Le métamodernisme et la langue: la publicité à l’époque de la pandémie
DOI :
https://doi.org/10.21301/eap.v16i4.5Mots-clés :
métamodernisme, langue italienne, publicité, sémiotique, pandémieRésumé
Le métamodernisme s’impose dans la théorie de la culture comme le paradigme culturel du vingt et unième siècle, épistémologiquement avec le (post)modernisme, ontologiquement entre le (post)modernisme et historiquement après le (post)modernisme. Il prend naissance dans le contexte des changements politiques après la chute du mur de Berlin, du progrès numérique, mais également des crises financières, écologiques et politiques. L’objet de cet article est la publicité italienne à l’époque de la plus grande crise sanitaire d’aujourd’hui, la pandémie appelée Covid-19. À partir des exemples d’annonceurs commerciaux s’appuyant sur des récits pandémiques déjà confirmés (la glorification de l’appartenance à la nation, les juxtapositions l’intérieur/ l’extérieur et la foi dans la science et la technologie) nous avons relevé comme les caractéristiques du métamodernisme : une nouvelle structure des sentiments apportant l’espoir, des oscillations incessantes entre les pôles opposés, mais aussi une certaine bizarrerie (quirkiness). Ont été analysés particulièrement les moyens de publicité pragmatiques, rhétoriques et sémiotiques par lesquels on parvient à établir ce rapport et par lesquels se définissent avec plus de précision les caractéristiques de la publicité devenue « métamoderniste ».
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