B5838 - LABORATORIO AUDIOVISIVO PER LA COMUNICAZIONE PUBBLICA E SOCIALE I

Learning outcomes

The workshop delves into the impact that the digital revolution has had on communication, particularly for public entities and socially-oriented organizations. The phenomenology of media and the transformation of formats, in this context, are addressed from a multifaceted perspective that includes technological development, media capabilities, the paradigm shift in content consumption by the public, and the necessary adaptation of multimedia offerings to ensure their meaning, quality, and effectiveness in achieving specific communication objectives. By the end of the workshop, students will have the tools to:

• Understand the contemporary communication landscape and trends, with the ability to anticipate further evolutions, considering both the opportunities and constraints provided by digital platforms (in terms of corporate policies and algorithm functionality) and the dynamics of audience consumption;
• Develop integrated and multi-platform communication strategies, focusing on the specific needs of public and social entities;
• Understand the fundamental elements of audiovisual language;
• Conceive and develop projects for the creation of effective audiovisual products.

Course contents

Introduction: Digital scenarios and content creation parameters

What is creativity? Setting up content production processes (human elements, algorithms, generative AI, and trends)

Audiovisual Language: the power of images and narrative Setup

Audiovisual Language: cinema, video, digital Video

Audiovisual Language: staging and editing

Building content: standing out in the attention economy +  production process

Public and social Dimension as a productive peculiarity

Disseminating content: building the editorial Plan

Readings/Bibliography

Bordwell, David, Thompson, Kristin, Storia del cinema e dei film, Castoro, 2002

Berger, Jonah, Influenza invisibile, Egea, 2017

Berger, Jonah, Contagioso, Roi edizioni, 2022

Berger, Jonah, The Catalyst - How to change everyone's mind, Simon&Schuster, 2022

Chatman, Seymour, Storia e discorso,Il Saggiatore, 2010

Columbro, Donata, Ti spiego il dato, Quinto Quarto, 2021

Falcinelli, Riccardo, Critica portatile al visual design, Einaudi, 2014

Falcinelli, Riccardo, Cromorama, Einaudi, 2017

Storr, William, La scienza dello storytelling, Codice editore, 2020

Teaching methods

Lectures + themed exercises

Assessment methods

Assessment is conducted through the creation of a project assigned for the development of an institutional campaign. The project will be evaluated only if students have attended at least 80% of the classes.

Teaching tools

Materials (slides) provided during the lessons.

Office hours

See the website of Paola Bonini