This thesis project is aimed to respond to a set of different needs following a common goal: being able to give a contribute to the promotion of the cultural, artistic and social heritage of the Ligurian territory during and after the Covid-19 pandemic, exploiting the immediacy and capillarity of digital technology in order to to offer a service able to establishing concrete cooperation between the public and private sectors. In order to give and answer to these research questions, a digital platform with an ecosystemic structure has been designed (provided in the form of a website and mobile app) which includes public initiatives for cultural and territorial promotion, but which is above all able to offer the possibility to private entities (artists , creatives, museums, cinemas, art galleries, local artisans, restaurateurs, organizers of cultural events and music festivals, non-profit organizations, etc.) - whose activity is linked to the territory and could amplify its attractiveness - to give a virtual preview of their product or service to the potential visitor. The primary objective, therefore, is to create a virtual space that attracts the user and pushes him to physically experience the experiences that the area can offer, enhancing even those small realities with a huge attractive potential that currently remain unknown. The main goal is to overcome the standards of institutional communication of territorial promotion highlighting different sides of the local heritage. There was a consistent research and analysis of case studies which lead to the ecosystem design, and the final chapter contains a digital communication strategy to support the project during its launch.
Questo progetto di tesi nasce nel tentativo di offrire degli spunti di riflessione per rispondere ad un insieme di esigenze diverse tra loro, ma unite da un comune denominatore: contribuire alla promozione del patrimonio culturale, artistico, sociale del territorio ligure nel periodo contemporaneo e successivo alla pandemia da Covid-19, sfruttando l’immediatezza e la capillarità del digitale per offrire un servizio in grado di instaurare una concreta cooperazione tra settore pubblico e privato. Per rispondere a queste esigenze è stata progettata una piattaforma digitale dalla struttura ecosistemica (erogata sottoforma di sito web ed app mobile) che racchiuda le iniziative pubbliche di promozione culturale e territoriale, ma che sia soprattutto in grado di offrire la possibilità ad enti privati (artisti, creativi, musei, cinema, gallerie d’arte, artigiani locali, ristoratori, organizzatori di eventi culturali e festival musicali, organizzazioni no profit ecc.) -la cui attività si lega al territorio e ne potrebbe amplificare l’attrattività- di dare un’anteprima virtuale del loro prodotto o servizio al potenziale visitatore. L’obiettivo primario dunque, consiste nella creazione di uno spazio virtuale che attragga l’utente e lo spinga a vivere fisicamente le esperienze che il territorio può offrirgli, valorizzando anche quelle piccole realtà dal grandissimo potenziale attrattivo che però attualmente restano sconosciute. L’auspicio è quello di superare gli standard della comunicazione istituzionale di promozione territoriale facendo leva su temi diversi. Alla base della progettazione dell’ecosistema vi è stata una consistente attività di ricerca e analisi di casi studio ed a seguire è stata ideata una strategia di comunicazione digitale a sostegno del progetto in fase di lancio.
INNOVAZIONE E COMUNICAZIONE NELLA LOGICA ECOSISTEMICA: IL DIGITALE PER LA RIPARTENZA CULTURALE E TERRITORIALE IN LIGURIA
GUASTAMACCHIA, MARTA
2020/2021
Abstract
This thesis project is aimed to respond to a set of different needs following a common goal: being able to give a contribute to the promotion of the cultural, artistic and social heritage of the Ligurian territory during and after the Covid-19 pandemic, exploiting the immediacy and capillarity of digital technology in order to to offer a service able to establishing concrete cooperation between the public and private sectors. In order to give and answer to these research questions, a digital platform with an ecosystemic structure has been designed (provided in the form of a website and mobile app) which includes public initiatives for cultural and territorial promotion, but which is above all able to offer the possibility to private entities (artists , creatives, museums, cinemas, art galleries, local artisans, restaurateurs, organizers of cultural events and music festivals, non-profit organizations, etc.) - whose activity is linked to the territory and could amplify its attractiveness - to give a virtual preview of their product or service to the potential visitor. The primary objective, therefore, is to create a virtual space that attracts the user and pushes him to physically experience the experiences that the area can offer, enhancing even those small realities with a huge attractive potential that currently remain unknown. The main goal is to overcome the standards of institutional communication of territorial promotion highlighting different sides of the local heritage. There was a consistent research and analysis of case studies which lead to the ecosystem design, and the final chapter contains a digital communication strategy to support the project during its launch.È consentito all'utente scaricare e condividere i documenti disponibili a testo pieno in UNITESI UNIPV nel rispetto della licenza Creative Commons del tipo CC BY NC ND.
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https://hdl.handle.net/20.500.14239/1612