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. He is a professor at the University of Puerto Rico's School of Communication, which he chaired from 1999 through 2013.