1. Andrea Volterrani Docente a contratto Università di Siena Communication waves Communication for blood donation between narrations and innovations by Andrea Volterrani (University of Siena)

2. Andrea Volterrani Docente a contratto Università di Siena What are we going to talk about? Stereotypes and media narrations Media narrations Multidimensional imaginary on blood and donation Narration and blood donation

3. Andrea Volterrani Docente a contratto Università di Siena The problem of three worlds Thinking world Language world Real world

4. Andrea Volterrani Docente a contratto Università di Siena Thinking worldLanguage worldReal world Idea of chairTerm of (In english) chair (In italian) Sedia (In french) Chaise (other languages) …… Real chair

5. Andrea Volterrani Docente a contratto Università di Siena Thinking worldLanguage worldReal world Idea of donationTerm of (In english) Donation (In italian) Donazione (In french) Donation (other languages) …… Real ??????????

6. Andrea Volterrani Docente a contratto Università di Siena Stereotypes

7. Andrea Volterrani Docente a contratto Università di Siena Different stereotypes… …In attending to media accounts and narratives, viewers, listeners and readers interpret them in different ways, depending on who they are, where they are, and when, in and across historical time they engage with texts and images.

8. Andrea Volterrani Docente a contratto Università di Siena Media narrations

9. Andrea Volterrani Docente a contratto Università di Siena Different narrations… " The novel [the narration, nda] puts on stage not only what it is, but also what it could be and therefore all possible worlds that continuously graze us and that, despite everything, we do not see except through the literary imagination. (…) ' Paradoxically only through fiction ideas, concepts and categories acquire concreteness, they become flesh and blood through literary characters. (….) The novel [narration nda] is a method of knowledge because it shows us the interconnection of everyone with everybody, of everybody with everything "(Turnaturi, 2003: 19-20)

10. Andrea Volterrani Docente a contratto Università di Siena Narrations… What do we communicate? Symbols More or less shared meanings Narrations Beliefs Daily examples In practical terms, we communicate also through…

11. Andrea Volterrani Docente a contratto Università di Siena Multidimensional imaginary on blood donation Social scapes

12. Andrea Volterrani Docente a contratto Università di Siena Imaginary… Collective imaginary The imaginary is that set of stories, symbolic representations, dreams, fantasies, fears, desires, expectations which help us to understand and to build the reality we live in. The imaginary is realer than real And sometimes…the imaginary is one of the many realities that we experiment… (Schutz, the structure of the vital worlds)

13. Andrea Volterrani Docente a contratto Università di Siena Imaginary… Who feeds the imaginary? - Daily life - Archetypes of our unconsciousness - Narrations - Other people - Myths and legends - Media

14. Andrea Volterrani Docente a contratto Università di Siena Social scapes analysis Referee Coach Staff on the sideline (volunteers, security, journalists) People at the stadium Coach Players on the bench Players Game (blood)

15. Andrea Volterrani Docente a contratto Università di Siena Different social scapes… If for social scapes we both mean a representation of social needs, individual and collective patterns, an organization that act on social needs and the transformations of the welfare state, an analysis of the solidarity produced by media, then its necessary to better understand relations between narrations of territories,of media and of single individuals (individuals, groups and organizations )

16. Andrea Volterrani Docente a contratto Università di Siena Different social scapes… Which are the sources that create the social scapes that need to be explored in order to recreate them? Narrations of important media in particular the daily press, fiction and cinema Novels life patterns, perceptions, interpretations and in part also individual imaginaries. Narrations of organizations that act on territories (public institutions, companies and non-profit organizations) Analyses of stories and experiences of people who work for the social world

17. Andrea Volterrani Docente a contratto Università di Siena Different social scapes… Passions, motivations and behaviors can be understood and can be told through a certain character. Events, passions, characters are known to everyone through narrations. All this can be understood because it can be read through concepts or anlithycal categories. (Turnaturi 2003: 25)

18. Andrea Volterrani Docente a contratto Università di Siena Partecipated social communication on blood donation

19. Andrea Volterrani Docente a contratto Università di Siena Participated social communication on blood donation Planning 1 People 1 Imaginary on blood donation1 Planning Imaginary on blood donation2 Imaginary on blood donation3 Planning 2Planning 3 People 2 People 3

20. Andrea Volterrani Docente a contratto Università di Siena A journey never ends. Only travellers do. And they can stay alive through memories and narrations. When the traveller seated on a beach and said theres nothing else to see he knew it was not true. We need to see what we didnt see, to see again what was already seen, to see in spring what was seen during the summer, to see during the day what was seen at night. We need to see in a sunny day what was seen in a rainy day, to see the green harvest, the ripe fruit, the stone that has changed its place, a new shady place. We should go back to walk in our footsteps again and to trace new patterns. We need to start over our trip. Always. The traveller comes back soon. J. Saramago, Journey to Portugal

