Designing hybridization: alternative education strategies for fostering innovation in communication design for the territory

Within the broad context of design studies, Communication Design for the Territory stands as a hybrid discipline constantly interfacing with other fields of knowledge. It assumes the territorial theme as its specific dimension, aiming to generate communication systems capable of reading the stratifications of places. From an educational perspective, teaching activities are closely linked to research and can take on different levels of complexity: from the various forms of cartographic translation to the design of sophisticated transmedia digital systems. In the wake of COVID-19, this discipline has come to terms with a profoundly changed scenario in terms of limited access to the physical space and the emergence of new technologies for remote access. In this unique context, we propose a pedagogical strategy that focuses on the hybridization of communication artifacts with the aim of fostering design experimentation. As a creative tool, hybridization leads to the design of innovative systems by strategically combining the characteristics of different artifacts to achieve specific communication goals. By experimenting with these creative strategies, students are led to critically reflect on existing communication artifacts’ features and explore original designs that deliberately combine different media, contents, and communication languages in innovative ways. Through hybridization, the methods for territorial knowledge production appear more effective, effectively combining the skills and knowledge embodied in multiple subject areas. The paper presents the experience developed in the teaching laboratories of the DCxT (Communication Design for the Territory) research group of the Design Department of Politecnico di Milano. The teaching experience highlights how hybridization strategies can increase the effectiveness in learning about territorial specificities, in acquiring critical knowledge about communication systems, and in developing innovation strategies that allow to influence the evolution of traditional communication models.