23 resultados para Revolutionary Discoveries

em AMS Tesi di Dottorato - Alm@DL - Università di Bologna


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For a long time, the work of a Franciscan Friar who had lived in Bologna and in Florence during the 13th and 14th centuries, Bartolomeo Della Pugliola, was thought to have been lost. Recent paleographic research, however, has affirmed that most of Della Pugliola’s work, although mixed into other authors, is contained in two manuscripts (1994 and 3843), currently kept at University Library in Bologna. Pugliola’s chronicle is central to Bolognese medieval literature, not only because it was the privileged source for the important work of Ramponis’ chronicle, but also because Bartolomeo della Pugliola’s sources are several significant works such as Jacopo Bianchetti’s lost writings and Pietro and Floriano Villolas’ chronicle (1163-1372). Ongoing historical studies and recent discoveries enabled me to reconstruct the historical chronology of Pugliola’s work as well as the Bolognese language between the 13th and 14th century The original purpose of my research was to add a linguistic commentary to the edition of the text in order to fill the gaps in medieval Bolognese language studies. In addition to being a reliable source, Pugliola’s chronicle was widely disseminated and became a sort of vulgate. The tradition of chronicle, through collation, allows the study of the language from a diachronic point of view. I therefore described all the linguistics phenomena related to phonetics, morphology and syntax in Pugliola’s text and I compared these results with variants in Villola’s and Ramponis’ chronicles. I also did likewise with another chronicle by a 16th century merchant, Friano Ubaldini, that I edited. This supplement helped to complete the Bolognese language outline from the 13th to the 16th century. In order to analize the data that I collected, I tried to approach them from a sociolinguistic point of view because each author represents a different variant of the language: closer to a scripta and the Florentine the language used by Pugliola, closer to the dialect spoken in Bologna the language used by Ubaldini. Differencies in handwriting especially show the models the authors try to reproduce or imitate. The glossary I added at the end of this study can help to understand these nuances with a number of examples.

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L’ermeneutica filosofica di Hans-Georg Gadamer – indubbiamente uno dei capisaldi del pensiero novecentesco – rappresenta una filosofia molto composita, sfaccettata e articolata, per così dire formata da una molteplicità di dimensioni diverse che si intrecciano l’una con l’altra. Ciò risulta evidente già da un semplice sguardo alla composizione interna della sua opera principale, Wahrheit und Methode (1960), nella quale si presenta una teoria del comprendere che prende in esame tre differenti dimensioni dell’esperienza umana – arte, storia e linguaggio – ovviamente concepite come fondamentalmente correlate tra loro. Ma questo quadro d’insieme si complica notevolmente non appena si prendano in esame perlomeno alcuni dei numerosi contributi che Gadamer ha scritto e pubblicato prima e dopo il suo opus magnum: contributi che testimoniano l’importante presenza nel suo pensiero di altre tematiche. Di tale complessità, però, non sempre gli interpreti di Gadamer hanno tenuto pienamente conto, visto che una gran parte dei contributi esegetici sul suo pensiero risultano essenzialmente incentrati sul capolavoro del 1960 (ed in particolare sui problemi della legittimazione delle Geisteswissenschaften), dedicando invece minore attenzione agli altri percorsi che egli ha seguito e, in particolare, alla dimensione propriamente etica e politica della sua filosofia ermeneutica. Inoltre, mi sembra che non sempre si sia prestata la giusta attenzione alla fondamentale unitarietà – da non confondere con una presunta “sistematicità”, da Gadamer esplicitamente respinta – che a dispetto dell’indubbia molteplicità ed eterogeneità del pensiero gadameriano comunque vige al suo interno. La mia tesi, dunque, è che estetica e scienze umane, filosofia del linguaggio e filosofia morale, dialogo con i Greci e confronto critico col pensiero moderno, considerazioni su problematiche antropologiche e riflessioni sulla nostra attualità sociopolitica e tecnoscientifica, rappresentino le diverse dimensioni di un solo pensiero, le quali in qualche modo vengono a convergere verso un unico centro. Un centro “unificante” che, a mio avviso, va individuato in quello che potremmo chiamare il disagio della modernità. In altre parole, mi sembra cioè che tutta la riflessione filosofica di Gadamer, in fondo, scaturisca dalla presa d’atto di una situazione di crisi o disagio nella quale si troverebbero oggi il nostro mondo e la nostra civiltà. Una crisi che, data la sua profondità e complessità, si è per così dire “ramificata” in molteplici direzioni, andando ad investire svariati ambiti dell’esistenza umana. Ambiti che pertanto vengono analizzati e indagati da Gadamer con occhio critico, cercando di far emergere i principali nodi problematici e, alla luce di