Comunicazione scientifica e brain branding

Titolo Rivista RICERCHE DI PSICOLOGIA
Autori/Curatori Rossella Digilio
Anno di pubblicazione 2017 Fascicolo 2017/4 Lingua Italiano
Numero pagine 16 P. 401-416 Dimensione file 206 KB
DOI 10.3280/RIP2017-004002
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FrancoAngeli è membro della Publishers International Linking Association, Inc (PILA)associazione indipendente e non profit per facilitare (attraverso i servizi tecnologici implementati da CrossRef.org) l’accesso degli studiosi ai contenuti digitali nelle pubblicazioni professionali e scientifiche

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, Comunicazione scientifica e brain branding in "RICERCHE DI PSICOLOGIA " 4/2017, pp 401-416, DOI: 10.3280/RIP2017-004002