• Triacca Luca

The course will examine how the relationship between companies and organizations and their users is evolving in the context of four media transformations: user involvement through participatory media, intermediation between organizations and users via platforms, virtual media environments such as the concept of the “metaverse,” and the emergence of “human-machine communication.” It will pay particular attention to how artificial intelligence impacts the different aspects of the relationship between new media, organizations, and users.

These transformations represent major communication opportunities and challenges for companies, particularly in marketing, innovation management, and public relations:

• How can companies leverage the popularity of digital platforms among consumers without relinquishing direct contact with users and control over the user experience?
• How can connected devices be used to strengthen relationships with customers?
• How can users be integrated into innovation and product optimization processes without deterring them through approaches perceived as surveillance or exploitation?
• How can communication with users be personalized through human-machine interaction without “dehumanizing” it?

• Describe the development of major media transformations in relation to user relationships,
• Conceptualize the role of user practices within these transformations in order to establish a comprehensive and sustainable perspective,
• Listen to and observe the discourses and experiences of organizational practitioners (in marketing, customer relationship management, innovation, and human resources—e.g., e-participation, gig economy, AI for customer service) as well as the experiences of users (workers, customers), in order to:
• Develop a comprehensive and sustainable understanding, and
• Evaluate the benefits and risks for user relationships associated with tools such as smartphone applications, crowdsourcing platforms, and chatbots (more in general, GenAI).

A 15-minute oral presentation of a project assigned by the professor or proposed by the student.

Only as a retake exam

Continuous assessment course: withdrawal or dropping the course will no longer be possible after the registration period (see the session calendar on the Faculty website).

Group project 100%.