37080 - Languages and Techniques of Made in Italy

Learning outcomes

At the end of the course students will possess a critical awareness of the Italian fashion's development and system, in the general frame of world cultures. They will be able to analyze -using a semiotic approach- the core values of Made in Italy, as they are adapted to different sectors (from ready-to-wear to high fashion, from design to wine and food), in different networks of production processes (from craftsmanship to industry, from art to communication) and in different languages and styles. Students will also have the ability to draw up communication plans according to strategies centered on resources, opportunities and goal-defined value systems.

Course contents

Part I. Elements of semiotics

1. Sense and meaning

2. Interpretation and decoding

3. Biplanar VS triadic model of sign

4. Syntax, Semantics and Pragmatics

5. Discourse and texts

6. Narration

7. Narrative structures

8. Interpretive inferences

9. Axiologies and systems of values: the generative model

10. Interpretant flows and encyclopedias

11. Analysis fo text and practices

12. Value and meaning mapping

13. Values and manipulation

14. Strategic communication

15. Principles of branding and symbolic construction

16. Communication planning

Part II. How to analyse texts, spaces and behaviours

Dwelling upon the above abilities, the course will propose examples of semiotic analysis and design in value-management and communication.

Readings/Bibliography

1. Traini, Stefano, Le due vie della semiotica. Teorie strutturali e interpretative, Milano, Bompiani, 2006;

2. Morini, Enrica, Storia della moda XVIII-XX secolo, Milano, Skira, 2000, only pages 313-368 (in the new edition the parts to be read are: from p. 395 to 493, namely, the chapters La moda italianaand Pret-à-porter.)

3 ZoneModaJournal, N.2 Made in Italy, Bologna, Pendragon, 2011 (the magazine is in two languages, the texts must be read in English)

4. Codeluppi, Vanni, Il potere della marca, Torino. Bollati Boringhieri, 2001

Teaching methods

The course includes classes, workshops and class discussions.

Assessment methods

Written exam in class with multiple choice test and open questions on texts 1, 2 and 3 and contents of of classes. The exam will be taken on the moodle e_learning platform in the Computer room.

Subscription to the platform is required to follow the course and to be admitted to the exam, both for attending and non-attending students. Ask the teacher for instructions to use the platform and password to subscribe to it, during classes or at his address giampaolo.proni@unibo.it

Further reading will be available on the e-learning platform.

Recording of the grades will take place after the exams. Extra sessions might be scheduled.

Teaching tools

Videoprojector. Broadband internet connection. Wireless network for class work.

Moodle e_learning platform. Subscription to the platform is required to follow the course and to be admitted to the exam, both for attending and non-attending students.

Please ask the teacher for the password to enter the platform, during classes or at his address giampaolo.proni@unibo.it

Links to further information

http://www.gproni.org/moodle

Office hours

See the website of Giampaolo Proni