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, pubblicazione prevista a febbraio 2026.

Paolo Odoardi, Strumenti semiotici nel digitale. Strategie per la comunicazione e il marketing, FrancoAngeli, Milano, pubblicazione prevista a febbraio 2026.

Nicoletta Vittadini, Social Media Studies. I social media alla soglia della maturità: storia, teorie, temi, FrancoAngeli, Milano, 2018.

 

Preparatory Readings (until the forthcoming books are published):

 Giovanna Cosenza, “The ‘Web People’ between Apocalyptic and Integrated, Technological Determinism and Anti-Determinism,” in New Forms of Interaction: From Web to Mobile, Tricase (LE), Libellula Edizioni, 2016, pp. 31–42 (available for loan at the University Library, Via Azzo Gardino 23).

Giovanna Cosenza, “Narrative Semiotics, Storytelling, and User Experience Design (UXD),” in Semiotics and Digital Marketing, ed. Cinzia Bianchi and Giovanna Cosenza, vol. 33–34, 2020, pp. 51–71 (available for loan at the University Library, Via Azzo Gardino 23).

Giovanna Cosenza, “Semiotics for Digital Marketing Campaigns: Some Practical Proposals,” Ocula, vol. 25, no. 29, 2024, pp. 36–58 (available for free download [HERE]).

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

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.

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