Resumo

AVERBECK-LIETZ, Stefanie. Eliseo Verón Leído Desde La Perspectiva De Los Estudios En Comunicación Alemanes: Semio-Pragmática: Comunicación E Investigación En Mediatización. Estud. - Cent. Estud. Av., Univ. Nac. Córdoba [online]. 2015, n.33, pp.131-149. ISSN 1852-1568.

Abstract The work of Eliseo Verón is a great challenge for a community of scholars of communication in Germany which is - contrary to France, Spain, Italy or a large amount of Latin American Countries - traditionally not dominated by semiotics. What we are able to learn from Verón is to take the (media) text seriously as well for both, decoding and encoding processes and also in their interdependency. This has been forgotten for a long time in German communication studies which had been dominated by a user centered perspective; widely influenced by the famous Lazarsfeldian paradigm of the "Two-Step-Flow of Communications" as well as by Uses-and-Gratifications-Research in the line of Elihu Katz and his successors. In this context, the following article outlines two main topics of Veróns work: Mediatization as a kind of meta-process in modern society as well as its consequence: the mediatized reality. Both perspectives are grounded in his work in semio-pragmatics.

Palavras-chave : Communication Theory; Semio-Pragmatics; Contract of Reading; Mediatization; Eliseo Verón; German Communication Studies.

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