Umberto Eco is an Italian medievalist, semiotician, philosopher and novelist, best known for his novel The Name of the Rose (Il nome della rosa) and his many essays.Eco was born in the city of Alessandria in the region of Piedmont. His father, Giulio, was an accountant before the government called upon him to serve in three wars. During World War II, Umberto and his mother, Giovanna, moved to a small village in the Piedmontese mountainside.His family name is supposedly an acronym of ex coelis oblatus (lat: a gift from the heavens), which was given to his grandfather (a foundling) by a city official.His father was the son of a family with thirteen children, and urged him to become a lawyer, but he entered the University of Turin in order to take up medieval philosophy and literature, writing his thesis on Thomas Aquinas and earning his BA of philosophy in 1954. During this time, Eco left the Roman Catholic Church after a crisis of faith.After this, Eco worked as a cultural editor for the state broadcasting station Radiotelevisione Italiana (RAI) and also lectured at the University of Turin (1956–64). A group of avant-garde artists—painters, musicians, writers—whom he had befriended at RAI became an important and influential component in Eco's future writing career. This was especially true after the publication of his first book in 1956, Il problema estetico di San Tommaso, which was an extension of his doctoral thesis. This also marked the beginning of his lecturing career at his alma mater.In September 1962 he married Renate Ramge, a German art teacher.
The ideology of this America wants to establish reassurance through Imitation. But profit defeats ideology, because the consumers want to be thrilled not only by the guarantee of the Good but also by the shudder of the Bad.