Labcom is Bold Our research center has always been fearless in embracing innovation and exploring cutting-edge topics. A true pioneer, it has led the way in developing groundbreaking courses and master’s programs in the field of communication. With unstoppable energy, Labcom stays ahead of the curve, diving into the latest trends in communication, brand-consumer relationships, and consumer culture. It pays special attention to the deep connection between technology and culture, shaping the social and cultural phenomena of today and tomorrow. Labcom is Open Minded Our research center has always thrived on building strong relationships and connections. Open to exchange and cross-fertilization between teaching and research approaches, it has fostered a dynamic dialogue with universities and scholars worldwide, as well as key players in the professional sphere. Labcom is Interdisciplinary Thanks to the diverse backgrounds of its members, our lab embraces and enhances interdisciplinary perspectives in its research projects, building bridges across various fields of social sciences. Labcom is Cultural Our research center is deeply immersed in the cultural understanding of phenomena. Identity practices, and rituals, meanings, ommunication codes, formats, vocabularies, symbols, values, are at the heart of its investigations. Labcom specializes in qualitative, culture-driven research, employing diverse methodological approaches to uncover the socio-cultural dynamics shaping contemporary branding, communication, and consumption. Understanding Labcom is Digital Our lab is where culture meets technological innovation in communication, branding, and consumer culture. In a world where technology consumption shapes everyday life, Labcom takes a leading role in the global conversation on technoculture. With a strong drive for experimentation, it pushes the boundaries of knowledge, particularly in the advancement of netnographic methodologies.