Abstract

FRANCESCUTTI, Pablo. In memoriam Jorge Lozano: from soma to sema . Trama comun. [online]. 2021, vol.25, n.2, pp.195-204. ISSN 1668-5628.

The late Jorge Lozano, oustanding figure of Spanish semiotics and member of La Trama Editorial Board, is the subject of this biographic profile. Taking advantage of his memories, the author, one of his disciples, evokes the life and intelectual path of this singular personality in conjunction with the European semiotics ups and downs. In such a way, the biographic narration mingles with the discipline booming in the Sixties and the Seventies, its subsequent downturn in the Eighties, and the irruption of Semiotics of Culture in the Nineties. The biographical itinerary ends at this century, with the recovery of topics as secret, transparency and persuasion as part of Lozano’s project to articulate the cooperative and strategic dimensions of communication.

Keywords : Jorge Lozano; Spanish semiotics; Discourse; History; Persuasion.

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