Sull’eterna discontinuità: ipotesi per una socio-semiotica della comunicazione esterna - Matteo Tarantino - Vita e Pensiero - Articolo Comunicazioni Sociali Vita e Pensiero

Sull’eterna discontinuità: ipotesi per una socio-semiotica della comunicazione esterna

digital Sull’eterna discontinuità: ipotesi per una socio-semiotica della comunicazione esterna
Article
journal COMUNICAZIONI SOCIALI
issue COMUNICAZIONI SOCIALI - 2006 - 3. Spazi sensibili. Pubblicità, comunicazione e ambiente urbano
title Sull’eterna discontinuità: ipotesi per una socio-semiotica della comunicazione esterna
author
publisher Vita e Pensiero
format Article | Pdf
online since 03-2006
issn 0392-8667 (print) | 1827-7969 (digital)
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In this essay we attempt a transversal investigation of some broad hypotheses for a socio-semiotic framing of the sign of outdoor communication. We try to demonstrate (using, among other tools, the dissonance theory paradigm) the ineludible condition of discontinuity of this sign, which forces it into a conflictual relationship with the surcodings affecting social and private spaces. Finally, we briefly examine two examples of surcodings designed to protect discontinuity itself: a sedimental one (London’s Piccadilly Circus) and a preventive one (Amsterdam’s Sandberg Institute).

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