In an era characterized with the transformations made by the digital disruption on every industry, businesses are slowly adopting new business models and relationship practices with their audiences. Video has always been used by companies to communicate, inside and outside of the company as well; and the proof of this is in the “industrial cinema”, a medium as old as the cinematograph itself. Industrial films were made by companies in various occasions like trade fairs, technical training of employees, institutional celebrations, or the hiring of new staff. The peculiar thing about these artifacts is that according to cinematic historiography, they go slowly disappearing with the financial crisis at the end of the century e the spreading of television on a larger scale. Being that companies had the necessity to communicate with stakeholders even during the latter decades, some questions arise spontaneously: where has “industrial film” gone? Has it transformed into something new? How do companies use videos during the digital transformation? We often hear about corporate videos, business films, institutional videos. The following research would like to identify which new formats have arised, which channels are used to distribute them and by what form, what are the recurring themes and narrative elements that characterize these artifacts. The aim is to map our media’s modern ecosystem and to investigate business media practices related to videos, storytelling and stakeholders relationship.
In un’epoca caratterizzata dalla digital disruption di tutti i settori industriali, le imprese stanno pian piano adottando nuovi modelli di business e di relazione con i propri pubblici. L’audiovisivo è sempre stato un medium utilizzato dalle aziende per comunicare, sia verso l’esterno che verso l’interno e di questo se ne ha la prova grazie ad una pratica vecchia quanto il cinematografo stesso, ovvero il cinema industriale. I film industriali venivano utilizzati dalle imprese in molte occasioni come per le fiere di settore, la formazione tecnica del personale, le celebrazioni istituzionali, oppure per la ricerca di nuovi dipendenti. La peculiarità di questi artefatti è che secondo la storiografia del cinema, vanno man mano scomparendo con la crisi finanziaria di fine Novecento e con la diffusione su larga scala della televisione. Essendo che le aziende hanno comunque avuto bisogno di comunicare ai propri pubblici anche durante gli ultimi decenni, sorgono spontanee le domande: che fine ha fatto il film industriale? Si è trasformato in qualcosa di diverso? In che modo le aziende hanno sfruttato l’audiovisivo digitale durante la digital transformation? Si sente spesso parlare di corporate video, video aziendale, video istituzionale. Con questa ricerca si vorrebbe andare ad identificare quali siano questi nuovi formati, quali canali vengono utilizzati oggi per distribuirli e secondo quali modalità, quali sono le tematiche trattate e gli elementi narrativi che caratterizzano questi artefatti. Si vorrebbe quindi mappare lo scenario mediale odierno ed indagare le pratiche aziendali in relazione agli audiovisivi, allo storytelling d’impresa e alla relazione con i propri stakeholder.
Audiovisivi d'impresa. La trasformazione del cinema industriale nell'epoca della digitalizzazione
ATZEI, GIULIA
2018/2019
Abstract
In an era characterized with the transformations made by the digital disruption on every industry, businesses are slowly adopting new business models and relationship practices with their audiences. Video has always been used by companies to communicate, inside and outside of the company as well; and the proof of this is in the “industrial cinema”, a medium as old as the cinematograph itself. Industrial films were made by companies in various occasions like trade fairs, technical training of employees, institutional celebrations, or the hiring of new staff. The peculiar thing about these artifacts is that according to cinematic historiography, they go slowly disappearing with the financial crisis at the end of the century e the spreading of television on a larger scale. Being that companies had the necessity to communicate with stakeholders even during the latter decades, some questions arise spontaneously: where has “industrial film” gone? Has it transformed into something new? How do companies use videos during the digital transformation? We often hear about corporate videos, business films, institutional videos. The following research would like to identify which new formats have arised, which channels are used to distribute them and by what form, what are the recurring themes and narrative elements that characterize these artifacts. The aim is to map our media’s modern ecosystem and to investigate business media practices related to videos, storytelling and stakeholders relationship.File | Dimensione | Formato | |
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https://hdl.handle.net/10589/153131