Storie ed emozioni nella comunicazione sociale : un'analisi delle campagne sulla donazione in Italia nel periodo 2013-2018

The article's main goal is to present some considerations on the ways in which PSAs uses contemporary communication strategies, such as narratives and languages evoking different kind of emotions in connected publics, arousing their emotional engagement in a social context characterised by a hybrid and convergent media ecosystem. More specifically, we will focus on peculiarity and trends of communication on Italian communication on social issues, introducing a survey measuring and analyzing the campaigns on donation produced by public institutions and non profit organizations in the period 2013-2018. The distinctiveness of the Italian case will be outlined also examining some foreign campaigns on donation, arousing great interest in an international panorama. [Publisher's text].