I regimi di visibilità sui media. Riflessioni sociosemiotiche sui meccanismi della viralità

The article focuses on the phenomenon of television programmes that go viral, using it as an example of a wider theory: people choose to spread those media contents which permit them to watch and share something different from the clichés that are usually proposed by the cultural industry. At the same time, they spread the contets which allow them to see what happens when some elements of the imaginary “come to life” in our real world, especially when this occurs in some products belonging to the factual genre. In the background, there is an attempt to frame the mechanisms of viral communication into the research paradigm of Sociosemiotics.