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16 Vol. 16,   dicembre 2015


Semiotica del discorso economico | Semiotics of Economic Discourse

a cura di Giorgio Coratelli, Francesco Galofaro e Federico Montanari.



METADATI: apri il frontespizio (pdf), DOI: 10.12977/ocula40

This special issue of Ocula on economic discourse we would like to be a first and pioneering work on semiotic studies and analysis of economy. Our aims are to fill a gap in semiotic literature, to carry out a reconnaissance on this field and to collect semiotic contributions opening to some ways of semiotic investigations on economy. There is not currently a systematic and specific work on economic discourse in the semiotic literature. We think that the economic discourse is a special field for the semiotic interdisciplinarity analysing historical and specially present economic conditions.

Hanno collaborato a questo numero: Tiziana Barone, Mirko Benedetti, Cinzia Bianchi, Vander Casaqui, Cinzia Castagnaro, Giorgio Coratelli, Francesco Galofaro, Bernard Lamizet, Federico Montanari, Roberto Pellerey, Paolo Sorrentino, Christelle Verger de Oliveira, Cristina Zorzella Cappi.


Introduction. On Semiotics of Economic Discoursedi Giorgio Coratelli, Francesco Galofaro, Federico Montanari

This special issue of Ocula on economic discourse we would like to be a first and pioneering work on semiotic studies and analysis of economy. Our aims are to fill a gap in semiotic literature, to carry out a reconnaissance on this field and to collect semiotic contributions opening to some ways of semiotic investigations on economy. There is not currently a systematic and specific work on economic discourse in the semiotic literature. We think that the economic discourse is a special field for the semiotic interdisciplinarity analysing historical and specially present economic conditions.
OCULA16-00-Introduction >leggi il documento in formato PDF [184Kb] | METADATI


Controtendenza del retail nella crisi del nuovo millennio | Countertendencies in the retail and the new millennium crisisdi Tiziana Barone

Just like Language and Kinship Relations, Economy is an effective system in which the relations between its various components make up and transform the components themselves. Such systematic relationships have a narrative nature because the subjects who take part in this system construct, deconstruct and reconstruct their identities in relation to other people with whom they are in contact in a sometimes contractual, sometimes controversial way. In this system of signification two different forms of human experience interact: the sensitive dimension (economic and productive practices) and the intelligible one (concerning the economic values of a brand). In recent years the ongoing economic crisis has provoked a particular countertendency in a key area of the economic system such as retailing. If we apply narrativity as an explanatory principle, we may interpret the crisis as a sort of Anti-Subject whose narrative programme clashes with that of the company (considered as the Subject): the latter will implement programmes that will allow it to be separated from the Actant-Object, namely the failure of the company. Some of these tactics involve the closure of retail outlets and the general reduction of costs, through the use of web resourcesand social campaigns. The economic environment and the subjective experiences are thus modified; there is a variation in trends definition concerning the way in which they are received and accepted. The trend identifies an emerging micro-universe “capable of bringing together attitudes and behaviours” (Ceriani, 2007) which extends transversely; a continuous tension between existing values and uses of society which pursue the same rate of mutation.
OCULA16-Barone >leggi il documento in formato PDF [4,976Mb] | METADATI


Numeri da non credere. Alcune derive semiotiche nella copertura mediatica delle statistiche ufficiali sull’economia | Unbelievable numbers. Some semiotic drifts in media coverage of official statistics on the economydi Mirko Benedetti, Cinzia Castagnaro

The article analyzes the media coverage of the official statistics on Italian economy between 2005 and 2015, and it focusses on journalistic articles containing information deemed inconsistent or only partially responsive to the data released by the National Statistics Institute (Istat). The examination of this “problematic” corpus shows that the distorted information is not only related to material errors regarding the way journalists handle numbers, but also to the pursuit of sensational effects that are constructed through discursive practices.
OCULA16-Benedetti_Castagnaro >leggi il documento in formato PDF [1,139Mb] | METADATI


