Abstract

MARRONE, Gianfranco. Brand on the run: a semiotic look at Slow Food. Tóp. Sem [online]. 2011, n.26, pp.59-92. ISSN 2594-0619.

In this article, a semiotic definition of slowness is constructed -concept and value, lexeme and object, social praxis with different forms of textual enactments- based on an individual research project in which the theme of gastronomy comes into play, on one hand, that of the body and of nature, and on the other hand, that of brand communication and political discourse. From this, the recurrence to the phenomenon of Slow Food, key topic, since it interprets all these dimensions of sense and culture, which frequently the theory of meaning insists on dealing with separately, therefore excluding the possibility of explaining said phenomenon reciprocally, and therefore of understanding it. Through a detailed analysis of two key texts of this world-wide movement -the manifest of its creation and the logo- are made to stand a test of slowness in the various levels of the generative path of sense, and not only within a broader semantic category that opposes it to speed.