Frontmatter -- Foreword -- Contents -- Umberto Eco, la gaia scienza -- Reality Check. The Mass Mediatisation of Perception -- From Mirrors to Deixis - Subjectivity, Biplanarity, and the Sign -- Eco's Definition of Semiotics as the Discipline of Lying -- Encyclopaedia, Cultural Reflection and Aesthetic Code Changing -- Culture and Invention - Umberto Eco and the Aesthetics of Luigi Pareyson -- On the Limits of Semiotics, or the Thresholds of/in Knowing -- Looking at Culture Through Ideological Discourse -- Eco's Face Drawing and the Continuum of Emoticon Articulation -- Semiotics Between Lie and Truth -- Umberto Eco, Semiotics and Philosophy of Language -- Paths - On the Formation of the Subject in a Theory of Semiotics -- Umberto Eco and Metaphor -- Umberto Eco: Structuralist and Poststructuralist at Once -- Eco and the Google Search Innovations -- Textual Ideological Structures and Reader Competence in the Interpretative Semiotics of Umberto Eco -- Exploring the Textual Woods: Umberto Eco's Growing Concept of Text -- The Sememe as a Virtual Text -- Spectator in Fabula: A Model of the Interpretative Cooperation in Visual Texts -- A Novel Form - Tempting Truths and Possible Worlds in The Name Of The Rose -- "Whereof One Cannot Theorize, Thereof One Must Narrate" -- Semiotics, Semiology, Sematology -- Conceptual Metaphors for Eco's Encyclopedic 'Epistemological Metaphors' -- Code Semiotics, Interpretation Semiotics and Philosophy of Language in Umberto Eco -- Colour as Cultural Unit. Challenges and Developments -- Umberto Eco and Semiotic Creativity -- Fundamentalism, Anomie, Conspiracy: Umberto Eco's Semiotics Against Interpretive Irrationality -- Narrating Theory -- Fiction and Reality in Eco's Words -- On Negative Realism -- Umberto Eco and Juri M. Lotman on Communication and Cognition -- Being and the Limits of Interpretation: The Role of Realism in Umberto Eco's Interpretative System -- Semiotics and 'Being' - On Umberto Eco's Negative Realism -- Umberto Eco's "Negative Realism" and its Glossematic Foundations -- Umberto Eco - Aesthetics, Semiotics, Semiotics of the Arts -- Translating Equivalent Effect: Or Re-Creating the Intentio Operis -- The Mysterious Flame of Umberto Eco -- The Outsourcing of Memory -- The Semiotic Library -- References -- Index