| Summary: | The aristotelician square of oppositions provided a foundation for work in logic, philosophy and theology for over two millennia. In our times, A.J. Greimas applied it to his theory of semeiotic, and practionners to corporate, product and brand communication and advertising. But, at the very time that the theories of communication had begun to break away from it, it was the purpose of several world congresses, showing its undeniable significance. It is by a turn to the Grecian presocratic and aristotelician thought, and the medieval one, that contemporaneous researchers, making use of the sciences of cognition, cognitive semeiotic, mathematics and anthropology, had brung to light how it is involved in the man’s way of being in the world, perceiving, thinking, living in society and communicating, leading to a revival of it in the theories and practices of communication.
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