Fashion publishing and new media communication
A.A. 2024/2025
Obiettivi formativi
The course aims to develop advanced knowledge and understanding of the fashion communication industry, in all its aspects, with a special emphasis on new forms of communication including digital and social media. It also aims to provide an articulate knowledge of the vocabulary and style of communication in fashion English currently used in the professional world.
Risultati apprendimento attesi
The expected results are a high level of understanding and practical application of the mechanisms of modern communication, with the ability to independently create promotional initiatives in the fashion field, applicable both within fashion companies and in agencies providing services to this industry. In addition, students will master professional fashion English and social communication tools.
Periodo: Secondo semestre
Modalità di valutazione: Esame
Giudizio di valutazione: voto verbalizzato in trentesimi
Corso singolo
Questo insegnamento può essere seguito come corso singolo.
Programma e organizzazione didattica
Edizione unica
Responsabile
Periodo
Secondo semestre
Programma
The course is divided into two modules of 20 hours each (A-B).
The first module explores the relationship between fashion and communication, understood as a pervasive and central form in contemporary society. Through a diachronic analysis, the developments of the communication strategies of fashion brands and the profound transformations that have occurred over time are examined. The principle of novelty and the emotional bond with the consumer, together with the evolution of the means of communication, become key themes for understanding the dynamics and evolutions of the fashion system.
In the second module, the central point becomes the question of communication as a practical act of brand strategies. Through a series of Case Studies, the communication strategies of the world of Fashion are analyzed and deconstructed. Printed paper, social media, advertising billboard, fashion shows are just some of the means of communication that have undergone a transformation over the years, thus giving rise to new reflections on their function and key role.
The first module explores the relationship between fashion and communication, understood as a pervasive and central form in contemporary society. Through a diachronic analysis, the developments of the communication strategies of fashion brands and the profound transformations that have occurred over time are examined. The principle of novelty and the emotional bond with the consumer, together with the evolution of the means of communication, become key themes for understanding the dynamics and evolutions of the fashion system.
In the second module, the central point becomes the question of communication as a practical act of brand strategies. Through a series of Case Studies, the communication strategies of the world of Fashion are analyzed and deconstructed. Printed paper, social media, advertising billboard, fashion shows are just some of the means of communication that have undergone a transformation over the years, thus giving rise to new reflections on their function and key role.
Prerequisiti
No prerequisites are required.
Metodi didattici
The Course includes lectures, with the support of supplementary teaching materials (explanatory content and iconographic documentation) made available on the Ariel del Corso website.
Visits to museums and exhibitions are planned.
Attendance at the Course is strongly recommended. Those who participate in at least two-thirds of the lessons will be considered attending students.
Visits to museums and exhibitions are planned.
Attendance at the Course is strongly recommended. Those who participate in at least two-thirds of the lessons will be considered attending students.
Materiale di riferimento
Module A - Prof. M. Bertocco
1) 6-credit EXAM for attending students:
A) Attendance and study of the topics and materials covered in the course.
Preparation of texts from the following list:
- M. Bertocco, Diesel. Jeans, Comunicazione e Cultura. Storia di un'impresa italiana globale, FrancoAngeli, 2023
- A. Vanska, O. Gurova, Understanding fashion scandals, Bloomsbury, 2024 (parte 1 Completa + un case study a scelta tra quelli della parte 2 e della parte 3)
2) 6-credit EXAM for non-attending students:
A) Preparation of texts from the following list:
- M. Bertocco, Diesel. Jeans, Comunicazione e Cultura. Storia di un'impresa italiana globale, FrancoAngeli, 2023
- J. Zanon, Reawakening the sleeping beauties of haute couture: the case of Guy and Arnaud de Lummen, in "European Fashion. The creation of a Global Industry, pp. 86-115
A text chosen from:
- P. Jobling, Advertising menswear: masculinity and fashion in british media since 1945, Bloomsbury, 2014
- T. C. Jai, Omnichannel Retailing for the fashion business, Bloomsbury, 2022 (capitoli da 1 a 10 inclusi)
- A. Vanska, O. Gurova, Understanding fashion scandals, Bloomsbury, 2024
- P. von Wachernfeldt, M. Petersson McIntyre, Luxury Fashion and Media Communication, Bloomsbury, 2023
Module B - Prof. A. Ruggeri
1) 6-credit EXAM for attending students:
A) Attendance and study of the topics and materials covered in the course.
