Orignially a lecture given at the University of Florence, this essay deals with semiotics, or a study of language and symbols. Eco argues that controlling the message is less important than controlling the possible interpretations of the message. To disrupt the mainstream mass media, Eco suggests using guerilla tactics, such as cultural jamming, against mass media.

Information is no longer an instrument for producing economic merchandise, but has itself become the cheif merchandise. Communication has been transformed into heavy industry.