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The aim of the article is to reflect on the communication model of fake news, starting from the assumption that fake news items are not mere falsehoods (e.g., trivial lies) nor something completely new. Drawing inspiration from the work of Umberto Eco, I will investigate the idea that today’s viral fake news can be aligned with the hermetic paradigm he outlined. Then I will consider another communicative model: that of gossip. Thanks to these two models, I will support the thesis that fake news are not something to eliminate or to correct according  to  the criterion of evidence or truth, but rather something to live with, corresponding to a potentiality of discourse, that is to detect and to analyze.

Fake News as Discursive Genre: Between Hermetic Semiosis and Gossip