academic public he had won through his scholarship with witty, humorous parodies and
satirical essays; the book became a bestseller and a classic overnight.
Fascinated by the problem of devising a critical theory capable of analysing both
manifestations of high culture and those of mass or popular culture, Eco turned his
attention to popular culture in the 1960s and 1970s, producing a number of seminal
works in what he calls his ‘pre-semiotic’ stage. In 1964, in Apocalittici e integrati:
comunicazioni di massa e teorie delta cultura di massa (partially translated as
Apocalypse Postponed), Eco provided a brilliant discussion of the ways in which
intellectuals approach popular culture. A number of essays in journals or anthologies—
eventually published in 1976 as Il superuomo di massa: retorica e ideologia nel romanzo
popolare (partially translated as The Role of the Reader)—confirmed Eco’s original
theoretical approach to popular culture. The book included Eco’s single most famous
essay, ‘Narrative Structures in Fleming’, a study of Ian Fleming’s character James Bond,
which would lead Eco toward the adoption of semiotics as a master discipline
encompassing all forms of human culture. The 1976 publication of a major semiotic
treatise, Trattato di semiologia generate (A Theory of Semiotics), established Eco as
Italy’s foremost semiotician, a rival to Roland Barthes in popularity and originality.
Eco’s fiction combines all his intellectual interests—popular culture, medievalism, the
detective novel, literary and semiotic theory—and may be said to embody the most
innovative aspects of literary postmodernism. His first novel in 1980, Il nome delta rosa
(The Name of the Rose) earned numerous Italian and foreign literary prizes and sold tens
of millions of copies all over the world. No single Italian book in the twentieth century
has enjoyed such commercial or critical acclaim. Eco provided every possible audience
with something of interest: for the mass market reader, he offered a ‘whodunit’ complete
with a Sherlock Holmes surrogate, a monk named William of Baskerville, who attempts
to solve a series of murders in an abbey; for the intellectual or academic audience, the
book was filled with history, arcane information and medieval philosophy that was thinly
disguised contemporary semiotic theory. Eco’s own assessment of his novel in Postille al
‘Nome delta rosa’ (Postscript to ‘The Name of the Rose’) in 1983 was subsequently
hailed by critics as one of the most intelligent and persuasive definitions of the term
‘postmodern’.
Eco’s two subsequent works of fiction continued his postmodernist, pastiche style,
combining the most erudite forms of literary theory and arcane lore about the past with
other generic traits of the thriller, the adventure story and the mystery novel. In 1988, Il
pendolo di Foucault (Foucault’s Pendulum) detailed the adventures of a group of friends
working for Milanese publishers who stumble upon (and help to create) a plot to take
over the world. In the process, Eco pokes fun at deconstructionism and cranks who view
the world through paranoid eyes. L’isola del giorno prima (The Island of the Day Before)
(1994) represents a cross between Robinson Crusoe, Treasure Island and the
swashbuckling historical romances of Alexandre Dumas: it proposes a fascinating and
original parallel between only apparently bizarre ideas typical of Baroque culture in the
seventeenth century and similar concepts accepted today as exemplary notions of
postmodern thought.
Eco’s witty and learned ruminations on the nature of fiction are found in what may be
his most charming work of literary theory, originally presented as the prestigious Norton
Encyclopedia of contemporary italian culture 264