Cross-Media Communication

Cross-Media Communication provides students with various theoretical, methodological, analytical and practical tools through which to understand and master the complexity, heterogeneity and the latest transformations that encompass the contemporary media ecology.

It does this by conveying first and foremost knowledge and skills in relation to the main theories and methodological approaches related to the study of media, such as the concepts of hybrid media system, convergent communication (and culture) or platform society. The critical analysis of various case studies applied to the phenomenon of cross-media communication also imparts the ability to better understand the characteristics of each single component of the contemporary media ecology, pushing students to reflect deeply on the role not only of media and the most recent digital platforms, such as YouTube, Facebook, Twitter, Instagram or TikTok, but also other media such as radio, newspapers, television or gossip magazines. In this first theoretical part of the course, Cross-media Communication finally provides students with a critical reflection also on the role and characteristics of various media actors related to each of the media environments considered therein, such as traditional journalists, radio or television writers, podcasters, youtubers, digital influencer/content creators, etc.

Alongside this first theoretical component, the course also includes a practical one, through the conception, design and presentation in class of projects capable of conveying and including all the concepts learned in the first part of the course. Examples are the design of podcasts, radio or television programs, communication campaigns at a commercial or institutional level, the design of a festival, a meme page, a new and innovative newspaper, etc. To support students in the design and concrete definition of these projects, the course puts them in close contact with those who practice and/or live with communication, such as journalists, radio or television writers, podcast producers, youtubers, influencers/digital content creators, CEOs/executives of companies in the field of communication, press officers, social media managers, etc.

At the end of the course, students will acquire the ability to critically evaluate the main characteristics and the most recent developments of the contemporary media ecosystem, having also acquired specific knowledge on how to put all this effectively into practice within projects in relation to all types of media, also with the aim of ensuring that these projects are concretely feasible.