Project sheet
CALL: PRIN: RESEARCH PROJECTS OF RELEVANT NATIONAL INTEREST - Call 2022 PNRR
TITLE: Rethinking Made in Italy. Food and wine savoir faire and storytelling in the construction of the Italian myth (1950 - today)
DURATION: 24 months from 30.11.2023 to 29.11.2025
RESPONSIBLE: Prof. Magagnoli Stefano (Principal Investigator)
ERC (European Research Council) SECTOR:SH 6 - "The Study of the Human Past"
Sustainable Development Goals (SDGs): Goal 3: Health and well-being
Brief description
The project aims to rethink Made in Italy, exploring the factors that have determined its international success. Not only the quality of products, but also the ability to create an effective idea, linked to craftsmanship excellence, tradition and beauty, has enabled the construction of a prestigious image, inspired by Renaissance excellence. This helped generate a "reputational capital" that fostered competitiveness and Italian Sounding. The research will focus on the role of techniques and professions in building this capital, particularly in the food and beverage sector, analyzing the evolution of skills and the importance of professions related to product quality. The contribution of journalists, writers and influencers in spreading the positive image of Made in Italy abroad, countering negative stereotypes, will also be examined. The aim is to offer a new interpretation of the phenomenon, which considers not only intangible factors such as history and beauty, but also economic and social dynamics.
