![]() |
| Pix Credit South Park, here |
All of public life, it seems, is encapsulated in its performative aspects. If indeed that is true, then it is far more effective for the state apparatus and its techno-bureaucracies, to perform than to do much of anything else. This is not just not just an American affection; it now runs in the blood of other important governmental apparatus. All of them understand that it is in the naming if a thing that one imbues it with collective (might I say in the old liberal democratic sense, popular) meaning which then serves as the principle means of signifying objects, concepts and the like. This is not a matter of performative linguistics but rather an essential element of what Guiguzi understood millennia ago in China (as did the Hebrew Bible) as the power of naming (ming-ming (明名 intelligent naming)--and the connection of naming with, and perhaps as, dominion.
Cultures tied to the tradition of Abrahamic religions encounter this semiotic reality of signifying the world around the central figure of humanity under the leadership of God (Gen 2:118-19 (Adam naming all of the creatures brought before him by God), and lists. Lists are found throughout the Bible and provide a detailed description of historical connection, of pedigree, of the passage of time, and of the thing that is listed by reference to the quality the lists chronicle in common (eg, Gen 5:1-32 (the generations separating Adam from Noah and the first destruction of humanity). Guiguzi speaks of Ming (名)--of naming, of defining accurately, and of drawing distinctions, a concept that itself was closely though controversially tied to that of shi (实) of actuality, truth, or essence of the thing names (Guiguzi, Guiguzi: China’s First Treatise on Rhetoric: A Critical Translation and Commentary (Hui Wu (trans) (Carbondale: Southern Illinois University Press, 2016), p. 156; 60 n. 26. (Xi Jinping's Semiotics of Marxism (名实) and the Coding Languages of Knowledge Platforms:
While the Trump Administration might not have had this in mind, as creatures of contemporary culture and as residents within its cognitive cages, the cognitive footprints of strategic naming--they might have unconsciously understood the strategic power of controlling a thing by naming it, and by naming it imposing meaning. Certainly that unconscious insight has been at play in the Trump Administration almost from its inception (eg the changing of the name of the Gulf of Mexico to the Gulf of America, etc.). While elites might laugh, both the American and Chinese leaders appear to understand or at least deploy the power of naming and shaping, on maps, in rhetoric, and with discursive tropes that shape meaning.
It is with that in mind, our minds anyway, that one can better appreciate the Trump Administration's announcement, 29 September 2026 of its Executive Order, "Inaugurating the Era of Super Intelligence." The naming semiotics is quite fascinating (in its old sense of enchantment or bewitching). Consider the central naming justification in the E.O.'s 3rd paragraph of Section 1:
"the term “Super Intelligence” more appropriately captures the promise, potential, and rapidly advancing capabilities of these technologies. It is therefore the policy of my Administration that, to the maximum extent permitted by law, the executive branch shall use the terms “Super Intelligence” and “SI” in place of “Artificial Intelligence” and “AI” and will not acknowledge the usage of “Artificial Intelligence” and “AI” in any applicable setting."("Inaugurating the Era of Super Intelligence").
There is both text and subtext working here. At the level of text, the effort appears to aim at changing the direction of gaze of these computational systems away from their distinction from the human, the natural, the traditional, the permanent, the constructed. . . .the artificial . . . . toward its characteristics as beyond, above, exceeding.
Consider the etymology of artificial: "late 14c., "not natural or spontaneous," from Old French artificial, from Latin artificialis "of or belonging to art," from artificium "a work of art; skill; theory, system," from artifex (genitive artificis) "craftsman, artist, master of an art" (music, acting, sculpting, etc.), from stem of ars "art" (see art (n.)) + -fex "maker," from facere "to do, make" (from PIE root *dhe- "to set, put")." It is one that conjures up artifice, for example--something crafted but also crafty. It carries within its naming a warning--beware, beware the thing crafted, for it may well be crafty and ultimately dangerous--like the Trojan Horse. This is something that is not human, made by humans, not of this Earth, and so crafted something about which one ought to be(a)ware.
Super, on the other hand, is meant to connote something else entirely. Nit the opposite of artificial, but rather a refocus on quality. Its etymology suggests a "word-forming element of Latin origin meaning "above, over" in place or position; also in manner, degree, or measure, "over, beyond;" from Latin super (adverb and preposition) "above, over, on the top (of), beyond, besides, in addition to." This is from *(s)uper-, variant form of PIE root *uper "over." This is something positive; one ought not to be(a)ware but rather one ought to embrace that which is superior (there it is again, in the opening compound, super-). We move here, semiotically, from a signification of caution and impermanence--a second order developmental canker or growth, perhaps benign perhaps malignant--to something positive--like sunshine on a cold day, the warmth of which will transport humanity toward something supreme, something situated above.
This is not just word play. It represents an effort to change the discourse by changing the naming. And for the President the discourse was certainly going the wrong way, with increasingly herd like vocalizations of fear building in layers like a polyphonic choral work lurching toward cataclysm (directly from Greek kataklysmos "deluge, flood, inundation," from kataklyzein "to deluge"). That chorus was increasingly augmented by global techno-bureaucrats, civil society, and more importantly, from the principal rival of the United States which, though sharing a strong program of innovation--wherever it might take the society--came at it from a very different direction. To concede artificiality, to concede the power of public techno-bureaucracy was, in effect, tp concede to the Chinese Marxist-Leninist model of hot wiring innovation. That was a line this President and his advisors could not cross (though it could dip its toes as it has since 2025--offering leadership and guidance but no control in the absence of issues of national security).
