El objeto de la presente investigación es indagar sobre el concepto de signo en la filosofía de Gilles Deleuze desde la perspectiva de una reflexión sobre el acontecimiento y la expresión. Asumiendo las distintas perspectivas en la obra del filósofo, nos ocupamos no solo de su unificación, sino de la singularidad del concepto de signo en tanto franquea su tratamiento en la tradición filosófica y, sobre todo, en las ciencias sociales. Para ello, y desde la perspectiva del acontecimiento y la expresión introducimos un aspecto genético y ontológico novedoso sobre el concepto de signo así como la incitación a una disquisición sobre sus relaciones en lo político-social. Estas dos perspectivas permiten revelar al concepto de signo deleuziano con una doble orientación: por un lado vital, abierta a la expresión y acontecimiento, y, por el otro, despótica, cuando la vitalidad se...

El objeto de la presente investigación es indagar sobre el concepto de signo en la filosofía de Gilles Deleuze desde la perspectiva de una reflexión sobre el acontecimiento y la expresión. Asumiendo las distintas perspectivas en la obra del filósofo, nos ocupamos no solo de su unificación, sino de la singularidad del concepto de signo en tanto franquea su tratamiento en la tradición filosófica y, sobre todo, en las ciencias sociales. Para ello, y desde la perspectiva del acontecimiento y la expresión introducimos un aspecto genético y ontológico novedoso sobre el concepto de signo así como la incitación a una disquisición sobre sus relaciones en lo político-social. Estas dos perspectivas permiten revelar al concepto de signo deleuziano con una doble orientación: por un lado vital, abierta a la expresión y acontecimiento, y, por el otro, despótica, cuando la vitalidad se...

Advertising design is a discursive planning that does not only build an identity as brand value or graphic development, but also as Semiotics suggests, it produces a narrative level outlining the advertising story. The use of media, construction of characters, storytelling, organization of advertisement, are all expressions of this narrative level which in turn depends on a “context” or expression process from which they are built. This article aims to identify the different forms of narrative production in relation to three types of advertising discourse (Discourse Phase 1, Phase 2 and hyperadvertising) as well as evaluate its contrasts and expressions within the advertising communication and consumer society.

This article aims to analyze protest practices as a ritual registered through the Twitter platform during the state of pandemic. To that end, from a qualitative approach using social semiotics analysis techniques, this research takes as corpus or empirical reality of analysis tweets with audiovisual content posted by the Sanitation Workers’ Union (SITOBUR) from June to September 2020, the time frame during the pandemic in which labor protests were exacerbated. Since the interest is not the becoming protest from the rite but the becoming rite from the protest, the semiotics of the ritual is considered a vital concept for the production of meaning in protest practices, not only from the perspective of its aesthetic performance but also as an element cooperating with the directionality of such practice. The results of the social semiotics analysis lead us to recognize lurking as a signifi...

This article explores the aesthetic dimension of Pedro Zulen’s thought, an aspect that has been little studied compared to his political and philosophical concerns. Based on a hermeneutic analysis of his texts, it examines his conception of expression and its relationship to image and sign in the aesthetic process. It discusses his critique of Bergson and his ambiguous assessment of poetry as a form of knowledge, identifying tensions between poetic intuition and the need for precise expression. The central hypothesis is that, in Zulen’s philosophy, poetry occupies an ambiguous place: it is criticized for its lack of contribution to rational knowledge, but also valued as a means of expressing the absolute. This ambivalence allows us to explore the place of the aesthetic in his thought.

El objetivo de este artículo es analizar la práctica de la protesta como ritual registrado a través de la plataforma Twitter durante el estado de pandemia. Para ello, desde un enfoque cualitativo que asume técnicas de análisis sociosemiótico, la presente investigación toma como corpus o realidad empírica de análisis las publicaciones con material audiovisual hechas en Twitter por el Sindicato de Trabajadores Obreros/as de Limpieza Pública (SITOBUR) durante los meses de junio, julio, agosto y septiembre del 2020, marco temporal en el que las protestas laborales se exacerbaron durante la pandemia. Siendo el interés no el devenir protesta del rito, sino el devenir rito de la protesta, se considera a la semiótica del ritual como concepto vital para la producción de sentido de la práctica de la protesta, no solo desde la perspectiva de su desempeño estético, sino también como...

