Eliseo Roberto Colón Zayas (Puerto Rico, 1956) is a Puerto Rican communication, semiotician, cultural theorist and mass media researcher who specializes in Latin American Mass Media Studies, Semiotics, Cultural Studies, Mass Media Culture, Discourse Analysis, Aesthetics and Advertising Discourse and has written extensively on melodrama and mass media narratives in Latin America, virtual interface mediated narratives, neoliberalism and mass media narratives, advertising discourse and on Puerto Rican mass media topics. He is a Professor at the University of Puerto Rico’s School of Communication, which he chaired from1999 through 2013.