B5337 - Semiotics of Digital Innovation (1)

Learning outcomes

At the end of the course, the student is able to understand critically and analytically the fundamental concepts of contemporary thinking on digital media, including technological innovation, digital storytelling, social networking, user experience (UX), and computer-mediated communication (CMC). In addition, he/she is able to analyze with semiotic methodology the communication strategies that different actors (from personal brands to corporations, from political parties to NGOs) adopt today on a plurality of digital platforms.

Course contents

The course builds on concepts and methods introduced in the foundational courses Semiotics (first year, Communication Studies) and Semiotics and Storytelling (second year, Communication Studies).

Students coming from other programs who have not taken these two courses are required to study:

1. C. Marmo, Segni, linguaggi e testi: semiotica per la comunicazione, Bologna, Bononia University Press, 2015 (2nd updated edition).

2. M.P. Pozzato, Capire la semiotica, Roma, Carocci, 2013 (or later editions).

Course lectures apply semiotic analysis to major contemporary debates in the field of digital media, including:

• usability of digital interfaces,

• design and analysis of user experience (UX design),

• online interpersonal communication (chat, social media, instant messaging),

• video games,

• online virality,

• applications of generative AI in everyday life and professional contexts.

Special attention is given to social media—particularly Instagram and TikTok—and to the virality of online content and audiovisuals.

Readings/Bibliography

ATTENDING STUDENTS

Required Readings for the Exam:

Angela Biscaldi e Vincenzo Matera, Antropologia dei social media. Comunicare nel mondo globale, Carocci, Roma, 2019.

Giovanna Cosenza, Semiotica dell'innovazione digitale, Roma.Bari, Laterza, 2026.

Paolo Odoardi, Strumenti semiotici nel digitale. Strategie per la comunicazione e il marketing, FrancoAngeli, Milano, 2026.

Nicoletta Vittadini, Social Media Studies. I social media alla soglia della maturità: storia, teorie, temi, FrancoAngeli, Milano, 2018.

 

NON-ATTENDING STUDENTS

To compensate for not attending class sessions, students must study at least two of the following books:

Ilaria Barbotti, TikTok marketing, Milano, Hoepli, 2020.

Dario Caiazzo, Andrea Febbraio, Umberto Lisiero, Viral video. Content is King, Distribution is Queen, Bologna, Lupetti, 2012.

Giampaolo Colletti, Siamo tutti influencer. Metaverso, blockchain e creator economy, Milano, ROI Edizioni, 2022.

Sebastiano Paolo Lampignano, Digital Reputation Management. Come gestire, promuovere e difendere la reputazione online, Milano, Apogeo Education, 2016.

Gabriele Marino, Bruno Surace (a cura di), TikTok. Capire le dinamiche della comunicazione ipersocial, Milano, Hoepli, 2023.

Agata Meneghelli, Dentro lo schermo. Immersione e interattività nei god games, Milano, Unicopli, 2007.

Agata Meneghelli, Il risveglio dei sensi. Verso un'esperienza di gioco corporea, Milano, Unicopli, 2011.

Carlo Penco, Fatti alternativi. Teoria e pratica di disinformazione, Genova, Erga, 2025.

Carlo Penco, Algoritmi. Infowar e Troll. Con video e documenti originali, Genova, Erga, 2026.

Luca Poma et al., Influencer. Come nascono i miti del web, Milano, Lupetti, 2021.

Teaching methods

Since the field of new digital media is continuously changing, lessons will especially focus on topics which are not dealt with by the textbooks.

The course includes a series of guest sessions with managers and industry professionals working in online communication, digital media, and digital marketing. These sessions are designed to give students an overview of the career opportunities that Communication Studies—and Semiotics in particular—can provide in today’s job market when applied to digital media and combined with the appropriate digital skills.

Given the eminently practical nature of the course, regular attendance of the lessons is recommended.

Assessment methods

In-class written test: within 35 minutes, students must answer 41 multiple-choice questions. 31 questions cover all the required course readings, while 10 ask students to apply concepts and theories presented in the assigned texts to contemporary case studies, such as social media campaigns, Instagram, TikTok, and LinkedIn accounts, memes, and online virality phenomena.

Generative AI can be a helpful tool to support and improve your individual or group study when you’re preparing for the final exam (as in any learning process). It’s useful if you use it to dive deeper into topics, check data and sources, clarify information, create summaries, or design self-assessment exercises.

During exams in the computer lab, the use of any AI application is not allowed. Breaking this rule counts as a violation of academic integrity and may result in a penalty decided by the professor.

If you are not satisfied with the grade you receive on the written exam, you may request to take an oral exam as well. The oral exam will include questions about the mistakes you made on the written exam, along with questions covering the entire course content. After the oral exam, your final grade may increase if you demonstrate a stronger understanding of the material than was reflected in your written exam. However, your grade may also remain the same or decrease if your answers are not satisfactory.

STUDENTS WITH DISABILITIES AND SPECIFIC LEARNING DISORDERS (SLD)
Students with disabilities or Specific Learning Disorders are entitled to special adjustments according to their condition, subject to assessment by the University Service for Students with Disabilities and SLD. Please do not contact teachers or Department staff, but make an appointment with the Service. The Service will then determine what adjustments are specifically appropriate, and get in touch with the teacher. For more information, please visit the page:

https://site.unibo.it/studenti-con-disabilita-e-dsa/en/for-students

Teaching tools

During class, we will use the University's classroom multimedia equipment to view presentation slides, participate in interactive classroom activities, and browse the web.

The professor will publish her lecture notes and PowerPoint presentations on Virtuale.

Office hours

See the website of Giovanna Cosenza