Abstract
The Green Move project promoted an innovative interdisciplinary research approach. Imagis Lab research team actively contributed integrating tools and processes from communication design and participatory video. Within the Experimentation actions for experimenting green mobility services and vehicles, a Micro Web TV was designed and produced in collaboration with the community of Villaggio Scarsellini condominium in order to foster users’ engagement. Scarsellini TV. Vicini più vicini was launched in 2013 and produced five different formats for documenting the community’s everyday life, providing video-tutorials explaining how the service works and how you can get the best from the vehicles and the service, the best practices within the condominium itself to be communicated to the rest of the community in order to improve people’s engagement and making them suggesting further possible uses. The paper describes on one hand the design approach to communication: the first part introduces movie design as communication strategies based on audiovisual storytelling and positions this kind of design approach within the other disciplines involved on the Green Move project. Then, the second part describes the specific contribution to the Experimentation research activities and the outputs produced (communication and TV formats), and analyses data from the surveys to the users during the experimentation and interviews to the community after the micro TV experience: was Scarsellini TV a socialization action? Did it help to foster the integration of the service into the condominium daily life? Did the user/community get new visions about possible alternative scenarios of sustainable mobility? And finally: did the implemented communication instruments contribute to foster the social innovation and to raise the consciousness of people involved?
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Notes
- 1.
By effective communication we mean a communication process capable of transmitting information using logical and analogue languages with a precise communication goal and clear target audiences. For this reason, effective communication requires a strategic framework in which to define all its elements in a coherent way.
- 2.
In 1995 this definition appeared on the web in the now famous Cluetrain Manifesto drawn up by a group of researchers including IBM's consultant Rick Levine. The manifesto sets out 95 items on paradigm shifts between the old and new economies.
- 3.
The invention of cinema by the Lumiere brothers dates to 1895 when the first screening of L'arrivée d'un train en gare de la Ciotat took place in Paris. It is said that audiences were frightened by the images they saw moving on the screen and ran out of the café in the belief that the train might come off the screen into the café.
- 4.
Cammina Milano (2009–2010) was part of a three-year project entitled Immagina Milano (Imagine Milan), an action research and educational plan, which generated documentaries, video-scenarios and commercials, aimed at promoting good urban practices in various city districts. Over the years a range of themes were developed (sustainable mobility, revitalization of the suburbs, multi-culturalness, historic memories, green city, smart city and much more) by means of projects linked to various areas of the city of Milan.
- 5.
Plug Social TV has also promoted additional Facebook pages and Instagram and Twitter profiles, which develop specific story-lines dedicated to specific groups of users.
- 6.
Research team: Marisa Galbiati, Francesca Piredda (co-ordination). Design and production: Lab. Immagine—Politecnico di Milano (Dario Sigona, head; Gabriele Carbone; Gabriele Mellera; Giancarlo Piccinno; Federico Zotti). At that time, Gabriele Mellera and Giancarlo Piccinno were students on the point of graduating (Politecnico di Milano, School of Design, Master's degree in Communication Design). In particular, the design and the production processes of the condominium TV involved: Giancarlo Piccinno as designer, author and video maker. He worked together with two young guys living in Villaggio Scarsellini: Riccardo, as video operator and Leonardo, who took part periodically in the shooting activities. Laboratorio Immagine supplied the shooting devices and technical support in relation to Green Move contents alone. Francesca Piredda acted as project supervisor, researcher and Piccinno's thesis supervisor. Liat Rogel who introduced the team to the residents played a crucial role.
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Galbiati, M.L., Piredda, F. (2017). Communication Design for Social Engagement. Micro TV and the Integration of Branding and Storytelling into Participatory Processes. In: Bignami, D., Colorni Vitale, A., Lué, A., Nocerino, R., Rossi, M., Savaresi, S. (eds) Electric Vehicle Sharing Services for Smarter Cities. Research for Development. Springer, Cham. https://doi.org/10.1007/978-3-319-61964-4_7
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