MEDIA, COMUNICAZIONE PUBBLICA E SOCIALE

Theoretical and Practical Knowledge | Students will acquire an understanding of the main communication theories, the operating models, and the evolution of the media.

Critical Media Analysis | They will be able to critically analyze the role of the media in agenda setting, identifying the dynamics of newsworthiness, communication strategies, and the social effects of journalistic practices. The phenomenon of crowdfunding will also be addressed, through an understanding of the “levers” that regulate this tool, which is based on online awareness and digital participation.

Evaluation of Communication Tools and Technologies | Students will learn to use qualitative and quantitative methodologies to assess the impact of new technologies, social media, and digital channels.

Designing Communication Strategies | Skills in designing and managing communication campaigns and in defining informational strategies will be developed, with particular attention to ethical and professional aspects.

Interdisciplinary Approach | The course will stimulate the ability to compare and connect different fields of knowledge for a comprehensive understanding of the phenomena surrounding the formation of public opinion.

Research and Problem-Solving Skills | Students will conduct research and fieldwork, developing problem-solving skills and the ability to critically synthesize the collected data, which will be useful for analysis and proposals for intervention in instituional and social contexts.

Communication and Dissemination | The skills of writing, presenting, disseminating, and promoting the results of their analyses will be enhanced, in order to communicate effectively in academic and professional contexts.

Lectures and Handouts |Classroom sessions for presenting theoretical concepts, accompanied by handouts and multimedia materials that facilitate the understanding of the main models and theories of communication.

Seminars and Guided Discussions |Interactive meetings that will allow students to delve into specific topics, engage in case study comparisons, and critically discuss current dynamics in the field of media and public communication.

Practical Workshops and Off-site Lessons | Practical activities aimed at applying analysis methods and designing communication strategies, with exercises that simulate real-life situations and promote teamwork.

Case Studies and Project Work |Analysis of real cases to highlight the practical implications of theoretical concepts, culminating in project work that enables students to develop a design intervention or a communication campaign.

Group Activities and Interdisciplinary Collaborations | Group projects that encourage the exchange of skills and an interdisciplinary approach, integrating knowledge from political science, sociology, media economics, and communication law.

These teaching methods are designed to create a dynamic and participatory learning environment that combines theory and practice, fostering a comprehensive and multidimensional education in the field of communication.

no prerequisites

Optional, but attendance is recommended due to the participatory and interactive nature of the course.

• News values
• Digital media
• Ethics and professional deontology
• Social media and hyper-customized information
• Public communication and press office
• Social communication campaigns and value-based assets / CSR and new trends
• Crowdfunding
• Case study: Laboriusa.it
• Doing things with words: storytelling

During the oral exam, the following evaluation criteria will be considered:

• the relevance of the answers to the questions asked;
• the completeness and quality of the content presented;
• the ability to establish connections between the various topics covered in the syllabus;
• the correct and appropriate use of technical and disciplinary language;
• argumentative skills and clarity of expression.

Particular attention will be paid to the student's ability to analyze real-world cases, recognize the dynamics of public and social communication, and apply theoretical models and analytical methodologies.

The final grade, expressed out of thirty, will be assigned based on an assessment grid that values:

• mastery of the course content,
• independent judgment,
• logical consistency in exposition,
• originality in critical analysis.

1. What is public communication and how does it differ from political communication?
2. Explain the role and functions of the Press Office and the Public Relations Office (URP).
3. What are the principles and regulations governing public communication in Italy?
4. Illustrate the agenda-setting model with a concrete example from current events.
5. How have media changed with the advent of digital technologies and social media?
6. What are the ethical implications in the management of public communication?
7. What skills should a public communicator have today?
8. Describe a public communication campaign you consider effective: objectives, tools, language, results.
9. What methodologies can be used to analyze a media message?
10. How can qualitative and quantitative methods be integrated in the study of social communication?