Estetiche della protesta e semiotica dello spazio.

In the last years an increasing number of social guerrilla campaigns, planned by the most renowned international activist organizations (GreenPeace, WWF, Amnesty International), have been finally set up even in the city of Rome. Comparing to the communicative strategies adopted by the same enunciative subjects in other cities, Rome is an interesting case study in a social semiotic perspective, and the main reason is unconventional protests exclusively concentrate in the historical center area, especially in corrispondence to the usual tourists itineraries. Due to the growing number of organizations involved in the no-profit scenario and to the need to ceaselessly renovate the strenght of social advertising discourses, we're facing a progressive“aestheticization” of the protest that let emerge some questions about the semiotic strategies behind the campaigns. Our hypothesis is that the effectiveness of the most creative social advertising campaigns, in particular for what concerns the tactic of ambient marketing (the use of preexisting locations), doesn't deal with the spectacularization of social guerrilla performances but rather regards the activists ability to stimulate the enunciatee to ponder on the desemanticization of everyday life common practices. In this perspective, the peculiarity of an unconventional protest doesn't merely consists in the assimilation of a text (the campaign) in a pre-existent space, but first of all in the ability of activists to identify, manage and renegotiate the stratified processes of spatial semiotics through which the morphology of roman touristic spot locations intersects with uses, practices and aims of the different subjectivities who animate them.