Semiotics and digital storytelling

Learning outcomes

At the end of the course, students will have acquired the fundamental concepts and basic methodology of narrative semiotics, which serve to recognize and critically analyze the stories on which the most effective products of contemporary mass communication are based.

Particular attention is paid to audiovisuals that achieve viral diffusion on the Internet, and to the strategic use that professionals, companies, organizations, and institutions make of them for their communication.

Course contents

The course illustrates the basic concepts and methodology of semiotic analysis of narrative texts, connecting them to the notion of storytelling in contemporary marketing. It explores some connections between semiotics and marketing, with particular attention to the practice of benchmarking. These are the main themes:

1. The syntax of the story, from Vladimir Propp to Algirdas J. Greimas.
2. The trend of storytelling from the United States to Italy: what to save and how to avoid exaggerations, risks and abuses.
3. Values, valuables, modalities.
4. When images tell stories and when they don't: from TV commercials to stories and reels on social media.

Prerequisites

Attention, concentration, active participation in lessons, ability to take notes in a systematic, organized and orderly manner.

Reading/Bibliography

1. The slides used by the teacher in class, which are made available as handouts.
2. Notes. It is necessary to take notes systematically, collecting them in an orderly and accurate way, together with the case studies and exercises carried out in the classroom. The notes must be studied together with the slides provided by the teacher.
3. The Foreword and the first 2 chapters of the book by Maria Pia Pozzato, “Understanding semiotics”, Rome, Carocci, 2013 (pp. 9-38).
4. The article ”Semiotics and Storytelling. How semiotics can contribute to narrative marketing", downloadable at this link: https://mimesisjournals.com/ojs/index.php/ec/article/view/1814

Teaching methods

Alternation between frontal lessons and group exercises, which involve the concrete application of notions of semiotics, storytelling and digital marketing.

Assessment methods

1/3 of the assessment comes from active and relevant participation during lessons and the ability to work collaboratively and constructively in various groups.

1/3 of the evaluation comes from an individual written test, which will be taken halfway through the lessons.

1/3 of the grade comes from an individual practical test, which will be carried out during the final lessons and discussed during the exam.