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La cultura negoziale
Author/s: Aurelia Marcarino 
Year:  2004 Issue: 35-36 Language: Italian 
Pages:  16 FullText PDF:  61 KB

The subject of this essay is the study on negotiation as a cultural practice and a model of social interaction, characterized by objectives and relationships that make it different from other types of communication. Contractual-type social relationships are typical in our society; therefore ours is an age of negotiation. People negotiate when something must be shared, or when a result must be achieved or a conflict that neither part could solve alone, must be solved. Therefore the negotiation practice is a daily action, and is different from other practices because it is founded on the perception of incompatibility and on the development of strategies and tactics focused on the achievement of a mutually acceptable agreement. Negotiation has an intrinsically polemic-conflictual nature: generally when people get in touch, a sort of fight occurs in order to assert their positions, ideas and beliefs, if not to even persuade the other to change opinion. Pragmatics and sociosemiotics try decomposing the negotiation process, and identifying the signs, the moves and the tactics of the strategical interaction.

Aurelia Marcarino, in "SOCIOLOGIA DELLA COMUNICAZIONE " 35-36/2004, pp. , DOI:


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