Television Semiotic: Diegetic and Imaginary Universe in Tucuman 10 Channel Advertising

Abstract

This work is situated in the Semiotics, Cultural Studies and Sociology of Knowledge field. In particular, it is focused on analyzing how Tucumán 10 Channel television texts behave in the context of the occidental societies settled by capitalist imaginary order. Like any theoretical construction, the research methodology is presented in a process of argumentation, reflection and critical justification. Thus, the object of study - the publicity in 10 Tucuman Channel television- will be approached from three conceptual nuclei. In the first place, it is proposed to define television content and the advertising message in terms of texts that are part of the television megatext (Buonanno, 1999; Fabbri, 2004). Secondly, the work defines that the television texts configure a diegetic universe where the character, space and temporality operate in a specific way (Gardies, 2014). Then, from the categories of Sociology of Knowledge (Pintos, 1995; Luhmann, 1998, 2007), it is postulated the television diégesis is traversed in a central way by the publicity text and that, therefore, our televisions are located in the capitalist imaginary order of the western societies (Castoriadis, 2007, Caro Almela, 1993). Finally, this work reconstructs the categories of analysis developed to critically address the particularities of the advertisements that currently function as omnipresent gears in the Tucumán megatext television channel.