Metamodernism and Language: Pandemic Era Advertising

Authors

  • Marija Koprivica Lelićanin SAE Institute Alta Formazione Artistica e Musicale, Milano,Italy
  • Bojana Radenković Šošić Faculty of Philology and Arts, University of Kragujevac, Serbia

DOI:

https://doi.org/10.21301/eap.v16i4.5

Keywords:

metamodernism, Italian language, advertising, semiotics, pandemic

Abstract

In cultural theory, metamodernism becomes a new cultural paradigm of the twenty-first century, epistemologically with (post) modernism, ontologically between (post) modernism, and historically beyond (post) modernism. It appears in the context of political changes following the fall of the Berlin Wall and the environment of digital progress, but also in periods of financial and ecological crises. Rather than simple “zeitgeist”, metamodernism as an arriving cultural paradigm is to be understood more as a “structure of feelings” or sentiment so pervasive that it becomes structural. Metamodernism is symbolically presented by the dual nature of God’s messenger Eros, who operates between the worlds of mortals and immortals. Another metaphor to illustrate metamodernism is a pendulum that constantly fluctuates between opposites such as modern hope and postmodern melancholy, empathy and apathy or enthusiasm and irony.

This paper examines Italian advertisements during the largest contemporary health crisis, the SARS-CoV-2 virus outbreak. The semiotic textual analysis is performed on the audio-visual commercials of well known companies, such as Vodafone and Barilla. In addition to this, several print advertisements of a local company for funeral services Taffo are considered. Different metamodern characteristics are recognised in all examined texts. In already confirmed pandemic narratives (such as “the celebration of being Italian and patriotic solidarity”, “the juxtapositioning of the “inside” and the “outside”, and the “humanization of technology at the service of human affections and emotions''), now the metamodern characteristics, as a new structure of feeling that brings hope, continuous oscillations between contrasted polls and a certain quirkiness, are being identified. The most relevant morphosyntactic, lexical and semantic traits of the Italian language in pandemic advertising are being compared with the same language tools in postmodern Italian advertising. Finally, different stylistic and pragmatic, rhetorical and semiotic tools are being interpreted and analysed, defining more closely the unique characteristics of “metamodern” pandemic advertising.

References

Bourriaud, Nicolas. 2009. „Altermodernism”. Tate. Objavljeno 3. 02. 2009. https://www.tate.org.uk/whats-on/tate-britain/exhibition/altermodern

Brown, Stephen. 1993. „Postmodern marketing?”. European Journal of Marketing 27 (4):

-34. https://doi.org/10.1177/147078539503700306

Castells, Manuel. 1996. The Rise of the Network Society. Oxford: Blackwell.

Codeluppi, Vanni. 2000. Iperpubblicità. Milano: Franco Angeli.

Cova, Bernard. 1996. „The postmodern explained to managers: marketing implications”. Business Horizons 39 (6): 15-23. https://doi.org/10.1016/S0007-6813(96)90032-4

Delussu, Manuela. 2004. „La pubblicità dei prodotti alcolici in Italia: i modelli linguistici e retorici e il ruolo dell'immagine”. Lingua italiana d'oggi 1:1000-1033.

Dember, Greg. 2018. „After Postmodernism: Eleven Metamodern Methods in the Arts”. WhatIsMetamodern. Objavljeno 17.08.2018. https://medium.com/what-is-metamodern/after-postmodernism-eleven-metamodern-methods-in-the-arts-767f7b646cae

Dholakia, Nikhilesh and Fuat Firat. 2018. „Postmodernism and critical marketing”. In The Routledge companion to critical marketing, edited by Mark Tadajewski, Matthew Higgins, Janice Denegri-Knott, Rohit Varman, 37-48. London: Routledge.

