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Comunicazione scientifica e brain branding
Autori/Curatori: Rossella Digilio 
Anno di pubblicazione:  2017 Fascicolo: 4  Lingua: Italiano 
Numero pagine:  16 P. 401-416 Dimensione file:  206 KB
DOI:  10.3280/RIP2017-004002
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L’articolo si propone di offrire un’analisi della comunicazione scientifica, concentrandosi nello specifico sulla diffusione di notizie e programmi pseudoscientifici nell’ambito delle neuroscienze. Si considera comunicazione in ambito scientifico descrivendo il "fascino seduttivo delle neuroscienze", il potere persuasivo delle immagini e l’influenza esercitata dal contesto in cui si trovano medici e pazienti. Ci si focalizza successivamente sul brain branding e la sua rapida diffusione nella società, descrivendo metodi e tecniche con cui vengono presentati e diffusi sul mercato i prodotti a presunta base neuroscientifica. L’analisi si concentra su tre problematiche fondamentali che accompagnano questo mercato: i confini labili tra scienza e industria; l’utilizzo prematuro delle scoperte scientifiche da parte del mondo del marketing; l’utilizzo improprio delle scoperte neuroscientifiche da parte dell’industria. Si sottolinea la necessità di formare i ricercatori alla comunicazione scientifica per migliorare le loro capacità di espressione, favorendo la comprensione da parte di un’audience non specialistica evitando la diffusione di "neuromiti".

Keywords: Comunicazione scientifica, brain branding, neuromiti, neuroscienze, marketing.

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Rossella Digilio, in "RICERCHE DI PSICOLOGIA " 4/2017, pp. 401-416, DOI:10.3280/RIP2017-004002


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