Multimedia, intermediality , crossmediality , remediation, user generated content expressions are used more and more common every day, sometimes nonchalantly are used to narrow the universe of digital media, production practices, distribution and consumption of multiple forms of expression for different languages, formats, genres, and of course profiles and skills of those involved.
The rapid changes that affect media scenarios call for a debate on the effectiveness of theories and tools used to reconstruct the logical method of operation of expressive phenomena based on textual distinct mechanisms.
The structural dynamics of the media scene, the density of expression is undeniable both at the side of the content of certain textual forms, transformations investing their own spheres of competence of the audience, radically redefining the dialectical process of signification, defy easy description, less semantic opacity of keywords that are likely to lose his grip on the phenomena of communication, to move back, as worn slogan of respond to changing course.
Delving into the territory of the huge media digital means, then, starting in asking the fundamental question of the limits of media sites, recognizing the difficulty of drawing a map, a wonderful plan for exploration to proceed. By all appearances, the size of the area discourages any ambition intricate taxonomy, the irregularity space of its forms, the complexity of the figures and actors who animate it are beyond the descriptive claim of any photograph from above. Rather, this preliminary 'crop' the field of study can help us to situate the issue prudently, decisive, and the impact on relations between the actors involved in the processes of signification.
media space it is always a relational space, a place to take shape and converge practices and knowledge, stories and testimonies, a territory that encompasses at the same time fosters a complex network of interactions and experiences.
The complex nature of phenomena suggests, therefore, to take a look at cross-analysis in which a predisposition to converge with the approach sociosemiotics reflection on the profound changes that affect the individual and social subjects, with particular attention to the younger generations, the digital natives.
is therefore against the background of this survey that takes provisional form the subject of testimony of shared word of a communication as the product of a complex series of collaborative processes.
The theme of sharing, joint participation in the processes of construction and distribution of content is at the center, time, a heated debate, just think of the issues relating to copyright and copyleft. In view sociosemiotics the decisive question of the involvement of users in the broader processes of meaning can be explored by the study by dividing the utterance, the analysis of specific rules governing the implementation of the speeches, the conversion of themes, values \u200b\u200band figures in texts and speeches well defined.
The huge network of digital media proves an ideal environment for the witness, understood as a strategic form of discourse that comes from the dual intention of a subject of enunciation to inform and empower a party active, making it a potential link in a chain discursive dynamics. The operating logic of social networks and enhance the rest explicitly claiming a classic tactic that unfolds through the strategic potential of the testimony: the word of mouth.
From a very complex picture that proves it can therefore try to restrict discussion on the subject of testimony by shifting their gaze on a variation of this phenomenon is of great importance in terms of shapes, texts and practices: the viral . Viral video, viral tell, viral communication campaigns: the Net is celebrated, with insistence, the rhetoric of a communication much more effective if based on the logic of the word contagious, quickly renamed by marketing professionals as word of mouth. In fact, a closer look, the viral expression reveals a rough metaphor, and at the same time an umbrella term, label under which they are made to converge communication profoundly different phenomena.
comprehensively define the characteristics of a viral communication operation is doomed to failure, the potential spread of a text is indeed unpredictable. However, you can cautiously groped to reconstruct some of the dynamics applicants in developing viral phenomena on the Internet, distinguishing primarily involved in the communication process and the intentions that guide the upstream design and implementation of the texts. In certain cases, the 'infection media' is triggered from the bottom, started as a spontaneous phenomenon, which spreads rapidly enlarged share regardless of any design. Unlike the case of viral communication that is made back in the arsenal of tools and techniques of marketing. In these cases, consider the evolution of languages \u200b\u200band forms of advertising messages to gain attention, trust and cooperation of the public, the texts are made to return the maximum effect of authenticity, confidentiality, 'transparency'.
A trail to follow, therefore, may be to rethink the issue of the testimony of its forms and mechanisms of its distribution, investigating a few 'hot spots' of the territory in which the media word of mouth is full of deep meanings and effects variables urging the intelligence and sensitivity the public more and more.
of Paul Peverini , semiologist, Luiss
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