Dumitrescu, Alexandra. 2014. „Towards a Metamodern Literature”. Ourarchive. Objavljeno 23.07. 2014. https://ourarchive.otago.ac.nz/handle/10523/4925

European Centre for Disease Prevention and Control. 2021. „COVID-19 Situation Dashboard.” ECDC. Objavljeno 20.08.2021. https://qap.ecdc.europa.eu/public/extensions/COVID-19/COVID-19.html#country-comparison-tab

Firat, Fuat and Nikhilesh Dholakia. 2006. „Theoretical and philosophical implications of postmodern debates: some challenges to modern marketing”. Marketing Theory 6 (2): 123–162. https://doi.org/10.1177/1470593106063981

Firat, Fuat and Alladi Venkatesh. 1995. „Liberatory postmodernism and the reenchantment of consumption”. Journal of Consumer Research 22 (3): 239-267. https://doi.org/10.1086/209448

Firat, Fuat, Nikhilesh Dholakia and Аlladi Venkatesh. 1995. „Marketing in a postmodern world”. European Journal of Marketing 29 (1): 40-56. https://doi.org/10.1108/03090569510075334

Freinacht, Hanzi. 2017. The Listening Society: A Guide to Metamodern Politics, Part one. Metamoderna ApS. n.p.

Freinacht, Hanzi. 2019. Nordic Ideology: A Guide to Metamodern Politics, Book Two. Metamoderna ApS. n.p.

Furlani, Andre. 2002. „Postmodern and after: Guy Davenport”. Contemporary Literature 43 (4): 709-735. https://doi.org/10.2307/1209039

Giovine, Sara. 2020. „Il COVID-19 o la COVID-19?”. Accademia della Crusca. Objavljeno 3. 07.2020. https://accademiadellacrusca.it/it/consulenza/il-covid19-o-la-covid19/2787.

Hutcheon, Linda. 2002. The Politics of Postmodernism. London and NY: Routledge.

Jovanović, Smiljka. 2021. „Metamodernism and the Coronavirus (COVID-19) Pandemic.” INSAM Journal of Contemporary Music, Art and Technology I (6): 57-74. https://doi.org/10.51191/issn.2637-1898.2021.4.6.57

Kadagishvili, Dali. 2014. „METAMODERNISM AS WE PERCEIVE IT”. European Scientific Journal 2, 9 (10): 1857 – 7881. https://doi.org/10.19044/esj.2013.v9n10p%25p

Kirby, Alan. 2006. „The Death of Postmodernism and Beyond”. Philosophy Now 58: 34-37. DOI: 10/philnow20065814

Kirby, Alan. 2009. Digimodernism. New York, London: Continuum.

Kilicoglu, Gokhan and Derya Kilicoglu. 2020. „The Birth of a New Paradigm: Rethinking Education and School Leadership with a Metamodern Lens' Studies”. Philosophy and Education 39, no. 5 (September): 493-514. https://doi.org/10.1007/s11217-019-09690-z

Konstantinou, Lee. 2017. „Four Faces of Postirony”. In Metamodernism: Historicity, Affect, and Depth after Postmodernism, edited by Robin van den Akker, Alison Gibbons, and Timotheus Vermeulen, 87-102. London and NY: Rowman & Littlefield International.

Lipovecki, Žil. 2011. Doba praznine: Ogledi o savremenom individualizmu. Sremski Karlovci: IK Zorana Stojanovića.

MacDowell, James. 2017. „The Metamodern, the Quirky and Film Criticism”. In Metamodernism: Historicity, Affect, and Depth After Postmodernism, edited by Robin van den Akker, Alison Gibbons, and Timotheus Vermeulen, 25-40. London and NY: Rowman & Littlefield International.

Мeyer, Irma. 2021. „The Resurrection of Modernistic Public Relations–a Metamodern Perspective”. ESSACHESS–Journal for Communication Studies, 14, no. 1 (27): 15-36. DOI: 10.21409/essachess.1775-352x

Mitrović, Radoš. 2018. „Kraj postmoderne u evropskoj muzici i njegova uslovljenost društveno-političkim i umetničkim kontekstom”. Doktorska dis. Fakultet muzičkih umetnosti, Univerzitet umetnosti, Objavljeno 12. 01. 2018. http://eteze.arts.bg.ac.rs/handle/123456789/291.

Morozov, Evgeny. 2011. The Dark Side of Internet Freedom. New York: Public Affairs.

Nealon, Jeffrey. 2012. Post-Postmodernism. Stanford: Stanford University Press.

Panigyrakis, George, and Anna Zarkada. 2014. „A philosophical investigation of the transition from integrated marketing communications to metamodern meaning co-creation”. Journal of Global Scholars of Marketing Science 3 (24): 262-278. DOI: 10.1080/21639159.2014.911494.

