B5588 - STORYTELLING MULTIMEDIALE I (M-Z)

Learning outcomes

The laboratory provides an introduction to the production of effective narrative content for different media contexts, with particular attention to digital environments. At the end of the laboratory the student: knows and knows how to use the main storytelling techniques; knows how to evaluate how the specific affordances of digital platforms influence the possibilities of using narrative styles and practices; has acquired basic skills for the use of the main tools for the production of audiovisual content for the web and digital platforms; is familiar with various case histories relating to storytelling campaigns and initiatives for businesses, institutions and the third sector.

Course contents

Attendance is strongly recommended, as you will work in groups as in an editorial office.


Instagram, TikTok, YouTube, Twitch will be the media analyzed.


Aware that a myth is a narrative that has made it, this workshop offers ideas for creating high-impact content through storytelling techniques (not to be confused with copy writing and content marketing).


The teaching mixes theoretical parts (with very practical implications) with practical activities and will provide many examples.


The first technique we will talk about is horizontal connection, which is the basis of a creative process. Examples will be provided to clarify how to construct meaningful content based on this technique. The layout of the content is an integral part of this technique, ideal for creating highly engaging social content.


The second technique is based on the process of consuming multimedia content, which can be summarized in three phases: cut-remix-share. Grice's maxims, synesthesia, minimalism, the use of color vs black, the concept of the new and, above all, identification (based on the 6 universal emotions) will be the concepts to be explored in depth. Especially for YouTube and social media that distribute video content, it is crucial to design narratives that can be broken into smaller parts.


The third technique, based on the use of emotions, has to do with the rhythm of stories. The hero's journey allows you to structure different narratives, with 3 or 5 hinges.


The fourth technique focuses on triggers and fears. The attention span of a digital user is very low, so this technique allows you to capture and maintain attention. We will see numerous examples.


Last technique: the construction of the TOV based on enunciative strategies. In this analysis, semiotics offers fundamental insights: enunciator/enunciator, débrayage, values...

Readings/Bibliography

Fundamental exam texts:

Fontana, Storie che incantano, ROI Edizioni

Fontana, Storytelling for dummies, Hoepli

Testa, Le vie del senso, Garzanti

Suggested texts for those attending/one of your choice mandatory for those NOT attending:

Falcinelli, Figure, Einaudi

Hobsbawm e Ranger, L'invenzione della tradizione, Einaudi

Han, Infocrazia, Einaudi

Grandi, DOI, Denominazione di origine inventata. Le bugie del marketing sui prodotti tipici italiani, Mondadori

Teaching methods

Frontal lessons and team works.

Assessment methods

There is only one exam format, with minor differences between attending and non-attending students.




For attending students: group projects (maximum 5 people), developing content on topics chosen by the individual groups.


For NON-attending students: an individual project must be agreed upon with the instructor, based on topics chosen by the instructor. The topics are related to the textbooks listed in the bibliography.


The overall grade will take into account:


evaluation of the project work (suitability or NOT suitability) and the skills acquired (related to: conception and development, post-production, production, promotion and social media dissemination);


FOR ATTENDING STUDENTS ONLY: attendance, commitment, and participation in the course and laboratory tutorials;


If the student is not satisfied with the grade, he or she may take a subsequent exam: an INDIVIDUAL project work ONLY on the texts listed in the bibliography.

Teaching tools

Slides, videos, examples.

Office hours

See the website of Riccardo Pirazzoli