Cross-media Communication

A.Y. 2020/2021
9
Max ECTS
60
Overall hours
SSD
SPS/08
Language
Italian
Learning objectives
The course will give students methods and techniques which run the current world media system, an actual "cross-media" environment. Lessons will be carried out with three main ingredients: setting up, producing and performing extremely in-depth interviews with the high ranking officers of major international media companies. practicing "cross-media communication", brainstorming on designing "cross-media products".
The course will adopt, as didactics, a TV-crossmedia format production, in all its steps. In fact, students will manage, by themselves, a 15/18-episode audio-video production, covering the 15-18 main topics of cross-media world. The outcome will be a 20-hour-video "schoolbook" made by the students about the cross-media world.
The content of the production will be created by interviewing officers of major international and national media companies (e.g. Google, Rai, Mediset, Facebook, Twitter, YouTube, Creative Commons, Wikipedia, Telecom Italia, Netflix, Saatchi&Saatchi, Mondadori, Corriere.it, Auditel-Audiweb, Gazzetta.it, etc.). The main production phases will be: concept, pre-production, audio-video-pictures retrieving, art direction, production, post-production, marketing, media planning, content media management, final user management, advertising management, final product multiple media distribution (on TV, Web TV, IPTV, radio, mobile phones, etc.), working on social networks.
There will be no textbooks. The students of the course will produce the material (video) for the course itself by themselves. This is the fundamental teaching principle of the course: "self-producing one's own course". The work "outside the classroom" (at home, in other places other than the university) will rely heavily on personal creativity. The professor's approach will be strongly maieutic.
Expected learning outcomes
By the end of the course students will acquire the ability to critically evaluate and discuss the impact, development and use of the topics covered during the course. The final exam aims to verify the expected learning outcomes in relation to these topics.
Course syllabus and organization

Single session

Responsible
Lesson period
First trimester
Lectures will be held by video conference, using the Microsoft Teams platform, and can be followed synchronously and asynchronously, alternating them regularly at normal course times.
The exam will take place in oral form, always using the Microsoft Teams platform, and it will be differentiated between attending and non-attending students.
Course syllabus
Background -Media Habitat - Marketing & Communication - New Media and Cultural Industry, between new and old practices - Evolutions of the Web - Prosumer and UGC - Living the post-digital - Cross-media as a technological, productive and content convergence - Narratives (participatory, collaborative and synergic): the centrality of social media in contemporary narratives between transmedia storytelling and grassroots content - New balances between broadcasters, online players and grassroots intermediaries - Case studies and Insights
Prerequisites for admission
Passion for communication topics, enthusiasm and curiosity. Ability to work in teams. Ability to search informations/contents on the web. Familiarity with social networks. Analysis and synthesis capabilities. Eventual ability to write online content.
Teaching methods
The teaching will take place both in synchronous mode (using the Teams platform), through video conference, and asynchronous mode, which will alternate regularly at normal course times, paying particular attention to collective (and collaborative) dialogue with students.
In the view of co-creation of this course, functional to "learning by doing" method, students themselves will make proposals for in-depth and/or comparison regarding the topics of their most interest and which will be indicated by the teacher.

To think, to meditate, to discuss with oneself and others. Gain awareness on topics related to cross and transmediality, thanks to all the insights that will form an integral part of the course and will be shared by the students themselves. Some of the lessons will include classroom group work.

More information on partecipation and evaluation methods will be discussed at the opening of the course.
Teaching Resources
Examination program for attending students:
a. Lesson notes and contents provided by the teacher during the course;
b. Insights/students case studies (which will be carried out in the classroom);
c implementation of a cross/transmedial project work. The "how to" will be explained during the lessons.

Examination programme for non-attending students:
3 books required + 1 book to be chosen from among those listed.

For those students who, even if not attending, want to replace a textbook with the elaboration of a project work, please agree with the teacher.
Assessment methods and Criteria
Examination methods for attending students: the test will be held in oral form and it will consist in an interview on the topics and activities scheduled in the programme. It is meant to verify the knowledge and skills acquired. The evaluation will be given taking into account:
- oral exposure;
- tasks carried out during lectures (the online tasks proposed will contribute to the final evaluation at a maximum of 5 points out of 30);
- project work (will form an integral part of the exam and it will contribute to the final evaluation at a maximum of 10 points out of 30).
[More information on partecipation and evaluation methods will be discussed at the opening of the course].

Examination methods for non-attending students: the test will be held in oral form and it will consist in an interview on the topics and activities scheduled in the programme that concern on the study of 3 books assigned by the teacher and 1 book chosen by the student. It is meant to verify the knowledge and skills acquired.

During the tests (both for attending and non-attending students) will be evaluated:
- the level of knowledge of the theory (exposure);
- the ability to exemplify concepts (understanding);
- the autonomy of judgment in collecting and interpreting the elements useful to solve contents problems related, through the use and application of concepts (development);
- communication skills in terms of language adequacy in explaining acquired skills and related issues.
SPS/08 - SOCIOLOGY OF CULTURE AND COMMUNICATION - University credits: 9
Lessons: 60 hours
Professor: Tornese Smeralda
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