B2655 - STORYTELLING MULTIMEDIALE II

Learning outcomes

The workshop intends to present the tools for the production of effective content for different media contexts, with particular attention to digital environments. At the end of the workshop the student knows how to use the main storytelling techniques; will be able to evaluate how the specific affordances of digital platforms affect the possibility of using narrative styles and practices; will be able to plan communication strategies based on a multimedia or transmedia approach to storytelling; will attend skills on the content production for web and digital platforms. 

Course contents

The course is structured as a workshop and represents an opportunity for practical and reflective learning on the application of multimedia storytelling with reference on business and corporate communication, brand strategy, promotion and enhancement of cultural heritage and institutions.

Through the presentation and collective discussion of case studies, selected from national and international context, we will explore the main forms of contemporary digital storytelling (i.e. social media storytelling, visual storytelling, videogame storytelling).

A particular focus will be dedicated to audio storytelling and specifically to the branded podcasts as communication, information and promotion tools used by brands.

Participants will be actively involved in the development and implementation of an original multimedia project in all its stages: design, strategy, definition, implementation, distribution, and promotion from a cross-media perspective.

They will work in groups, to encourage interaction and involvement and allow students to acquire and strengthen transversal soft skills (team working, project management, critical thinking, self-empowerment).

At the end of the course, the web editorial team of master’s program will be able to evaluate the possible publication of the projects carried out on the institutional social channels (YouTube, Spotify, Instagram, Facebook and web magazines).

Readings/Bibliography

1. Fontana, A. (2020) Storytelling d’impresa, Hoepli, Milano
2. Fontana, A. (2018) Storie che incantano. Il lato narrativo dei brand, ROI Edizioni, Macerata
3. Salmon, C. (2008) Storytelling. La fabbrica delle storie, Fazi editore, Roma
4. Bonacini, E. (2020) Digital storytelling nel marketing culturale e turistico, Dario Flaccovio Editore, Palermo.
   
5. Arcagni, S. (2021) Storytelling digitale. Le nuove produzioni 4.0, Luiss University Press, Roma
6. Brammer, E. Unforgettable. New Rules for Business Storytelling, ed Great Stories, USA
7. Pivanti, R. (2021), Branded Podcast Producer. Narrazioni audio per brand capaci di farsi ascoltare, Franco Angeli, Milano

Other resources will be shared and suggested during the course. 

Teaching methods

The workshop is structured in frontal lessons, case analysis and discussion, team works, practical exercises, development and implementation of a project work with the support of the equipment of the ProDigi Lab, the laboratory of the digital production of the SPS Department.

Attending students are required to attend at least 70% of the meetings.

Assessment methods

Students actively attending classes

The final test for students who attend at least 70% of the meetings involves the production of a multimedia product through group work. Specifically, students are asked to carry out:

-a presentation of the ongoing project work

- the delivery of the final output during the exam sessions

The final evaluation will based on:

_attendance (10%)

_active participation (20%)

_project work (70%)

Non-attending students

Students who choose not to attend classes (“non-frequentanti”) will be required to write a paper with a focus on the use of storytelling, its impact and effects in the areas of corporate communication, brand strategy and promotion of the cultural heritage. The focus could be also an case history analysis.

The topic can however be discussed and agreed with the teacher via email or by booking a Team-meeting at least 4 weeks in advance of the exam date.

Length: min 5000 words - max 8000 words

Format: title, text, bibliography and possible website

Teaching tools

Presentations with slides, videos, websites, social networking, podcasts, digital equipment of the Pro.Digi Lab (SPS Department).

A selection of resources will be available on Virtuale.

Office hours

See the website of Michela Zingone