Метамодернизам и језик: реклама у доба пандемије
DOI:
https://doi.org/10.21301/eap.v16i4.5Ključne reči:
метамодернизам, италијански језик, реклама, семиотика, пандемијаApstrakt
Метамодернизам се у теорији културе намеће као културна парадигма двадесетпрвог века, епистемолошки са (пост)модернизмом, онтолошки између (пост)модернизма и историјски после (пост)модернизма. Настаје у контексту политичких промена након пада берлинског зида, дигиталног напретка, али и финансијских, еколошких и политичких криза. Тема овог рада је италијанска реклама у доба највеће здравствене кризе данашњице, пандемије Ковид-19. На примерима комерцијалних оглашивача у већ потврђеним пандемијским наративима (величањe припадности нацији, јукстапозицијe унутра/споља и верe у науку и технологију) уочене су одлике метамодернизма, као нове структуре осећања која доноси наду, непрестане осцилације између супротстављених полова, али и извесну бизарност. Посебно су анализирана прагматска, реторичка и семиотичка средства оглашавања којима се овај однос постиже и којима се ближе дефинишу карактеристике „метамодернистичког” оглашавања.
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