Suchergebnisse

The studies of Ugo Volli on philosophy of communication recall, in some occurren- ce, the conception of ecology to describe the mode of operation of communication, which is considered as an ecosystem with the characteristic of the lotmanian semio- sphere: autonomy and autopoietics, interlinking and stratification. The article aims to attach this conception to the digital communication, focusing on the morphology of texts and its informational payload structured in data sequences and discrete unity, and exploring two approach which can be applied in scientific research. These ones are indicative of a empiricism that is allowed by the modularity of digital object. Secondarily, the virtuality and the abstractness of data will be consider as the fundamental condition of an invisible informational semiosphere whose mani- pulation and automatization are representative of forms of power and knowledge negotiations. In the last part it will try a parallelism with the traditional ecology about the loss of biodiversity, the pollution issues and the scares of a pervasive and automated technology, with the purpose to juxtapose a politics of language, in particular of informatic and programming language, by a semiotic of digital cultures.

The aim of this study is to look at the experiential marketing strategy of virtual tryvertising, by analysing a specific case study: the augmented reality application Ikea Place. It provides customers with a set of tools to prefigure a virtual representation of a piece of a furniture within a physical space, in order to appraise its fitness in a prior time to its actual purchase, and hence to provide a benefit for him/her. The semiotic analysis will be carried out by taking into account the use practices prescribed by the application and the promotional discourses of the company. In particular it will look at two advertising videos which accompanied the launch of the application in 2013 and 2017. It will also consider the added value and the experiential gain for users that the adoption of this type of technology entails, in order to understand AR media not only as a mere strategy for commercial purposes, but as a tool for empowering the users' appraising skills traditionally used in the context of a dressing room of a physical store.