Multimedia communications theory and methods (m) (2017/2018)

Course code
Name of lecturer
Tiziana Cavallo
Tiziana Cavallo
Number of ECTS credits allocated
Academic sector
Language of instruction
First half of Semester 2 , Second half of Semester 2

Lesson timetable

Go to lesson schedule

Learning outcomes

The aim of this course is to provide students and students with the theoretical and practical tools for creating a transmedia communication project. We will refer to concepts such as multimedia, cross-media and transmediality to clarify specific characteristics and fundamental differences in order to identify the steps needed to design and implement a complete and original project.
Examples and best practices will be used - especially in the English language - in the field of marketing communication, journalism and public relations.
In addition, the lessons will be enriched by the presence of professional testimonials of the sector and possible workshops and seminars with recommended participation with agencies and companies in the sector.


The course will address the following topics, using multimedia and digital products in the classroom, alternating lessons - or part of them - theoretical and practical as well as some testimonies in the classroom with professional guests of storytelling in its various meanings.
1. Introduction to the concepts of multimedia, cross-media and transmediality.
2. Introduction to storytelling: history, tools and practices between Italy and the rest of the world.
2.1 Storytelling techniques.
3. Evolution of storytelling with new media.
4. Transmedia storytelling: definitions and examples.
5. The 4 steps of a transmedia project.
6. How to communicate a transmedia project.
7. Designing transmedia storytelling for companies and organizations.

Assessment methods and criteria

Depending on the composition of the room it will be decided if the exam will consist of a couple or single work. In fact, the exam will be carried out in oral form with the presentation of a project work (conception of a transmedia project according to the indications given during the course) whose theme will be previously agreed in class. Furthermore the preparation will be verified with oral questions on the following text:
Andrea Fontana (2016), "Storytelling d'Impresa. La guida definitiva", Hoepli, Milano.

For attending students we recommend reading also Gianni Rodari (1974), "Grammatica della fantasia", a publisher of your choice, we recommend Einaudi.

Other texts recommended for attending students (not mandatory but recommended!):
Andrea Philips (2012), "A creator's guide to transmedia storytelling", McGraw Hill, New York
Max Giovagnoli (2013), "Transmedia Storytelling", Apogeo Next, Milano
Henry Jenkins (2006), "Cultura convergente", Apogeo, Milano
Andrea Bettini (2015), Non siamo mica la Coca-Cola, ma abbiamo una bella storia da raccontare. Usare il Corporate Storytelling senza essere una multinazionale", Franco Angeli, Milano.

Articles from the Internet and other sources will be shown on the e-learning platform.

Preparation is required
Gianni Rodari (1974), "Grammatica della fantasia" (casa editrice a scelta, si consiglia Einaudi)
Andrea Fontana (Storytelling d'Impresa, Hoepli, 2016)
Max Giovagnoli (Transmedia storytelling, Apogeo Next, 2013)

To them is added the dispensation called NON ATTENDING.