93553 - Organization and Management of Multimedia Systems (Lm)

Learning outcomes

The course provides the competences to critically analyze technologies, languages and multimedia contents both from an industrial and a cultural point of view. Particular attention will be given to the study of the integration of different media languages within telecommunication and entertainment systems, taking into consideration economic-institutional contexts and their relationships with new consumer cultures. At the end of the course, the student: -masters the methodologies of multimedia systems analysis; -has a thorough knowledge of the languages of telecommunications and digital entertainment; -is able to critically analyze the advantages and the issues in the integration of different media systems, as well as their relationship with consumer cultures; -is able to apply the acquired knowledge to the design, organization, and management of multimedia systems; -is able to evaluate the effectiveness of multimedia systems for telecommunications and entertainment.

Course contents

The course aims to explore the pervasiveness of the concept of content, one of the keywords of the media scenario in the digital age, from an economic-industrial perspective. Its definition looks at both cultural management systems and marketing, as well as at technologies: in order to frame the ways in which contents are conceived, circulated and consumed by users, it is therefore essential to take into account the assets, policies and strategies at the basis of the respective creative and distribution chain.

Through the assessment of exemplary cases, the course favours a productive outlook, highlighting the operational aspects of the main companies active on the market and articulating itself along the following thematic lines:

• the perimeter of the sector, its specificities and the contextual dimension of the content industry in the national audiovisual panorama;
• business models, monetisation opportunities and organisational logics;
• the role of distribution in digital environments and multiplatform circuits;
• product types, trends and capacity to generate critical mass: youth consumption, generational clusters and resistance of mainstream;
• audience analysis and engagement metrics, the user experience and the community dimension;
• the ‘content on content’: branding dynamics, positioning and promotional paratexts.

Particular attention will be paid to the topic of go-tv (multimedia screens located in transit and transport spaces) and out-of-home communication, to which a specific slot of lectures will be devoted.

 

Readings/Bibliography

Attending students:

• Kate Eichhorn, Content. L’industria culturale nell’era digitale, Einaudi, Torino 2023;
• Emiliano Rossi, Schermi di trasporto. Storia, produzione, immaginari, Meltemi, Milano 2023.

***Attention: During the first week of class, for each of the texts in the bibliography the lecturer will clarify the chapters to be studied and the parts to be read. The materials indicated and/or made available on Virtuale will not be the subject of the examination, but may be used also in preparation for the intermediate test.

NON attending students:

• Kate Eichhorn, Content. L’industria culturale nell’era digitale, Einaudi, Torino 2023;
• Emiliano Rossi, Schermi di trasporto. Storia, produzione, immaginari, Meltemi, Milano 2023;
• Jay David Bolter, Plenitudine digitale. Il declino della cultura d’élite e lo scenario contemporaneo dei media, minimum fax, Roma 2020.

The three texts indicated are to be studied in full.

Teaching methods

The course includes weekly lectures and classroom activities with active participation of students. Depending on the actual number of participants, meetings with experts and/or operators in the sector may be organised.
Active learning of all participants will also be encouraged through plenary discussions and classroom work groups.

Students with SLD or temporary or permanent disabilities: it is suggested that they get in touch as soon as possible with the relevant University office and with the lecturer in order to seek together the most effective strategies for following the lessons and/or preparing for the examination.

Assessment methods

For attending students, the examination consists of two parts: a final project (preparation of slides) and a written test with open questions at the end of the course. The final project, to be completed individually before the exam, must focus on a single case study, to be agreed in advance with the lecturer; the written test (on a PC) is aimed at assessing the adequate study of the bibliography and examination materials. The points awarded for the project will be added to the mark for the written test; details and clarifications on the examination procedures will be provided during the first week of the lectures.

For students NOT attending the course, the examination consists of a single oral test aimed at assessing the adequate study of the texts indicated in the corresponding bibliography.

Any students who have attended the course in previous academic years may take the examination by referring to the bibliography and examination format for their year of attendance.

Students will be assessed on their ability to:

- offer an organic and sufficiently articulated view of the topics addressed and the study materials;

- use technical language appropriate to the academic context;

- analyse the subject of the course with critical autonomy and the ability to synthesise, avoiding a merely scholastic and descriptive style.

Formative gaps, improper vocabulary, lack of orientation on the macro lines of the course and analytical deficiency are assessed negatively. Insufficient knowledge, uncertain or inappropriate language will result in an outcome that will not exceed a pass. Purely notional exposition will result in a fair assessment. In relation to the expected results, the ability to interpret, make interdisciplinary connections and lexical appropriateness will be valued.

In order to sit the examination, it is compulsory to register for the list via AlmaEsami. Non-registered students will not be admitted to take the test. The written test is held in computer rooms: in order to rationalise its use, enrolled students must remove themselves from the list if they decide not to sit the exam. On the day of the exam, students must present themselves with their UniBo credentials and an identity document.

Students with SLD or temporary or permanent disabilities: it is necessary to contact the relevant University office with ample time in advance: the office will propose some adjustments, which must in any case be submitted 15 days in advance to the lecturer, who will assess the appropriateness of these in relation to the teaching objectives.

Teaching tools

Slides, audiovisual extracts, digital sources, textual and multimedia resources shared with students.

For attending students, extra material relating to each lesson will be uploaded onto the appropriate teaching support platform (Virtual); the access key will be made available during the first lesson.

Class discussion will also be encouraged by means of digital interaction tools (Wooclap, Answergarden and the like).

Office hours

See the website of Emiliano Rossi