Pazolini, Pjer Paolo. 2012. „Lingvistička analiza jednog slogana”. Koraci 10-12: 100-104.

Pietrini, Daniela. 2020. „‘Ci siamo dovuti fermare’: la nuova lingua di marketing e pubblicità in tempo di covid Parole nel turbine vasto”. Treccani. Objavljeno 2. 07.2020. https://www.treccani.it/magazine/lingua_italiana/articoli/scritto_e_parlato/marketing.html.

Pietrini, Daniela. 2021. La lingua infetta. L’italiano della pandemia. Roma: Enciclopedia Italiana Treccani.

Platon. 2015. Gozba. Beograd: Dereta.

Polesana, Maria Angela. 2020. „La crisi creativa della pubblicità contagiata dal covid”. Filosofi(e)Semiotiche 7 (1): 154-163.

Proctor, Tony, and Philip Kitchen. 2002. „Communication in postmodern integrated marketing”. Corporate Communications: An International Journal 7 (3): 144-154.

Radenković Šošić, Bojana. 2014. „Do postmodern slogans exist?”. Etnoantropološki problemi 9 (1): 175-193. DOI: 10.21301/eap.v9i1.10

Radenković Šošić, Bojana. 2016. Jezička svojstva italijanskog postmodernističkog oglašavanja na internetu, Doktorska dis. Filološki fakultet, Univerzitet u Beogradu.

Rainie, Lee, and Barry Wellman. 2012. Networked: The New Social Operating System. Cambridge: MIT Press.

Raymond Williams. 1962. The Long Revolution. London: Penguin Books Ltd.

Romano, Milena. 2021. „LA PUBBLICITÀ AI TEMPI DEL CORONAVIRUS: DALL’ETHOS "EMPATICO"ALL'EDONÈ DELLA RASSEGNATA CONVIVENZA”. Lingue e Culture dei Media 5 (1): 27-56. https://doi.org/10.13130/2532-1803/16069

Salvalingua. 2020. „Claudio Marazzini: Noi lockdown, in Francia e Spagna confinamento. Troppi anglismi col coronavirus”. Youtube. Objavljeno 27.04.2020. https://www.youtube.com/watch?v=KJe4JVD6AeA

Searle, Adrian. 2009. „The Richest and Most Generous Tate Triennial Yet”. The Guardian, Objavljeno 2. 03. 2009.

http://www.guardian.co.uk/artanddesign/2009/feb/02/altermodern-tate-triennial?intcmp=239

Storm, Ananda. 2021. The Future of Theory. Chicago and London: Chicago University Press.

Survillo, James. 2017. Metamodern Leadership: A History of the Seven Values That Will Change the World. New York: Page Publishing.

Valentini, Andrea. 2019. „The Language of Sustainability: a ‘Metamodern’ Framework”. In Proceedings of the 19th CCIA Congress on sustainable architecture and engineering, La Habana (2018), edited by Reddy, Junuthula Narasimha, Chien Ming Wang, Van Hai Luong and Anh Tuan Le, 899-910.

Van den Akker, Robin, Alison Gibbons, and Timotheus Vermeulen, ed. 2017. Metamodernism: Historicity, affect, and depth after postmodernism. Rowman & Littlefield. n.p.

van Dijck, José, Thomass Poell, and Martijn de Waal. 2018. The Platform Society: Public Values in a Connective World. New York: Oxford University Press.

Vermeulen, Thimoteus, and Robin van den Akker. 2010. „Notes on Metamodernism”.

Journal of Aesthetics and Culture 2 (1): 1-14. DOI: https://doi.org/10.3402/jac.v2i0.5677

Williams, Raymond.1962. The Long Revolution. London: Penguin Books Ltd.

Zavarzadeh, Mas'ud. 1975. „The Apocalyptic Fact and the Eclipse of Fiction in Recent American Prose Narratives”. Journal of American Studies 9 (1): 69-83. https://doi.org/10.1017/S002187580001015X

Downloads

Published

2021-12-14

How to Cite

Koprivica Lelićanin, Marija, and Bojana Radenković Šošić. 2021. “Metamodernism and Language: Pandemic Era Advertising”. Etnoantropološki Problemi / Issues in Ethnology and Anthropology 16 (4):1101–1122. https://doi.org/10.21301/eap.v16i4.5.