ciò, di avanzare proposte alternative, rimedi, “correttivi” e possibili soluzioni. A partire da una tale comprensione di fondo, la mia ricerca si articola allora in tre grandi sezioni dedicate rispettivamente alla pars destruens dell’ermeneutica gadameriana (prima e seconda sezione) ed alla sua pars costruens (terza sezione). Nella prima sezione – intitolata Una fenomenologia della modernità: i molteplici sintomi della crisi – dopo aver evidenziato come buona parte della filosofia del Novecento sia stata dominata dall’idea di una crisi in cui verserebbe attualmente la civiltà occidentale, e come anche l’ermeneutica di Gadamer possa essere fatta rientrare in questo discorso filosofico di fondo, cerco di illustrare uno per volta quelli che, agli occhi del filosofo di Verità e metodo, rappresentano i principali sintomi della crisi attuale. Tali sintomi includono: le patologie socioeconomiche del nostro mondo “amministrato” e burocratizzato; l’indiscriminata espansione planetaria dello stile di vita occidentale a danno di altre culture; la crisi dei valori e delle certezze, con la concomitante diffusione di relativismo, scetticismo e nichilismo; la crescente incapacità a relazionarsi in maniera adeguata e significativa all’arte, alla poesia e alla cultura, sempre più degradate a mero entertainment; infine, le problematiche legate alla diffusione di armi di distruzione di massa, alla concreta possibilità di una catastrofe ecologica ed alle inquietanti prospettive dischiuse da alcune recenti scoperte scientifiche (soprattutto nell’ambito della genetica). Una volta delineato il profilo generale che Gadamer fornisce della nostra epoca, nella seconda sezione – intitolata Una diagnosi del disagio della modernità: il dilagare della razionalità strumentale tecnico-scientifica – cerco di mostrare come alla base di tutti questi fenomeni egli scorga fondamentalmente un’unica radice, coincidente peraltro a suo giudizio con l’origine stessa della modernità. Ossia, la nascita della scienza moderna ed il suo intrinseco legame con la tecnica e con una specifica forma di razionalità che Gadamer – facendo evidentemente riferimento a categorie interpretative elaborate da Max Weber, Martin Heidegger e dalla Scuola di Francoforte – definisce anche «razionalità strumentale» o «pensiero calcolante». A partire da una tale visione di fondo, cerco quindi di fornire un’analisi della concezione gadameriana della tecnoscienza, evidenziando al contempo alcuni aspetti, e cioè: primo, come l’ermeneutica filosofica di Gadamer non vada interpretata come una filosofia unilateralmente antiscientifica, bensì piuttosto come una filosofia antiscientista (il che naturalmente è qualcosa di ben diverso); secondo, come la sua ricostruzione della crisi della modernità non sfoci mai in una critica “totalizzante” della ragione, né in una filosofia della storia pessimistico-negativa incentrata sull’idea di un corso ineluttabile degli eventi guidato da una razionalità “irrazionale” e contaminata dalla brama di potere e di dominio; terzo, infine, come la filosofia di Gadamer – a dispetto delle inveterate interpretazioni che sono solite scorgervi un pensiero tradizionalista, autoritario e radicalmente anti-illuminista – non intenda affatto respingere l’illuminismo scientifico moderno tout court, né rinnegarne le più importanti conquiste, ma più semplicemente “correggerne” alcune tendenze e recuperare una nozione più ampia e comprensiva di ragione, in grado di render conto anche di quegli aspetti dell’esperienza umana che, agli occhi di una razionalità “limitata” come quella scientista, non possono che apparire come meri residui di irrazionalità. Dopo aver così esaminato nelle prime due sezioni quella che possiamo definire la pars destruens della filosofia di Gadamer, nella terza ed ultima sezione – intitolata Una terapia per la crisi della modernità: la riscoperta dell’esperienza e del sapere pratico – passo quindi ad esaminare la sua pars costruens, consistente a mio giudizio in un recupero critico di quello che egli chiama «un altro tipo di sapere». Ossia, in un tentativo di riabilitazione di tutte quelle forme pre- ed extra-scientifiche di sapere e di esperienza che Gadamer considera costitutive della «dimensione ermeneutica» dell’esistenza umana. La mia analisi della concezione gadameriana del Verstehen e dell’Erfahrung – in quanto forme di un «sapere pratico (praktisches Wissen)» differente in linea di principio da quello teorico e tecnico – conduce quindi ad un’interpretazione complessiva dell’ermeneutica filosofica come vera e propria filosofia pratica. Cioè, come uno sforzo di chiarificazione filosofica di quel sapere prescientifico, intersoggettivo e “di senso comune” effettivamente vigente nella sfera della nostra Lebenswelt e della nostra esistenza pratica. Ciò, infine, conduce anche inevitabilmente ad un’accentuazione dei risvolti etico-politici dell’ermeneutica di Gadamer. In particolare, cerco di esaminare la concezione gadameriana dell’etica – tenendo conto dei suoi rapporti con le dottrine morali di Platone, Aristotele, Kant e Hegel – e di delineare alla fine un profilo della sua ermeneutica filosofica come filosofia del dialogo, della solidarietà e della libertà.

