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- Categoria: Area Umanistica
- Scritto da Michelle Lea Rocco
- Visite: 1093
PubbliTesi - La Tesi
Old and (brand) new worlds in financial services. L’innovazione tra futuro, rivoluzioni ed invasioni “barbariche”
Scheda Sintetica
Autore: Michelle Lea Rocco
Relatore: Ugo Volli
Università: Università degli Studi di Torino
Facoltà: Dipartimento di Filosofia e Scienze della Educazione
Corso: Laurea Magistrale in Comunicazione e Culture dei media
Data di Discussione: 06/07/2016
Voto: 110 cum laude
Disciplina: Semiotica
Tipo di Tesi: di Ricerca
Altri Relatori: Massimo Leone, Gianni Cavallina
Lingua: Italiano
Grande Area: Area Umanistica
Dignità di Stampa: Si
In Collaborazione con: Centro Innovazione Intesa Sanpaolo Spa
Settori Interessati: Semiotica, filosofia della comunicazione, semiotics, marketing, brand, servizi finanziari, banking, financial services, innovazione, ricerche di mercato, ricerca qualitativa, insights, consumo, design processes, design, retail, digital, digitale, fintech,
Descrizione:
Semiotic thinking applied in the field of financial services to compare traditional retail brands and new fintech futuristic brand strategies and cultures of innovation. The work explores the relationship between consumers and brands as agencies and focuses on the meaning of the concept of ’disintermediation’ and ’trust’ in a digital native world. The work testifies how semiotics can contribute to the explorative, cognitive and strategic stages of the design process thanks to its ability to make sense of complexity in a multidimensional and vivid scenario where designing financial services could not leave aside new cultures and cross-boundaries communities as crucial variables of change.
Grado di Innovazione:
The thesis is useful for those interested in understanding the potential of semiotic models as unconventional and precious tools for qualitative research and insights, for a deep understanding of markets, cultures, consumption and services, even when these are applied to design processes and cultures of innovation and not only on already made artefacts. The analysis is also useful for all experts in the financial services sector, both traditional and new, to have a perspective on the relationshi ...