This work explores the intersections between semiotics, marketing, and social theory in the early 1990s, bringing together Michel de Certeau’s notion of productive consumption, Maffesoli’s sociology of everyday life, and Umberto Eco’s model of interpretative cooperation. Written before the Italian translation of L’invention du quotidien, the paper represents one of the early Italian semiotic applications of de Certeau’s tactical consumption. It introduces the hypothesis that lifestyle configurations operate as individual and collective attempts to reduce systemic complexity — a framework that remains theoretically relevant. Drawing from enunciation theory, the paper analyzes how complicity becomes a discursive strategy in late-modern advertising and consumer culture.
Cresci, G. (2025). MARKETING, COMMUNICATION, SEMIOTICS. ENUNCIATIVE STRATEGIES OF COMPLICITY. Zenodo