Discours, Isotopy, and Neo-Narcisism: Contribution to a Semiotics of the Body

Abstract

In this investigation two main subjects are approached. On one part, the discourse related to the body and the most important isotopies which constitute it, as they are expressed in some advertisements. It’s about thrying to see which semiotic and aesthetic strategies facilitate the cosntruction of the contemporary imaginaries of the body cult. In the same way, the concept of stoicism in aesthetic practices that imply the presence of pain, and the concept of hedonism in the search of pleasure are associated as two constitutive, contemporary forms of what we will call neo-narcisism. On the other part, we propose general guidelines of what will constitute the Soemiotics of the body; see as a chapter in the sciences of significations.