THEORIES AND TECHNIQUES OF INTEGRATED COMMUNICATION AND AUDIOVISUAL
Mario Benedetto
Instructional goals
Knowledge and practical skills concerning strategic integrate Communications and its processes, tools and players. Knowledge of media and audiovisual system.
Prerequisites
Historical background and knowledge of socio – economic and media system. Basic knowledge of current communication tools and languages, to be enhanced in a strategic perspective.
Intended learning outcomes
Analytical and strategic skills, ability to realize original contents and strategic plans also suitable for the current needs of market and sustainability goals.
Course Contents
Genres, media and languages
Integrated communication, tv, radio, cinema, web. Information, infatainment, edutainment. The role of home video and the new ways of fruition, the impact of devices on contents. Communicate more or communicate better?
The channel of a strategy, the effective languages
Case: chose a genre for a new campaign/editorial project
Broadcasters of a strategy, addressees and disseminators of the message
Basis of communication on tv and radio. Web: the new “gobal village”. Cinema between entertainment and strategic communication. Media and information: about news The rules for and effective message. The social influence. Can we call them “influencers”?
Case: a team of managers, authors or journalists working on a projcet, chosing contents and languages
The editorial market
Media and our italian “impure” system. The languages of fake news: they’re a truly new phenomenon?
Web & social: players and rules of communication. The role of “active citizenship”.
Data: from creativity to the analysis.
Case: comparative analysis of communication campaigns and format from the past to the present time.
Tools: the role of data analysis, the new media
Media relations: how does it works. Newsmaking, newschecking.
Events, web, social media, internal communication. New media: how to diffuse and create contents.
Advertising & branded contents.
Blog: the tool
Public spaking basis
Case: realize a “media mix” communication strategic plan
Reference Books
Slides.
To read:
Scarpello, Comunicare meno comunicare meglio, capitolo 7 (Guerrini next);
Teaching Methods
Lessons, testimonies of well known protagonists from information and enetertainment fields, debates, analysis of tv & radio format, newspapers articles, press reviews, case histories, workshops.
Assessment Method
Oral exam + project work
Thesis assignment criteria
Attitude and passion for the academic subject
Week 1
Tv, cinema, radio: differences and similarities
Week 2
Languages, communication managers, authors, spakers, journalist and lobbysts: influencing and creating the product
Week 3
Media & information: a real “deal”. The needs of editors and newsrooms.
Contents, the impact of strategy and languages. From the press release to the post.
Public, communities: from talk to people’s participation
Week 4
Transparency
News
the sources, the raliability
Web: the algorithm, the “informative bubbles”
Fake news: how to discover and hadle
Week 5
New roles: from the “5W” ones to new spurces and languages
The public broadcaster
Week 6
Tv & radio strategic communication
Week 7
The channels of strategy: how to communicate
Tv, radio, web: importance of tools and effective languages
Week 8
The role of cinema
Week 9
Social influence: the analysis of a phenomenon
(influencers)
Effective communication: from strategic plan to presentation and storytelling
Week 10
The editorial market: roles and processes
Week 11
Advertising: the base of market. From traditional to modern tools and strategies. The branded contents
Week 12
Media relations: web, press agencies, roles and processes
Events, we, social media management, internal communication
Digital media: new media, new languages
Communication processes and languages.
Basis of Public Speaking