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The Arguments of Value. Notes for a Semiotics of Marketing

The Arguments of Value. Notes for a Semiotics of...

13/06/2025 Commenti disabilitati su Marketing, Communication, Semiotics. Enunciative Strategies Of Complicity Views: 73 Appunti, Link, Testi

Marketing, Communication, Semiotics. Enunciative Strategies Of Complicity

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, Gianni (2025). MARKETING, COMMUNICATION, SEMIOTICS. ENUNCIATIVE STRATEGIES OF COMPLICITY. figshare. Preprint

Cresci, G. (2025). MARKETING, COMMUNICATION, SEMIOTICS. ENUNCIATIVE STRATEGIES OF COMPLICITY. Zenodo

Gianni Cresci

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