The PhD is divided into three curricula: "Communication Sciences", "Methodology of Social Science" and "Marketing". It pursues the objective of enhancing the synergistic evolution of the tools that communication, marketing and methodological studies use in the field of their advanced research. This goal is achieved, in line with the specificities of each curriculum, focusing on the themes of the analysis of cultural production and consumption; the impact of network and social communication in the dynamics of social relations; the techniques of content analysis, including of large textual corpora; the role of the brand in post-modern exchange systems; the concept of value as a meeting point between supply and demand; the debates on the method of social sciences; the training in the use of procedures and advanced techniques of detection, processing and analysis of qualitative and quantitative data; the research on emerging social phenomena and their generative mechanisms. The Doctorate also supports the development in students of the skills that are essential to address the new challenges of communication of knowledge and research, also encouraging the propensity to publish and compare in scientific and research contexts, including international ones. In this overall framework, they find the specific themes of the three curricula appropriately positioned. CURRICULUM: COMMUNICATION SCIENCE This curriculum’s aims includes several scientific objectives, which are shown below. Deepen the study and research in a sector of overwhelming overall growth, declinable according to a large amount of written, audiovisual, exhibited and live materials consumed and used by increasingly diverse and competent publics. Understand the diffusion of cultural productions in the privileged environment of the metropolis, in its dual characterization of the show arena and public opinion, able to alternate moments of consumption and production of culture to the diffusion of collective imagination and to draw scenarios of innovation in the so-called Dimensional dimension. Acquire specific analysis tools on all phenomena of cultural production. The analysis of public and cultural consumption, the theoretical recognition of the industrial and post-industrial implications of cultural products, the interpretation of written, audiovisual and performative texts and the productive changes induced by the new and widespread diffusion of electronic and telematic media constitute privileged locations of the proposed content in terms of scientific content. Investigate the nature of the social and cultural emergencies that take shape from the digital and mobile communications platforms in order to rebuild the role of these tools both to fulfill institutionalized functions and to interpret innovative communication needs. Get involved in the analysis of large body texts, through the most advanced analytical techniques that also use tools for processing and organizing information. Use analytical techniques of exquisitely qualitative media products. The analysis of the content of media narratives as a means of acting as a detective and indicator of the realities and contradictions of Italian society. Studies on media consumption, including through ethnographic methodologies, to investigate the dual importance of consumer practices: in the construction and definition of identities and roles, in the personalization of media use and in the sense attribution to communicative texts. Form the analysis of thought and political communication. The analysis of political language can only be conducted with a careful reconnaissance not only of the meanings of the word, but of the way in which those meanings arrive at the recipient, or taking into account the processes of attributing meaning. CURRICULUM: METHODOLOGY OF SOCIAL SCIENCES The PhD in "Methodology of Social Sciences" since its inception has been characterized in an absolutely specific way for the purpose of directing the students to a strictly methodological course, though firmly attached to precise theoretical frameworks and related fields Sociological knowledge applications as well as social issues of urgent importance for the country. From this point of view, it has formed, in the panorama of the higher sociology studies of the Italian university system, one of the very few specialized structures, which is now placed in the curriculum in "Methodology of social sciences". The aim of refining the cadres in the field of social theory and sociological methodology is fully recovered in the homonymous curriculum and pursued, at multiple levels of analysis, with reference to: 1. Problems of epistemological order inherent in social sciences; 2. Debates related to the social sciences method, understood as the procedures of the procedure; 3. Training in the use of advanced procedures and techniques for the detection, processing, processing and analysis of data, qualitative and quantitative; 4. Reflection on and design of new research tools; 5. Developing experimental or quasisperimental drawings aimed at refining existing ones or clarifying delicate aspects regarding their use in current research; 6. Experimentation with new fields of research and ethical analysis (such as evaluation methodologies, social policies, research-intervention); 7. Research on emergent social phenomena and related generative mechanisms. CURRICULUM: MARKETING This curriculum’s aims includes several scientific objectives, which are shown below. Deepen the study of the theoretical matrices underlying the main social research techniques and quantitative data analysis techniques, both as a research technique in itself and as a basis for dealing with more qualitative media techniques for analyzing media products, The main socio-economic phenomena (consumption in the first place) and the behaviors of socio-economic actors (businesses, consumers, non-profit organizations, etc.); Provide an adequate knowledge of the role of the brand in postmodern exchange systems, highlighting the key centrality of communication-based values and defining appropriate research and experimentation methods, in line with best international practices. Deepen the knowledge, theoretical and practical, of logic and marketing communication techniques, aimed at the realization of value-for-sale and distributive sales promotion projects in both consumer and business markets. Explore the concept of value as a meeting point between supply and demand, deepening its rational, emotional and experiential components in the light of the postmodern dynamics of contemporary markets. Explore the multifaceted challenge of sustainability, integrating economy, society, the environment and culture into a new, long-term competitive framework that requires a profound renewal of the theoretical and management schemes for businesses and any other form of productive organization. Develop adequate skills and competencies in analyzing consumer phenomena, demographic trends, socioeconomic and technological trends that are at its core and in particular in global metropolitan contexts express social and consumer innovation.