Physics and cultural industry. Media, imagery, and formats for dissemination in Italy: the case of “The Shifters”

The present chapter examines the potential of the “scientification” of the cultural industry as an opportunity for science communication, particularly in the context of school and university education. In an age where the boundaries between science and fiction are increasingly blurred, it becomes crucial for science communicators and science journalists to play a role in mediating and facilitating a proper dialogue between these two realms. In this contest characterized by a multimedia and multichannel era, science communicators should not restrict themselves to traditional formats designed for television broadcasts, even if these formats are adapted for digital platforms. This chapter aims to describe the model that inspired “The Shifters: The Third Mission” (www.theshifters.it), a format developed by CREA—CenteR for Entrepreneurship and innovation Activities at the University of Cagliari (Italy). The format employs an innovative approach to transmitting scientific content, combining fiction and research, cinema and blogs, digital tools, and various forms of media. The case of the University of Cagliari demonstrates how the need to engage a wider and more diverse audience through clear and diversified messages can provide a more comprehensive and engaging experience for the public. The format proposed by The Shifters highlights how a detailed understanding of the target audience, comprehensive analysis of content, and careful design of connections between different media can be key elements of an effective dissemination strategy for research results.