Max Giovagnoli, Fare cross.media. Fron Big brother to Star Wars. Theory and techniques of the integrated and distribuited use of simultaneous media, Dino Audino Editore, pp.160 Euro 18,00

Performing cross-media entails carrying out information, entertainment and communication campaigns in an ‘integrated’ manner, thereby simultaneously utilising a range of media forms within large editorial projects. From reality show (Big Brother, Operation Triunfo, Talpa) to film promotion (Star Wars, Harry Potter, The Ring 2). From multi-medial journalism (BBC news, SKY TV 24, RAI news 24) to video mobile telephone use and internet serials. From inter-business, institutional and political communication, to the creation of emotional marketing campaigns and new formats for cable links. The book describes, through examples, simulations, and contributions by leading international scholars, the techniques, the scenarios and the fundamental rules necessary in order to carry out communication project distributed across various media forms. Among the first publications in Europe on the subject, the work uses the research on collective imagination, emotional competence, project management and alternative dramaturgies to give order to a discipline where, to this day, too much scope is given to the talent of the individual and to an improvisation that generates mysterious successes or unexpected flops in the sectors: information, entertainment and communication.

Max Giovagnoli teaches at the Link-Campus – University of Malta in Rome He is director of the cross-medial workshop proiettiliperscrittori. He has served as chief of the editorial staff for the italian Big Brother. His previous books include Scrivere il Web, 2002; Web writing, 2003; Come si fa una tesi di Laurea con Internet, 2004, and Fuoco ci vuole, 2005.