Formerly Continuum Advances in Semiotics. Bloomsbury Advances in Semiotics publishes original works applying semiotic approaches to linguistics and non-verbal productions, social institutions and discourses, embodied cognition and communication, and the new virtual realities of the digital age. It covers topics such as socio-semiotics, evolutionary semiotics, game theory, cultural and literary studies, human-computer interactions, and the challenging new dimensions of human networking afforded by social websites. Series Editor: Gregory Paschalidis , Aristotle University of Thessaloniki, Greece Editorial Board Nicola Dusi, University of Modena and Reggio Emilia, Italy Zuanglin Hu, Peking University, Beijing Yunhee Lee, Hankuk University of Foreign Studies, China Lambros Malafouris, University of Oxford, UK Mihai Nadin, University of Texas at Dallas, USA Kay O'Halloran, National University of Singapore, Singapore Jef Verschueren, University of Antwerp, Belgium Anne Wagner, Universite du Littoral Cote d'Opale, France Ruth Wodak, Lancaster University, UK Hiroshi Yoshioka , Kyoto University, Japan.