Editoriale

Tourism as a driver of cultural vibrancy in lesser known destinations: a link yet to be explored?

di Valentina Montalto

Tourism as a driver of cultural vibrancy in lesser known destinations: a link yet to be explored?

In recent years, culture and creativity have captured the attention of city-focused policymakers, managers, and academics due to their (still much argued) capacity to contribute to local economic prosperity. “Cultural vibrancy” (or “cultural vitality”, here used as synonyms) is a term that we often come across when looking at the abundant literature on the topic. The reason why scholars and practitioners care about such vibrancy is clear: if culture embraces the distinctive traits that characterise a society (UNESCO, 2001) and can take either tangible or intangible forms (Throsby, 2001), cultural vitality is an all-encompassing term that tries to capture the ways through which culture and creativity are actually expressed, every day and everywhere. More concretely, I would argue that cultural vibrancy relates to all those activities through which culture is actually “animated”, “promoted” and “participated”, and its cultural, economic and social value therefore enhanced. Urban cultural tourism is probably one of the most likely outcomes of cultural vibrancy.

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Luoghi insoliti

Made in Italy between «invention» and tradition. The hi-storytelling of past advertising and communication campaigns in the context of corporate historical archives and museums

di Valentina Martino

Abstract   The paper discusses some explorative research investigating the creative re-use of past advertising and communication campaigns in the context of corporate historical archives and museums. From a preliminary literature review, the research analyzed in the field the experiences promoted by four historical Italian companies, contributing to the visual tradition and heritage of the so-called «Made in Italy». Their own corporate museums and historical archives were examined in depth in order to focus the specific patrimonialization and management processes addressed to reactivate – even in forms which are different from the original ones – the communicative function played by historical advertising billboards, television and radio commercials, photos, packaging, corporate movies. 1 – Advertising and corporate communication from past to present   The explorative research presented in this paper investigates the creative re-use of past advertising and communication campaigns in the context of corporate historical archives and museums. The phenomenon of company historical archives and museums is not new in the international scenario (Coleman, 1943; Danilov, 1991, 1992), but rather unique in its genre and strongly emerging in Italy. Indeed, from the nineties and especially in the new millennium, those corporate centers have seen a real effervescence in the country (Amari, 2001; Bonfiglio-Dosio, 2003; Bulegato, 2008), designing a network which has no equal worldwide for the capillarity and relevance of its expressions (Amari, 2001; Bonfiglio-Dosio, 2003; Bulegato, 2008; Gambardella, 2013), contributing to an already copious Italian heritage of archives and museums.

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Tecno-scenari

Three ideas for further reflection from ICCPR 2018

di Giulia Lasen

This article discusses some thought-provoking papers presented at the ICCPR2018. It looks first at the use of digital technologies in the art sector, with regard to data visualization and open data policies, identifying a huge untapped potential. Secondly, it opens up a space for reflection on the very notion of arts marketing both as a practice and as an academic field, proposing a renewed emphasis on audience enrichment. Finally, it takes into consideration the vexed question of defining cultural value presenting an exploratory research conducted in Australia using contingent value methodology to include also a measurement of cultural value among non-users.

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