46491 - Semiotics of the New Media (1)

Learning outcomes

At the end of the course, students will be able to comprehend the main concepts (e.g. software interface, interactivity, multimedia, usability) which are related to the digital world in terms of some semiotic theory. They will also be able to analyse both the variety of texts, which can be found on the Internet (from the most traditional web sites to the social media), and the interpersonal practices which occur on line (from virtual communities to multiplayer games) through semiotic methodology.

Course contents

The course takes for granted the concepts and method of analysis introduced in the core teachings of Semiotics (first year of Communication Sciences) and Semiotics and Storytelling (second year of Communication Sciences).

In particular, those who come from Courses of Study other than Communication Sciences and therefore have not attended the two mentioned teachings, must study:

(1) the entire textbook C. Marmo, Segni, linguaggi e testi: semiotica per la comunicazione, Bologna, Bononia University Press, 2015 (second updated edition);

(2) at least one of these books:

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

or S. Traini, Le basi della semiotica, Milan, Bompiani, 2013 (or later editions),

or U. Volli, Manuale di semiotica, Rome-Bari, Laterza, 2000 (or later editions).

During the course, the most discussed topics in the digital media flield today are addressed with the method of semiotic analysis: usability of software interfaces, user experience design (UX design), online interpersonal communication (chat, social media, messaging applications), augmented reality, video games, online virality.

Particular insights are reserved for the latest social media (especially Instagram and TikTok) and virality of online content and audiovisuals.

Readings/Bibliography

FOR STUDENTS ATTENDING LESSONS

Required textbooks:

Giovanna Cosenza, Introduzione alla semiotica dei nuovi media, Roma-Bari, Laterza, 2014 (last edition, i.e. the book with the red cover, to be studied entirely).

Giovanna Cosenza, «Il "popolo del web” fra apocalittici e integrati, determinismo e antideterminismo tecnologico», in Nuove forme d'interazione: dal web al mobile, Tricase (LE), Libellula Edizioni, 2016, pp. 31-42.

Angela Biscaldi, Vincenzo Matera, Antropologia dei social media, Roma, Carocci, 2019, to be studied entirely.

One paper chosen from the volume Semiotics and Digital Marketing, edited by Cinzia Bianchi and Giovanna Cosenza, 33-34, 2020, which can be eihter bought on https://www.amazon.it/Rivista-semiotica-Semiotica-Marketing-Semiotics-Marketing/dp/8825535422 or borrowed from the library of the Department, via Azzo Gardino 23, Bologna.

In order to clarify the most important concepts which are fundamental for the semiotic analysis of digital media, it will be necessary to follow the MOOC "Semiotics of new media", which is available on Unibo Open Knowledge https://book.unibo.it/.

Finally, it is necessary to gain autonomy and experience in doing online research, that is, it is necessary to learn how to use Google in an advanced way. To learn how to do this, it is mandatory to study:

Salvatore Aranzulla, "Come cercare su Google".

One textbook to be chosen by the student from the following list:

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

Cinzia Bianchi, Giovanna Cosenza (eds.), Semiotics and Digital Marketing, "Lexia. Journal of Semiotics", 33-34, Aracne Editrice, 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.

Guido Di Fraia (ed.), Social Media Marketing. Manuale di comunicazione aziendale 2.0, Milano, Hoepli, 2011.

Guido Di Fraia (ed.), Social Media Marketing. Strategie e tecniche per aziende B2B e B2C, Milano, Hoepli, 2015.

Guido Ferraro e Anna Maria Lorusso (ed.), Nuove forme di interazione: dal Web al mobile, Tricase (LE), Libellula Edizioni, 2016.

Ippolita, Nell'acquario di Facebook, Milano, Ledizioni, 2012.

Ippolita, La Rete è libera e democratica. FALSO!, Roma-Bari, Laterza, 2014.

Ippolita, Il lato oscuro di Google. L'informatica del dominio, Miilano, Milieu Edizioni, 2018.

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

Geert Lovink, Sad by Design: On Platform Nihilism, London, Pluto Press, 2019.

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

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.

Agata Meneghelli, Time Out. Come i videogiochi distorcono il tempo, Libreriauniversitaria, 2013 (acquistabile QUI).

Evgeny Morozov, L'ingenuità della rete. Il lato oscuro della libertà di Internet, Torino, Codice Edizioni, 2011.

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

THE STUDENTS WHO ARE NOT ABLE TO ATTEND LESSONS HAVE TO STUDY AT LEAST THREE OPTIONAL TEXTBOOKS.

Teaching methods

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

Several company managers and professionals working in the area of digital media and web 2.0 communication will be invited to present case studies and share their business expertise with students during lessons.

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

Assessment methods

Students will have the choice between two kinds of exams:

(1) an in-class written exam (for all students, who will have both attended and not attended the whole course): students will have one hour to answer two open questions, concerning both the mandatory textbooks (and papers), and the optional textbooks;

(2) a 5-to-15-page paper (2000 characters per page) (only for students who will have attended the whole course): the topic of the paper has to be agreed upon with the professor either in person or via email. During lessons the professor will give several suggestions for possible research topics.

The paper has to be prepared by students at home and delivered by deadlines which will be published on the website of the undergraduate programme in Communication Studies.

Teaching tools

During lessons, the professor will use the multimedia tools of the University, in order to show some PowerPoint presentations, to  analyse images and audiovisual products (videoclips, commercials, etc.), and to browse the Web.

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

Office hours

See the website of Giovanna Cosenza