The purpose of this work is to highlight a critical view on communication field and mass consumption, at the crossroad of a double path bridging academic research and professional practice of the author. The semiotics approach, enriched with the light of disciplines like communication sciences, strategy, interaction, anthropology, enables to draft a theory of strategy in the communication field. By considering the latter as a strategic space of actualization of stakes for the actants, ruled by confrontation and rivalry, we bring ourselves the opportunity to consider this field and the phenomenon that are structuring it at its right level. This multiple approach unified by the conceptual and methodological background of semiotics brings out a global vision of this field by essentially leaning on three levels of semiotic relevance, that are revealing coherency and transversality of signification phenomenon observed : discursive forms, strategic forms et interaction forms. The proposed vision, through the general frame and diverse works presented, is highlighting malfunctionings of “mechanical” mass communication model based on control and programmation and is defining the basis and conditions of an emerging new communication model. This new model is making communication switching from a pure system of discursive simulacrum to a true system of interaction where the combination of cognitive and sensitive rationality enables co-construction of meaning by enunciate in communicational systems of a new kind. Finally this work putting to the test and questioning what semiotic praxis is bringing to the building of a relevant and operative communciation field. We show there that semiotics not only is a tool of analysis but a method supporting signifying and strategic forms generation. Then through permanent back and forth between particular and general semiotic approach is making possible the integration of circulating semiotic forms in broader schemes that are revealing the architecture of main signification phenomenon structuring this field.
For a semiotic approach of the strategic field of communication