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: Vincenzo Vasco (Istituto Pantheon Design & Technology (IT))

The Audience of Online Marketing. Strategies for Understanding New Forms of Textuality

language: italian

abstract: The spread of online advertising and the emergence of new digital marketing practices have led to a necessary update of corporate content in recent years. Exploring the potential of new media, many brands have managed to expand their narratives and engage audiences with participatory and nonlinear experiences. This paper analyzes the discursive and interpretive practices underlying corporate communication on new media, in particular on social networks. On these channels, the audiences are required to make the best use of their interpretive skills, actively collaborating to fulfill all the gaps disseminated in the text and fully understand the content.

citation information: Vincenzo Vasco, Il fruitore del marketing online. Strategie interpretative per nuove forme di testualità, "Ocula", vol.26, n.33, pp.187-206, March 2025. DOI: 10.57576/ocula2025-12

Ocula.it publishes articles and essays in semiotic research, with a particular eye on communication and culture; it is open to dialogue with other research fields and welcomes contributions from all the areas of the social and human sciences. See the Editorial Board and the Editorial Committee.