English (United Kingdom)

https://curated-unify.zendy.io/wp-json/zendy-region/v1/featured_content/oa?rat=en

https://curated-unify.zendy.io/wp-json/zendy-region/v1/highlighted_journal/

Global: Zendy Plus annual

Presents the access of premium content as premium feature

Premium Content

Presents the keyphrase highlighting as premium feature

Keyphrase Highlighting

Presents the summarisation as premium feature

Summarisation

Insights

Presents the pdf analysis as premium feature

PDF Analysis

Presents the zaia usage as premium feature

ZAIA

Global: Zendy Tools annual

Global: Zendy Free Plan

Global: Zendy Tools monthly

Global: Zendy Plus monthly

This paper aims to study in a conceptual frame called «liquid culture» two discursive strategies that I have labelled as «integration» and «resistance to assimilation» in which are involved hypercodified messages. Both strategies act in a very different way but they have in common the relationship with remediation and some other process that show the metamorphosis of a literary text. In this case the poem by Kipling titled «If» is studied as a part of TV advertisement and as textual part of a picturebook by Mauro Evangelista tittle Lettera a un figlio. Final conclusions invite to rethink the nature of literary text and the canals of «cultural» circulation in the context of mass culture and new media.

Integración y resistencia a la asimilación del texto literario en los mensajes hipercodificados. Kipling en la publicidad y el álbum ilustrado