Sep 5, 2024 11:30 AM
To be confirmed
Cancelled

Manufacturing signs as part of a semiological guerrilla warfare approach to challenge colonial thinking in Mexican advertising

Manufacturing signs as part of a semiological guerrilla warfare approach to challenge colonial thinking in Mexican advertising

Panel:
[PA] Sign of Disaster, Disaster of Sign (Mohamed Bernoussi)
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Speaker:
Carl W. Jones
University of Westinster/ Royal College of Art
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Manufacturing signs as part of a semiological guerrilla warfare approach to challenge colonial thinking in Mexican advertising. This practiced based research asks How can decoding and encoding signs challenge colonial thinking in Mexican advertising? Hybrid practice-academic methods explore how a manufactured weaponized multimodal campaign can disrupt the colonial and racist thinking hidden within Mexican Advertising. The decolonised visual practice co-opts Eco’s “Guerrilla semiotics,” where academic thinking decodes signs and symbols from popular culture which are reconfigured semiotically to jam messaging. The campaign is designed through the artistic style of Détournement and generates an online debate within the mass media. The online conversation is evaluated through content analysis where the users offered solutions to decolonize advertising such as avoiding aspirational strategies and brands leading by positive examples; removing stereotypes; along with media companies offering toolboxes to implement inclusive messaging and hiring more people of colour. In comparison the trade press did not offer solutions, but the national press emphasised how the issue of racism is supported through the advertising industry in their branded messaging, and asked them to look for solutions, beginning the process of removing colonial thinking from Mexican Advertising. This research explores the encoding of signs placed in visual communication through new hybrid practice-academic methods to accelerate change by asking the advertising industry to construct a new reality through encoded signs.

Location:
3.146 room, WLS (Dobra 55 street)

Explore Sessions

02
September
9:30
-
10:30
Location:
Mickiewicz Hall, Auditorium Maximum (Krakowskie Przedmiescie 26/28 str.)
Congress events
Opening Ceremony

September 2, 2024
Congress events
Mickiewicz Hall, Auditorium Maximum (Krakowskie Przedmiescie 26/28 str.)
02
September
10:30
-
11:30
Location:
Mickiewicz Hall, Auditorium Maximum (Krakowskie Przedmiescie 26/28 str.)
From Signs of Language to Semioses of Life: Paradigms and Turns in Global Semiotics

September 2, 2024
Mickiewicz Hall, Auditorium Maximum (Krakowskie Przedmiescie 26/28 str.)
02
September
11:30
-
12:15
Location:
Australia Hall, WLS (Dobra 55 street)
Catering
Coffee break [catering]

September 2, 2024
Catering
Australia Hall, WLS (Dobra 55 street)
Carl W. Jones