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Salt deposits characterize the subsurface of Tuzla (BiH) and made it famous since the ancient times. Archeological discoveries demonstrate the presence of a Neolithic pile-dwelling settlement related to the existence of saltwater springs that contributed to make the most of the area a swampy ground. Since the Roman times, the town is reported as “the City of Salt deposits and Springs”; "tuz" is the Turkish word for salt, as the Ottomans renamed the settlement in the 15th century following their conquest of the medieval Bosnia (Donia and Fine, 1994). Natural brine springs were located everywhere and salt has been evaporated by means of hot charcoals since pre-Roman times. The ancient use of salt was just a small exploitation compared to the massive salt production carried out during the 20th century by means of classical mine methodologies and especially wild brine pumping. In the past salt extraction was practised tapping natural brine springs, while the modern technique consists in about 100 boreholes with pumps tapped to the natural underground brine runs, at an average depth of 400-500 m. The mining operation changed the hydrogeological conditions enabling the downward flow of fresh water causing additional salt dissolution. This process induced severe ground subsidence during the last 60 years reaching up to 10 meters of sinking in the most affected area. Stress and strain of the overlying rocks induced the formation of numerous fractures over a conspicuous area (3 Km2). Consequently serious damages occurred to buildings and infrastructures such as water supply system, sewage networks and power lines. Downtown urban life was compromised by the destruction of more than 2000 buildings that collapsed or needed to be demolished causing the resettlement of about 15000 inhabitants (Tatić, 1979). Recently salt extraction activities have been strongly reduced, but the underground water system is returning to his natural conditions, threatening the flooding of the most collapsed area. During the last 60 years local government developed a monitoring system of the phenomenon, collecting several data about geodetic measurements, amount of brine pumped, piezometry, lithostratigraphy, extension of the salt body and geotechnical parameters. A database was created within a scientific cooperation between the municipality of Tuzla and the city of Rotterdam (D.O.O. Mining Institute Tuzla, 2000). The scientific investigation presented in this dissertation has been financially supported by a cooperation project between the Municipality of Tuzla, The University of Bologna (CIRSA) and the Province of Ravenna. The University of Tuzla (RGGF) gave an important scientific support in particular about the geological and hydrogeological features. Subsidence damage resulting from evaporite dissolution generates substantial losses throughout the world, but the causes are only well understood in a few areas (Gutierrez et al., 2008). The subject of this study is the collapsing phenomenon occurring in Tuzla area with the aim to identify and quantify the several factors involved in the system and their correlations. Tuzla subsidence phenomenon can be defined as geohazard, which represents the consequence of an adverse combination of geological processes and ground conditions precipitated by human activity with the potential to cause harm (Rosenbaum and Culshaw, 2003). Where an hazard induces a risk to a vulnerable element, a risk management process is required. The single factors involved in the subsidence of Tuzla can be considered as hazards. The final objective of this dissertation represents a preliminary risk assessment procedure and guidelines, developed in order to quantify the buildings vulnerability in relation to the overall geohazard that affect the town. The historical available database, never fully processed, have been analyzed by means of geographic information systems and mathematical interpolators (PART I). Modern geomatic applications have been implemented to deeply investigate the most relevant hazards (PART II). In order to monitor and quantify the actual subsidence rates, geodetic GPS technologies have been implemented and 4 survey campaigns have been carried out once a year. Subsidence related fractures system has been identified by means of field surveys and mathematical interpretations of the sinking surface, called curvature analysis. The comparison of mapped and predicted fractures leaded to a better comprehension of the problem. Results confirmed the reliability of fractures identification using curvature analysis applied to sinking data instead of topographic or seismic data. Urban changes evolution has been reconstructed analyzing topographic maps and satellite imageries, identifying the most damaged areas. This part of the investigation was very important for the quantification of buildings vulnerability.

