The Aphoristic Galaxy. Mcluhan And Senecan Symbolism - Andrea Lombardinilo - Vita e Pensiero - Articolo Comunicazioni Sociali Vita e Pensiero

The Aphoristic Galaxy. Mcluhan And Senecan Symbolism

digital The Aphoristic Galaxy. Mcluhan And Senecan Symbolism
fascicolo COMUNICAZIONI SOCIALI - 2020 - 2. Learning from the Virus: The Impact of the Pandemic on Communication, Media and Performing Arts Disciplinary Fields. A Round-Table
titolo The Aphoristic Galaxy. Mcluhan And Senecan Symbolism
Editore Vita e Pensiero
formato Articolo | Pdf
online da 10-2020
doi 10.26350/001200_000095
issn 0392-8667 (stampa) | 1827-7969 (digitale)
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This essay focuses on the communicative implications stemming from the advertising campaign suggested in 2016 by the national archeological museum in Rome, entitled “Lucius Anneus Seneca dixit”. The choice made by one of the most important museums in the world to exploit Seneca’s semantic force implies a close reflection on the expressive impact of the Latin language to better probe our complexity, thanks to the relationship between expression, thought and wisdom. Furthermore, the English translation of those aphorisms sheds light on a communicative analysis of that publicity campaign, inspired by the semantic depth of Seneca’s writings. The advertising campaign used by the national archeological museum in Rome can be interpreted according to the strategies of museum communication, often characterized by a limited media relevance. Thus it may be useful to analyze the communicative function of Seneca’s aphorisms in times such as ours, featuring the speed of interpersonal exchanges and, therefore, the diffusion of epigrammatic propositions often lacking in the expressive originality of aphorisms. This is a factor highlighted by Marshall McLuhan in the Sixties thanks to his interest in aphorist communication, developed through the study of Senecan symbolism. Therefore, Senecan aphorisms may suggest further interpretative insights into our post-modernity, in compliance with the never-ending process of interactional innovation, including the strategies of cultural communication.


Communication; cultural heritage; aphorisms; mediology; narration.

Biografia dell'autore

Università degli Studi “Gabriele d’Annunzio” , Chieti-Pescara ‒

Ultimo fascicolo

Anno: 2021 - n. 2

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