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Vita e Pensiero

La messa in scena della merce nello spazio metropolitano: manifesti, vetrine e insegne luminose tra Otto e Novecento digital
format: Article | COMUNICAZIONI SOCIALI - 2006 - 3. Spazi sensibili. Pubblicità, comunicazione e ambiente urbano
Year: 2006
This essay provides a reconstruction of the reactions caused by the 1800’s and 1900’s spreading of the modern ways of displaying goods in the space. The witnesses of artists, writers and commentators of the period show how posters, shop windows and neon signs have changed the aspect of towns, introduced new expressive modalities, transformed the attitude towards the goods. Particularly, Simmel and Benjamin’s analysis of the metropolis, point out how the outdoor communication tools expressed the values of modern aesthetics and marked the transition towards the consumption society.
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Dall’'outdoor’ all''ambient advertising’: quando lo straordinario invade il quotidiano digital
format: Article | COMUNICAZIONI SOCIALI - 2006 - 3. Spazi sensibili. Pubblicità, comunicazione e ambiente urbano
Year: 2006
This paper analyzes urban space as one of the field of choice for contemporary advertising strategies and for their expression, in the light of the fact that following mass industrialization and the growth of the cultural industry it has become one of the places for the mirroring and full development of media operational logics. Therefore, the tracks found in urban spaces relate to the idea of spectacularization, which is declinated in multiple forms and employs various devices and languages, thus also showing the modification sustained over time by the semantization and fruition styles of the notion of space itself. In the light of all this, while the devices adopted by advertising communication within urban spaces are indeed related to the notion of spectacularization as they try to create stupor and involvement into citizens, outdoor’s traditional form is nonetheless more and more changing in a relational and performative sense, thus leading to a re-definition of the traditional field of outdoor as ambient advertising. What appears to be an evolutive phenomenon - marking, on the one hand, the rejuvenation of billboarding through the advancement of available technology, and on the other a growing consonance with the need for entertainment and interaction expressed with the purpose of creating a more involving relationship with the passerby/spectator – has become, in current global urban scapes, a prominence, of which a series of examples and cases will be here presented.
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Pubblicità fuori casa, ancoraggio del consumo. Per un’analisi della comunicazione ‘out-of-home’, fra testo e contesto digital
format: Article | COMUNICAZIONI SOCIALI - 2006 - 3. Spazi sensibili. Pubblicità, comunicazione e ambiente urbano
Year: 2006
An aspect of great interest offered to the media scholars by the so called out-of-home advertising offers, is its paradoxical cultural statute. On one side it is a primary promotional form, a protagonist of the advertising forms since its origins; thus an elusive form, the semantic boundaries of which seem to fringe in a myriad of practices not easy to textualize and/or not simplistically ‘advertising’, and which institutional policies seem to swing in an ambiguous zone between media and urban planning, environmental policies and street culture, media and non-media. To investigate out-of-home communication, it is necessary to seize the complexity of the interlacement between urban and advertising dimensions, communication and mobility processes, fruit of the intricate nature of the modernization phenomena which generated the town-form, and which arranged the symbolic and material exchanges diffused and institutionalized by the culture industry. Starting from this perspective, an out-of-home reading is proposed, together with a focus on the most relevant dimensions issued from the literature concerning the relationship among urban spaces, between consumptions and images and from a research lead by the Osservatorio sulla Comunicazione.
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Sull’eterna discontinuità: ipotesi per una socio-semiotica della comunicazione esterna digital
format: Article | COMUNICAZIONI SOCIALI - 2006 - 3. Spazi sensibili. Pubblicità, comunicazione e ambiente urbano
Year: 2006
In this essay we attempt a transversal investigation of some broad hypotheses for a socio-semiotic framing of the sign of outdoor communication. We try to demonstrate (using, among other tools, the dissonance theory paradigm) the ineludible condition of discontinuity of this sign, which forces it into a conflictual relationship with the surcodings affecting social and private spaces. Finally, we briefly examine two examples of surcodings designed to protect discontinuity itself: a sedimental one (London’s Piccadilly Circus) and a preventive one (Amsterdam’s Sandberg Institute).
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Dal simulacro al reale: la natura performativa dell’‘outdoor’ digital
format: Article | COMUNICAZIONI SOCIALI - 2006 - 3. Spazi sensibili. Pubblicità, comunicazione e ambiente urbano
Year: 2006
