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:


My first article on the project “Audiovisual experience & time perception”

WHAT TIME IS IN? SUBJECTIVE EXPERIENCE AND EVALUATION OF MOVING IMAGE TIME, in Reti, saperi, linguaggi – Italian Journal of Cognitive Sciences number 1, 2018, January-June, pp. 81-96, DOI: 10.12832/90973

This paper sketches the main lines and introduces the first results of a theoretical and empirical research set within the framework of Neurofilmology and focused on the Subjective Experience and Evaluation of Moving Image Time (SEEM_ IT). In the first section, the paper reconstructs the state of the art of time studies in different disciplinary fields. The second section explains some underlying options of the research. Notably, it adopts the hypothesis (currently prevalent in neuroscience), that links time perception to movement and proprioception; and connects it to the idea that the perception of movement triggers processes of embodied simulation, which in turn are responsible for the perception of time. Film watching would, therefore, constitute a particularly rich and articulated experience of time. The last section presents the results of an experiment aiming to evaluate the role of editing styles in determining quantitative and qualitative aspects of SEEM_IT. The results show that fast-paced editing usually tends to produce a sensation of higher speed of both the time flow rate and the observed action rate, and an overestimation of the clip durations; however, the type of action displayed can modify this outcome.

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A Discussion Session of my paper “Hypnose et cinéma”

I opened a session of discussion on my paper “Hypnose et cinéma” (in French) in The paper will be published (in a shorter version, helas!) in the Vocabulaire de l’identification dans les arts du spectacle (Projet Idem: Identification, empathie, projection dans les arts du spectacle), edited by Mildred Galland Szymkowiak (2019).

If  you are interested, please join the discussion at this address

The session will close September 20, 2018.

Foucault e i dispositivi del sapere 4. Il dispositivo estetico e la cattura della realtà: Ruggero Eugeni e Elio Franzini. 18/4/2018

Ciclo di incontri FOUCAULT E I DISPOSITIVI DEL  SAPERE. LE ARTI, I MEDIA E IL POTERE a cura di Roberto Diodato e Ruggero Eugeni

Foucault e i dispositivi del sapere 3. Il dispositivo e i sistemi di controllo sociale: Salvatore Natoli e Fausto Colombo. 11/4/2018

Ciclo di incontri FOUCAULT E I DISPOSITIVI DEL  SAPERE. LE ARTI, I MEDIA E IL POTERE a cura di Roberto Diodato e Ruggero Eugeni

Foucault e i dispositivi del sapere 2. Il dispositivo pedagogico: Pier Cesare Rivoltella e Jole Orsenigo 4/4/2018

Ciclo di incontri FOUCAULT E I DISPOSITIVI DEL  SAPERE. LE ARTI, I MEDIA E IL POTERE a cura di Roberto Diodato e Ruggero Eugeni

Foucault e i dispositivi del sapere 1. Il dispositivo come sapere/potere: Guido Boffi e Fulvio Carmagnola 21/3/2018

Ciclo di Incontri FOUCAULT E I DISPOSITIVI DEL SAPERE: LE ARTI, I MEDIA E IL POTERE a cura di Roberto Diodato e Ruggero Eugeni

Immersive media are questioning our idea of presence

The French Site The Conversation just published my short essay on immersive media

Continue reading “Immersive media are questioning our idea of presence”

New papers just posted

I posted in the paper section two entries I wrote for The Routledge Encyclopedia of Film Theory, edited by Edward Branigan & Warren Buckland, London – New York, Routledge, 2014: Film and Enunciation Film and Enunciation, and Film and_Rhetoric Continue reading “New papers just posted”

What is a dispositive: a comprehensive map of theories

What is a “dispositive” (or apparatus)? From Foucault to Deleuze, from Heidegger to Agamben, from Baudry to the schlars that recently reworked the concept in the field of Film & Media Studies, a comprehensive map with bibliographical references

See or download the Prezi Presentation


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)!


My book La condizione postmediale now available at also in ebook version

To read a sample or buy the book go to