Concept
Eliseo Roberto Colón Zayas (Puerto Rico, 1956) is a Puerto Rican communication, semiotician, cultural theorist and mass media researcher who specializes in Latin American Mass Media Studies, Semiotics, Cultural Studies, Mass Media Culture, Discourse Analysis, Aesthetics and Advertising Discourse. Among Zayas’ major works are Matrices culturales del neoliberalismo: Una odisea barroca. [Cultural Matrixes of Neoliberalism: A Barroque Odyssey] Salamanca: Editorial Comunicación Social, 2013; Medios Mixtos: Ensayos de Comunicación y Cultura, [Mix Media: Essays in Culture and Communication] Río Piedras: Editorial Plaza Mayor, 2003; Publicidad y Hegemonía, Matrices Discursivas. [Advertising and Hegemony, Discursive Matrices] Buenos Aires: Editorial Norma, July, 2001 (Reprint: November 2001 and May 2003); and, Publicidad, Modernidad, Hegemonía [Advertising, Modernity, Hegemony] Río Piedras: Editorial de la Universidad de Puerto Rico, 1996. He published in 2000 a science fiction novel: Archivo Catalina, Memorias Online. [Catalina Files, Online Memories] Río Piedras: Editorial Plaza Mayor, 2000. He was inducted as an Honorary Member of the Federación Latinoamericana de Facultades de Comunicación (FELAFACS - Latin American Federation of Communication Colleges) in 2003. . In 1988 Eliseo Colón Zayas taught as a Fulbright Lecturer/Research Scholar at the Pontificia Universidade Católica de São Paulo Graduate Department in Communication and Semiotics, São Paulo, Brazil, returning in 1991 as Guest Lecturer. In 2012 and 2013, he was Visiting Scholar as Erasmus Mundus en étude du spectacle vivant in Spain's University of A Coruña and University of Seville. He has been guest lecturer at Spain's University of Málaga in 2014-2009 and 2005; University of Seville in 2008 and 2007; Universidad Autónoma de Barcelona- Journalism Department, College of Communication Sciences in 1997. In Latin America he taught in 2001 at University of La Plata, Argentina, College of Communication and Journalism; in 2000, at the Instituto de Estudios Superiores de Occidente, ITESO, Guadalajara, Mexico.