DALLA CAPITALE EUROPEA ALLA CAPITALE ITALIANA DELLA CULTURA. RIFLESSIONI A MARGINE DI PROCIDA 2022 SU EVENTI, NARRAZIONI, IMMAGINI

From the European Capital to the Italian Capital of Culture. Reflections on the sidelines of Procida 2022 on events, narratives, images. – The contribution focuses on the “Capital of Culture” cross-referencing the characteristics, in terms of discourses and governance, assumed by the event – in its different declination at the European and Italian scale – with the new instances developed for tourist attraction and city branding’s goals. The two events will be explored with reference to the designated Italian cities, from the evolution of European Capital of Culture (ECoC) program to the invention of the Italian Capital of Culture (ICoC) initiative. The focus on the impact of ICoC, on the sidelines of Procida 2022, will allow us to reflect on the dynamics and contradictions produced by the cultural event on a tourist location already known for literary and cinematographic representations, in order to grasp the interrelations between the event and the new narratives and images conveyed.