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Patrizia Musso

Libri dell'autore

Le prigioni del linguaggio pubblicitario. E alcuni piani internazionali di fuga digital
formato: Articolo | COMUNICAZIONI SOCIALI - 2011 - CSonline 4. Carceri. Cinema, televisione, teatro, videogame, pubblicità | Open Access
Anno: 2011
Il carcere, di per sé, non sembra presentare alcuna caratteristica atta a un suo efficace utilizzo come location per uno spot pubblicitario contemporaneo...
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La Dtt sullo schermo digital
formato: Articolo | COMUNICAZIONI SOCIALI - 2008 - 1. Incipit digitale. L'avvio della televisione digitale terrestre in Italia tra discorsi, prodotti e consumi
Anno: 2008
Even if the digital terrestrial television presents itself as the technology replacing the analogical and free television, this last one has contributed in a limited way to the ‘imaginary’ phase of this platform, and to the elaboration of a system of meanings and values necessary for this media and cultural scenario and for the uses that will be made of it. The essay gives the results of the monitoring of television programming of the main Italian broadcasters in the period included between january 2005 and december 2006. The first datum highlighted is the scarcity of references to Dtt. While the press showed a growing interest toward the digital terrestrial television, the Italian television networks tended not to participate to the debate. Mediaset channels are an exception: in 2005 they opened a series of frames on Dtt, essentially concerning the launching Mediaset Premium service and the proposal of the new free channels Boing and Mediashopping. In these two years, mainly the discourses concerning Mediaset Premium took various shapes and started characterizing Dtt as the evolution of analogical television, as a possibility of interaction and personalization, as a ‘silent revolution’, a radical change, but controlled and free of risks for the user. Rai communication strategies and results were very different. Rai channels dedicated little space to Dtt issue, mostly linked to their political and cultural implications, but with no promotional aims. The idea of Dtt which emerged from Rai channels is one of basic service offered to all citizens. As with press and web communication, also the television approach had substantial discontinuity and ambiguity, making the switch unnatural and complicated for the viewer.
€ 6,00
Sport e comunicazione. Alla ricerca di un soggetto fra ibridazioni e disseminazioni digital
formato: Articolo | COMUNICAZIONI SOCIALI - 2006 - 1. Sport e media
Anno: 2006
Over the course of the years, the world of enterprise communication has shown an increase of interest in the sports universe. The existing ties between the world of sports and enterprise have increased: it is nearly impossible to find an event, a contest or an athlete that are not ‘branded’ by some sponsor. The interactions between sports and advertising communication are multiple, both from the point of view of the language (advertising draws metaphors from the sports jargon), and from the point of view of celebrity (thanks to the presence of athletic sponsorship). The author analyzes the communicative manifestations of sports as a subject of enterprise, keeping in mind that it is completely involved in the ‘mediatic jam’. All this to demonstrate that the sports world must recognize several fields of activity, different among themselves, that consider teams and athletes as subjects acting in a thick net of relations and processes of exchange with the other enterprises, the media and the public.
€ 6,00
Il dialogo online come strumento di marketing digital
formato: Articolo | COMUNICAZIONI SOCIALI - 2002 - 1. DIALOGHI IN RETE
Anno: 2002
€ 6,00
Introduzione digital
formato: Articolo | COMUNICAZIONI SOCIALI - 2000 - 4 | Open Access
Anno: 2000
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Advertainment. La comunicazione pubblicitaria alle soglie del Duemila digital
formato: Articolo | COMUNICAZIONI SOCIALI - 1999 - 2
Anno: 1999
€ 6,00
"Corporate identity" e "corporate image": "beni immateriali" della comunicazione d'impresa digital
formato: Articolo | COMUNICAZIONI SOCIALI - 1997 - 4
Anno: 1997
€ 6,00
 

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