Nello Barile

Adjunct Professor, Communication and Media Studies

Ph.D. University of Rome "La Sapienza"

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Profile:

The research interests of Nello Barile include sociology of media and communication, culture, fashion, and consumption. He has published numerous books, articles and short essays in Italy as well as in France, Germany, Brazil and USA. At the moment he is investigating the relationships between culture, power and emerging media.

He teaches media studies and sociology of cultural processes at IULM University of Milan, where he also coordinated a Master's program in Creativity Management for 6 years.

2018-2019 Courses:

COM 370	Political Branding and Communication	FALL 2018
This course surveys key concepts, issues and theories surrounding the interactive relationship between politics and media from early communication research to the recent digital revolution. In addition to providing a background for the field of political communication, the course explores a number of key issues including: the important role of communication in diverse political contexts, cultures and institutions; the functions, processes and influences of the media and journalism in political processes; the ways in which diverse stakeholders (politicians, candidates, journalists, citizens, and advocates) engage in strategic and mediated communication; and debates and dilemmas in contemporary political communication (democracy versus post-democracy). A special section will be dedicated the relationships between social media and new forms of political branding (parties, leaders, movements), with a particular focus on: grassroots political processes, the disintermediation between leaders and electors, and the radicalization of political perspectives in new forms of populism.
COM 370	The Digital Innovation and Media Strategies for a New Consumer Culture	SPRING 2019
Digital communication has been fundamental in today’s organizational, cultural, and consuming areas. With the continuous technological development, we have been witnessing the surge of digital innovations in recent years. This course examines key dimensions of digital innovations in the current consumer culture such as Internet of Things (IoT), Augmented Reality (AR), Geographical Referencing System, Review & Ratings algorithm, Artificial Intelligence, Big Data, BOT and chatbot. The course explores not only the new brand and media strategies of companies but also self-branding strategies of operators, influencers and users/consumers with a special attention to the creative dimension of consumption experience. In this process, the differences between cross-media communication and trans-media storytelling will be discussed as these two strategies help organizations manage relationships between brand, product and consumers by the means of emerging media. Ultimately, students will develop a greater understanding of media strategies using digital innovations that can be applied in the professional context.

Publications:

Barile, N. (2015). Branding the self in the age of emotional capitalism: The exploitation of prosumers, from the rhetoric of “double bind” to the hegemony of confession. LOGOS, 25.

Barile, N., & Sugiyama, S. (2015). The automation of taste: A theoretical exploration of mobile ICTs and social robots in the context of music consumption. International Journal of Social Robotics, 7(3), 407-416. DOI: 10.1007/s12369-015-0283-1

Barile, N. (2014) Brand Renzi. Anatomia del politico come marca, Milano: Egea.

Barile N. (2013) From the posthuman consumer to the ontobranding dimension: Geolocalization, augmented reality and emotional ontology as a radical redefinition of what is real. intervalla: platform for intellectual exchange, 1, 101-115

Barile N (2012). 1968- Jean Baudrillard. Il sistema degli oggetti. In: Mediologia. Una disciplina attraverso i suoi classici. p. 1-264, Napoli: Liguori.

Barile N (2012). A knot to untie: Social power, fetishism, communication in the social history of the tie. In C. Giorcelli and P. Rabinowitz (Eds.), Exchanging Clothes: Habits of Being II (pp. 193- 211), Minneapolis: University of Minnesota Press.
Abruzzese, A., Barile, N, Fortunati, L., Gebhardt, J, & Vincent, J. (Editors) (2012). The New Television Ecosystem. Frankfurt am Mein: Peter Lang.

Barile N (2011). Sistema moda: oggetti, strategie e simboli: dall'iperlusso alla società low cost. Milano: Egea.

Barile N (2010). Il posto del consumo: note sul rapporto tra marche e territorio in Italia e all'estero. In: Consumi e trasformazioni urbane tra anni Sessanta e Ottanta. pp. 29-61, Bologna: Bup.

Barile N (2010). Network come neotot: la socialità in rete e gli avamposti di un nuovo fascismo emozionale. AUT AUT, vol. 347, p. 77-91.

Barile N (2009). Brand new world: il consumo delle marche come forma di rappresentazione del mondo. vol. 1, p. 1-191, Milano: Lupetti.