For a semiotic approach of the strategic field of communication

2010

The purpose of this work is to highlight a critical view on communication field and mass consumption, at the crossroad of a double path bridging academic research and professional practice of the author. The semiotics approach, enriched with the light of disciplines like communication sciences, strategy, interaction, anthropology, enables to draft a theory of strategy in the communication field. By considering the latter as a strategic space of actualization of stakes for the actants, ruled by confrontation and rivalry, we bring ourselves the opportunity to consider this field and the phenomenon that are structuring it at its right level. This multiple approach unified by the conceptual and…