The aim of this course is to provide 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, issues 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, brand and corporate storytelling, journalism and public relations. In addition, the lessons will be enriched by the presence of professional testimonial, workshops and seminars with agencies and companies.
The course will address the following topics, using multimedia and digital products in the classroom, alternating lessons - or part of them - theoretical and practical - work groups - as well as some testimonials with professional guests, storytelling experts:
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 in 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: resources and tools.
|Henry Jenkins||Cultura convergente||Apogeo||2006|
|Rodari, Gianni||La grammatica della fantasia||Einaudi||1974|
|Andrea Bettini||Non siamo mica la Coca-Cola, ma abbiamo una bella storia da raccontare. Usare il Corporate Storytelling senza essere una multinazionale||Franco Angeli||2015|
|Andrea Fontana||Storytelling d'Impresa. La guida definitiva||Hoepli||2016|
|Max Giovagnoli||Transmedia way (Edizione 1)||Maggioli||2017|
The exam is divided into attending and non-attending students and it consists of two tests, one written (equal for everyone) and one oral (different between attending and non-attending), both compulsory for everyone.
The written test will consist of an exam with open questions on the following texts:
- Andrea Fontana (2016), "Storytelling d'Impresa. La guida definitiva", Hoepli, Milano.
- Max Giovagnoli (2017), "Transmedia Way", Maggioli Editore, Milano.
The oral exam will be distinguished by type of attendance, and it is mandatory as the written part and it can be performed only after passing the written test.
Once passed the written test - compulsory for both attending and non-attending - it will have to be integrated with the oral exam, according to the following indications.
For attending students it will consist in the exposition of a project work based on the conception of a transmedial project according to the indications given during the course and whose theme will be previously agreed in class.
For non-attending students it will consist of oral questions on the following texts: Henry Jenkins (2006), "Cultura convergente", Apogeo, Milano e 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 - Gianni Rodari (1974), "Grammatica della fantasia", Einaudi edition suggested.
No handouts will be used, neither for attending students nor for non attending students.
For attending students it will be essential - to prepare the oral part of the exam -
to use the material provided in class
Non-attending students will NOT have to bring any elaborate or project work.