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Coppelia Ya\u00f1ez <\/strong><\/p>\n Specialist in cultural semiotics applied to communication, brands and advertising; her academic trajectory combines business, communications, creative design, complexity and cultural studies. She has worked in consumer research since 2004, and for the last 9 years she has worked independently using applied semiotics for trendhunting and strategic consultancies. She is also a professor of Brand Semiotics for the Integral Marketing Masters program in Universidad An\u00e1huac.<\/p>\n \u00a0<\/strong><\/p>\n Samantha Herrer\u00edas<\/strong><\/p>\n Brand Strategist and Cultural Analyst. She holds a BA in History and a MA in Semiotics. Having as main interest the relation between cultural memory and media. She has more than 7 years of working experience as a Trendhunter, Brand Strategist and Qualitative Marketing Researcher. She also has experience applying semiotics, to help brands to develop marketing strategies; mainly oriented to clients looking forward to innovate at the communication and\/or product level.<\/p>\n \u00a0<\/strong><\/p>\n Topic:<\/strong> Shifting Meanings From The Street To The Screens: What Brands Need To Learn About Social Movements<\/p>\n \u00a0<\/strong><\/p>\n During the last decade, many countries have seen a rise in social movements, people who eagerly go out to the streets, spread the word and keep themselves actively engaged. This engagement is a dream come true for most marketeers, who ask themselves \u201cHow can we create that sort of action? How can we use that energy in our favor?\u201d Coppelia Ya\u00f1ez Specialist in cultural semiotics applied to communication, brands and advertising; her academic trajectory combines business, communications, creative design, complexity and cultural studies. She has worked in…<\/p>\n","protected":false},"author":86,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-7615","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/www.semiofest.com\/2020\/wp-json\/wp\/v2\/pages\/7615","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.semiofest.com\/2020\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.semiofest.com\/2020\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.semiofest.com\/2020\/wp-json\/wp\/v2\/users\/86"}],"replies":[{"embeddable":true,"href":"https:\/\/www.semiofest.com\/2020\/wp-json\/wp\/v2\/comments?post=7615"}],"version-history":[{"count":2,"href":"https:\/\/www.semiofest.com\/2020\/wp-json\/wp\/v2\/pages\/7615\/revisions"}],"predecessor-version":[{"id":7649,"href":"https:\/\/www.semiofest.com\/2020\/wp-json\/wp\/v2\/pages\/7615\/revisions\/7649"}],"wp:attachment":[{"href":"https:\/\/www.semiofest.com\/2020\/wp-json\/wp\/v2\/media?parent=7615"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
\nSocial movements represent a narrative. When it gets transferred to another sphere of social life \u2014such as ads, or memes posted on social media by a brand\u2014 there is a process of resemiotization, but also one that needs special abilities for listening to socially created narratives, pertinence and a careful understanding of tone and timing. We put the focus on how these meaning making shifts can be executed \u2014not only to prevent damage, but to create true relevance.<\/p>\n","protected":false},"excerpt":{"rendered":"