Trump, Vance, Musk: vivere in una serie distopica tra immaginari del potere e nuove guerriglie semiotiche = Trump, Vance, Musk: living in a dystopian deries between power imaginaries and new semiotic guerilla

Abstract

This paper analyzes the crisis of globalization through the lens of the conflict between imaginaries, highlighting how deglobalization is not merely the result of economic trends or geopolitical strategies, but primarily the outcome of a semiotic competition shaping politics, technology, and culture. Starting from the collapse of the globalist utopia, the paper explores polarization and schismogenesis as mediological processes, the transition from ideologies to homologies, and the role of digital platforms in constructing new neo-feudal paradigms. Particular attention is devoted to the Trumpian imaginary, the ideological metamorphosis of Silicon Valley, and the semiotic guerrilla practices that fuel postcolonial counter-narratives and participatory cultures. Through the analysis of phenomena such as deepfakes, memes, and media seriality, the study reveals the redefinition of the global order as the outcome of a war between imaginaries, where retrotopias, eternalism, and technological dystopias replace the myth of a progressive utopia. Finally, the paper reflects on the shift from storytelling to storyliving as a pedagogy prompting how to live in a dystopian or retrotopian world of the post-global era.