Urban storytelling ed estetiche del quotidiano. Gli hashtag come parole chiave del sentire comune.

In recent years the centrality of a common sense emerged with increasing strenght in the social media scenario: sharing experiences, practices and rituals, is fostered by competition among the manifold networks that enliven a communications ecosystem more and more based on everyday life storytelling. The aim of this article is to conribute to a sociosemiotic recognition on some particularly diffuse aspects of the aestheticization of urban life, those sensible experience deep transformations that characterize the forms of contemporary living, those changes in the common sentiment fostered by pervasive logics of mediatic overexposure. In particular the article, at the intersection of three axes – media semiotics, urban semiotics and semiotic observation of everyday practices -, concentrates on the spreading of hashtags, apparently obvious and “transparent” signs, that actually entail consequences on borders that separate everyday life and the conversations about it