10.54103/2036-461X/22506
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22506
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Cinéma & Cie. Film and Media Studies Journal
ABSTRACT PRIN 2017 – Italian Na(rra)tives: The International Circulation of “Brand Italy” in the Media
Text.Serial.Journal
https://riviste.unimi.it/index.php/cinemaetcie
23
Projects & Abstracts
2024-04-05
2024-02-10
2024-04-05
2024-04-05
197-198
Cinéma & Cie
2023
10.54103/2036-461X/22506
197
2036-461X
41
en
198
ABSTRACT PRIN 2017 – Italian Na(rra)tives: The International Circulation of “Brand Italy” in the Media
https://riviste.unimi.it/index.php/cinemaetcie/article/download/22506/20368
23
ABSTRACT PRIN 2017
Italian Na(rra)tives:
The International Circulation of “Brand Italy” in
the Media
Claudio Bisoni, Principal Investigator, University of Bologna
Associated Investigators: Giovanni Turchetta, University of Milan; Matteo
Tarantino, Università Cattolica in Milan; Andrea Minuz, Sapienza University of
Rome
DOI https://doi.org/10.54103/2036-461X/22506




  Italian Na(rra)tives examines a series of          neuroscience; b) rhetorical analysis intended
contemporary Italian audio-visual and literary       in the broadest sense, taking into account
products that have gained success through            argumentation theory, the study of enunciation,
international circulation, and the cultural impact   and its appropriation in Critical Discourse
of the images and models of “Italianness” that       Analysis; and c) the prevalently thematic critical
they promote. Its chronological framework is from    approach of Cultural Studies;
2000 to 2017 and it contextualizes the object of       3) analysis of the translation/adaptation
study in relation to contemporary changes in the     strategies of cultural products in various
cultural industries, following advances in digital   national contexts, and of curation, production
technology and the corroboration of convergent       and distribution processes at national and
culture. It focuses on a sample of cultural          international levels;
products that have been selected according to          4) analysis of the branding and celebrification
the parameters of their international circulation    strategies of products and characters related
within this time span.                               to the TV series, films and literary texts in the
                                                     sample;
  The project has been realized through the
                                                       5) analysis of the cultural impact of the case
following stages of analysis:
                                                     studies at national and international levels. This
  1) the sampling and classification of cultural
                                                     phase employs various methodological tools.
products;
                                                     Principally this includes: a) reception studies, to
  2) content analysis of the narrative components
                                                     investigate critical responses to these products
and forms of representation. This textual
                                                     and the tendencies through which they are
analysis employs various methodological tools,
                                                     inscribed in the public sphere, generating debates
the most important of which are: a) narratology,
                                                     and other reactions in the media; b) audience
both in its classical use, i.e. the morphological
                                                     studies and the ethnography of consumption, to
study of narrative texts, and in its more recent
                                                     study the responses of specific audiences to the
developments in cognitive psychology and
                                                     cultural products.


Cinéma & Cie vol. 23 no. 41 2023 · ISSN 2036-461X                                               197
  Overall, this project is made innovative by its
interdisciplinary approach, which integrates the
analysis of texts and their fruition with the study
of the cultural industries and their structures.
This approach is increasingly urgent in view of
today’s globalized media system, yet it has been
only partially employed in previous scholarship.
  In terms of the academic impact of this project,
the study of both the cultural influence of Italian
media products in various nations and the ways
in which images of Italianness circulate abroad: 1)
provide a systematic perspective on transmedia
and at times global processes, revealing
their formation at various levels (in terms of
production, text, politics and consumption);
2) provide national cultural institutions with
“nation branding” models in the context of the
media, therefore helping to develop protocols to
reinforce Italian cultural production in that area;
3) improve awareness in the public organizations
and national agencies that promote the Italian
cultural industry abroad, and of European
policies relating to cultural diplomacy.
  The project’s outputs include a series of
collective publications, the organization of
thematic conferences and seminars, and
public meetings with authors and industry
professionals.




198                                                   Bisoni, Italian Na(rra)tives