El presente artículo pretende dos objetivos. El primero es recuperar e identificar rasgos marxistas en los puntos principales de la teoría del dinero a partir de los apuntes fragmentados del polémico Anti-Edipo: capitalismo y esquizofrenia, publicado como respuesta y crítica al territorio estructuralista francés de 1972. El segundo es comprometer a esta lectura una perspectiva semiótica que franquea la línea interpretativa econo-centrica que suele presentarse sobre el Anti-Edipo, lo cual permite acercarse desde un punto de vista original al concepto de dinero como signo.

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La telenovela es uno de los principales formatos narrativos de la televisión peruana. Actualmente, el desarrollo de su relato ha motivado mayor participación de marcas globales que buscan promover sus productos en vista de un público fiel, capturado por el tono cómico con el que se presentan diversas temáticas sociales en la telenovela (discriminación, machismo, identidad de clase). A partir de esta perspectiva, el presente artículo pretende identificar la inserción del product placement en la narrativa de la telenovela peruana ocupándonos concretamente de aquellas presentaciones que se postulan como presencias orgánicas al relato. Estamos interesados en observar particularmente la forma de la telenovela “Los Vilchez” producida por América Tv durante el 2019 permite trabajar un nivel comercial camuflado orgánicamente en su trama narrativa. Se han escogido para este estudi...

The study aims to politically analyze the narrative traits of protesting the indifference of commercial brands toward Peru’s political mobilization in November 2020 via Facebook. From a multiple-case qualitative focus, the corpus was gathered through the semiotic pertinence of representation by the isotopic saturation. The object of the study comprises 110 comments from protesters posted on the public profiles of brands that did not participate in the political protest. The pertinence of their election corresponded to the level of affinity and affection Peruvian consumers had with the brands. Based on the post-Greimasian theory, we have identified four narrative traits of protesting—exclaiming, complaining, repudiating, and wavering—over the brands. Consequently, data showed that consumers exclaimed against “their” brand, complained about the brand, repudiated the institution, ...

Advertising design is a discursive planning that does not only build an identity as brand value or graphic development, but also as Semiotics suggests, it produces a narrative level outlining the advertising story. The use of media, construction of characters, storytelling, organization of advertisement, are all expressions of this narrative level which in turn depends on a “context” or expression process from which they are built. This article aims to identify the different forms of narrative production in relation to three types of advertising discourse (Discourse Phase 1, Phase 2 and hyperadvertising) as well as evaluate its contrasts and expressions within the advertising communication and consumer society.

This article aims to analyze protest practices as a ritual registered through the Twitter platform during the state of pandemic. To that end, from a qualitative approach using social semiotics analysis techniques, this research takes as corpus or empirical reality of analysis tweets with audiovisual content posted by the Sanitation Workers’ Union (SITOBUR) from June to September 2020, the time frame during the pandemic in which labor protests were exacerbated. Since the interest is not the becoming protest from the rite but the becoming rite from the protest, the semiotics of the ritual is considered a vital concept for the production of meaning in protest practices, not only from the perspective of its aesthetic performance but also as an element cooperating with the directionality of such practice. The results of the social semiotics analysis lead us to recognize lurking as a signifi...

This article analyzes the role of cultural memory through the chromatic plastic signs of the Peruvian popular graphic advertisement. The corpus considers the graphic-advertising production that circulates in the public space in downtown Lima, Peru. The qualitative reconstruction of the relationships between memory, space and chromatic plasticity is carried out through the semiotic gaze of a tensive approach, which allows us to appreciate the role of intensity in popular visual production. The reflection concludes in the contrast of the memory of retention of playful colors of the ghost sign versus a memory of functional color ostension of the urban popular graphics. This difference makes it possible to identify economic isotopies that promote the erosion of spatial and political rootedness with respect to the public.

This article analyzes the role of cultural memory through the chromatic plastic signs of the Peruvian popular graphic advertisement. The corpus considers the graphic-advertising production that circulates in the public space in downtown Lima, Peru. The qualitative reconstruction of the relationships between memory, space and chromatic plasticity is carried out through the semiotic gaze of a tensive approach, which allows us to appreciate the role of intensity in popular visual production. The reflection concludes in the contrast of the memory of retention of playful colors of the ghost sign versus a memory of functional color ostension of the urban popular graphics. This difference makes it possible to identify economic isotopies that promote the erosion of spatial and political rootedness with respect to the public.

