La testologia semiotica di J.S. Petőfi: dalla multimedialità alla multimodalità

Focusing on broad-spectrum communicative realizations like digital texts, which combines linguistic and extra-linguistic communication, we notice that in order to proceed with a textual analysis, it becomes essential to develop a theoretical sensitivity to the range of heterogeneous manifestations they present. All the layers and all the interconnections necessary to describe them are offered by J.S. Petőfi theoretical framework. In this contribution we offer an example of how his interpretative models, as explained in his essay La testologia semiotica e la comunicazione multimediale (1996), can be effectively applied to the analysis of some emblematic cases of NGO political online communication. In fact, Petőfi at the end of the twentieth century already understood that the spread of digital communication would bring out the need for a hybrid approach to text analysis: an approach that is remarkably close to the nature itself of digital hypertexts.