dc.contributor.author |
Scolari, Carlos Alberto, 1963- |
dc.date.accessioned |
2015-12-18T08:38:28Z |
dc.date.available |
2015-12-18T08:38:28Z |
dc.date.issued |
2008 |
dc.identifier.citation |
Scolari CA. Online brands: branding, possible worlds, and interactive grammars. Semiotica. 2008; 169(1-4):169-188. DOI 10.1515/SEM.2008.030 |
dc.identifier.issn |
1613-3692 |
dc.identifier.uri |
http://hdl.handle.net/10230/25462 |
dc.description.abstract |
This paper proposes to reflect from a semiotic perspective on the transformation/nthat brands have undergone since the rise of the Internet. After a/nbrief theoretical introduction to digital communication and the semiotics of/nbrands, the case of the Google brand is analyzed by applying concepts of/ngenerative and interpretive semiotics. The paper holds that the iconic and/nlinguistic enunciations are secondary with respect to interaction. In digital/nmedia interaction — the interactive experience that the Internet user lives/n— is a fundamental component of the hypermedia cocktail and occupies a/ncentral position in the brand building process. The article concludes with/nsome of the questions and special characteristics raised by so-called/neBranding. |
dc.format.mimetype |
application/pdf |
dc.language.iso |
eng |
dc.publisher |
De Gruyter |
dc.relation.ispartof |
Semiotica. 2008; 169(1-4): 169-188. |
dc.rights |
© De Gruyter Published version available at http://www.degruyter.com/view/j/semi.2008.2008.issue-169/sem.2008.030/sem.2008.030.xml?format=INT |
dc.title |
Online brands: branding, possible worlds, and interactive grammars |
dc.type |
info:eu-repo/semantics/article |
dc.identifier.doi |
http://dx.doi.org/10.1515/SEM.2008.030 |
dc.subject.keyword |
Branding |
dc.subject.keyword |
eBranding |
dc.subject.keyword |
Possible worlds |
dc.subject.keyword |
Interactive narrative |
dc.subject.keyword |
Semiotics |
dc.subject.keyword |
Internet |
dc.rights.accessRights |
info:eu-repo/semantics/openAccess |
dc.type.version |
info:eu-repo/semantics/publishedVersion |