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‘Outdoor performance’, ovvero forme ed estetiche della comunicazione esterna. Un’analisi

digital ‘Outdoor performance’, ovvero forme ed estetiche della comunicazione esterna. Un’analisi
Article
journal COMUNICAZIONI SOCIALI
issue COMUNICAZIONI SOCIALI - 2006 - 3. Spazi sensibili. Pubblicità, comunicazione e ambiente urbano
title ‘Outdoor performance’, ovvero forme ed estetiche della comunicazione esterna. Un’analisi
author
publisher Vita e Pensiero
format Article | Pdf
online since 2006
issn 03928667 (print) | 18277969 (digital)
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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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