Ferruccio Rossi-Landi: language, society and semioticsdi Cinzia Bianchi

The work of Ferruccio Rossi-Landi, which began in the fifties and ended in the mid-eighties, ranged through philosophy and linguistics to semiotics. My essay aims to provide a systematic presentation of the contribution of Rossi-Landi’s work, taking into account the various theoretical stages that led him to conceive and study language from such an original point of view. Through his "homological schema", material and linguistic production are conceived to be the result of a single process that is particular to human beings and that can best be understood in terms of work and trade. The essay focuses particularly on the critical debate that surrounded Rossi-Landian theory, presenting some of the objections of the scholar’s contemporaries together with his reactions to them, as well as touching on more recent interpretations.
OCULA16-Bianchi >leggi il documento in formato PDF [435Kb] | METADATI


Economic Discourse and Social Entrepreneurship. Transformation projects, media engagement and social mobilization in contemporary Brazildi Vander Casaqui

The present work approaches social entrepreneurship from the perspective of its discursive dimension and its relationship with different projects for the Brazilian nation, which were previously emerging from the economic field. The social entrepreneur is an agent that brings together two historical tendencies: the understanding that entrepreneurial practices rely on a “creative destruction” spirit (Schumpeter, 1942) and the belief on role of the third sector, the so-called non-profit organizations, acting for the “common good”. From a critical perspective, we are to discuss this conjunction full of paradoxes and conflicts. We have witnessed, in the contemporary Brazilian context, the emergence of social entrepreneurship projects based on digital media, following the logic of the connectionist world brought by Boltanski and Chiapello (2009). We analyze social entrepreneurship projects that incite mobilization of young people through digital media, projecting a future under the leadership of that field (Bourdieu, 2009). Our theoretical framework recovers the entrepreneurial culture and the spirit of capitalism, the economic ideology based on the utopian vision of the “entrepreneurial society” (Drucker, 2011) and the concepts of economy and market (Karl Polanyi). Our method of analysis is based on Fairclough’s approach to (2001) critical discourse.
OCULA16-Casaqui >leggi il documento in formato PDF [226Kb] | METADATI


Les signes de l’économie politique | Signs of political economydi Bernard Lamizet

Like any political system, economy is a system of signs and representations. The Semiotics of economy elaborates its analytical methods to interpret such signs, which give meaning to the economy by representing its performances in public debate and in the media. Four major features distinguish the Semiotics of political economy from other semiotic forms or other systems of information and political representation. First of all, the relationship between the signification of the economy and the real or the imaginary phenomena to which they refer always pertains to the order of values. The second characteristic of economic signs is the significance of the state of lack they express. The third characteristic of signs of the economy is the form of sign production, which can be designated by the concept of emission of signs and their diffusion. Finally, as all signs, the economic sign is arbitrary. In the field of Economics, such arbitrariness does not imply that the Subject is free to superimpose whatever value to the signs themselves, but refers to the rupture between the world and its possible transformation. The very meaning of the word economy is here at stake. Oikos, in Greek (the term from which the word economy is derived) refers to a known, familiar space. Economy transforms the real, natural world into a symbolic social world, into a world of relations with others whom we recognise and whose actions are relatively predictable. It might be useful to consider the contemporary issue of debt, its implications and its multiple meanings, which includes both the ethical and moral dimension of the condemnation of debt as well as the imaginary political dimension based on the expression of an idea of independence.
OCULA16-Lamizet >leggi il documento in formato PDF [419Kb] | METADATI


Sémiotique des phénomènes économiques de crise. Le rôle-clé de «l’actionnaire» dans la crise financière de 2008 | Semiotics of economic crisis phenomena. The key role of «stockholder» in the 2008 financial crisisdi Christelle Verger de Oliveira

