Digital photographs, the challenge of astroturfing, and the semioethics of open iconicity

Abstract A practical topic of debate regarding the commonalities and differences between “the iconic” as a semiotic category and “cultural icons” is the manipulation of digital (moving) images, either by their author(s) or by some users. Such manipulations have become popular as part of the phenomenon known as “astroturfing.” Should this manipulation of digital content be understood as compatible with the ethos of Eco’s theory of the “open work”? The iconic dimension of any image (even when modified) may remain open to “new echoes” the more an image, photograph or artifact is being “duly appreciated” (Eco). By discussing some examples of images used for astroturfing and as commercial advertisements, I argue that there is, however, the risk that iconicity of such a work may be subordinated to indexicality, according to the intention of the one modifying it to influence public opinion.