The course explores the impact of social media and digital platforms on promotional communication, identity, and society. Through case studies and critical analysis, students examine the social, economic, and cultural dynamics of platformization. They develop a critical understanding of algorithms, datafication, and influencer economies, while acquiring competences in engaging with digital publics for promotional activities and studying digital cultures for market and social research.
By attending this course, students gain critical and practical
competences to undertake promotional strategies and campaigns on social
media and digital platforms, to assess data, users and interactions
within them, to evaluate their social and cultural significance. These
include skills in the critical analysis of digital publics, the
evaluation of user engagement and algorithmic visibility, the capacity
to tap into the different cultures that participate online social
environments. These competences prepare students for roles in social
media analysis, content creation, strategic communication, market and
digital social research.
- Docente titolare: Alessandro Gandini