COMMUNICATION IN THE NEW HYBRID ONTOLOGIES
From Platforms to the Metaverse
Society, Economy & Politics
Professor of Sociology of Media and Cultural Processes at the IULM University of Milan and Coordinator of the Masters in Creative Process Management, he is the author of numerous books on consumption, new technologies and political communication.
Albanian, Arab, Chinese, French, Georgian, German, Greek, Japanese, Portuguese, Russian, Serbian, Spanish, Ukrainian, Uzbeck
This book explores the recent evolution in digital media and communication. If media are not just tools, but complex environments capable of reshaping our social identities and cultural values, it is fundamental to understand their interactions with our being. Between the recent enthusiastic narrative on the Fourth Industrial Revolution and the Neo-Critical approaches against the domination of algorithms, this work investigates the complex relationship between digital media and human creativity, a relationship that continuously generates new hybrid ontologies. Therefore, this book explores two main trajectories: the convergence between production and consumption (prosumption) and the integrations between digital and physical sphere (phygital). In a phygital world based on new hybrid ontologies, everything that exists can be individualized, emotionalized, communicated, and exploited in a complex and competitive market of identities. The time has come to reflect both on the desirable and regrettable aspects of contemporary innovations, exploring this “brand new world” made up of smart objects, customized contents, tangible images, and lucid emotions, enriching and saturating our daily experiences at the same time.