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The experience of void, essential to the production of forms and to make use them, can be considered as the base of the activities that attend to the formative processes. If void and matter constitutes the basic substances of architecture. Their role in the definition of form, the symbolic value and the constructive methods of it defines the quality of the space. This job inquires the character of space in the architecture of Moneo interpreting the meaning of the void in the Basque culture through the reading of the form matrices in the work of Jorge Oteiza and Eduardo Chillida. In the tie with the Basque culture a reading key is characterized by concurring to put in relation some of the theoretical principles expressed by Moneo on the relationship between place and time, in an unique and specific vision of the space. In the analysis of the process that determines the genesis of the architecture of Moneo emerges a trajectory whose direction is constructed on two pivos: on the one hand architecture like instrument of appropriation of the place, gushed from an acquaintance process who leans itself to the reading of the relations that define the place and of the resonances through which measuring it, on the other hand the architecture whose character is able to represent and to extend the time in which he is conceived, through the autonomy that is conferred to them from values. Following the trace characterized from this hypothesis, that is supported on the theories elaborated from Moneo, surveying deepens the reading of the principles that construct the sculptural work of Oteiza and Chillida, features from a search around the topic of the void and to its expression through the form. It is instrumental to the definition of a specific area that concurs to interpret the character of the space subtended to a vision of the place and the time, affine to the sensibility of Moneo and in some way not stranger to its cultural formation. The years of the academic formation, during which Moneo enters in contact with the Basque artistic culture, seem to be an important period in the birth of that knowledge that will leads him to the formulation of theories tied to the relationship between time, place and architecture. The values expressed through the experimental work of Oteiza and Chillida during years '50 are valid bases to the understanding of such relationships. In tracing a profile of the figures of Oteiza and Chillida, without the pretension that it is exhaustive for the reading of the complex historical period in which they are placed, but with the needs to put the work in a context, I want to be evidenced the important role carried out from the two artists from the Basque cultural area within which Moneo moves its first steps. The tie that approaches Moneo to the Basque culture following the personal trajectory of the formative experience interlaces to that one of important figures of the art and the Spanish architecture. One of the more meaningful relationships is born just during the years of his academic formation, from 1958 to the 1961, when he works like student in the professional office of the architect Francisco Sáenz de Oiza, who was teaching architectural design at the ETSAM. In these years many figures of Basque artists alternated at the professional office of Oiza that enjoys the important support of the manufacturer and maecenas Juan Huarte Beaumont, introduced to he from Oteiza. The tie between Huarte and Oteiza is solid and continuous in the years and it realizes in a contribution to many of the initiatives that makes of Oteiza a forwarder of the Basque culture. In the four years of collaboration with Oiza, Moneo has the opportunity to keep in contact with an atmosphere permeated by a constant search in the field of the plastic art and with figures directly connected to such atmosphere. It’s of a period of great intensity as in the production like in the promotion of the Basque art. The collective “Blanco y Negro”, than is held in 1959 at the Galería Darro to Madrid, is only one of the many times of an exhibition of the work of Oteiza and Chillida. The end of the Fifties is a period of international acknowledgment for Chillida that for Oteiza. The decade of the Fifties consecrates the hypotheses of a mythical past of the Basque people through the spread of the studies carried out in the antecedent years. The archaeological discoveries that join to a context already rich of signs of the prehistoric era, consolidate the knowledge of a strong cultural identity. Oteiza, like Chillida and other contemporary artists, believe in a cosmogonist conception belonging to the Basques, connected to their matriarchal mythological past. The void in its meaning of absence, in the Basque culture, thus as in various archaic and oriental religions, is equivalent to the spiritual fullness as essential condition to the revealing of essence. Retracing the archaic origins of the Basque culture emerges the deep meaning that the void assumes as key element in the religious interpretation of the passage from the life to the death. The symbology becomes rich of meaningful characters who derive from the fact that it is a chthonic cult. A representation of earth like place in which divine manifest itself but also like connection between divine and human, and this manipulation of the matter of which the earth it is composed is the tangible projection