Abstract
In this communication we discuss two issues: 1) the (public) awareness of the centrality of meaning in contemporaneous society; 2) the fact that this awareness looks for a specific know-how we call the semiotic expertise - a know-how which is of central relevancy for a global meaning economy and market. The topics of this communication are: 1) Some general remarks on the centrality of meaning in the to-days communication society and knowledge economy. 2) A first concrete example from cross-cultural communication (advertising). 3) A second concrete example (for topic 2) from the field of digital media and digital (audiovisual) archives
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