Online brands: Branding, possible worlds, and interactive grammars

This paper proposes to reflect from a semiotic perspective on the transformation that brands have undergone since the rise of the Internet. After a brief theoretical introduction to digital communication and the semiotics of brands, the case of the Google brand is analyzed by applying concepts of ge...

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Detalles Bibliográficos
Autor: Scolari, Carlos Alberto
Tipo de recurso: artículo
Fecha de publicación:2008
País:España
Institución:UVic-UCC
Repositorio:RiUVic. Repositori institucional de la UVic-UCC
OAI Identifier:oai:dspace.uvic.cat:10854/2869
Acceso en línea:http://hdl.handle.net/10854/2869
https://doi.org/10.1515/SEM.2008.030
Access Level:acceso abierto
Palabra clave:Semiòtica
Internet
Construcció de marca (Màrqueting)
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spelling Online brands: Branding, possible worlds, and interactive grammarsScolari, Carlos AlbertoSemiòticaInternetConstrucció de marca (Màrqueting)This paper proposes to reflect from a semiotic perspective on the transformation that brands have undergone since the rise of the Internet. After a brief theoretical introduction to digital communication and the semiotics of brands, the case of the Google brand is analyzed by applying concepts of generative and interpretive semiotics. The paper holds that the iconic and linguistic enunciations are secondary with respect to interaction. In digital media interaction — the interactive experience that the Internet user lives — is a fundamental component of the hypermedia cocktail and occupies a central position in the brand building process. The article concludes with some of the questions and special characteristics raised by so-called eBranding.Walter de GruyterUniversitat de Vic. Facultat d'Empresa i ComunicacióUniversitat de Vic. Grup de Recerca en Interaccions Digitals2014201420082008info:eu-repo/semantics/articleapplication/pdf21 p.application/pdfhttp://hdl.handle.net/10854/2869https://doi.org/10.1515/SEM.2008.030reponame:RiUVic. Repositori institucional de la UVic-UCCinstname:UVic-UCCInglésTots els drets reservatsinfo:eu-repo/semantics/openAccessoai:dspace.uvic.cat:10854/28692026-06-07T19:15:21Z
dc.title.none.fl_str_mv Online brands: Branding, possible worlds, and interactive grammars
title Online brands: Branding, possible worlds, and interactive grammars
spellingShingle Online brands: Branding, possible worlds, and interactive grammars
Scolari, Carlos Alberto
Semiòtica
Internet
Construcció de marca (Màrqueting)
title_short Online brands: Branding, possible worlds, and interactive grammars
title_full Online brands: Branding, possible worlds, and interactive grammars
title_fullStr Online brands: Branding, possible worlds, and interactive grammars
title_full_unstemmed Online brands: Branding, possible worlds, and interactive grammars
title_sort Online brands: Branding, possible worlds, and interactive grammars
dc.creator.none.fl_str_mv Scolari, Carlos Alberto
author Scolari, Carlos Alberto
author_facet Scolari, Carlos Alberto
author_role author
dc.contributor.none.fl_str_mv Universitat de Vic. Facultat d'Empresa i Comunicació
Universitat de Vic. Grup de Recerca en Interaccions Digitals
dc.subject.none.fl_str_mv Semiòtica
Internet
Construcció de marca (Màrqueting)
topic Semiòtica
Internet
Construcció de marca (Màrqueting)
description This paper proposes to reflect from a semiotic perspective on the transformation that brands have undergone since the rise of the Internet. After a brief theoretical introduction to digital communication and the semiotics of brands, the case of the Google brand is analyzed by applying concepts of generative and interpretive semiotics. The paper holds that the iconic and linguistic enunciations are secondary with respect to interaction. In digital media interaction — the interactive experience that the Internet user lives — is a fundamental component of the hypermedia cocktail and occupies a central position in the brand building process. The article concludes with some of the questions and special characteristics raised by so-called eBranding.
publishDate 2008
dc.date.none.fl_str_mv 2008
2008
2014
2014
dc.type.none.fl_str_mv info:eu-repo/semantics/article
format article
dc.identifier.none.fl_str_mv http://hdl.handle.net/10854/2869
https://doi.org/10.1515/SEM.2008.030
url http://hdl.handle.net/10854/2869
https://doi.org/10.1515/SEM.2008.030
dc.language.none.fl_str_mv Inglés
language_invalid_str_mv Inglés
dc.rights.none.fl_str_mv Tots els drets reservats
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Tots els drets reservats
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
21 p.
application/pdf
dc.publisher.none.fl_str_mv Walter de Gruyter
publisher.none.fl_str_mv Walter de Gruyter
dc.source.none.fl_str_mv reponame:RiUVic. Repositori institucional de la UVic-UCC
instname:UVic-UCC
instname_str UVic-UCC
reponame_str RiUVic. Repositori institucional de la UVic-UCC
collection RiUVic. Repositori institucional de la UVic-UCC
repository.name.fl_str_mv
repository.mail.fl_str_mv
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score 15,300719

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