In order to appreciate the way in which certain phenomena have produced passionate responses to the 2008 financial crisis, it is important to have a clear understanding of certain constituent elements of the socio-economic horizon before the crisis and to identify its main semiotic structures. This will allow us to discover the global mechanisms underlying the economic system but also to identify certain stages of the process that led to the outbreak of the crisis itself. To this purpose, in this study we shall focus on one of the essential key roles in the spread of the crisis: that of the shareholder, as described by Olivier Berruyer (2011) in Stop! Tirons les leçons de la crise, the evidence by the numbers.While analyzing the socio-economic nature of the role of the shareholder, we will highlight the semiotic properties of different economic categories and the roles of a variety of actors. We shall also look into one of the prerogatives of the shareholder: the “stock options” possession.
OCULA16-Oliveira >leggi il documento in formato PDF [247Kb] | METADATI


Il giusto prezzo, il senso del denaro e una dissidenza inattuale. Dall’homo oeconomicus all’economia solidale | The right price, the money’s meaning and an unfashionable dissidence. From the homo oeconomicus to the Fair Economydi Roberto Pellerey

Is money necessary to the economy system? No, it is not, if the money’s functions are kept separated from the economy system it is possible to ridefine the economy as a system of goods supply materials, and unbundle the several functions graped by currency in the market system, as well as to demonstrate that the market system is just a very recent form of the economic organisation. Nowadays a huge theoretical movement, from the Degrowth groups to Fair Economy, examines the nature of money in the history of the economy and resumes M.Mauss’, K.Polanyi’ and Antiutilitarianism analysis about the historical plurality of the exchange systems. It resumes the several devices employed by the ancient societies to satisfy the functions embodied by the money, whose goal is to modify the meaning and the functions of the money in an articulated project about the de-commodification of the society. This project is operatively led by different organisms and associations which are experimenting alternative forms of production, distribution, remuneration, relationship between producers and buyers, consumerism and marketing objection, and to the market system objection. Specifically with the “food sovereignty” strategy this organisms deeply modify the meaning given by money. Our examination of some exemplary practices (Gas, Des, Horta, Campi Aperti, Amap, Sel, Genuino Clandestino etc.) confirms that their operations are semiotically relevant to the meaning of the money today.
OCULA16-Pellerey >leggi il documento in formato PDF [338Kb] | METADATI


Economia e potere. L’analisi negli spazi di lavoro | Economy and power. The analysis of workspacesdi Paolo Sorrentino

In this paper we shall offer a theoretical recognition and a practical application of a selection of Michel Foucault's studies on the history of Economics, on the semiotic transformations of labour and on the dispositifs of power. With reference to the analysis of ‘Economy’s discourse’, we will refer to the lessons given by the French philosopher at the College de France in March 1979, while, when dealing with the “technologies of production of subjectivity” in workspaces, we will focus on Surveiller et punir. Finally, we will discuss our project of a ‘new’ workspace as well as the software interface for the management of human resources, in a bid to show the continuities, the discontinuities and the hybridizations of a discourse that seems to affect the shaping of our future time.
OCULA16-Sorrentino >leggi il documento in formato PDF [792Kb] | METADATI


Sistemi linguistici e sistemi economici: analisi di un’omologia | Linguistic and economic systems: analysis of a homologydi Cristina Zorzella Cappi

Ferruccio Rossi-Landi locates in communication the backbone of the material and immaterial production, anticipating some central issues of the current phase of the capitalist form. At the center of rossilandian theory is the interpretation of goods as messages and messages as commodities, based on a homology between the linguistic sphere and the economic sphere. The advantage of a homological study of social phenomena is in homology ability to translate into a semiotics of social sign systems and incorporate within it the economy as a field of semiotics. Being a branch of semiotics, the economy is therefore one of the social sciences and humanities. The inclusion of economic science in this area makes Rossi-Landi proposal extremely timely especially in view of a rethinking of today's general economic structures.
OCULA16-ZorzellaCappi >leggi il documento in formato PDF [241Kb] | METADATI





Ocula- Occhio semiotico sui media

ISSN 1724-7810

pubblicata da Associazione Ocula, via Lodovico Berti, 2 40131 - Bologna