MULTIMODALITÀ E IDENTITÀ CULTURALE: LA RAPPRESENTAZIONE DELL’ITALIANITÀ NELLA COMUNICAZIONE DIGITALE
MULTIMODALITY AND CULTURAL IDENTITY: THE REPRESENTATION OF ITALIANNESS IN DIGITAL COMMUNICATION

Summary/Abstract: This study analyzes the representation of Italianness in digital communication through the interaction between images and verbal language. The research adopts a multimodal approach and is based on the analysis of a corpus of twelve images published on Facebook and their related texts. The analysis considers the main cultural categories represented, including heritage, art, craftsmanship, Made in Italy, gastronomy, and local traditions. The results show that Italianness is mainly associated with beauty, authenticity, tradition, and a strong connection to the territory. They also reveal a plural and dynamic representation of Italian identity, in which local and regional specificities contribute to the construction and dissemination of the Italian cultural imaginary in the digital space.

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