85131 - Communication of Cultural Heritage

Learning outcomes

The course aims to convey the notion of cultural heritage in relation to its evolution and the contemporary challenges of globalization and enhancement. Upon completion of the course, the student will be able to develop cultural content using various communication tools (from traditional ones - such as signage, panels, and media - to innovative ones using information technology, like virtual reality, websites, social networks, and apps), as well as to organize and implement cultural projects.

Course contents

Learning objectives:

• To know the fundamental principles of communication and cultural heritage enhancement.
• To know the tools for digitally communicating a cultural institution (website, social media platforms, multimedia products).
• To be able to develop an integrated communication strategy, combining analog and multimedia systems.
• To be able to choose the most suitable communication and technological systems based on objectives, target audience, skills, budget, and the visitor's journey.
• To be able to develop a multi-channel editorial plan.
• To be able to rework and adapt cultural content for different communication systems and audiences.
• To be able to create and coordinate communication projects with a digital focus.

Course contents

The course addresses the macro-theme of cultural heritage communication, with a special focus on digital media. It will be structured into theoretical and practical lessons aimed at achieving the aforementioned learning objectives.

In summary, the course will cover:

• Introduction to cultural communication, with a focus on digital.
• Interpretation, participation, accessibility: the role of communication in the enhancement of cultural heritage.
• Fundamentals of key multimedia communication systems (websites, social media, apps, podcasts, newsletters, totems, and touchscreens), main analog media (panels, labels, press releases, etc.), and the potential offered by new Artificial Intelligence tools to support content creation.
• How to develop an integrated communication strategy for a cultural institution: from objectives to tools, content, and monitoring.
• The editorial plan: the how, what, and why of a cultural institution's communication.
• How to adapt content for different audiences and communication systems.
• Professional roles and skills in communication: from the press officer to the social media manager and digital content curator.
• Practices, testimonials, and critical issues: analysis of case studies.

As an integral part of the course, students will also be required to work in groups to set up an editorial plan for a cultural institution. Each group will present its project in class.
For non-attending students, the group work will be replaced by additional readings from the bibliography.

Readings/Bibliography

All students are required to study the following text, in addition to the lecture slides:

• Mandarano Nicolette, Il digitale per i musei. Comunicazione, fruizione, valorizzazione, Carocci, 2024.

Non-attending students, in addition to the lecture slides and the mandatory text, are also required to study the following essays:

• Ciaccheri Maria Chiara, Cimoli Anna Chiara, Moolhuijsen Nicole, Senza Titolo. Le metafore della didascalia, Nomos Edizioni, Busto Arsizio 2020. (available as an ebook)
• Carrada Giovanni, Perché non parli? Come raccontare il patrimonio culturale, Johan&Levi, 2024
• Colombo Maria Elena, Musei e cultura digitale, Editrice Bibliografica, Milano 2020.

Teaching methods

In line with the learning objectives, the course adopts an integrated teaching approach that includes:

• Frontal lectures to present theoretical concepts and analyze practical examples.
• In-class discussions and critical reflections to stimulate active engagement.
• Group work to apply and experiment with the concepts learned.
• Talks by industry experts to provide first-hand accounts.

This course is designated as an "innovative teaching" course, approved by the University, with 30% of teaching hours delivered online.

Assessment methods

The final assessment consists of two parts, with a final grade out of 30:

1. Group project (20% of the final grade): development and in-class presentation of the project.
2. Oral examination (80% of the final grade): an individual interview on the course topics.

The final grade will be the average of the two assessments.

Evaluation Criteria:

• For the group project: originality, project design skills, depth of analysis, consistency with theoretical topics, and command of the tools will be assessed. Each student will be evaluated on both the overall project and their individual contribution during the presentation.
• For the oral examination: the aim is to verify the acquisition of knowledge, the ability to make connections, critical thinking, and command of the specific terminology. The evaluation will follow the University's guidelines, according to the following scale:
• Excellent (28-30 cum laude): Demonstration of a comprehensive and critical understanding of the topics covered in class and in the texts, combined with eloquent and specific language.
• Good (23-27): Mostly mechanical and/or rote knowledge, limited ability for synthesis and analysis, and/or correct but not always appropriate language.
• Sufficient (18-22): Knowledge gaps and/or inappropriate language, albeit within a context of minimal knowledge of the exam material.
• Fail: Significant knowledge gaps, inappropriate language, and a lack of orientation within the bibliographic materials offered during the course will inevitably lead to a failing grade.

Teaching tools

All teaching materials (lecture slides, supplementary readings, etc.) will be made available on the virtuale.unibo.it platform.
Access to the platform is mandatory for all students (attending and non-attending) in order to:

• download the lecture slides, which are part of the exam material (mandatory for all);
• freely consult other supplementary materials available for interested students.

Students who require compensatory tools due to disabilities or specific learning disorders (SLD) may inform the instructor of their needs so they can be directed to the appropriate support staff and arrange the most suitable accommodations.

Office hours

See the website of Chiara Zanola