Palma Campania and its Carnival

Barbara Masiello; Alice Palmieri

doi:10.6093/978-88-85556-30-0

Palma Campania and its Carnival: event-marketing, rebranding strategies and visual identity

Authors

Barbara Masiello

University of Campania Luigi Vanvitelli

https://orcid.org/0000-0002-6881-8947

Alice Palmieri

University of Campania Luigi Vanvitelli

https://orcid.org/0000-0001-9899-4223

DOI: https://doi.org/10.6093/978-88-85556-30-0

Keywords:

Intangible heritage, cultural events, event-markenting, branding, visual identity

Synopsis

Editor: DADI_ PRESS

Series: Reports of DADI institutional research activities - Department of Architecture and Industrial Design. University of Campania Luigi Vanvitelli

Pages: 190

Language: Italian

NBN: http://nbn.depositolegale.it/resolver.pl?nbn=urn:nbn:it:unina-29979

Abstract: In 2003, Unesco coined the definition of 'intangible cultural heritage', attributing significance and new value to traditions, rituals and practices, which communities recognise as having identity. Included in this new category of thought are cultural events and, in particular, Carnivals, which are often the expression of a deep relationship between territory and event. Italy boasts the presence of numerous historical Carnivals, some of which are very well known, yet today we would like to look at a lesser known reality, but one that is rich in peculiar values: the Carnival of Palma Campania. The Campania municipality has an ancient tradition in the art of costume (handmade and strictly produced in the Palma area) that leaves room for creativity and unique know-how, linked not only to the sartorial dimension, but to craftsmanship in the broadest sense. The tale of the unexpected revelations of this Carnival begins with careful analysis of the territorial context, to arrive at the redefinition of an identity brand that tells of Palma Campania and its Carnival.

Downloads

Download data is not yet available.

Author Biographies

Barbara Masiello, University of Campania Luigi Vanvitelli

Barbara Masiello is Associate Professor in Economics and Business Management at the Department of Political Science of the University of Campania 'Luigi Vanvitelli'. Her main current research areas are: enterprise networks and social capital; local development and territorial marketing; inclusive marketing.

Alice Palmieri, University of Campania Luigi Vanvitelli

Alice Palmieri is a researcher at the Department of Architecture and Industrial Design of the University of Campania 'Luigi Vanvitelli'. Her main lines of research concern the valorisation and communication of cultural heritage through the use of visual, analogue and digital devices, aimed at increasing inclusive fruition.