The purpose for writing this paper is twofold: (1) building on the former PBPD publication on “Placecinemaking”, from the viewpoints of the foundations of history, theory, and methodology; and (2) demonstrating the methodology on a new movie/place-making project, “Le Mille Notti”, which was launched after the publication of said PBPD paper. This new submission is therefore a complementary extension and a deeper analysis of what was presented in 2023 on PBPD. The approach is based on documental back-tracing, where needed complemented by interviews and testimonials. The analysis pertains to a wide range of fields, from the history of cinema to leisure direction and to placemaking. This paper is based on a further analysis of the “Placecinemaking” approach, in order to extract: (a) historical roots and context in the history of cinema; to enable (b) application to a new film in the series of projects where the approach was organically developed into a repeatable process; and to present (c) the outcome of the new movie, titled “Le Mille Notti” in the specific areas pertaining to the movie, Borgo Aurora, Turin, and its actors. Research was based on documental back-tracing, therefore no new empirical findings will be made available or generated from this process besides what was tracked in documental sources (newspapers, production notes, earlier interviews as already publicly published and distributed in media, and more). Process and methods will be equivalent to the ones adopted in the PBPB publication, 2023, therefore already tested and proven by peer review. The paper will have a potential high impact in terms of further proving, justifying, and contextualizing an organic approach as formalized in a repeatable process. The paper does uniquely present, critically review, and demonstrate the place-making fit of a new film, “Le Mille Notti”, providing additional insights into the “Placecinemaking” approach.
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Introduction/purpose: The paper reflexively documents (for the first time) as a consistent approach a participatory, co-creative storytelling practice for organic place branding as developed by the researcher across cinema, digital platforms, and word-of-mouth. Focus of this paper is on the societal impact of an implicit approach, to be structured into a repeatable process. Research limitations: The paper is based on reflexive observations and insights. The original empirical materials were co-created with stakeholders or developed for cinema, creative industry, or other applied uses, with the intent to develop a formalized methodology. Empirical research assets were therefore interpreted, reframed, or reflected upon from the viewpoint of both (a) social sciences and humanities and (b) place branding, leisure direction, and impact viewpoints. Theoretical framework: This paper is presented as a case study. A theoretical justification is provided. Methodology/main research approach: Reflexive reporting of art-based participatory interventions, between activism (action research) and storytelling for place branding. Findings: Reference cases will be grounded in the City of Turin, Italy, and most specifically its underprivileged Mirafiori and Borgo Aurora districts. The paper will frame an organic field practice through reflexively structuring it as a repeatable process. Impacts of an economic, social, and artistic nature will be documented. Specific empirical research assets include: (a) fictional movie and documentary (2014, 2019); (b) video clips, based on participatory interviews; (c) reflexive evidence from original approach bridging (cinematic) storytelling to place branding; (4) information and evidence on economic and social impacts, as extracted from (a) news and other secondary sources, and (b) primary statements from key stakeholders. Conclusions: The paper will offer two key value points: (a) Reflexive externalization by stakeholders of an implicit approach; (b) Potential formalization into a repeatable process, for universal adoption. The authors are committed to achieving the most societal impact through their research and consulting work and the paper will provide the opportunity to transfer findings, learnings, and assets to a wider community of stakeholders, for example, citizens and practitioners, with the required methodological reliability. Practical implications: The focus of this paper is eminently practical in terms of translating an organic practice at the crossroads of the creative industry, cinematic arts, and place branding, into a structured approach, and possibly a process. The outcome will be a reflexive repeatable formalization of the said approach, for future consideration and adoption by place branding leaders and stakeholders, with societal impact as the priority.
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