Keyan G Tomaselli is Distinguished Professor, Faculty of Humanities, University of Johannesburg. He is author of Appropriating Images: The Semiotics of Visual Representation (1999) and co-editor Cultural Icons (2009), editor Critical Arts: South-North Cultural and Media Studies and of the Journal of African Cinemas, and he previously served on the boards of Social Semiotics and Caiet de Semiotica. He is author also of Contemporary Campus Life: Transformation, Manic Managerialism and Transformation (2021), a critical management studies satire of the modern university. Further semiotic applications are found in his ethnographies of production and reception of films amongst Kalahari Desert first peoples. Tomaselli is Laureate Fellow, International Communicology Institute and chair of the Scholarly Publication Committee of the Academy of Science of South Africa. Tomaselli is also Honorary Professor, Centre for Trans-media and Trans-culture, Capital Normal University, Beijing, and Professor Emeritus and Fellow, University of Kwazulu-Natal. His interest is in Peirceian semiotics, reception analysis and translation as applied within the paradigm of cultural and media studies.