Goddard, Cliff (1995). ‘Cognitive mapping’ or ‘verbal explication’? Understanding love on the Malay Archipelago. Semiotica, 106(3/4), 323-354.
This is a review article of Karl G. Heider’s 1991 book Landscapes of emotion: Mapping three cultures of emotion in Indonesia. It is argued that a failure to grasp the nettle on the issue of translation, the exclusive reliance on a narrow range of artificial questionnaire-generated data and the lack of depth in the ethnographic commentary prevent Heider from making substantial progress toward his goal of understanding how culture influences emotion. For the purpose of modeling linguistic and cultural meanings, there is no escape from language, and the problem of translation must be faced fairly and squarely. Much progress has been made within linguistic semantics, especially within the NSM (Natural Semantic Metalanguage) approach led by Anna Wierzbicka, toward developing a systematic and non-ethnocentric approach to verbal explication. An attempt is made to show how this approach can be fruitfully and revealingly applied to the semantic analysis of some Malay emotion words.
Research carried out by one or more experienced NSM practitioners
