• Understand the role of digital platforms in the transformation of contemporary communication, analysing the processes of convergence, hybridisation and platformisation in media and cultural and organisational practices.
• Acquire advanced theoretical and methodological tools to analyse digital communication and media strategies, with a focus on algorithmic logics, engagement models and data-driven content production (digital ethnography, data stories, audience analytics).
• Develop strategic skills for digital communication management, exploring the role of platforms in branding strategies, cultural dissemination and online community building.
• Critically analyse the digital ecosystem through the study of platform affordances and their socio-cultural and economic implications, with a focus on governance, moderation and policy phenomena.

The course analyses the role of digital platforms in the transformation of communication and media strategies, exploring engagement models, algorithmic logic and data-driven production.

1. Digital communication and platform society

• Evolution of communication in the digital ecosystem.
• Media convergence, hybridisation and platformisation

2. Platform strategies and logics

• Algorithms, personalisation and engagement models.
• Audience analytics and data-driven content strategy.

3. Branding, communities and digital cultures

• Communication strategies and online community building.
• Cultural dissemination and flat-forming of cultural consumption.

4. Governance, moderation and policy

• Platform affordance and content regulation.
• Socio-cultural implications of platformisation.

5. Methods for analysing digital communication

• Digital ethnography, data stories and case studies.
• Critical tools for digital ecosystem analysis.
• Case studies and practical exercises on communication strategies in platforms.

Students must achieve:

1. Knowledge and ability to understand: to understand the dynamics of digital communication and platformisation, with particular attention to the aspects of governance, affordance and datafication; to analyse the transformations of the cultural industry and organisational communication in the digital ecosystem; to explore the processes of convergence, hybridisation and modularity in digital media and contemporary communication strategies.

1.1.Students gain this advanced knowledge through attending lectures, discussing case studies and critically analysing academic and industry texts.

2. Ability to apply knowledge and understanding: develop skills in the critical analysis of digital communication practices, engagement strategies and evaluation metrics in platforms; apply research methodologies (digital ethnography, social media analysis, data stories) to analyse user behaviour and communication dynamics on digital platforms; use tools for the design and evaluation of digital strategies for culture and organisations.

2.1. Skills acquired through practical classroom exercises, analysis of case studies, simulations of digital strategies and group work.

3. Judgement: to reflect critically on the effects of platformisation on content production and circulation; to assess the impact of digital strategies in the broader context of the attention economy and the communication industry; to develop a critical approach to the use of digital tools, evaluating their limits and opportunities.

3.1. This capacity for judgement will be developed through classroom discussion with lecturer and colleagues, discussion of articles and case studies, and critical analysis exercises.

4. Communication skills: develop presentation and argumentation skills of critical analysis and digital strategies.

4.1. with colleagues and lecturer through discussions, group work and case simulations.

4.2. Skills practised in the classroom through guided discussions, individual or group presentations and collaborative activities.

5. Learning ability: to adopt a critical learning method capable of connecting theory and practice in the analysis of digital communication; to acquire autonomy in research and in the use of analysis tools to study digital platforms and their communication strategies.

5.1. Skills developed through argumentation with the lecturer, classmates and fellow students, through autonomous reading and the development of a critical approach to research in the field of digital communication.

The teaching material prepared by the lecturer in addition to recommended textbooks (such as for instance slides, lecture notes, exercises, bibliography) and communications from the lecturer specific to the course can be found inside the Moodle platform › blended.uniurb.it

Teaching

• Lectures
• Team work
• In-depth seminars on platformisation
• Theoretical and practical workshops on communication and digital

Innovative teaching methods

The course uses teaching methods that go beyond the exclusively frontal approach, integrating active and participative strategies to foster applied and critical learning. Specifically, the following methodologies will be adopted:

• Brainstorming and collaborative learning: students are actively involved in sharing ideas and analysing case studies, stimulating discussion and group work.
• Learning by doing: learning takes place through practical exercises, simulations and digital strategy design activities on real platforms.
• Case studies & data-driven analysis: the analysis of concrete cases and the use of digital tools for collecting and interpreting data allow for understanding the dynamics and trends of digital communication and platforms.
• Game-based & scenario-based learning: critical thinking and decision-making skills are developed through educational games and simulations of real scenarios, with challenges related to platform strategy dynamics.

Course books

Poell T., Nieborg D.B., Duffy B.E. (2022), Piattaforme digitali e produzione culturale, minimum fax.

Caliandro A, Gandini A, Bainotti L, et al. (2024), The Platformization of Consumer Culture: A Digital Methods Guide, Amsterdam, Netherlands: Amsterdam University Press (open access).

Assessment

Learning will be assessed by means of a written test. The written test consists of open questions in which the student must demonstrate the ability to articulate some of the topics covered in the course in a short paper.

The following will be assessed as excellent: the student's possession of good critical and in-depth study skills; the ability to link together the main themes addressed in the course; the use of appropriate language in relation to the specific nature of the discipline.
The student's possession of a mnemonic knowledge of the contents; a relative critical capacity and ability to connect the topics covered; the use of appropriate language.
Sufficient assessments: the student's attainment of a minimal knowledge of the topics dealt with, despite some formative gaps; the use of inappropriate language.

Negative assessments will be given: difficulties in the orientation of the student with regard to the topics dealt with in the examination texts; formative gaps; the use of inappropriate language.

Disability and Specific Learning Disorders (SLD)

Students who have registered their disability certification or SLD certification with the Inclusion and Right to Study Office can request to use conceptual maps (for keywords) during exams.

To this end, it is necessary to send the maps, two weeks before the exam date, to the course instructor, who will verify their compliance with the university guidelines and may request modifications.