With respect to other forms of advertisement (television, radio, press and on-line), the sign of external communication characterizes for its ability to ‘install itself’ on the ‘territory’ in real terms. This allows the interaction of the public which is called to ‘perform it’ with different intensity, depending on the ability of the sign itself to ‘involve’ the body. In fact, if maps of the areas are needed to plan outdoor campaigns, namely simulacra able to ‘simplify’ their ‘complexity’ and to ‘divide’ their inhabitants into separate targets, it is also true that such ‘maps’ do not remain on a purely abstract level, but they ‘stretch’ until they overlap the territory at every point. In this way, the advertisement signs expose themselves to the same ‘tactical uses’ to which the urban structure is subjected. Such ‘uses’ can ‘go beyond’ the ‘meaning’ of their message, but in the meantime they contribute to load them with meanings that would otherwise be impossible to catch. Not by chance many of the latest outdoor campaigns moved towards a growing ‘interactability’ of the advertising sign, thus becoming an always more ‘immersive’ experience for its audience, at the same time ‘spectator’ and ‘actor’ of an out and out ‘performance’.
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‘Outdoor performance’, ovvero forme ed estetiche della comunicazione esterna. Un’analisi digital
format: Article | COMUNICAZIONI SOCIALI - 2006 - 3. Spazi sensibili. Pubblicità, comunicazione e ambiente urbano
Year: 2006
This paper analyzes some forms of outdoor communication through the interpretative lens of performance, starting from the pre-assumption that, partly thanks to artistic activity and to the relative autonomy, it is possible to observe the construction of a communicative form diffused over the contexts of media production and of social expression practices. Beginning with a definition of performance as communicative practice – from its ritual origins to avant-garde and present-day artistic experimentations – the paper tries to demonstrate that performative artistic manifestations can be considered the expressive mold of many forms of outdoor communication, eventually reaching the definition – for descriptive purposes – of a small outdoor performance typology, referring to specific exemplificative cases. This typology includes cases involving the use of interactional dynamic between performers and participant spectators; the forms of festive performance, related to the organization of events; the so-called brand installations; and also cases featuring an active and creative involvement of the consumer/performer. A dimension which should be seen as a hook towards what can be considered, starting from performance, as a departure point for new relational dynamics between production and consumption, while also being related to the emerging fields of outdoor communication represented by technological networks and the world wide web.
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COMUNICAZIONI SOCIALI - 2007 - 1. Vite esemplari. Le storie biografiche per la letteratura, il cinema, la televisione digital
format: Digital issue
Year: 2007
Numero uno del 2007 della rivista "Comunicazioni Sociali"
Scrivere un’autobiografia digital
format: Article | COMUNICAZIONI SOCIALI - 2007 - 1. Vite esemplari. Le storie biografiche per la letteratura, il cinema, la televisione
Year: 2007
In our disquisition about literary autobiographical narration, we begin with the figures of three founders: St. Augustine, Michel de Montaigne and Jean-Jacques Rousseau, who contributed to the creation of a new narrative genre and still influence the forms of meditation and self narration. Firstly, we will try to define this genre analyzing the various interpretations given to it by these three authors. Then we will review the theories proposed by the modern age on self narration and on the analysis of the autobiographical matter: its moral, psychological and anthropological implications, both for the author and for the reader.
€ 6.00
La struttura drammatica del biopic digital
format: Article | COMUNICAZIONI SOCIALI - 2007 - 1. Vite esemplari. Le storie biografiche per la letteratura, il cinema, la televisione
Year: 2007
Once recognized the minimum identifying feature of the biographical movie in the fact that the protagonist is built imitating the existing person after whom he is named, we propose a new interpretation. In the autobiographical movie, the dramaturgic structure expresses a judgment of redemption or damnation on the protagonist’s way of life. Such an interpretation is supported by the analysis of the narrative structures of some biographical movies in the history of cinema, which are successful from a commercial and critical point of view (Butch Cassidy [1969], Amadeus [1984], Out of Africa [1985], Schindler’s List [1993], Erin Brockovich [2000]). For this research we referred to the narratologic analysis instruments specified by the main theoreticians of cinematographic dramaturgy (Robert McKee, John Truby) and by some scholars. They agree, from different perspectives that all axiological aspects are relevant for the interpretation of a text.
€ 6.00
COMUNICAZIONI SOCIALI. Abbonamento annuale 2017. Privati Italia carta + web digital
format: Digital and physical subscription | editore: Vita e Pensiero | anno: 2017
Year: 2017
Abbonamento annuale alla rivista Comunicazioni sociali.
The construction of Italian TV audience (1953-1955) digital
format: Article
Year: 2010
During the first year of regular scheduling, 1954, RAI1 launched an advertisement campaign aimed at increasing the purchase of TV licences. RAI aired a short clip which clearly outlined some of the main issues involved in the construction of a specific audience in the early stage of Italian television...
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COMUNICAZIONI SOCIALI. Abbonamento annuale 2016. Privati Italia carta + web digital
format: Digital and physical subscription | editore: Vita e Pensiero | anno: 2016
Year: 2016
Abbonamento annuale alla rivista Comunicazioni sociali.

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Anno: 2020 - n. 2

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