generative communication and sustainability for rural development
TRANSCRIPT
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luca toschi
GENERATIVE COMMUNICATION AND SUSTAINABILITY FOR RURAL DEVELOPMENT
EPR - Florence, December 5th, 2014
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Local Communities Becoming Global
The Case of the “Augmented” 500th Anniversary of Machiavelli’s Prince in Tuscany
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In this presentation:
. CONTEXT
. TEAM
. STRATEGY
. PROJECT
. TECHNOLOGIES
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San Casciano Val di Pesa
• About 17,000 citizens• In the Chianti region,
about 15 km from Florence
• Tipycal Products: wine (Chianti), olive oil, hospitality…
• International tourism
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San Casciano Val di Pesa• Inhabited by Etruscans
from the VIII Century B.C. • In 1513 Machiavelli wrote
The Prince at his estate in Sant’Andrea in Percussina
• On July 26, 1944, an allied bombing and the German landmines reduced the town to a heap of ruins.
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Niccolò Machiavelli• Florence 1469 – 1527• Writer, politician, diplomat• Secretary to the Second
Chancery of the Republic of Florence (1498 – 1512)
• At the return of the Medici family he was accused of conspiracy and he was imprisoned, tortured and exiled (1512 – 1514)
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Il PrincipeThis book is considered the foundation of modern political sciences.
«Il carattere fondamentale del Principe è quello di non essere una trattazione sistematica, ma un libro “vivente”»
Antonio Gramsci, Note su Machiavelli
Machiavellian…
Machiavellianism…
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In 1513, during his exile in
San Casciano Val di Pesa,
Niccolò Machiavelli wrote
The Prince…
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…and 500 years
later, again in
San Casciano,
Machiavelli and
The Prince come
to life through
the San
Casciano Smart
Place project
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TEAM
. CONTEXT
. TEAM
. STRATEGY
. PROJECT
. TECHNOLOGIES
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Comune di San Casciano Val di PesaMunicipalitywww.sancascianovp.net
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3LogicPrivate company – software developmentwww.3logic.it
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Over 30 farms… and big corporations as well
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1 museum3 civic and cultural associations
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STRATEGY
. CONTEXT
. TEAM
. STRATEGY
. PROJECT
. TECHNOLOGIES
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Generative Communication
A communication environment oriented towards the generation of knowledge
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To recreate and to promote the territory through its history and traditions
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To use the charm of an historical figure to promote San Casciano in the world
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To support local producers and vendors (wine, oil, etc)
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San Casciano Val di Pesa in the world…
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…and the world in San Casciano through Augmented Reality
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PROJECT
. CONTEXT
. TEAM
. STRATEGY
. PROJECT
. TECHNOLOGIES
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A problem? No, a resourse!!!
San Casciano is a place of passage or short visits
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The solution
Capitalizing on the celebrations of the 500th anniversary of The Prince to associate Machiavelli with San Casciano, enhancing the economical and social fabric at the same time.
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Interaction between the real people with their culture, history, economy etc., and the symbolic genius loci to design the future (district of knowledge) of this region.
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We can improve innovative strategies of territorial marketing focusing on the value and the main charateristics of typical products, taking advantage of the traditional culture of the territory
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With our project, we are actually creating a network of local agricultural producers, from the smallest manufacturers to multinational corporations
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Moving towards a district of knowledge: history, culture, agriculture and territory a unique and unrepeatable lifestyle
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A local modelto be
reproduced… globally
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In summary: a political project
Networking Create a district of knowledge Strenghten social capital Renew the image of the area Increase tourist flows
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TECHNOLOGIES
. CONTEXT
. TEAM
. STRATEGY
. PROJECT
. TECHNOLOGIES
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Mobile app
The first official app for smartphones and tablets for the promotion of the Chianti region
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Augmented Reality
Multimedia contents (audio-stories, photos, video, etc.) for an augmented experience of San Casciano val di Pesa
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GeotaggingSome contents are unlocked when you reach a specific location (eg. Machiavelli’s home), because the on-site use provides added value to the user experience
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See you soon on your mobile device…
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…but especially in San Casciano val di Pesafor an irrepicable pilgrimage experience
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Luca ToschiDirector of Communication Strategies Lab – University of Florence
www.csl.unifi.it
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