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.

Note: Students are expected to develop autonomy and skills in online research, particularly advanced use of Google. To this end, it is mandatory to study Google’s official free online Guide.

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.

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

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

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.

 

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 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