The course aims to provide critical tools for analyzing and interpreting the transformation of media ecosystems, which have been deconstructed and reorganized by platforms. It analyzes their business models, dynamics of competitive advantage, restructuring of production chains and value co-creation networks, new media consumption models, and internationalization strategies. Additionally, it promotes student reflection and critical thinking on the potential and constraints that this transformation poses to Italian creative industries.

Knowledge and understanding. Students will acquire an in-depth knowledge of digital media market and industry, understanding the transformation of media ecosystems and mastering their evoluton in terms of consumption and production. Students will develop an adequate understanding of the interaction between mass and social media; they will acquire a basic knowledge of media-related technologies (artificial intelligence, extended reality, metaverse) in a data-driven media system. Students will be able to understand the strengths and weaknesses of the Italian media industry. Applying knowledge and understanding. Students will acquire the ability to critically analyze the media context, which will influence their professional activities in different aspects such as marketing, corporate reputation management, brand identity, crisis management. Students will also acquire a deep awareness of the impact of digital media on their social life, having to deal with critical issues such as echo chambers or fake news. Students will be able to apply their understanding of industry and market to a rapidly evolving scenario and to update their knowledge in a context of continuous disruptions and innovations. Making judgements. Students will be able to analyze, evaluate and discuss media strategies and critically assess the evolution of the digital media system. Communication skills. Students will be able to communicate in a clear and coherent manner the results of their learning, using appropriate terminology. They will also be able to express a correct evaluation of the media context in which they will interact. Learning skills. Students will acquire the ability to increasingly improve their understanding of the digital media environment, as they will be able to conduct personal readings and research in the field of Media Industry Studies and more generally of Media Studies.

The course studies the platforms and media that make up digital ecosystems: it analyzes their business models, market organization, value co-creation processes, internationalization strategies, and fruition models. In particular, the course examines: -SVOD streaming platforms (Subscription Video on Demand), which are reorganizing the global audiovisual industry and, thanks to their offering strategy, are creating a global consumer; their impact on the film industry will also be analized; -post-television platforms (social media, video games, e-sports), which are innovating the ways media is consumed and revolutionizing the global advertising market; -social media entertainment, which meets the needs of Generation Z in particular and creates professional and investment opportunities; -the role of technologies (artificial intelligence, extended reality, metaverse) in creating media ecosystems. Issues of sustainability and inclusion are addressed in relation to the carbon footprint and consumption of raw materials in digital ecosystems, usually underestimated in this regard, and in relation to the valorization of diversity in the post-television media universe.

REFERENCES Balestrieri, L. (2021). Le piattaforme mondo. Roma: LUISS University Press. Before each lesson, slides prepared by the teacher and related support materials (industry reports and scientific articles) will be available online at http://learn.luiss.it. For non-attending students, two of the following texts must be added, as chosen. Cunningham, S., Craig, D. (2019) Social Media Entertainment. New York: New York University Press. Herbert, D., Lotz, A. D., Punathambekar, A. (2020) Media Industry Studies. Cambridge (UK): Polity Press. Lotz, A. (2018) We Now Disrupt This Broadcast: How Cable Transformed Television and the Internet Revolutionized It All. Cambridge (MA): The MIT Press.

The course consists of lectures, analysis of relevant cases, and their discussion in the classroom, as well as group work for the development of projects. Special importance is given to cooperative learning methods: peer review among work groups is also used as a cooperative tool. Work groups will be required to develop a business project to be implemented on a social platform.

Student evaluation takes place throughout the course. The evaluation of group work and participation in classroom activities accounts for 70% of the final grade: 30% is based on each work group's project, while 40% is based on individual presentations (each student must present a section of the group work) and contribution to the classroom discussion over the course of the program. The final exam is oral and accounts for 30% of the final grade. Students must demonstrate their ability to communicate clearly and coherently the results of their learning using appropriate terminology.

To be eligible for thesis assignment, a final grade of at least 27/30 is required after completing the course. A preliminary discussion on the thesis subject is required.