A Short yet complete history of Film Theory in Italy (1907-2019)

Just published: Ruggero Eugeni, “Cinema:Theoretical Discourses”, in F. Colombo (ed.), Media and Communication in Italy: Historical and Theoretical Perspectives, Milan, Vita e Pensiero, 2019 pp. 32-45.

1. Microtheories; 2. Classical Theories; 3. Modern Theories; 4. Post-theories


My paper on “The Post-advertising Condition Semiotics”

The primary hypothesis of this paper is that recent years have seen a shift from digital advertising to post-advertising: thanks to the growing role of machine learning algorithms in communicational processes, advertising has been losing the character of explicitly persuasive addresses to assume that of friendly and open proposals and advice, or even the simple facilitation of everyday purchasing practices. The paper seeks to understand if and under what conditions the socio-semiotic and semio-pragmatic approaches developed in relation to traditional advertising can still be applied to post-advertising phenomena. The paper is divided into three parts. In the first one, the advent of the post-advertising condition is considered. In the second one, Amazon’s Alexa, an example of a post-advertising dispositive, is analyzed. In the third part, the question of the use of traditional semiotic concepts and methods for the analysis of post-advertising is examined. The final answer to this question is affirmative, but on the condition that some new conceptual and methodological tools be introduced.

Keywords: Media semiotics Social semiotics Socio-semiotics
Semio-pragmatics Digital advertising Post-advertising Big data Machine learning Artificial intelligence Algorithmic capitalism
Media experience Dispositive

LInk to the paper: https://rdcu.be/bLk9q

My Review of Francesco Casetti, The Lumière Galaxy, Columbia University Press, 2014

The article is free for the first 50 downloads (offer by Taylor & Francis)!