luciano petullà

systems and dimensions of new communication

The body of avatar What a weird and fascinating story the award recently assigned to Scarlett Johansson by the 2013 Rome Film Festival for her vocal interpretation in the last Spike Jonze’s movie “Her”. The actress interprets the voice of computer’s operating system, with which the protagonist ends to fall in love. Given the Italian policy to dub every foreign movies, much irony has flourished because a such vocal performance will be never appreciated by local audience. Moreover, both Johansson and many other winners have attended awards through video messages. Indeed, it’s already sure: we are used to meet each others indifferently in a mixed way of online/offline presence, in this case much more online. Thanks to its fundamental sensitivity for phantasmatic forms, by which “the maximum of reality” can be produced (Alberto Abruzzese), cinema industry takes responsibility to certificate it. However, the actress made a preventive visit to the festival that was intended as a crafty operation to reanimate ambitions of a festival declining on the wake of a double crisis: those of Italian cinema industry and city budget, having the Capital  the major role in exhibition organization. (Many people blamed the fact that, finally, the visit has been paid…

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From the crisis of control to the turn of hypercontrol One of the most interesting thesis on marketing and advertising explains how their rise spread from a reaction to an increasing state of lack of control. In the XIX century a huge industrial push increased enormously a productive capacity that, suddenly, had to wide its selling horizon – and, as result, the terms of consumption. Marketing and advertising engaged themselves on how to match producer and consumer needs at large scale. After some centuries, we can say that marketing gained esteem and dignity regarding its original aim. Unfortunately, considerations about advertising effectiveness are less enthusiastic if we still comment it using the phrase “spray and pray”. However, diffusion and use of online media have increased very much  chances to overcome this never-ended skepticism on the ability to hook the timely needs of users with knowledge and speed. At the beginning of this reflection we have to make a premise about what we have experimented in the meanwhile. Everywhere there is the possibility to find people or environment/events polarizing human attention, there is also the certitude to meet some kinds of advertising elaborated by marketing strategies.  As result, attention prompts by…

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