Tõejärgne diskursus ja semiootika
Post-truth discourse and semiotics

Summary/Abstract: The article adopts a semiotic viewpoint in order to characterize the specificities of post-truth meaning making. The goal is not so much to argue for or against the label “post-truth” or to give a definitive value judgment on the phenomenon. The main objective is to sketch a preliminary framework of semiotic tools to better analyze and understand the significational mechanisms of post-truth discourse. The article focuses on how such a semiosis is constructed, which tools are used to attract attention in a contemporary context of information overflow, and which kinds of significational practices contribute to texts becoming viral.

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