In this article, we argue that, in an era of platformization of culture, social media users tend to relate with brands through modalities that are more informed by platforms’ affordances (i.e., by the technical architecture of and participatory cultures thriving on social media platforms), rather than shared systems of values and meanings promulgated within brand communities or influencers’ fandoms. Our argument grounds on an analysis of 757,776 Instagram posts related to six global brands, through which we show how users create branded content by following and reproducing a memetic logic. Drawing on our empirical results and Limor Shifman’s theory of Internet memes, we introduce the notion of memetic brands. Memetic brands are collections of branded social media posts, which derive from a standard branded template that repeats from user to user with small compositional changes at every iteration and on top of which users attach expressions of their vernacular creativity. In the process, memetic brands vehiculate a hypersignification, that is, an implicit discourse on fluid and situational consumption. Through the concepts of affordances-based brand relations and memetic brands, the article contributes (from a theoretical and methodological point of view) to the emerging literature on platformization of culture.

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This article analyses the production of urban space in the globalizing city of Milan, Italy. The authors present the evolution of a 30-year development process in a semi-central area of the city known as Garibaldi Porta Nuova, contrasting present and past conditions. Initial attempts to develop the area began in the early 1980s but came to nothing; a previous study of the same area attributed that failure to the inability of fragmented local political elites to coalesce into an effective pro-growth coalition. In the early 2000s, a new coalition of political and economic actors, in particular financial and real estate interests, revived the process of regeneration and drove construction of a large-scale mixed-use project. This article offers an account of the process in terms of both the internal dynamics of the local coalition and the contextual and institutional factors framing the bargaining of political and economic elites over the development process. We use two theoretical frameworks – growth machine theory and regime theory – to assess the distribution of power and resources. Our analysis indicates that the outcome is the result of a specific growth machine fuelled by international capital, and that changes in the intergovernmental system in Italy induced local political elites to accommodate the requirements of international investors.

Welcome to EVALITA 2020! EVALITA is the evaluation campaign of Natural Language Processing and Speech Tools for Italian. EVALITA is an initiative of the Italian Association for Computational Linguistics (AILC, http://www.ai-lc.it) and it is endorsed by the Italian Association for Artificial Intelligence (AIxIA, http://www.aixia.it) and the Italian Association for Speech Sciences (AISV, http://www.aisv.it).This volume includes the reports of both task organisers and participants to all of the EVALITA 2020 challenges. In the 2020 edition, we coordinated the organization of 14 different tasks belonging to five research areas, being: (i) Affect, Hate, and Stance, (ii) Creativity and Style, (iii) New Challenges in Long-standing Tasks, (iv) Semantics and Multimodality, Time and Diachrony.The volume is opened by an overview to the EVALITA 2020 campaign, in which we describe the tasks, provide statistics on the participants and task organizers as well as our supporting sponsors. The abstract of the keynote speech made by Preslav Nakov titled "Flattening the Curve of the COVID-19 Infodemic: These Evaluation Campaigns Can Help!" is also included in this collection.Due to the 2020 COVID-19 pandemic, the traditional workshop was held online, where several members of the Italian NLP Community presented the results of their research. Despite the circumstances, the workshop represented an occasion for all participants from both academic institutions and private companies to disseminate their work and results and to share ideas through online sessions dedicated to each task and a general discussion during the plenary event.We carried on with the tradition of the "Best system across tasks" award. As in 2018, it represented an incentive for students, IT developers and researchers to push the boundaries of the state of the art by facing tasks in new ways, even if not winning.

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