Preparation of texts from the following list:
- O. Mitterfellner, Fashion Marketing and Communications: Theory and Practice Across the Fashion Industry, Routledge, 2024
- C. Calò, La sfilata di moda come opera d'arte, Einaudi, 2022
2) 6-credit EXAM for non-attending students:
A) Preparation of texts from the following list:
- O. Mitterfellner, Fashion Marketing and Communications: Theory and Practice Across the Fashion Industry, Routledge, 2024
- C. Calò, La sfilata di moda come opera d'arte, Einaudi, 2022
- G. L. Paracchini, Vita Prada, Baldini + Castoldi, 2019
1) 6-credit EXAM for attending students:
A) Attendance and study of the topics and materials covered in the course.
Preparation of texts from the following list:
- M. Bertocco, Diesel. Jeans, Comunicazione e Cultura. Storia di un'impresa italiana globale, FrancoAngeli, 2023
- A. Vanska, O. Gurova, Understanding fashion scandals, Bloomsbury, 2024 (parte 1 Completa + un case study a scelta tra quelli della parte 2 e della parte 3)
2) 6-credit EXAM for non-attending students:
A) Preparation of texts from the following list:
- M. Bertocco, Diesel. Jeans, Comunicazione e Cultura. Storia di un'impresa italiana globale, FrancoAngeli, 2023
- J. Zanon, Reawakening the sleeping beauties of haute couture: the case of Guy and Arnaud de Lummen, in "European Fashion. The creation of a Global Industry, pp. 86-115
A text chosen from:
- P. Jobling, Advertising menswear: masculinity and fashion in british media since 1945, Bloomsbury, 2014
- T. C. Jai, Omnichannel Retailing for the fashion business, Bloomsbury, 2022 (capitoli da 1 a 10 inclusi)
- A. Vanska, O. Gurova, Understanding fashion scandals, Bloomsbury, 2024
- P. von Wachernfeldt, M. Petersson McIntyre, Luxury Fashion and Media Communication, Bloomsbury, 2023
Module B - Prof. A. Ruggeri
1) 6-credit EXAM for attending students:
A) Attendance and study of the topics and materials covered in the course.
Preparation of texts from the following list:
- O. Mitterfellner, Fashion Marketing and Communications: Theory and Practice Across the Fashion Industry, Routledge, 2024
- C. Calò, La sfilata di moda come opera d'arte, Einaudi, 2022
2) 6-credit EXAM for non-attending students:
A) Preparation of texts from the following list:
- O. Mitterfellner, Fashion Marketing and Communications: Theory and Practice Across the Fashion Industry, Routledge, 2024
- C. Calò, La sfilata di moda come opera d'arte, Einaudi, 2022
- G. L. Paracchini, Vita Prada, Baldini + Castoldi, 2019
Modalità di verifica dell’apprendimento e criteri di valutazione
The final exam will consist of an oral interview with a grade in thirtieths. The evaluation will take into account the knowledge of the course contents, the ability to read them critically and on multiple levels, their application and the use of appropriate language in the face of the proposed analysis of a document of the fashion system.
During the course, an individual research will be assigned only for attending students (optional) to be presented at the oral exam, aimed at identifying the historical, technical and material characteristics of a single item of clothing among those preserved in museums, to be rendered through a Power Point file.
This research will contribute to determining the final exam grade, more details will be provided in class.
The grade will be expressed in thirtieths.
During the course, an individual research will be assigned only for attending students (optional) to be presented at the oral exam, aimed at identifying the historical, technical and material characteristics of a single item of clothing among those preserved in museums, to be rendered through a Power Point file.
This research will contribute to determining the final exam grade, more details will be provided in class.
The grade will be expressed in thirtieths.
SPS/08 - SOCIOLOGIA DEI PROCESSI CULTURALI E COMUNICATIVI - CFU: 6
Lezioni: 40 ore
Docenti:
Bertocco Mattia Alberto, Ruggeri Angelo
Docente/i
Ricevimento:
su appuntamento
Microsoft Teams