of the continuous search of the man towards God. The search of equilibrium between empty and full, that characterizes also the development of the form in architecture, in the Basque culture assumes therefore a peculiar value that returns like constant in great part of the plastic expressions, than in this context seem to be privileged regarding the other expressive forms. Oteiza and Chillida develop two original points of view in the representation of the void through the form. Both use of rigorous systems of rules sensitive to the physics principles and the characters of the matter. The last aim of the Oteiza’s construction is the void like limit of the knowledge, like border between known and unknown. It doesn’t means to reduce the sculptural object to an only allusive dimension because the void as physical and spiritual power is an active void, that possesses that value able to reveal the being through the trace of un-being. The void in its transcendental manifestation acts at the same time from universal and from particular, like in the atomic structure of the matter, in which on one side it constitutes the inner structure of every atom and on the other one it is necessary condition to the interaction between all the atoms. The void can be seen therefore as the action field that concurs the relations between the forms but is also the necessary condition to the same existence of the form. In the construction of Chillida the void represents that counterpart structuring the matter, inborn in it, the element in absence of which wouldn’t be variations neither distinctive characters to define the phenomenal variety of the world. The physics laws become the subject of the sculptural representation, the void are the instrument that concurs to catch up the equilibrium. Chillida dedicate himself to experience the space through the senses, to perceive of the qualities, to tell the physics laws which forge the matter in the form and the form arranges the places. From the artistic experience of the two sculptors they can be transposed, to the architectonic work of Moneo, those matrices on which they have constructed their original lyric expressions, where the void is absolute protagonist. An ambit is defined thus within which the matrices form them drafts from the work of Oteiza and Chillida can be traced in the definition of the process of birth and construction of the architecture of Moneo, but also in the relation that the architecture establishes with the place and in the time. The void becomes instrument to read the space constructed in its relationships that determine the proportions, rhythms, and relations. In this way the void concurs to interpret the architectonic space and to read the value of it, the quality of the spaces constructing it. This because it’s like an instrument of the composition, whose role is to maintain to the separation between the elements putting in evidence the field of relations. The void is that instrument that serves to characterize the elements that are with in the composition, related between each other, but distinguished. The meaning of the void therefore pushes the interpretation of the architectonic composition on the game of the relations between the elements that, independent and distinguished, strengthen themselves in their identity. On the one hand if void, as measurable reality, concurs all the dimensional changes quantifying the relationships between the parts, on the other hand its dialectic connotation concurs to search the equilibrium that regulated such variations. Equilibrium that therefore does not represent an obtained state applying criteria setting up from arbitrary rules but that depends from the intimate nature of the matter and its embodiment in the form. The production of a form, or a formal system that can be finalized to the construction of a building, is indissolubly tied to the technique that is based on the acquaintance of the formal vocation of the matter, and what it also can representing, meaning, expresses itself in characterizing the site. For Moneo, in fact, the space defined from the architecture is above all a site, because the essence of the site is based on the construction. When Moneo speaks about “birth of the idea of plan” like essential moment in the construction process of the architecture, it refers to a process whose complexity cannot be born other than from a deepened acquaintance of the site that leads to the comprehension of its specificity. Specificity arise from the infinite sum of relations, than for Moneo is the story of the oneness of a site, of its history, of the cultural identity and of the dimensional characters that that they are tied to it beyond that to the physical characteristics of the site. This vision is leaned to a solid made physical structure of perceptions, of distances, guideline and references that then make that the process is first of all acquaintance, appropriation. Appropriation that however does not happen for directed consequence because does not exist a relationship of cause and effect between place and architecture, thus as an univocal and exclusive way does not exist to arrive to a representation of an idea. An approach that, through the construction of the place where the architecture acquires its being, searches an expression of its sense of the truth. The proposal of a distinction for areas like space, matter, spirit and time, answering to the issues that scan the