Editing Umberto Eco (section)

=== Visual communication and semiological guerrilla warfare (1965–1975) ===
From 1965 to 1969, he was Professor of Visual Communications at the [[University of Florence]], where he gave the influential<ref>{{cite book|last=Strangelove|first=Michael|title=The Empire of Mind: Digital Piracy and the Anti-Capitalist Movement|date=2005|publisher=University of Toronto Press|isbn=978-0-8020-3818-0|pages=104–105}}</ref> lecture "Towards a Semiological Guerrilla Warfare", which coined the influential term "semiological guerrilla", and influenced the theorization of guerrilla tactics against mainstream [[mass media culture]], such as [[guerrilla television]] and [[culture jamming]].<ref>{{cite book |last=Fiske |first=  John |author-link= John Fiske (media scholar)|date= 1989 |title=Understanding Popular Culture |publisher=Routledege, London |page=19}}</ref> Among the expressions used in the essay are "communications guerrilla warfare" and "cultural guerrilla".<ref name="Eco67Guerrilla">{{Cite book |title=Faith in Fakes: Travels in Hyperreality |last=Eco |first=Umberto |date=1995-01-01 |publisher=[[Vintage Books]] |isbn=9780749396282 |edition=Reprint |location=London |pages=143–144 |url=https://archive.org/details/faithinfakestrav0000ecou |ol=22104362M |access-date=2024-03-06 |translator-last=Weaver |translator-first=William |translator-link=William Weaver}}</ref><ref name="Bondanella05">Bondanella (2005) pp. 53, 88–9.</ref> The essay was later included in Eco's book ''[[Faith in Fakes]]''.

Eco's approach to semiotics is often referred to as "interpretative semiotics". In his first book-length elaboration, his theory appears in ''La struttura assente'' (1968; literally: ''The Absent Structure'').

In 1969 he left to become Professor of Semiotics at [[Polytechnic University of Milan|Milan Polytechnic]], spending his first year as a visiting professor at [[New York University]].<ref name=":0" /> In 1971 he took up a position as associate professor at the [[University of Bologna]] and spent 1972 as a visiting professor at [[Northwestern University]]. Following the publication of ''A Theory of Semiotics'' in 1975'','' he was promoted to Professor of Semiotics at the [[University of Bologna]].<ref name=":0" /><ref>{{Cite web|title=The University of Bologna mourns the death of Umberto Eco – University of Bologna|url=https://www.unibo.it/en/university/the-university-of-bologna-mourns-the-death-of-umberto-eco|access-date=18 August 2020|website=www.unibo.it|language=en|archive-date=16 April 2021|archive-url=https://web.archive.org/web/20210416012420/https://www.unibo.it/en/university/the-university-of-bologna-mourns-the-death-of-umberto-eco|url-status=live}}</ref> That same year, Eco stepped down from his position as senior non-fiction editor at Bompiani.