Luca TOSCHI

Tenured Full Professor in Communication Sciences. Università degli Studi di Firenze

Luca Toschi is tenured professor of Sociology of Cultural and Communicative Processes and Theory and Technique of Generative Communication. He is director of the Center for Generative Communication (CfGC – www.csl.unifi.it).

He also teaches Knowledge and Communication Strategies in the PhD program of Sustainable Management of Agricultural and Forest Resources (offered by the Department of Agrarian Economy and Territorial Resources). In addition, he serves as director of the Communication Strategies Lab at the University of Florence, which operates in various areas, such as communication strategies, knowledge management, media literacy, educational communication, cooperative communication, health communication, digital writing, territory marketing, and cultural heritage communication.

A graduate in Italian linguistics, he began his career as a researcher and professor in 1971 at the University of California in Los Angeles (UCLA), shortly after the onset of the internet. He was a researcher at the Harvard University Center for Italian Renaissance Studies, and has conducted courses and seminars in Europe and, primarily, in the United States (Yale University, University of  Connecticut, Stanford University, University of New York, Brown University, etc.).

Toschi has collaborated with many institutions, organizations, and agencies, both public and private. He has written for and consulted with various editorial groups, including Apogeo, Bollati Boringhieri (he collaborated with Giulio Bollati in creating the publishing house), Brepols-University of California Press, Einaudi, Edizioni Cultura della Pace, Feltrinelli, Gruppo De Agostini, Gruppo Rizzoli, il Mulino, Laterza, Le Monnier (where he collaborated with Fernand Braudel), Olschki, RAI, Sansoni, Sellerio etc. He has also overseen radio and television programs and contributed to the cultural supplements of the Italian news journals “Repubblica” and “Sole-24 Ore”.

Toschi is the author of some of the first hypertexts in Italy. In collaboration with the Fondazione IBM-Italia, IBM-SEMEA, Gruppo Bassilichi, and CRAIAT (Center for Research and Applied Information Technology in the Analysis of Texts), he designed Liberi di essere (In English: Free to Be: Success Stories) (1997) for Amnesty International, as well as Cinque parole per la pace (Five Words for Peace) (1998) for the International J. Maritain Institute. With the “E. Franceschini” Institue, he worked for five years, between 1993 and 1998, promoting various conferences and texts on the rapport between digital text and the history of writing and communication (all of which were published by the Italian Center for the High-Medieval Studies). With Coop, Toschi conceived one of the first social networks (1998), in addition to one of the first experiences in e-commerce.

His more recent research regards communication strategy, with strong attention paid towards the use of new media and how new technology is rewriting social and economic dynamics. Since 2002, Toschi has worked with the Italian University Line and INDIRE, the National Institute of Documentation, Innovation, and Educational Research, with which he is among the research coordinators.

Among his most recent publications are: La comunicazione generativa (Apogeo, Milan 2011), which derives from www.comunicazionegenerativa.org; La comunicazione formativa (Apogeo, Milan 2012); Realtà Aumentate (Apogeo, Milan, 2012); La didattica del futuro (Pearson, 2012); Custodire il futuro. L’archivio storico di Unicoop Tirreno (Mind Editore 2012).