Inclusive heritage communication: Integrated methodologies crossing 3d printing, marketing and communication for the Franciscan observance convents

Abstract

Digitalisation, in all its forms, is nowadays a crucial tool part in the analysis, reproduction, preservation and dissemination of Cultural Heritage. All over the centuries, the human being has invented different mechanisms in order to preserve and transmit cultural values. From writing, painting, photography, architecture and engineering, to the latest technologies such as Additive Manufacturing (AM). Indeed, 3D printing has been increasingly used by experts in the field of cultural heritage. However, how 3D printing can be communicated in order to become a driver for increasing accessibility to cultural heritage? This article proposes a methodology for the inclusive dissemination of cultural heritage, by crossing 3D printing with the field of Marketing and Communication, in order to complete studies in the field of additive manufacturing. The Franciscan Convent of Montecorvino Rovella (Southern Italy) will be the pilot case for the application of the methodology. This is selected due to its peripheral location. First results will allow a more inclusive access to cultural heritage, increasing the knowledge and awareness by the local community.