Aqua Granda Una memoria collettiva digitale / Aqua Granda A digital community memory

This book documents the project Aqua Granda, a digital community memory launched on 12 Novem- ber 2020 by the EU H2020 ODYCCEUS project and Science Gallery Venice. It contains background on the historical roots of digital community memories and on today’s role of social media and describes the meteorological phenomena that give rise to big floods in Venice and their impact on the architecture of the city. It details how a digital community memory has been set up about the Aqua Granda floods in Venice and documents the exhibition Navigating Aqua Granda, a digital community memory in which a number of ODYCCEUS scientists and artists show how they have explored this digital community memory to help create memorials for these devastating events

Pandemic Media: Preliminary Notes Toward an Inventory

With its unprecedented scale and consequences the COVID-19 pandemic has generated a variety of new configurations of media. Responding to demands for information, synchronization, regulation, and containment, these "pandemic media" reorder social interactions, spaces, and temporalities, thus contributing to a reconfiguration of media technologies and the cultures and polities with which they are entangled. Highlighting media’s adaptability, malleability, and scalability under the conditions of a pandemic, the contributions to this volume track and analyze how media emerge, operate, and change in response to the global crisis and provide elements toward an understanding of the post-pandemic world to come

Grounds for a Third Place : The Starbucks Experience, Sirens, and Space

My goal in this dissertation is to help demystify or “filter” the “Starbucks Experience” for a post-pandemic world, taking stock of how a multi-national company has long outgrown its humble beginnings as a wholesale coffee bean supplier to become a digitally-integrated and hypermodern café. I look at the role Starbucks plays within the larger cultural history of the coffee house and also consider how Starbucks has been idyllically described in corporate discourse as a comfortable and discursive “third place” for informal gathering, a term that also prescribes its own radical ethos as a globally recognized customer service platform. Attempting to square Starbucks’ iconography and rhetoric with a new critical methodology, in a series of interdisciplinary case studies, I examine the role Starbucks’ “third place” philosophy plays within larger conversations about urban space and commodity culture, analyze Starbucks advertising, architecture and art, and trace the mythical rise of the Starbucks Siren (and the reiterations and re-imaginings of the Starbucks Siren in art and media). While in corporate rhetoric Starbucks’ “third place” is depicted as an enthralling adventure, full of play, discovery, authenticity, or “romance,” I draw on critical theory to discuss how it operates today as a space of distraction, isolation, and loss

Managing the Paradox of Growth in Brand Communities Through Social Media

The commercial benefits of online brand communities are an important focus for marketers seeking deeper engagement with increasingly elusive consumers. Managing participation in these socially bound brand conversations challenges practitioners to balance authenticity towards the community against corporate goals. This is important as social media proliferation affords communities the capacity to reach a scale well beyond their offline equivalents and to operate independently of brands. While research has identified the important elements of engagement in brand communities, less is known about how strategies required to maximise relationships in these circumstances must change with growth. Using a case study approach, we examine how a rapidly growing firm and its community have managed the challenges of a maturing relationship. We find that, in time, the community becomes self-sustaining, and a new set of marketing management strategies is required to move engagement to the next level

Managing the Paradox of Growth in Brand Communities Through Social Media

The commercial benefits of online brand communities are an important focus for marketers seeking deeper engagement with increasingly elusive consumers. Managing participation in these socially bound brand conversations challenges practitioners to balance authenticity towards the community against corporate goals. This is important as social media proliferation affords communities the capacity to reach a scale well beyond their offline equivalents and to operate independently of brands. While research has identified the important elements of engagement in brand communities, less is known about how strategies required to maximise relationships in these circumstances must change with growth. Using a case study approach, we examine how a rapidly growing firm and its community have managed the challenges of a maturing relationship. We find that, in time, the community becomes self-sustaining, and a new set of marketing management strategies is required to move engagement to the next level