topics of the planning search of Moneo, concurs a more immediate reading of the systems subtended to the composition principles, through which is related the recurrent architectonic elements in its planning dictionary. From the dialectic between the opposites that is expressed in the duality of the form, through the definition of a complex element that can mediate between inside and outside as a real system of exchange, Moneo experiences the form development of the building deepening the relations that the volume establishes in the site. From time to time the invention of a system used to answer to the needs of the program and to resolve the dual character of the construction in an only gesture, involves a deep acquaintance of the professional practice. The technical aspect is the essential support to which the construction of the system is indissolubly tied. What therefore arouses interest is the search of the criteria and the way to construct that can reveal essential aspects of the being of the things. The constructive process demands, in fact, the acquaintance of the formative properties of the matter. Property from which the reflections gush on the relations that can be born around the architecture through the resonance produced from the forms. The void, in fact, through the form is in a position to constructing the site establishing a reciprocity relation. A reciprocity that is determined in the game between empty and full and of the forms between each other, regarding around, but also with regard to the subjective experience. The construction of a background used to amplify what is arranged on it and to clearly show the relations between the parts and at the same time able to tie itself with around opening the space of the vision, is a system that in the architecture of Moneo has one of its more effective applications in the use of the platform used like architectonic element. The spiritual force of this architectonic gesture is in the ability to define a place whose projecting intention is perceived and shared with who experience and has lived like some instrument to contact the cosmic forces, in a delicate process that lead to the equilibrium with them, but in completely physical way. The principles subtended to the construction of the form taken from the study of the void and the relations that it concurs, lead to express human values in the construction of the site. The validity of these principles however is tested from the time. The time is what Moneo considers as filter that every architecture is subordinate to and the survival of architecture, or any of its formal characters, reveals them the validity of the principles that have determined it. It manifests thus, in the tie between the spatial and spiritual dimension, between the material and the worldly dimension, the state of necessity that leads, in the construction of the architecture, to establish a contact with the forces of the universe and the intimate world, through a process that translate that necessity in elaboration of a formal system.

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The present study is part of the EU Integrated Project “GEHA – Genetics of Healthy Aging” (Franceschi C et al., Ann N Y Acad Sci. 1100: 21-45, 2007), whose aim is to identify genes involved in healthy aging and longevity, which allow individuals to survive to advanced age in good cognitive and physical function and in the absence of major age-related diseases. Aims The major aims of this thesis were the following: 1. to outline the recruitment procedure of 90+ Italian siblings performed by the recruiting units of the University of Bologna (UNIBO) and Rome (ISS). The procedures related to the following items necessary to perform the study were described and commented: identification of the eligible area for recruitment, demographic aspects related to the need of getting census lists of 90+siblings, mail and phone contact with 90+ subjects and their families, bioethics aspects of the whole procedure, standardization of the recruitment methodology and set-up of a detailed flow chart to be followed by the European recruitment centres (obtainment of the informed consent form, anonimization of data by using a special code, how to perform the interview, how to collect the blood, how to enter data in the GEHA Phenotypic Data Base hosted at Odense). 2. to provide an overview of the phenotypic characteristics of 90+ Italian siblings recruited by the recruiting units of the University of Bologna (UNIBO) and Rome (ISS). The following items were addressed: socio-demographic characteristics, health status, cognitive assessment, physical conditions (handgrip strength test, chair-stand test, physical ability including ADL, vision and hearing ability, movement ability and doing light housework), life-style information (smoking and drinking habits) and subjective well-being (attitude towards life). Moreover, haematological parameters collected in the 90+ sibpairs as optional parameters by the Bologna and Rome recruiting units were used for a more comprehensive evaluation of the results obtained using the above mentioned phenotypic characteristics reported in the GEHA questionnaire. 3. to assess 90+ Italian siblings as far as their health/functional status is concerned on the basis of three classification methods proposed in previous studies on centenarians, which are based on: • actual functional capabilities (ADL, SMMSE, visual and hearing abilities) (Gondo et al., J Gerontol. 