B5363 - Lab - Dissemination of Art and Culture (1) (LM)

Learning outcomes

Students acquire historical knowledge on modes of dissemination of the arts, notably on the strategies of documentation and storytelling of art, with a focus on the contemporary practices. Modes of dissemination to be considered include complex and sometimes complementary forms and tools – such as magazines, documentaries, biopics, and social networks. Storytelling is analysed in its various forms and according to the audiences and multiple elements and techniques that have evolved over time. In particular, students develop methodological tools and interpretative skills useful to acknowledge the increasing impact of digital and media technologies on the presentation, enhancement and circulation of cultural heritage.

Course contents

The course aims to offer the theoretical and design fundamentals to provide tools and methodologies for a correct and conscious project of communication and dissemination of culture in different aspects, whether physical, digital or experiential.

The formal and syntactic aspects of communication will be addressed through theoretical lectures and practical activities that will lead to the knowledge and application of the variables useful for implementing a correct and complete multidisciplinary and multi-channel communication strategy.

In working groups, the students will address the different stages of a strategic and creative process linked to cultural communication, from analyzing the project brief to defining the modalities, tone of voice, visual language, planning, and actions to be implemented to disseminate a given event or cultural project.

Readings/Bibliography

Mandatory texts for non-attending students

C. Lazzeretti, The Language of Museum Communication. A Diachronic Perspective, Palgrave Macmillan 2016.

______The Routledge Handbook of Museums, Media and Communication, Routledge 2018.

E. Hooper-Greenhill (edited by), Museum, Media, Message, Routledge 2013.

Further texts (not required for the exam) will be provided during the lectures

Teaching methods

The course is structured through lectures and project/workshop activities.

The lectures are designed to provide the basic knowledge to handle the main elements of cultural communication:

- levels of communication

- marketing and timing

- tone of voice

- visual languages

- activities and experiences

- digital media

Assessment methods

For attending students, a group project is planned to allow students to experience all the steps for the creation and management of a culture-related communication project: from understanding the brief and the target audience to input research, from visual research to the definition of communication methods and timing to the definition of the most effective channels to be used.
The final examination will consist of presenting the group project and answering questions related to the lectures' content.

 

For non-attending students, there will be an oral test on the bibliography and the presentation of a research artefact to be agreed with the lecturer.

Teaching tools

Pdf of the lessons, videos and project reviews.

Office hours

See the website of Vittorio Linfante