Unit ADVERTISING AND STORYTELLING
- Course
- Public, digital and corporate communication
- Study-unit Code
- A003626
- Curriculum
- Comunicazione d'impresa
- Teacher
- Roberto Mincigrucci
- Teachers
-
- Roberto Mincigrucci
- Hours
- 63 ore - Roberto Mincigrucci
- CFU
- 9
- Course Regulation
- Coorte 2024
- Offered
- 2024/25
- Learning activities
- Caratterizzante
- Area
- Discipline sociali, informatiche e dei linguaggi
- Academic discipline
- SPS/08
- Type of study-unit
- Obbligatorio (Required)
- Type of learning activities
- Attività formativa monodisciplinare
- Language of instruction
- Italian. International and Erasmus students are invited to attend the course. Readings and other teaching materials are also available in English
- Contents
- The course explores the power of stories in shaping reality, communication, and strategy. Storytelling is not just a means of conveying information but a tool that shapes collective identities, influences the perception of truth, and guides decision-making at both social and economic levels.
Through an interdisciplinary approach, the course will analyze how narratives affect collective memory, culture, and decision-making processes in both public and corporate contexts. It will examine the relationship between facts and interpretation, highlighting how the selection and organization of information can alter the perception of events, whether in public debate or strategic communication. - Reference texts
- Christian Salmon (2008) Storytelling. La fabbrica delle storie. Fazi Editore (Entire book)
Barbara Poggio (2004) Mi racconti una storia? Il metodo narrativo nelle scienze sociali. Carocci (Chap. 1-5)
Students who participate in some of the activities proposed during the course will have a reduced program as follows:
a) Christian Salmon (2008), Storytelling. La fabbrica delle storie, Fazi Editore (Chapters 1-4);
b) Handouts and materials made available on Unistudium. - Educational objectives
- The course provides students with tools to understand and utilize storytelling in communication and decision-making strategies. By the end of the course, students will be able to:
Analyze the role of narration in shaping reality and influencing decision-making processes.
Distinguish between facts and interpretation, recognizing the persuasive techniques of storytelling.
Apply narrative strategies in fields such as media, politics, marketing, and management.
Evaluate the ethical implications of storytelling, preventing distortions and manipulations. - Prerequisites
- To follow the course effectively, it is useful, though not essential, to have knowledge of the main media theories.
- Teaching methods
- The course is structured as follows:
Lectures covering the topics outlined in the syllabus, including film screenings and examples related to the main themes discussed;
Guest testimonies;
Individual and/or group in-depth study activities. - Other information
- Attendance at lectures is recommended.
- Learning verification modality
- The final exam consists of an oral interview on the topics covered during the course and further explored through the study of the recommended texts. The objective of the exam is to assess the student's level of knowledge and understanding, as well as their ability to rework and synthesize information.
The texts subject to assessment are:
Christian Salmon (2008), Storytelling. La fabbrica delle storie, Fazi Editore (Entire book).
Barbara Poggio (2004), Mi racconti una storia? Il metodo narrativo nelle scienze sociali, Carocci (Chapters 1-5).
During the course, individual and/or group in-depth study activities will be proposed. Students who participate in these activities will have the opportunity to take the oral exam with a reduced program, based on the following materials:
Christian Salmon (2008), Storytelling. La fabbrica delle storie, Fazi Editore (Chapters 1-4).
Handouts uploaded to the UNISTUDIUM platform. For information on support services for students with disabilities and/or specific learning disabilities (SLD), visit the page: http://www.unipg.it/disabilita-e-dsa. - Extended program
- The course explores the role of stories in shaping reality, communication, and decision-making strategies. It examines how narratives shape the perception of truth, influence collective memory, and are employed in various contexts, from society to politics, from management to marketing.
The course focuses on:
The power of storytelling in structuring reality, collective identity, and shaping common sense.
The relationship between facts and interpretation in different forms of storytelling, highlighting how the selection and organization of information influence the perception of events.
Collective memory and the reinterpretation of history, examining how narratives construct and modify the past in relation to the present.
The ethical implications of storytelling, analyzing the risks of distortion, manipulation, and the responsibility of the storyteller in shaping public discourse.
Strategies for developing critical and conscious thinking towards narratives that influence society, helping to distinguish between information and persuasion.
Storytelling and politics, exploring the role of narratives in political discourse, the construction of consensus, and the identity of leaders, as well as their impact on public opinion and democracy.
Storytelling, branding, and marketing, analyzing how stories are used in brand identity building, audience engagement, and persuasive business strategies.
Storytelling in management and leadership, examining the use of narratives in team management, the creation of shared corporate visions, and strengthening organizational belonging.
The course combines theory and practice through readings, case study analysis, and narrative exercises, providing useful tools to understand and apply storytelling effectively and consciously in both social and professional contexts.