{"id":1694,"date":"2025-06-13T12:47:48","date_gmt":"2025-06-13T10:47:48","guid":{"rendered":"https:\/\/www.giannicresci.com\/?p=1694"},"modified":"2025-06-13T12:47:48","modified_gmt":"2025-06-13T10:47:48","slug":"marketing-communication-semiotics-enunciative-strategies-of-complicity","status":"publish","type":"post","link":"https:\/\/giannicresci.com\/Gianni-Cresci\/index.php\/2025\/06\/13\/marketing-communication-semiotics-enunciative-strategies-of-complicity\/","title":{"rendered":"Marketing, Communication, Semiotics. Enunciative Strategies Of Complicity"},"content":{"rendered":"<p><iframe loading=\"lazy\" src=\"https:\/\/widgets.figshare.com\/articles\/29302127\/embed?show_title=1\" width=\"568\" height=\"351\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p dir=\"ltr\">This work explores the intersections between semiotics, marketing, and social theory in the early 1990s, bringing together Michel de Certeau\u2019s notion of productive consumption, Maffesoli\u2019s sociology of everyday life, and Umberto Eco\u2019s model of interpretative cooperation. Written before the Italian translation of <i>L\u2019invention du quotidien<\/i>, the paper represents one of the early Italian semiotic applications of de Certeau\u2019s tactical consumption. It introduces the hypothesis that lifestyle configurations operate as individual and collective attempts to reduce systemic complexity \u2014 a framework that remains theoretically relevant. Drawing from enunciation theory, the paper analyzes how complicity becomes a discursive strategy in late-modern advertising and consumer culture.<\/p>\n<p dir=\"ltr\"><a href=\"https:\/\/doi.org\/10.6084\/m9.figshare.29302127.v1\">Cresci, Gianni (2025). MARKETING, COMMUNICATION, SEMIOTICS. ENUNCIATIVE STRATEGIES OF COMPLICITY. figshare. Preprint<\/a><\/p>\n<p dir=\"ltr\"><a href=\"https:\/\/doi.org\/10.5281\/zenodo.15552830\">Cresci, G. (2025). MARKETING, COMMUNICATION, SEMIOTICS. ENUNCIATIVE STRATEGIES OF COMPLICITY. Zenodo<\/a><\/p>\n<p dir=\"ltr\"><a href=\"https:\/\/orcid.org\/0009-0001-8027-0056\" target=\"_blank\" rel=\"noopener\">Gianni Cresci<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>This work explores the [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1696,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2,5,7],"tags":[28,89],"class_list":["post-1694","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-appunti","category-link","category-testi","tag-comunicazione-pubblicitaria","tag-semiotica"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Marketing, Communication, Semiotics. 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