Communico

The book traces a wide-ranging overview of communication: a cultural dimension in which different knowledge converges and merges. The author takes into consideration numerous voices – from McLuhan to Barthes, from Pasolini to Castells, just to name a few – to analyse, first, the processes of civilization from the alphabet to digital technology and to show, then, how the media system takes over society and how, in the age of mass consumption, the critical role of public opinion is weakened by market and advertising. Finally, attention shifts to the leap that leads to our days: the algorithm is the pervasive and dominant technology, the personalization operated by digital communication produces new forms of individual mythologies.

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