Barbara Scifo

La natura pervasiva dei media digitali e di rete – dal web 2.0 ai personal media – definisce uno scenario complesso in cui i soggetti si muovono e compiono le loro scelte. Uno scenario dove la televisione generalista convive con la televisione multicanale e tematica; dove la tradizionale distribuzione dei contenuti mediali si mescola a nuove forme di circolazione online e peer to peer; dove le modalità di comunicazione uno-a-uno del telefono si intrecciano a forme molti-a-molti dei blog e dei social network, in cui i contenuti istituzionali vivono accanto ai contenuti generati dagli utenti. A fronte di questo scenario e a partire da una serie di ricerche empiriche condotte presso l’OssCom - Centro di Ricerca sui Media e la Comunicazione dell’Università Cattolica, il volume si concentra sui consumi crossmediali dei giovani italiani e si articola intorno a tre grandi snodi: le pratiche della comunicazione interpersonale mediata, l’emergenza di nuove pratiche produttive e la ridefinizione del consumo televisivo. Nel volume sono raccolti i contributi di Piermarco Aroldi, Simone Carlo, Claudia Giocondo, Giovanna Mascheroni, Daniele Milesi, Maria Francesca Murru, Matteo Stefanelli e Marco Tomassini.

The coming of the digital terrestrial television in Italy was accompanied by a thick network of social issues that in various ways have built and promoted it as a technology endowed with innovative characteristics, able to transform the experience of television and to satisfy specific needs for interaction and participation. In this launching and promotional phase of the service and of the necessary devices to access it, which also had economic characteristics, the attention obviously concentrated more on the production and offer side than on that of consumption; the audience was taken into account from a potential point of view. The essay faces an analysis of the television audience which is busy in domesticating the digital terrestrial platform facing the horizon of consumption, not only through the simple act of purchasing, the simple usage or the interpretation of its meaning, but collocating it in a circular process with a number of phases including both the pre-determination of consumption on the production side and its integration in the consumer’s everyday life. The essay exposes an explorative, ethnographic and multi-situated research which has extended the observation to a variety of contexts, supporting negotiation in the family group (through interviews to 31 persons in 12 domestic units) or in other contexts in which the decision to adopt or not Dtt is taken: from one side the sales points, from the other the condominium meetings. The essay, therefore, analyzes the appropriation forms of Dtt between 2005 and 2006, highlighting the conceptualization of the medium in the imaginary phase, the modalities of appropriation, the incorporation practices and levels. It can be therefore noticed how Dtt is ‘domesticated’ in the form of integration to the traditional television, collocating it inside the evolution line of the television medium and excluding, in this phase, the reference to the wider field of ICTs.

Internet è ormai parte della giornata di milioni di persone in Italia e le forme dell'offerta della rete si vanno sempre più c