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.

Eugeni, R., The Post-advertising Condition. A Socio-Semiotic and Semio-Pragmatic Approach to Algorithmic Capitalism, Selected paper, in Social Computing and Social Media. Communication and Social Communities, (2019 Orlando, FL, USA,, 26-31 July 2019), Springer Verlag, Cham 2019:<<LECTURE NOTES IN COMPUTER SCIENCE>>,11579 291-302. 10.1007/978-3-030-21905-5_23 [http://hdl.handle.net/10807/142408]

The Post-advertising Condition. A Socio-Semiotic and Semio-Pragmatic Approach to Algorithmic Capitalism

Eugeni, Ruggero
Primo
2019

Abstract

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.
2019
Inglese
Social Computing and Social Media. Communication and Social Communities
11th International Conference, SCSM 2019 Held as Part of the 21st HCI International Conference, HCII July 26–31, 2019
2019 Orlando, FL, USA,
Selected paper
26-lug-2019
31-lug-2019
9783030219048
Springer Verlag
Eugeni, R., The Post-advertising Condition. A Socio-Semiotic and Semio-Pragmatic Approach to Algorithmic Capitalism, Selected paper, in Social Computing and Social Media. Communication and Social Communities, (2019 Orlando, FL, USA,, 26-31 July 2019), Springer Verlag, Cham 2019:<<LECTURE NOTES IN COMPUTER SCIENCE>>,11579 291-302. 10.1007/978-3-030-21905-5_23 [http://hdl.handle.net/10807/142408]
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/10807/142408
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