VALUE FOR ONE SEMIOTICS OF PRACTICES

Abstract

Although the value as a lexical coverage that hides very heterogeneous conceptual elaborations may be legitimately analyzed, the article seeks to find a common ground and characterization axes. Beyond the fundamental Saussurian development, the value appears to have a unique thematization in economics and ethics; however, it is nowadays the focus of brand strategies. Besides, intangibles have built a true identity mark that seems to submit economy to the values developed in communicative exchanges. Finally, "experiential" marketing environment seems to prompt to leave conversions between discursive values and perceptual values. This social effervescence can lead semiotics to reveal theoretical reflection on the value in seeking a new explanatory and critical potential of its models. The exploration conducted in this paper seeks to fill some theoretical gaps that separate phenomenological, linguistic and sociological thematizations of the value; in particular, our main goals are a new typology of valuations and a clarification of the constituent aspects of the value put in tension by the dialectic between narrative programs and actants’ figurative reserves.