Docente
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ANDO' ROMANA
(programma)
This course provides students with a number of theoretical and empirical approaches to critically assess what does consumption experience mean in contemporary society and to develop a critical lexicon.
The course further investigates the transformations of fashion experience from the perspective of both the brands and the consumers within the new media scenario and digital media convergence
Special emphasis will be placed on the empirical analysis of specific experience of fashion consumption.
By the end of the course students will be able to:
1. understand and analyze how digital media use contributes to shape the consumption and the consumer society.
2. understand and analyze the digital life of brands (in particular fashion brands) within the web 2.0 environments (i.e. social media and more)
3. recognize and define the transformations in the consumer experience.
4. learn the following critical issues: converge culture, participatory culture, networked media space, transmedia storytelling, transmedia branding, spreadability, searchability, customer journey experience etc.
5. Advance one’s ability to work in team and participate in a research project.
 Students will be provided with scientific articles and papers according the the specific objective of the course (that may change every year)
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