93787 - STORYTELLING MULTIMEDIALE

Academic Year 2022/2023

  • Teaching Mode: Traditional lectures
  • Campus: Bologna
  • Corso: Second cycle degree programme (LM) in Media, Public and Corporate Communication (cod. 5703)

Learning outcomes

The workshop intends to present the tools for the production of effective content for different media contexts, with particular attention to digital environments. At the end of the workshop the student knows how to use the main storytelling techniques; will be able to evaluate how the specific affordances of digital platforms affect the possibility of using narrative styles and practices; will be able to plan communication strategies based on a multimedia or transmedia approach to storytelling; is familiar with case histories relating to storytelling campaigns and initiatives for businesses, institutions and the third sector.

Course contents

The course is structured as a workshop and represents an opportunity for practical and reflective learning of some of the skills required in the various areas of multimedia communication and digital marketing. Specifically, it explores experiences and practices of multimedia storytelling with reference to three macro-areas:

- business and corporate communication
- public and social communication campaigns
- promotion and enhancement of cultural heritage and institutions

Through the presentation and collective discussion of case studies, selected from the national and international context, we will explore the main forms of contemporary digital storytelling (i.e. social media storytelling, visual storytelling, videogame storytelling).

Participants will work in groups, to encourage interaction and involvement and allow students to acquire and strengthen transversal soft skills (team working).

Students will be required to develop and implement an original multimedia storytelling project in all its stages: design, strategy definition, implementation, distribution, and promotion from a cross-media perspective.

The formats and products created will be published on the official digital platforms of the master’s program.

Readings/Bibliography

Suggested readings:

Bonacini, E. (2020) I musei e le forme dello storytelling digitale, Aracne editrice, RM

Cannavacciuolo, A. (2020), Manuale di copywriting e scrittura per i social, Hoepli, Milano

Falcinelli, V. (2018) Testi che parlano, Franco Cesati Editore, Firenze

Fontana, A. (2020) Storytelling d’impresa, Hoepli, Milano

Salmon, C. (2008) Storytelling. La fabbrica delle stories, Fazi editore, Roma

Further readings and materials will be suggested during the course.

Teaching methods

The workshop is structured in ten meetings of 2 hours each. Participants are required to attend at least 70% of the meetings.

The meetings will include:

• frontal lessons

• case analysis and discussion

• practise

• development and implementation of project work with the support of the equipment of the VisualLab Multimedia Laboratory of the Department of Political and Social Sciences.

Assessment methods

The final evaluation will be based on:

  • participation in class (10%);
  • participation in group activities and exercises (20%);
  • project work (70%).

Students who choose not to attend the workshop (non frequentanti) should contact dr. Claudia Capelli (claudia.capelli3@unibo.it) to discuss the requirements for the final exam.

Teaching tools

Presentations with slides, videos, websites, social networking and blogging platforms, podcasts, digital equipment of the VisuaLab Laboratory.

Office hours

See the website of Claudia Capelli