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La poesia contro i reality. Autenticità e costruzione del valore culturale nella promozione del Giovane favoloso

digital La poesia contro i reality. Autenticità e costruzione del valore
culturale nella promozione del Giovane favoloso
Article
journal COMUNICAZIONI SOCIALI
issue COMUNICAZIONI SOCIALI - 2016 - 3. ITALIAN QUALITY CINEMA Institutions, Taste, Cultural Legitimation
title La poesia contro i reality. Autenticità e costruzione del valore culturale nella promozione del Giovane favoloso
author
publisher Vita e Pensiero
format Article | Pdf
online since 12-2016
issn 03928667 (print) | 18277969 (digital)
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Strategies of film marketing are usually put in practice through a range of discourses and contexts. Despite the vast amount of research on marketing and communication in film, little is known about the promotion of contemporary Italian art house cinema. This article addresses Il giovane favoloso (M. Martone, 2014), a film about the figure of Giacomo Leopardi, by focusing on production, distribution and marketing strategies, and paying particular attention to the construction of the cultural value of the film. More specifically, looking at the works of Pierre Bourdieu and Paul DiMaggio, I investigate how marketing strategies define the audience and the cultural field of Il giovane favoloso by linking the ideals of poetry, territory and culture at a local level, and considering the contribution of the Regione Marche film commission and the impact of film on the tourism industry.

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