La comunicazione della ricerca in una prospettiva di design socioculturale

This chapter examines research communication through a sociocultural design perspective, grounded in the post-media condition and today’s digital communication ecosystem. Starting from the evolution of media towards interactive, hypertextual and social environments, the authors highlight how audiences increasingly act as prosumers, actively producing, remixing and sharing content. Within this framework, the WOW research project, focused on tackling gender inequalities, treats communication not as a final stage of dissemination but as an integral component of the research process itself. By means of multimodal formats (narrative website, infographics, videos, audio clips) and a participatory methodology, the communication design enhances accessibility, shareability and audience engagement, turning publics into co‑protagonists and activating Community Technologies logics. In this way, research communication becomes a lever to build social ties, generate social capital and foster widespread awareness, offering a model that can be adapted to other sociocultural research and intervention contexts.