Dr. Néstor García Canclini


Cultural changes in Latin America: from media to network, from parties to social movements.


A Professor of the Autonomous Metropolitan University in Mexico and Emeritus Researcher of the National System of Researchers. He has been a visiting professor at the universities of Austin, Duke, New York, Stanford, Barcelona, Buenos Aires and Sao Paulo. He received the Guggenheim scholarship and several international awards, including the Book Award of the Latin American Studies Association for Hybrid Cultures: Strategies for Entering and Leaving Modernity. His main books have been translated into English, French, Italian, Portuguese and Korean. In 2014 he won the National Science and Arts Award in Mexico. He is currently studying the relationships between anthropology and aesthetics, creative strategies and cultural networks of young people. His most recent book is a fiction, Pistas falsas (Sexto Piso).

Dr. Román Esqueda Atayde


The Brand as an extension of the mind. Brand semiosis as complex interactive systems.


Román is the director of Neural Research, a qualitative marketing research company based in Mexico City. He has a 34 year experience applying semiotics, rhetoric, cognitive sciences and neuroscience to help brands to develop marketing strategies. He holds a full time position as professor and Researcher at Universidad Autónoma Metropolitana, Cuajimalpa and has combined his professional activities with his academic work.

His path started when he was awarded a Fulbright Scholarship to study doctoral level courses and develop his research project on marketing semiotics at Indiana university, Bloomington. He worked under Tom and Jean Sebeok at the research Center for Language and Semiotic Studies.

His professional career has taken him to work for Mexican and international companies. Among them: Alsea, Bancomer, Banco Azteca, Campbell´s Soup, Comex, Comextra, Conagra, Estee Lauder, Expansión, Firmenich, Heineken, MasterCard, Peñafiel, Purina, Scotiabank, Bimbo, Colgate, Kellogg, Jumex, Herdez, Kentucky, Liverpool, Merck, Mondelez, Nestle, SCA, Sigma, Pepsico, Posadas de México, and many others. His main interest is in developing scientific tools to help brands achieve their goals.
His company Neural Research has developed many projects in the LATAM region.

Dr. José Manuel Valenzuela


Panorama of continual re-construction of Mexican identity inside and outside of national borders; Mexicans in the U.S, the idea of Mexico in Latin America: how Mexicans represent themselves and are represented abroad.


His pioneering work has shed the light on the sociocultural processes that define the Mexican-U.S. border and youth movements in Latin America and the United States. He is regarded as a preeminent scholar in both of these areas of study and has garnered wide esteem in Mexico and Latin America for his work in the cultural studies field. His contributions include germinal work in the study of strategic cultural processes, notably focusing on new social identities and sociocultural practices tied to drug trafficking. His research has also addressed themes related to culture and national identity, urban sociology and popular culture. He has been a research professor in the Department of Cultural Studies of the College of the Northern Border at Tijuana, Mexico, since 1988.

Dr. Jesús Elizondo y Nora Morales

Training session

Working in the field of applied semiotics we are often challenged to communicate ideas visually.
Not only to Clients but other team members that we work with e.g. creatives. Sometimes we have to communicate semiotic concepts or brand concepts to visual thinkers like designers. Sometimes we have to communicate complex and layered concepts and we don’t have the confidence in our visual skills to bring them to life, in visual formats.
We are happy to offer you a Visual-Semiotics workshop that integrates design thinking and semiotic rigour.
The main objective of the workshop is to develop the ability to make creative and insightful visual notes in order to discover the potential of multi-modal semiotic resources to represent and communicate ideas.
During this workshop, attendees will:
a. Learn what a visual note is
b. Analyse social and cultural life in Zocalo – the main square of the city
c. Know how visual notes relate to semiotic theory, including Peirce’s objects of representation
d. Create your own visual notes based on observation of social and cultural life in Zocalo
e. Explore how this visual note can be used for meaning and information retrieval at a later date
All attendees will develop skills to create visual notes, understand the semiotic nature of different visual notes techniques and how this method can enrich your practice.
You don’t have to be a graphic designer or a visual artist to attend this workshop – it is for everyone!

Nora Morales


Nora is a researcher at the Department of Design Theory and Processes of the UAM Cuajimalpa, Mexico, where she teaches courses in the Bachelor and Master of Information and Communication Design [MADIC]. She is member of the Image, Technology, Culture and Art Research Group, of the Division in Communication and Design Sciences and collaborates in the Laboratory of Socio-territorial Analysis [LAST] of Social Sciences and Humanities of the UAM Cuajimalpa. Her research focuses on the visualization of spatio-temporal data, visual narratives and participatory design methods for knowledge management and innovation. Nora has an extensive experience in innovation and design consultancy for the private and the public sector in Mexico and abroad.