آليات قراءة الصورة الإشهارية في مواقع شبكات التواصل الاجتماعية : المقاربة السيميولوجية لقراءة صور موبيليس الإشهارية في الفيسبوك و أثرها على المستهلكين الثقافيين

الملخص EN

The virtual world is witnessing changes on the level of socio-cultural,economic,educational practices, where the image that carry different meanings became a rudder of human communication process, which leads to a human society is living the era of global uniformity of views.

Publicity associated on curtural,religious,and symbolic backgrounds, this final affect the social imagination of cultural consumers who resist the soft hegemony of the image advertising spots.

Speaking of the dialectic of authority of publicity and the authority of cultural consumer, we deduce the existence of scientific and academic need to study this relationship, based on the scientific methods to analysis of image advertising spots in the digital world .

Based on what we said, we raised the following problematic: what are the mechanisms for reading the image advertising spots in the social networking sites ?