Cross-Media Communication
A.Y. 2019/2020
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.
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.
Lesson period: First trimester
Assessment methods: Esame
Assessment result: voto verbalizzato in trentesimi
Single course
This course cannot be attended as a single course. Please check our list of single courses to find the ones available for enrolment.
Course syllabus and organization
Single session
Lesson period
First trimester
Course syllabus
The international cross-media system.
The global protagonists of the digital industry; the global protagonists of the Network; the global protagonists of technological innovation; international cross-media system: the Italian situation and comparison with the European and world one; from ideas to startups; the network giants, advertising agencies, data collection institutes; public and private media companies; telephone players in digital and web evolution; digital innovation of SMEs; the offline and online music industry; the video game industry and gamification in marketing; be a video game entrepreneur for mobile platforms; the radio in the digital and web age; aggregation platforms; the reference and UGC platforms;
Wiki platforms like Wikipedia; the new cross-media marketing for start-ups; social network marketing and cross-media management; vblogging of technologies, video games and lifestyle; the cross-media producer; sociolinguist and social editing; profit and non-profit advertising in the cross-media world; be the Communication Manager of a global platform; printed magazine vs. online magazine; the big technology companies of the consumer electronics market.
The global protagonists of the digital industry; the global protagonists of the Network; the global protagonists of technological innovation; international cross-media system: the Italian situation and comparison with the European and world one; from ideas to startups; the network giants, advertising agencies, data collection institutes; public and private media companies; telephone players in digital and web evolution; digital innovation of SMEs; the offline and online music industry; the video game industry and gamification in marketing; be a video game entrepreneur for mobile platforms; the radio in the digital and web age; aggregation platforms; the reference and UGC platforms;
Wiki platforms like Wikipedia; the new cross-media marketing for start-ups; social network marketing and cross-media management; vblogging of technologies, video games and lifestyle; the cross-media producer; sociolinguist and social editing; profit and non-profit advertising in the cross-media world; be the Communication Manager of a global platform; printed magazine vs. online magazine; the big technology companies of the consumer electronics market.
Prerequisites for admission
Ability to work in a team. Ability to search for content on the Web. Ability to follow and update one's own page (account) in a social network. Ability to maintain and update your social network page (and your account). Any online content writing skills. Any organizational skills. Any organizational abilities.
For attending students: having participated in the conception-production of all 15-18 interviews / episodes of the course set up as a television format production.
For non-attending students: having studied the 15-18 video interviews/episodes which are the "textbooks" to be brought to the exam and will be found on the university's e-learning platform.
For attending students: having participated in the conception-production of all 15-18 interviews / episodes of the course set up as a television format production.
For non-attending students: having studied the 15-18 video interviews/episodes which are the "textbooks" to be brought to the exam and will be found on the university's e-learning platform.
Teaching methods
The founding didactic principle of the course is "self-producing your own course". The course approach will be strongly maieutic.
Half of the course takes place in the classroom to choose the main themes that make up cross-media, select and manage the companies / experts / professionals of the media world, who become the sources of the course content collected through their interviews. Key activities will be to study these subjects thoroughly to set up the questions for each interview.
The second half of the course will take place in the University Television Center (CTU), Marelli stop, metro 1. Here the students will welcome the guests to interview, they will manage all the parts of the talk show. Then they will also learn to shoot, conduct interviews, direct each episode and edit the footage.
Half of the course takes place in the classroom to choose the main themes that make up cross-media, select and manage the companies / experts / professionals of the media world, who become the sources of the course content collected through their interviews. Key activities will be to study these subjects thoroughly to set up the questions for each interview.
The second half of the course will take place in the University Television Center (CTU), Marelli stop, metro 1. Here the students will welcome the guests to interview, they will manage all the parts of the talk show. Then they will also learn to shoot, conduct interviews, direct each episode and edit the footage.
Teaching Resources
15-18 video episodes made by attending students are the "textbooks" to be brought to the exam and will be found on the university's e-learning platform.
Assessment methods and Criteria
The exam is written and is based on 3 open questions relating to the topics of the interviews / episodes to be answered as completely as possible.
SPS/08 - SOCIOLOGY OF CULTURE AND COMMUNICATION - University credits: 9
Lessons: 60 hours
Professor:
Galati Gabriele
Shifts:
-
Professor:
Galati Gabriele