Metody walki semiotycznej w społeczeństwie informacyjnym

Purpose/thesis: The author begins with a post-Marxist thesis which assumes that the mass information generated by corporations and media is an instrument of control and oppression. He argues, 31 Metody walki semiotycznej... | Methods of Semiotic Struggle... however, that at least some of its recipients (consumers) are capable of autonomous, critical, reflective interpretation of imposed messages. Approach/methods: The paper refers to the post-Marxist theory of mass communication and its critique by the Birmingham School and poststructuralist thinkers. The author illustrates these concepts with observed examples or cases obtained from desk research. Results and conclusions: The author assumes that big business, compared to consumers, manages much greater resources of information and access to the media, colonizing thus processes of mass communication. However, the thesis that consumers are manipulated, passively absorbing messages generated by information hegemons along with imposed interpretations, is questioned. Consumers’ active and critical attitude manifests itself in a semiotic fight. The paper presents the methods of this fight, examines the notions of subversion and culture jamming and discusses the impact of the development of communication technologies, in particular the Internet, on mass communication and forms of semiotic resistance. Originality/value: The paper presents new forms and trends in the development of semiotic struggle in the Web 2.0 era. The author expresses the belief that subversive activities are becoming more common, and at the same time as is the case with Internet memes – often are of more entertaining than ideological nature.