Volare

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Volare develops an analysis of the contemporary popular media-driven image of Italy. The high visibility of Italian fashion and industrial design, "Italian" settings for advertising, shelves of Italian foods in every supermarket, and select gentrified cuisines all demonstrate the way in which Italy has become a global pop icon. This book, written and designed to capture the energy of its subject, explores the phenomenon of Italy as icon, which extends through the transformations of popular culture now sweeping the world. The global culture, unified by the market and by transnational media corporations, has produced a series of stereotypes and semantic references that might be termed the "Italian dream, " which occupies a space on the continuum of spectacular images the world sees as the American dream, French allure, and classic English style. In turn, the Italian icon, freed of territorial boundaries linking it to the land it ostensibly depicts, influences not only the external view of Italians but Italians' own views of themselves. Italy has created a dream, which is dreamed by others, and it is necessary to realize the existence of this dream for it to become reality.