This article has been subjected to double blind peer review

This article has been published in: Ocula 33, New Forms of Textuality in Advertising Communication: Discourses, Practices and Narratives

author: Giorgia Adamo (Università degli Studi di Palermo (IT); Università LUISS Guido Carli, Roma (IT))

The Gemini Era: A Semiotic Analysis of Google's Discursive Strategies

language: english

abstract: The explosion of AI-generated content has led to the emergence of numerous controversies that semiotics, as a discipline with a critical vocation of social phenomena, cannot ignore. In this complex turmoil, corporations like Google are actively shaping users’ perception of AI through carefully crafted narratives. Building on previous studies regarding brand discourses and smart objects, this research examines a paradigmatic example: Gemini, Google’s latest AI. By using a structuralist methodology in dialogue with cultural branding to analyze the discursive strategies employed by the brand, the contribution aims to understand how and if Google can effectively navigate the anxieties surrounding AI, shedding light onto the delicate relationship between humans and non-humans.

citation information: Giorgia Adamo, The Gemini Era: A Semiotic Analysis of Google's Discursive Strategies, "Ocula", vol.26, n.33, pp.110-128, March 2025. DOI: 10.57576/ocula2025-9

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