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Presentazione Ricerca Lucania Lab

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Presentazione Ricerca Lucania Lab

  1. 1. L’esperienza del territorio in SecondLife. Linee guida per la nuova comunicazione territoriale Giovanni Boccia Artieri – Un. “Carlo Bo” Urbino Laura Gemini – Un. “Carlo Bo” Urbino Valentina Orsucci – IULM Milano La nuova grammatic@ digitale per la promozione del territorio MATERA 14 dicembre 2007
  2. 2. Lo scenario Residenti unici: 2007 September 6.736.832 Italiani da 70.000 utenti febbraio a 330.000 settembre Dati Linden dicembre 2007
  3. 3. Dietro ogni avatar c’è un’esperienza reale con emozioni e sentimenti reali L’esperienza del territorio in SecondLife è un’esperienza “autentica” di viaggio attraverso forme analoghe, metaforiche o differenti da quelle presenti nei territorio reali Scopo della ricerca è analizzare percorsi della comunicazione territoriale a partire dalle esperienze di viaggio degli avatar nelle land del metaverso
  4. 4. esperienza dei luoghi: Cuba, Assisi, Mantova, Dublino, Yamato, Atomium Belgio, ecc. La ricerca: fase 1 <ul><li>Native image making: produzione soggettiva di immagini delle land da parte degli avatar </li></ul><ul><li>Photo-elicitation: intervista con fotostimolo inWorld </li></ul><ul><li>Insieme di riferimento intervistato </li></ul><ul><li>fino a 34 anni </li></ul><ul><li>35-44 </li></ul><ul><li>45 oltre </li></ul>
  5. 5. <ul><li>Sim-stim </li></ul>La ricerca: fase 2 LucaniaLab come spazio/stimolo per interviste di approfondimento inWorld
  6. 6. <ul><li>Questionario in SecondLife </li></ul>La ricerca: fase 3
  7. 7. 1. SecondLife soddisfa il bisogno dell’ “altrove”. Gli avatar affermano di sperimentare forme di viaggio “come nella vita reale” Principali risultati “ non cerco solo un tour da fare, ma l'esperienza del luogo”
  8. 8. “ Visitare una land è un modo alternativo di viaggiare” “ Visitare un luogo in SecondLife non è mai paragonabile a vederlo in real life” “ In Second Life mi aspetto di trovare qualcosa di diverso rispetto alla Real Life (es. rottura delle regole spaziali)”
  9. 9. 2. il turista postmoderno cerca dentro SL un mix efficace fra esplorazione di luoghi capaci di simulare il reale ed occasione di fare esperienze diverse di un luogo sfruttando le possibilità di SL Principali risultati
  10. 10. 3. l’efficacia della comunicazione turistica in SL trova la sua killer application nella capacità di offrire occasioni per costruire relazioni sociali e momenti di socialità (meglio se fra “indigeni” della land e avatar/viaggiatori) Principali risultati
  11. 11. Socialità orizzontale Socialità verticale “ apprezzo/apprezzerei l'accoglienza da parte di qualcuno nella land” “ cerco occasioni come feste, incontri, conferenze, concerti” “ torno in una land dove posso incontrare gente e conoscere nuovi amici”
  12. 12. Principali risultati 4. la visita di land che rappresentano luoghi reali rafforza il desiderio di viaggio reale in quei luoghi e porta con alta frequenza, dopo l’esperienza in SL, ad informarsi ed approfondire sul web, in libri o guide turistiche
  13. 13. <ul><li>Dalla rappresentazione realista alla realtà dell’esperienza: dimensione evocativa - lavorare sull’identità del luogo e sul suo “carattere” </li></ul><ul><li>Aprire finestre: aggancio con l’esterno di SecondLife </li></ul><ul><li>Costruire “ponti” e “porte” (Simmel) </li></ul><ul><li>Creare “scale” e “ascensori”: prevedere diversi livelli di accesso (niubbie) </li></ul>Progettare la comunicazione territoriale in SL
  14. 14. Giovanni Boccia Artieri/Joannes Bedrosian http://mediamondo.wordpress.com/ Laura Gemini/Liu Lunasea http://incertezzacreativa.wordpress.com/ Valentina Orsucci/Tilde Back http://valelandia.blogspot.com/

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