It is in this way that what might appear, at first blush, as a sad little joke, at the expense of the administration that lost its way, might also appear to be a surprisingly astute management of text in the service of managing cognitive framing of an issue that the Administration wants to go in a different direction. And, indeed, that conscious reframing may well be evidenced in the E.O.'s text, though perhaps despite itself: "The extraordinary technologies being pioneered by American innovators far exceed what was envisioned when the term “Artificial Intelligence” first came into use. The capabilities of today’s frontier systems do much more than imitate or automate discrete aspects of human intelligence." ("Inaugurating the Era of Super Intelligence").
Now THAT (whatever one thinks of its politics) is a phenomenology of semiotics!
It is worth noting that the Trump Administration did not invent this, nor is it clear that they will be as successful deploying the technologies of collective cognitive semiotics as predecessor Administrations and those managing these changes in the "marketplace of ideas" from a progressive perspective. Indeed for many the analysis may produce a shrug followed by a recollection of the political-cultural power of some variation of the Sapir-Whorf Hypothesis (e.g., J.A. Lucy, Sapir-Whorf Hypothesis, in (2001) International Encyclopedia of the Social & Behavioral Sciences 3486-13490 (refers to the proposal that the particular language one speaks influences the way one thinks about reality. Linguistic relativity stands in close relation to semiotic-level concerns with the general relation of language and thought, and to discourse-level concerns with how patterns of language use in cultural context can affect thought)). Still, one is not speaking here about linguistic relativism, rather one considers the instrumentalization of the possibility in a conscious effort to guide thought through text-culture.
The E.O is, as well, in its own way, quite a remarkable document, even beyond its semiotics.
1. Paragragh 1 of Section 1, the traditional justificatory chapeau does a very nice job of slapping General Secretary Xi as he returns to China by using the language of the Communist Party of China's 3rd Plenum (innovation and high quality production/development/modernization) against him. He offers a US version of 3rd Plenum policy in the form of its most aggressively innovative aspects--super (formerly artificial) intelligence. "The modern field of artificial intelligence was born in the United States, where American scientists first gave the field its name and laid the foundations for its development. Seventy years later, powered by our Nation’s unmatched culture of innovation, world-leading companies and research institutions, and entrepreneurial spirit, America is once again pushing the technological frontier forward." ("Inaugurating the Era of Super Intelligence").
2. Section 2 then provides instructions to the bureaucracy, and to those dependent on it, respecting the appropriate discursive forms of conversation (and perhaps eventually of cognitive base-lining): "To the maximum extent permitted by law, executive departments and agencies (agencies) shall use “Super Intelligence” and “SI” in place of “Artificial Intelligence” and “AI” in official correspondence, public communications, websites, reports, policy documents, and other non-statutory documents within the executive branch."("Inaugurating the Era of Super Intelligence").
3. Section 3 then produces the operationalization of the semiotic turn. While Section 3(a) aligns the definition of "super" with "artificial" intelligence in current text, Section 3(b) looks to a redefinition of the term to align not with the "artificial" but with the "super" part of the intelligence that is the subject of regulation and management.
(b) Within 60 days of the date of this order, the Assistant to the President for Science and Technology (APST), in consultation with the heads of other agencies as the APST deems appropriate, shall submit to the President proposed legislative language to establish a Federal definition of “Super Intelligence” and “SI” that reflects the capabilities described in section 1 of this order. The proposal shall include: (i) an assessment of whether, and to what extent, the definition of “Super Intelligence” and “SI” should modify, expand upon, or otherwise supersede the existing statutory definition of “artificial intelligence”; (ii) any proposed conforming amendments, as appropriate, to existing statutory references to “artificial intelligence” and “AI”; and (iii) recommendations for any additional Presidential or executive action necessary to implement the proposed definition throughout the executive branch. ("Inaugurating the Era of Super Intelligence").
There it is--technical, to some comic and irrelevant, a cultural outlier for the moment; at the same time a quite potentially potent instrument for thr rewiring of the subtext of the significs of techno-computational systems operating, in some respects outside of the human body.
4. Likewise one can understand the value of creating a coordinating techno-bureaucracy under the aegis of which whatever is to be done will be undertaken. But more importantly whatever is to be incarnated now has a name, a body, and a purpose through which much more text, much more discursive elements can be developed, and the rest of the techno-bureaucracy can be managed. . . and the legacy and contemporary press and social media can be given lots and lots of text and images, lots and lots of action, the phenomenology of which will make manifest the imaginaries crafted through naming. And so on 4 October 2026 the President announced, as is his habit, on the Truth/Social website, the naming of the humans who will constitute our (well named from a popularizing discursive point of view--very 1930s Flash Gordon or Disney's World of Tomorrow that is retro in its super modernity) the SIF, the US Super Intelligence Force.
![]() |
| Pix credit Truth/Social here |
We can only observe for the moment, the "SIF"-ing that is in the offing will continue to enhance the phenomenological semiotics embodied in this quite remarkable naming process.
The text of the Executive Order (Inaugurating the Era of Super Intelligence (29 Sept 2026) follows below.
![]() |
| Clip from 1996 Movie, "Mars Attacks" here |







