The paper offers reflections on how non-profit and public sector organizations, in the network society, make communication campaigns aimed at sensitizing the population on socially relevant issues, such as health and well-being, using storytelling and communicative registers that arouse emotions in the publics, online and offline. The social communication has a function of symbolic integration in the society and can arouse different emotions: from a friendly, shameful or reassuring, even ironic communication in which the theme (or a problem) is represented in its positive sense, to a communication that leverages feelings of fear (fear arousing appeal), until the tendency to strike terror. In this framework, the paper illustrates a research, which aimed to analyze the communicative campaigns on the "donation" which have been conducted in Italy over the last five years, to understand some trends and principal characteristics.

Storytelling and emotional engagement in "Social Communication": the Italian donation campaigns

Gea Ducci
2019-01-01

Abstract

The paper offers reflections on how non-profit and public sector organizations, in the network society, make communication campaigns aimed at sensitizing the population on socially relevant issues, such as health and well-being, using storytelling and communicative registers that arouse emotions in the publics, online and offline. The social communication has a function of symbolic integration in the society and can arouse different emotions: from a friendly, shameful or reassuring, even ironic communication in which the theme (or a problem) is represented in its positive sense, to a communication that leverages feelings of fear (fear arousing appeal), until the tendency to strike terror. In this framework, the paper illustrates a research, which aimed to analyze the communicative campaigns on the "donation" which have been conducted in Italy over the last five years, to understand some trends and principal characteristics.
978-2-9569087-0-8
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11576/2672553
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