A.Y. 2020/2021
Overall hours
Learning objectives
Within the "Costume e Società" curriculum, the English course offers an introduction to New Media, and particularly the practical applications in terms of place marketing and branding. This implies presenting theoretical analyitical tools (such as multimodal analysis and discourse analysis), as well as reading tourism texts related to heritage and place branding and learning the relevant specialised vocabulary.
Expected learning outcomes
By the end of the course students will have learned: basic notions on New Media and its practical applications; knowledge of the basic dynamics of multimodal analysis and discourse analysis aimed at analysing texts on place marketing, place branding, tourism and heritage; specialised vocabulary relevant to the topics dealt with during the course.
Course syllabus and organization

Single session

Lesson period
First trimester
Classes will follow the official timetable published on the Unimi website
(Monday and Wednesday in the classroom, Thursday online lesson).
A Microsoft Teams channel will be available
The access code to Teams is t16fw2d.
Course syllabus
New Media Literacies
Introduction to New Media, New Media Literacy and Multimodal Text and Discourse Analysis. Topic-related Vocabulary is also introduced.

Place Branding
An Introduction to the theory, practice, and challenges of place and city branding. Topic-related vocabulary is also introduced.

Tourism 2.0
Introduction to Digital Communication regarding tourism as well as the challenges related to the environmental impact of mass tourism. Topic-related vocabulary is also introduced.
Prerequisites for admission
Students must have passed a Placement Test in English (more info on how and when to sit for the Placement Test, see here: https://www.unimi.it/it/studiare/competenze-linguistiche/placement-test…).
Teaching methods
Pair and team work.
Focus on listening and reading comprehension skills.
Teaching Resources
Paganoni, M.C. (2012). "Online Branding from Hybrid Ads to Corporate Tweettering", in S. Campagna, G. Garzone and E. Rowley-Jolivet, E. (eds) Evolving Genres in Web-mediated Communication. Bern: Peter Lang, pp. 311-330.

Anholt, S. (2008). "Place Branding: Is It Marketing, or Isn't It?". Place Branding and Public Diplomacy 4 (1), pp. 1-6.
Paganoni, M.C. (2015). City Branding and New Media: Linguistic Perspectives, Discursive Strategies and Multimodality. Basingstoke and New York: Palgrave Macmillan (NO chapter 4)

Paganoni, Maria Cristina (2016). "Travel Blogs and Lists of Suggestions", in G. Garzone, D. Heaney and G. Riboni (eds), Language for specific purposes: research and translation across cultures and media. Newcastle upon Tyne: Cambridge Scholars Publishing, pp. 395-411.
Paganoni, Maria Cristina (2017). "'A Luxury You Can Afford': High-End Tourism in Travel Blog Discourse", in Gotti, Maurizio / Maci, Stefania / Sala, Michele (eds) Ways of Seeing, Ways of Being: Representing the Voices of Tourism. Bern: Peter Lang, pp. 179-196.
Paganoni,MariaCristina(2017)."ChineseTravelBlogsinEnglish:ACross- Cultural Discursive Perspective", in Bulfoni, Clara / Lupano, Emma / Mottura, Bettina (eds) Sguardi sull'Asia e altri scritti in onore di Alessandra Cristina Lavagnino. Milano: LED, pp. 313-329.

ALL DIDACTIC MATERIAL available on Ariel will be tested during the final exam.
Assessment methods and Criteria
The test is computer-based and is made up of 48 closed questions (multiple choice or true or false). The duration of the test is 40 minutes.
The questions are based on the reading material, lesson notes and any additional material to be found on Ariel.
L-LIN/12 - LANGUAGE AND TRANSLATION - ENGLISH - University credits: 9
Lessons: 60 hours
Professor: Paravano Cristina
Educational website(s)