中包含具有不同意义产生层次的若干次文本：墨西哥总统佩尼亚·涅托（PeñaNieto）罢免秘书维德加雷（Videgaray）；候选人特朗普在美国亚利桑那州凤凰城的集会。借鉴洛特曼的思想，在这个符号学过程中，人们特别关注拐点，在拐点处，历史的道路交叉并变得难以预测（1999； 2013； 2000）。此外，它还结合了有关文本和符号圈概念的理论家观点（1996年），特别是作为集体文化记忆和意义生产的容器，以及性别观点的观点。该分析包括修辞手段，例如广告语和人称论据，隐喻，以及务实的策略，例如增强和减弱来吸引观众的情绪，这些都使民粹主义右翼意识形态明显地嵌入政治话语中。