Abstract
Resumen: La comunicación masiva ha sido y es un objeto privilegiadode la semiótica. A partir del testimonio de seis semiólogos españoles eneste artículo se reconstruye la recepción y aclimatación de esa línea deestudios en España. Sus evocaciones parten de la llegada de la disciplinaa mediados de los años ‘60, continúan con su período de moda intelectual(años ‘70) y con su inserción en las facultades de comunicación (años‘80), y concluyen en la situación actual, señalada por la falta de relevogeneracional, el avance de paradigmas empírico-positivistas y las dudassobre su continuidad académica. Abstract: Mass communication is a prominent field of study for semiotics.In this article the Spanish reception and institutionalization of this branchof semiotics is reconstructed. The data collected from the interviews withsix distinguished Spanish semioticians allow following the process sinceits introduction in the mid Sixties to a formative phase in the Seventies,followed by its institutionalisation in the Eighties. These conversationalnarratives end at the current situation, where the difficulties for generationalrenewal and the ascendancy of empiricist methodologies and positivistparadigms raise serious doubts about the future of the sub-discipline.
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