"in the interrelation of the various communications media, one medium can be employed to communicate a series of opinions on another medium." (U. Eco, Towards a Semiological Guerilla Warfare)
"So for the strategic solution it will be necessary, tomorrow, to employ a guerrilla solution. What must be occupied, in every part of the world, is the first chair in front of every TV set (and naturally, the chair of the group leader in front of every movie screen, every transistor, every page of newspaper). If you want a less paradoxical formulation, I will put it like this: The battle for the survival of man as a responsible being in the Communications Era is not to be won where the communication originates, but where it arrives." (U. Eco, Towards a Semiological Guerilla Warfare)
- Eco, Umberto (1997) “Towards a Semiological Guerrilla Warfare,” Travels in Hyperreality. Trans. William Weaver. New York: Picador.
- Umberto Eco, Partyzantka semiologiczna, przeł. J. Ugniewska, w: U. Eco, Semiologia życia codziennego, przeł. J. Ugniewska, P. Salwa, Warszawa 1996.