90854 - Fashion and Media

Course Unit Page

  • Teacher Giampaolo Proni

  • Credits 6

  • SSD SPS/08

  • Language Italian

  • Campus of Rimini

  • Degree Programme First cycle degree programme (L) in Fashion Cultures and Practices (cod. 9064)


This teaching activity contributes to the achievement of the Sustainable Development Goals of the UN 2030 Agenda.

Gender equality

Academic Year 2021/2022

Learning outcomes

At the end of the course the student: - knows the basic elements of communication, both interpersonal and mass, according to a sociological perspective; - knows the main theories of mass communication and the reality of social media connected with the fashion universe; - using a sociological perspective, he/she is able to analyze the main communicative dimensions related to the fashion universe.

Course contents

Macroarea 1. Mass communications

1.1 Mass communications before broadcasting

1.2 The birth of the movies

1.3 The era of radio and TV

1.4 Mass communication in totalitarian and democratic systems

1.5 The internet revolution: total communication


Macroarea 2. Fashion and communication

2.1 Fashion as a social behaviour

2.2 Being and appearing: the extraordinary usefulness of lies

2.3 A definition of fashion as social communication

2.4 Communication of communication


Macroarea 3. Fashion tales

3.1 Strategic communication

3.2 The strange case of fashion advertising

3.3 Examples and analyses of fashion narratives


Bentinvegna, Sara e Boccia Artieri, Giovanni, Le teorie delle comunicazioni di massa e la sfida digitale, Bari; Roma: Laterza 2019

ISBN 9788858138571 (e-book) ISBN 9788859300502 (print) 

Kawamura, Yuniya, Fashion-ology, London, Bloomsbury, 2005

Chapters 4 and 5.


Handouts and other materials will be provided by the teacher.

Teaching methods

The course will be delivered in a 'blended' mode, that is, both in class and remotely. Students will be able to use the platforms made available by the university.

The course uses a Moodle e-learning platform. Subscription to the platform is compulsory. The Moodle platform comprises two instances, one to follow the course and another to take the final test. Students must subscribe both. The platform allows students and teacher to interact, including those not attending classes, so as to reduce the differences between the two ways of learning.

The Moodle instance for the a.y. 2021-2022 will be available one week before the beginning of the course.

Students must request credentials from the teacher.

Assessment methods

The assessments methods adopted for the exams will comply with the health care norms required at the moment.

The exam will be a written test, in remote mode, in the PC lab or in both ways, depending on the rules in force. The exam will be about the textx listed above and the contents of the materials distributed.

The test will take place on the Moodle e-learning platform in the PC lab or remotely.

Students are admitted to the real or virtual classroom until the technical start of the test.

The final mark is communicated by e-mail notification through the platform. No text or communication channel (smartphone or tablet or other) can be used during the test.

Enrolment on the Moodle platform is a prerequisite for following the teaching and for taking the exam, both for attending and not attending students. In the absence of this, they are not admitted to the test.

It is necessary to register forthe teaching instance (CLAM - MODA E MEDIA (90854)). The personal account is unique for the platform and must be used at every access. The access key varies for each instance and must be entered the first time and when the platform requires it. The access keys should be requested from the teacher at his address giampaolo.proni@unibo.it

Platform address www.gproni.org/moodle

It is recommended that students register for the platform before the start of the teaching session even if they do not intend to take the exam in the first session.

The platform includes detailed instructions on how to take the exam and the evaluation and reporting criteria.

A demo is also available to test the exam interface.

Registration for the exam is required on the AlmaEsami platform. Please cancel if you do not wish to take the test.

Students with disabilities and learning disability problems are kindly requested to contact the teacher at least one week before the exam.

Teaching tools

Video projector. Internet connection.

Moodle e-learning platform and all the distance learning tools made available by the Department and the University.

Students with learning disabilities who require specific technical support to attend the lessons are kindly requested to contact the teacher or the didactic secretariat at least two weeks before the beginning of the lessons.

Office hours

See the website of Giampaolo Proni