61A (3): 305-310, 2006); • actual functional capabilities and morbidity (ADL, ability to walk, SMMSE, presence of cancer, ictus, renal failure, anaemia, and liver diseases) (Franceschi et al., Aging Clin Exp Res, 12:77-84, 2000); • retrospectively collected data about past history of morbidity and age of disease onset (hypertension, heart disease, diabetes, stroke, cancer, osteopororis, neurological diseases, chronic obstructive pulmonary disease and ocular diseases) (Evert et al., J Gerontol A Biol Sci Med Sci. 58A (3): 232-237, 2003). Firstly these available models to define the health status of long-living subjects were applied to the sample and, since the classifications by Gondo and Franceschi are both based on the present functional status, they were compared in order to better recognize the healthy aging phenotype and to identify the best group of 90+ subjects out of the entire studied population. 4. to investigate the concordance of health and functional status among 90+ siblings in order to divide sibpairs in three categories: the best (both sibs are in good shape), the worst (both sibs are in bad shape) and an intermediate group (one sib is in good shape and the other is in bad shape). Moreover, the evaluation wanted to discover which variables are concordant among siblings; thus, concordant variables could be considered as familiar variables (determined by the environment or by genetics). 5. to perform a survival analysis by using mortality data at 1st January 2009 from the follow-up as the main outcome and selected functional and clinical parameters as explanatory variables. Methods A total of 765 90+ Italian subjects recruited by UNIBO (549 90+ siblings, belonging to 258 families) and ISS (216 90+ siblings, belonging to 106 families) recruiting units are included in the analysis. Each subject was interviewed according to a standardized questionnaire, comprising extensively utilized questions that have been validated in previous European studies on elderly subjects and covering demographic information, life style, living conditions, cognitive status (SMMSE), mood, health status and anthropometric measurements. Moreover, subjects were asked to perform some physical tests (Hand Grip Strength test and Chair Standing test) and a sample of about 24 mL of blood was collected and then processed according to a common protocol for the preparation and storage of DNA aliquots. Results From the analysis the main findings are the following: - a standardized protocol to assess cognitive status, physical performances and health status of European nonagenarian subjects was set up, in respect to ethical requirements, and it is available as a reference for other studies in this field; - GEHA families are enriched in long-living members and extreme survival, and represent an appropriate model for the identification of genes involved in healthy aging and longevity; - two simplified sets of criteria to classify 90+ sibling according to their health status were proposed, as operational tools for distinguishing healthy from non healthy subjects; - cognitive and functional parameters have a major role in categorizing 90+ siblings for the health status; - parameters such as education and good physical abilities (500 metres walking ability, going up and down the stairs ability, high scores at hand grip and chair stand tests) are associated with a good health status (defined as “cognitive unimpairment and absence of disability”); - male nonagenarians show a more homogeneous phenotype than females, and, though far fewer in number, tend to be healthier than females; - in males the good health status is not protective for survival, confirming the male-female health survival paradox; - survival after age 90 was dependent mainly on intact cognitive status and absence of functional disabilities; - haemoglobin and creatinine levels are both associated with longevity; - the most concordant items among 90+ siblings are related to the functional status, indicating that they contain a familiar component. It is still to be investigated at what level this familiar component is determined by genetics or by environment or by the interaction between genetics, environment and chance (and at what level). Conclusions In conclusion, we could state that this study, in accordance with the main objectives of the whole GEHA project, represents one of the first attempt to identify the biological and non biological determinants of successful/unsuccessful aging and longevity. Here, the analysis was performed on 90+ siblings recruited in Northern and Central Italy and it could be used as a reference for others studies in this field on Italian population. Moreover, it contributed to the definition of “successful” and “unsuccessful” aging and categorising a very large cohort of our most elderly subjects into “successful” and “unsuccessful” groups provided an unrivalled opportunity to detect some of the basic genetic/molecular mechanisms which underpin good health as opposed to chronic disability. Discoveries in the topic of the biological determinants of healthy aging represent a real possibility to identify new markers to be utilized for the identification of subgroups of old European citizens having a higher risk to develop age-related diseases and disabilities and to direct major preventive medicine strategies for the new epidemic of chronic disease in the 21st century.