21. Andrea Volterrani Docente a contratto Università di Siena Le narrazioni… "… We do not know how would be a culture which does not know anymore what it means to tell a story" (Paul Ricoeur, Time and story) …(If we lost the skills of narrating) we would never be able to live inside ourselves; life would become a chaos, a big schizophrenia where the pieces of our existences explode like a firework, because in order to sort out and understand who we are, we have to tell our stories… (Antonio Tabucchi, Where does the novel go?)

22. Andrea Volterrani Docente a contratto Università di Siena Le narrazioni… Telling stories means building a network that allows the subject to see the development of life over time and therefore, to a certain extent, to master it" (P. Jedloswki, common stories)

23. Andrea Volterrani Docente a contratto Università di Siena narrations… Imaginary or reality? the narration is in both kingdoms. As it tells a story, creates a world where the imagination unfolds itself; as it is said by someone to someone else who listens, taking place in the world of action and relations " (P. Jedlowski, Common Stories)..But this is why we need stories: to multiply life, to put it in connection with its infinity. They are ships passing through borders… " (P. Jedloswki, Common stories)

24. Andrea Volterrani Docente a contratto Università di Siena narrations… Role of media Symbolic mediation A never-ending work of the nature which transform the natural universe into a universe of sense. Narrated worlds are simulations, but simulation is an imaginary experiment Each story is a world that let the imagination in ; symmetrically the imaginary of everyone nourishes and expands through the exploration of the Worlds that the stories give us. Diving into a story is entering into a reality which is parallel to the one we live in: anyway, we do it for the pleasure of multiplying life (P. Jedloswki, common stories)

25. Andrea Volterrani Docente a contratto Università di Siena Narrations… When we dive into a narration we take a trip. Travel Departure Transit Arrival We are in transit, we are on the borders, we are in a liminal area of our culture, we are into the imaginary

26. Andrea Volterrani Docente a contratto Università di Siena Le narrazioni… Functions of narrations Community function (sense of belonging, imagined community) playful Identity function Mnemic function (link between generations) Cognitive function (knowing stories and other plots to generalize them)

27. Andrea Volterrani Docente a contratto Università di Siena When voluntary work can promote new symbols and new solidarity stories through social communication?

28. Andrea Volterrani Docente a contratto Università di Siena Which are the important elements to communicate in the voluntary work of blood donation? Are there any possible connections? Which are the opportunities and which are the problems?

29. Andrea Volterrani Docente a contratto Università di Siena Some characteristics of voluntary work -Strong relational trait -Imagination -Voluntary work trait -Listening -Integrating -Communicating -Ethics and responsability

30. Andrea Volterrani Docente a contratto Università di Siena Some characteristics of narrative communication -Strong relational aspect -Protagonism -Innovating trait -Convergent -Daily -Participative -Generational skip -Not equal from a symbolic point of view Some characteristics of narrative communication

31. Andrea Volterrani Docente a contratto Università di Siena 1)Strengthening new characteristics 2) It strongly helps the innovation 3) Including those who are far away (not only in terms of digital divide, but also to have access to symbolic sources) through the development of strong participating processes 4) Developing relations between subjects, people, themes and context

32. Andrea Volterrani Docente a contratto Università di Siena Which is the purpose of the voluntary work? -Back to the origins compared to the development of relational aspect and of people promotion -Promoting inter-generational and inter-territorial solidarity to fill symbolic and cultural gaps -Developing new communicative spaces for people who are at risk -Building real processes of participation

33. Andrea Volterrani Docente a contratto Università di Siena «This suggestion is mine; now its your turn to find that excitement youd feel if creating your heuristics and changing your image of social world. » Andrew Abbott, methods of discovery

34. Andrea Volterrani Docente a contratto Università di Siena Experience is never limited, and it is never complete; it is an immense sensibility, a kind of huge spider- web, of the finest silken threads, suspended in the chamber of consciousness and catching every air- borne particle in its tissue. Its a state of mind and when the mind is sketchy, it attracts the thinnest traces of life, changing the most unperceivable variations of air into big revelations Henry James, The art of the novel

35. Andrea Volterrani Docente a contratto Università di Siena teaching the skills needed to produce contents is more crucial than ever. Indeed, given the current trend to duplicate, or even to replace online our social and political institutions, not doing it would mean removing power to citizens, " Sonia Livingstone, Understanding new media