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Stories and emotions in communication on social issues: an analysis of Italian campaigns about donation in the period 2013-2018
Author/s: Gea Ducci, Stefania Antonioni 
Year:  2019 Issue: 58 Language: Italian 
Pages:  22 Pg. 5-26 FullText PDF:  750 KB
DOI:  10.3280/SC2019-058001
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The article’s main goal is to present some considerations on the ways in which PSAs uses contemporary communication strategies, such as narratives and lan-guages evoking different kind of emotions in connected publics, arousing their emotional engagement in a social context characterised by a hybrid and conver-gent media ecosystem. More specifically, we will focus on peculiarity and trends of communication on Italian communication on social issues, introducing a survey measuring and analyzing the campaigns on donation produced by public institu-tions and non profit organizations in the period 2013-2018. The distinctiveness of the Italian case will be outlined also examining some foreign campaigns on dona-tion, arousing great interest in an international panorama.
Keywords: Public Service Announcement, engagement, emotional engagement, storytelling, donation.

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Gea Ducci, Stefania Antonioni, Stories and emotions in communication on social issues: an analysis of Italian campaigns about donation in the period 2013-2018 in "SOCIOLOGIA DELLA COMUNICAZIONE " 58/2019, pp. 5-26, DOI:10.3280/SC2019-058001


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