Theory and Techniques of communication [Cognomi A-L] (2020/2021)

Course code
Name of lecturer
Sandro Stanzani
Sandro Stanzani
Number of ECTS credits allocated
Academic sector
Language of instruction
II semestre (Lingue e letterature straniere) dal Feb 15, 2021 al May 29, 2021.

Lesson timetable

Go to lesson schedule

Learning outcomes

The course is oriented to: - Develop a general knowledge of fundamental characteristics of communicative processes and of interpersonal relations. - Present a review of principal results of communicative research on mass-media communication. - Reflect on the principal characteristics of communication processes emerging in the commercial field. At the end of the course the student must demonstrate: 1. to be able to use autonomously the fundamental concepts and the specific lexicon of communication theory, recognizing the definition of the elements of the communicative act; 2. to know how the verbal and nonverbal communication elements contribute to the effectiveness of public communication, building credibility and persuasion; 3. to know how to recognize the structural elements that distinguish face to face communication from mediated communication and both from mass communication; 4. to be able to use the concepts of communication theory to interpret the contemporary phenomenon of commercial communication.


The teaching program will cover the following contents:

Fundamental concepts (information, communication and social report)
The structure of the communicative relationship
The communicative process
The functions of communication
The noise and dis-functions of communication
The forms of communication (non-verbal communication and language)
The elements of effectiveness of public communication
The approaches to the study of communication
Mediated communication
Mass communication
Credibility and persuasion
Communication in the business field

Lessons will be held in lecture modality, through the use of audiovisual media too.
There will be two theoretical-practical seminars on:
1. the elements of effectiveness of public speaking;
2. the social representation of made in italy.

• Gili G. Colombo F., Comunicazione e società, Brescia, La Scuola.
• Fabris G., Societing. Il marketing nella società postmoderna, Milano, Egea (chapters 1, 2, 3, 4, 5, 6); (plus chapters 8, 9, 14, 15 for students who want to take oral exam)
• Slides

Reference books
Author Title Publisher Year ISBN Note
Gili G., Colombo F. Comunicazione, cultura e società. L'approccio sociologico alla relazione comunicativa La Scuola 2012
Giampaolo Fabris Societing. Il marketing nella società postmoderna Egea 2009 Capitoli da 1 a 6. Più parte aggiuntiva per la eventuale prova orale capp. 8, 9, 14, 15.

Assessment methods and criteria

The assessment test is intended to focus on the student's acquisition of the concepts and the basic lexicon relating to the structure of the communication, with particular reference to the differences between face-to-face, mediated and mass-media communication. In addition, the student must demonstrate that he possesses the conceptual elements to interpret the communicative processes involved in the socio-economic sector of consumption.

Students must pass a written test with 33 questions.
Each right answer will mark one point. Test will be passed with 18 right answers.
Tests will be held in June, July, September, January and February
Those who want to change the mark obtained with the written test, can take the exam with an oral examination on the whole syllabus with the addition of 8,9,14,15 chapters of the book Societing (Fabris).