The course aims to provide students with critical tools for analyzing and interpreting the transformation of media ecosystems, which have been deconstructed and reorganized by platforms. It examines their business models, dynamics of competitive advantage, the restructuring of production chains and value co-creation networks, new models of media consumption, and internationalization strategies. In addition, the course fosters critical reflection on the opportunities and constraints that these transformations pose for the Italian creative industries.

Knowledge and understanding. Students will acquire an in-depth knowledge of digital media markets and industries, gaining an understanding of the transformation of media ecosystems and their evolution in terms of consumption and production. Students will develop a solid understanding of the interaction between mass media and social media; they will acquire a basic knowledge of media-related technologies (artificial intelligence, extended reality, metaverse) within a data-driven media system. Students will be able to identify and assess the strengths and weaknesses of the Italian media industry. Applying knowledge and understanding. Students will acquire the ability to critically analyze the media context and its implications for professional activities such as marketing, corporate reputation management, brand identity, and crisis management. Students will also gain a deep awareness of the impact of digital media on their social life, addressing critical issues such as echo chambers and fake news. Students will be able to apply their understanding of media industries and markets to rapidly evolving scenarios and continuously update their knowledge in contexts of ongoing 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 the results of their learning clearly and coherently, 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 develop the ability to increasingly enhance their understanding of the digital media environment, through independent reading and research in the field of Media Industry Studies and, more broadly, of Media Studies.

The course examines the platforms and media that constitute digital ecosystems: it analyzes their business models, market organization, value co-creation processes, internationalization strategies, and consumption models. In particular, the course focuses on: -SVOD streaming platforms (Subscription Video on Demand), which are reorganizing the global audiovisual industry and, through their content strategies, are creating a global consumer; their impact on the film industry will also be analyzed; -post-television platforms (social media, video games, e-sports), which are innovating media consumption practices and revolutionizing the global advertising market; -social media entertainment industries, which particularly address the needs of Generation Z and create new professional and investment opportunities; -the role of technologies (artificial intelligence, extended reality, metaverse) in the creation of media ecosystems. Issues related to sustainability and inclusion are addressed with regard to the carbon footprint and consumption of raw materials in digital ecosystems, usually underestimated in this respect, 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, to be selected individually. 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 combines lectures, analysis of relevant cases, classroom discussions, and 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.

Assessment is continuous. Group work and active participation in classroom discussions account for 30% of the final grade. The final exam is oral and accounts for 70% of the final grade. Students must demonstrate their ability to communicate the results of their learning clearly and coherently using appropriate terminology.

To be eligible for thesis supervision, students must obtain a final grade of at least 27/30. A preliminary discussion on the thesis topic is required.