This article analyzes the role of cultural memory through the chromatic plastic signs of the Peruvian popular graphic advertisement. The corpus considers the graphic-advertising production that circulates in the public space in downtown Lima, Peru. The qualitative reconstruction of the relationships between memory, space and chromatic plasticity is carried out through the semiotic gaze of a tensive approach, which allows us to appreciate the role of intensity in popular visual production. The reflection concludes in the contrast of the memory of retention of playful colors of the ghost sign versus a memory of functional color ostension of the urban popular graphics. This difference makes it possible to identify economic isotopies that promote the erosion of spatial and political rootedness with respect to the public.

El objetivo del presente caso se concentra en el análisis del rol de la autocaricaturización y autoparodia como elementos humorísticos en el mensaje de la propaganda política de candidatos en las elecciones municipales en Lima del 2014 y 2018. Para ello, la investigación se enfocó en el papel estratégico de los formatos folklóricos y populares de la propaganda con el objetivo de permitir a estudiantes de comunicaciones y publicistas interesados extender el conocimiento sobre la comunicación política desde la perspectiva del branding, la promesa de marca y los tonos de comunicación publicitaria. Con ello, se busca proponer esquemas y tipologías que puedan ser utilizados por los estudiantes para el análisis de la propaganda política peruana, como el desarrollo de un benchmarking del valor intrínseco de marca de los candidatos políticos o herramientas para la interpretación...

Brandalism or subvertising refers to the advertising discourse that adopts anti-consumerism positions to make a social critique. Considering the context of social protest during the pandemic, we investigated discourses forms of brandalism through the digital platform Facebook. Therefore, this article analyzes the interactions of political consumers in relation to the themes of brandalism of the Malditos Publicistas account on Facebook (@Malditospublicistas) in the context of the protests against the government of Manuel Merino during 2020, in Peru. Based on the case study from a sociosemiotic perspective, we identified thematic axes comprised in the ethical-political relationship of the brandalist discourse, as well as digital interactions that we categorized as "lurkers", "spectators", "activists", and "publishers". The results indicate a greater participation of lurkers and publishers ...

El infoentretenimiento de TikTok expone a sus usuarios/usuarias a contenidos perturbadores e hirientes emitidos principalmente por grupos conservadores. Esta investigación analizó los usos políticos en los contenidos de TikTok de grupos conservadores en el marco de la polarización social en Perú durante el 2022. Fake news, mensajes de acoso e incitación a la violencia pasan desapercibidos debido al laxo filtro de la aplicación. A partir de un estudio exploratorio de carácter cualitativo se analizaron comentarios y videos atendiendo sólo aquellos contenidos inapropiados aun disponibles que transgreden las normas de dicha red social. Los hallazgos identifican la producción de discursos protectoras de privilegios morales que representan miedos actuales en futuros hipotéticos (temporal-distópico), construyen su comunicación desde la perspectiva del olvidado (actorial-victimario)...

This study aimed to establish a typology of the modes of spreadability of hate speech by radicalized conservative groups. Using Veron’s semiotic model, we focused on three analytical dimensions of circulation: temporalization, spatialization, and tracking. This approach helped us understand the qualities of spreadability inherent in hate speech. Employing a qualitative methodological strategy, we selected a corpus of 188 videos featuring Peruvian radical conservatives on TikTok. Through this analysis, we identified four modes of spreadability among conservative groups on TikTok: contagion, propagation, contamination, and population. The modes of spread-ability through contagion and propagation generate themes of change. Spreadability through contamination and population upholds the preservation of the past. The contribution of this study lies in explaining how the modes of circulation ...

Esta investigación se centró en analizar y comparar la construcción de los valores discursivos de la extrema derecha en el norte y sur global. Realizamos un estudio comparativo entre Perú, Brasil, Francia e Italia, utilizando nanoinfluencers en TikTok para explorar la guerra cultural y cómo representan al "enemigo del pueblo". Adoptando un enfoque exploratorio-cualitativo, seleccionamos contenido de TikTok de nanoinfluencers. Los resultados muestran que en América Latina se emplea retórica religiosa para conectar emocionalmente con la audiencia y resistir la "dictadura progresista". En Europa, los discursos buscan distanciarse de la dictadura progresista ya arraigada en el gobierno. Mientras en Latinoamérica la lucha es para evitar su llegada, en Europa es para desvincularse del progresismo. Este estudio contribuye al análisis de las singularidades y contradicciones en la produc...