Values, Identity, Stereotypes

This research investigates the relationship between the value system of the “Made in Italy” brand, and the way communicative practices reinforce it by setting products in typical Italian landscape atmospheres. The landscape is a geo-referenced communication protagonist, and its presence, more recurrent in productions intended for the general public, is reduced in the communicative strategy of products intended for sector supply chains, where expressive and value forms disconnected from the representation of the Italian place are reiterated. The analysis focuses on the communicative experience with a semiotic perspective, providing the initial methodology of analysis and provoking reflections. The question arises whether enhancing Italian productions through real places (the “made in domestic country” of corporate brands and globalized production ones) can restore greater awareness in the buyer and deeper relationships among stakeholders, without impoverishing the value system of Made in Italy.