All Italy has suffered from the crisis triggered by the Sars – CoV – 19 (COVID – 19) pandemic, and the Autonomous Province of Trento amakes no exception. Taking advantage of the “need of science” that has augmented from the past due to the pandemic, it has been studied a way to help the territory restart, taking advantage of the strong Trentino’s research system and its local cultural resources. The suggested modality are scientific events that, in a win – win optic, could give the chance for the local cultural fabric to restart with its activity, for the Trentino System of hogh Education and Research to fullfill the “Third Mission of Research” duties that today are more urgent than ever, and at the same time it could follow the path of the already existing territorial marketing strategy. But can spectacularization of science actually be a fly for the development of the local cultural fabric and for the veiculation of its historical and artistical heritage? If it is so, in which ways? Does the scientific counterpart that organizes the event gain value in return from the event itself? And if it is so, can Trentino’s scientific sector play a part in the development of the local cultural fabric through event creation gaining value in return? Through an analysis of three study cases (the Researchers’ Night in Trento, the Genoa Science Festival in Genoa and the “BergamoScienza” Festival in Bergamo) it has been analysed the level of economic and image impact that a scientific event has on the involved subjects. Every study case analysed a different level of involvment of the cultural subject: total, partial or null. It has emerged that an impact actually exists, even if the image impact is generally stronger than the economic one and this last one is often consequent to the first one. They have also emerged many interesting outputs and impacts from the occurrence of scientific events such as the co – creation of theatrical shows created on scientific topics or the ability of scientific events to expand the “brand” image of a partecipating subject into the partecipants minds. In the end, the last part of the paper brings a consideration on the perspectives for Trentino in the post – pandemic era, dottings some guidelines for the actual realization of scientific events that bring benefit to the Trentino territory.
La Provincia Autonoma di Trento, come tutta l’Italia, ha sofferto la crisi lasciata dalla pandemia COVID – 19. Sfruttando la richiesta di scienza aumentata rispetto al passato a fronte della pandemia, si è voluto studiare una modalità in cui, sfruttando il forte sistema di ricerca trentino e le risorse culturali locali, si aiuti a far ripartire il tessuto territoriale. La modalità suggerita sono gli eventi scientifici i quali potrebbero, in un’ottica win – win, dare occasione alle istituzioni culturali di ripartire con la produzione di eventi, dare al Sistema trentino dell'Alta Formazione e della Ricerca la possibilità di adempiere ai compiti della "Terza Missione della Ricerca" che oggi si fa più urgente che mai e incanalarsi nell’attuale strategia di promozione territoriale. Ma può la spettacolarizzazione della scienza effettivamente apportare beneficio al tessuto culturale locale? Se sì, in che modo? La controparte scientifica che organizza l’evento guadagna valore in ritorno? E per questo, può il settore della ricerca trentina giocare una parte nello sviluppo del tessuto culturale locale attraverso la creazione di eventi, guadagnando anche valore in ritorno? Attraverso un’analisi di tre differenti studi di caso (la Notte dei Ricercatori di Trento, il Festival della Scienza di Genova e il Festival “BergamoScienza” di Bergamo) si è analizzato il livello d’impatto economico e d’immagine che un evento scientifico ha sugli enti che coinvolge. I tre casi di studio hanno analizzato different livelli di coinvolgimento del soggetto culturale nell'evento: totale, parziale e nullo. Ne è emerso che un impatto esiste, sebbene l’impatto d’immagine sia più forte di quello economico e nonostante spesso questo sia conseguente al primo. Ne sono comunque emerse forme molto interessanti di output e impatto, come la co – creazione di spettacoli teatrali o la capacità degli eventi ampliare l’immagine del “brand” di un ente nella mente dei partecipanti. Infine, l’ultima parte della ricerca porta una riflessione sulle prospettive in Trentino nel post – pandemia COVID, tratteggiando alcune linee guida per la realizzazione di eventi scientifici che apportino beneficio al tessuto culturale trentino.
La spettacolarizzazione della scienza. Un'analisi per la comunicazione d'evento della scienza nell'era post - COVID-19 nella Provincia di Trento
SCUDIERO, ALICE
2019/2020
Abstract
All Italy has suffered from the crisis triggered by the Sars – CoV – 19 (COVID – 19) pandemic, and the Autonomous Province of Trento amakes no exception. Taking advantage of the “need of science” that has augmented from the past due to the pandemic, it has been studied a way to help the territory restart, taking advantage of the strong Trentino’s research system and its local cultural resources. The suggested modality are scientific events that, in a win – win optic, could give the chance for the local cultural fabric to restart with its activity, for the Trentino System of hogh Education and Research to fullfill the “Third Mission of Research” duties that today are more urgent than ever, and at the same time it could follow the path of the already existing territorial marketing strategy. But can spectacularization of science actually be a fly for the development of the local cultural fabric and for the veiculation of its historical and artistical heritage? If it is so, in which ways? Does the scientific counterpart that organizes the event gain value in return from the event itself? And if it is so, can Trentino’s scientific sector play a part in the development of the local cultural fabric through event creation gaining value in return? Through an analysis of three study cases (the Researchers’ Night in Trento, the Genoa Science Festival in Genoa and the “BergamoScienza” Festival in Bergamo) it has been analysed the level of economic and image impact that a scientific event has on the involved subjects. Every study case analysed a different level of involvment of the cultural subject: total, partial or null. It has emerged that an impact actually exists, even if the image impact is generally stronger than the economic one and this last one is often consequent to the first one. They have also emerged many interesting outputs and impacts from the occurrence of scientific events such as the co – creation of theatrical shows created on scientific topics or the ability of scientific events to expand the “brand” image of a partecipating subject into the partecipants minds. In the end, the last part of the paper brings a consideration on the perspectives for Trentino in the post – pandemic era, dottings some guidelines for the actual realization of scientific events that bring benefit to the Trentino territory.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/20.500.14239/580