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Di Stefano, Antonio | Leonzi, Silvia | Ciofalo, Giovanni | Barricella, Stefano

I giochi (d'azzardo) e gli spot : la pubblicizzazione televisiva del gambling in Italia

2016 - Franco Angeli

41-62 p.

  • The following article results from a research focused on the television advertising of gambling in Italy. Gambling is considered a cultural object as well as a media one, and the symbolic efficacy is analyzed through Schudson's dimensions, which allows to «measure» the force of a given cultural product. As a result of gambling addiction becoming a social problem, institutionalized by recent political interventions, some of the commercials analyzed show the development of a narration where the promise of happiness (presented as excitement linked to the game as a performance and a potential win) seems to flourish paradoxically through the very risk of unhappiness related to gambling [Publisher's Text].

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Sociologia e ricerca sociale : 110, 2, 2016