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The aim of this PhD thesis is to study accurately and in depth the figure and the literary production of the intellectual Jacopo Aconcio. This minor author of the 16th century has long been considered a sort of “enigmatic character”, a profile which results from the work of those who, for many centuries, have left his writing to its fate: a story of constant re-readings and equally incessant oversights. This is why it is necessary to re-read Aconcio’s production in its entirety and to devote to it a monographic study. Previous scholars’ interpretations will obviously be considered, but at the same time an effort will be made to go beyond them through the analysis of both published and manuscript sources, in the attempt to attain a deeper understanding of the figure of this man, who was a Christian, a military and hydraulic engineer and a political philosopher,. The title of the thesis was chosen to emphasise how, throughout the three years of the doctorate, my research concentrated in equal measure and with the same degree of importance on all the reflections and activities of Jacopo Aconcio. My object, in fact, was to establish how and to what extent the methodological thinking of the intellectual found application in, and at the same time guided, his theoretical and practical production. I did not mention in the title the author’s religious thinking, which has always been considered by everyone the most original and interesting element of his production, because religion, from the Reformation onwards, was primarily a political question and thus it was treated by almost all the authors involved in the Protestant movement - Aconcio in the first place. Even the remarks concerning the private, intimate sphere of faith have therefore been analysed in this light: only by acknowledging the centrality of the “problem of politics” in Aconcio’s theories, in fact, is it possible to interpret them correctly. This approach proves the truth of the theoretical premise to my research, that is to say the unity and orderliness of the author’s thought: in every field of knowledge, Aconcio applies the rules of the methodus resolutiva, as a means to achieve knowledge and elaborate models of pacific cohabitation in society. Aconcio’s continuous references to method can make his writing pedant and rather complex, but at the same time they allow for a consistent and valid analysis of different disciplines. I have not considered the fact that most of his reflections appear to our eyes as strongly conditioned by the time in which he lived as a limit. To see in him, as some have done, the forerunner of Descartes’ methodological discourse or, conversely, to judge his religious theories as not very modern, is to force the thought of an author who was first and foremost a Christian man of his own time. Aconcio repeats this himself several times in his writings: he wants to provide individuals with the necessary tools to reach a full-fledged scientific knowledge in the various fields, and also to enable them to seek truth incessantly in the religious domain, which is the duty of every human being. The will to find rules, instruments, effective solutions characterizes the whole of the author’s corpus: Aconcio feels he must look for truth in all the arts, aware as he is that anything can become science as long as it is analysed with method. Nevertheless, he remains a man of his own time, a Christian convinced of the existence of God, creator and governor of the world, to whom people must account for their own actions. To neglect this fact in order to construct a “character”, a generic forerunner, but not participant, of whatever philosophical current, is a dangerous and sidetracking operation. In this study, I have highlighted how Aconcio’s arguments only reveal their full meaning when read in the context in which they were born, without depriving them of their originality but also without charging them with meanings they do not possess. Through a historical-doctrinal approach, I have tried to analyse the complex web of theories and events which constitute the substratum of Aconcio’s reflection, in order to trace the correct relations between texts and contexts. The thesis is therefore organised in six chapters, dedicated respectively to Aconcio’s biography, to the methodological question, to the author’s engineering activity, to his historical knowledge and to his religious thinking, followed by a last section concerning his fortune throughout the centuries. The above-mentioned complexity is determined by the special historical moment in which the author lived. On the one hand, thanks to the new union between science and technique, the 16th century produces discoveries and inventions which make available a previously unthinkable number of notions and lead to a “revolution” in the way of studying and teaching the different subjects, which, by producing a new form of intellectual, involved in politics but also aware of scientific-technological issues, will contribute to the subsequent birth of modern science. On the other, the 16th century is ravaged by religious conflicts, which shatter the unity of the Christian world and generate theological-political disputes which will inform the history of European states for many decades. My aim is to show how Aconcio’s multifarious activity is the conscious fruit of this historical and religious situation, as well as the attempt of an answer to the request of a new kind of engagement on the intellectual’s behalf. Plunged in the discussions around methodus, employed in the most important European courts, involved in the abrupt acceleration of technical-scientific activities, and especially concerned by the radical religious reformation brought on by the Protestant movement, Jacopo Aconcio reflects this complex conjunction in his writings, without lacking in order and consistency, differently from what many scholars assume. The object of this work, therefore, is to highlight the unity of the author’s thought, in which science, technique, faith and politics are woven into a combination which, although it may appear illogical and confused, is actually tidy and methodical, and therefore in agreement with Aconcio’s own intentions and with the specific characters of European culture in the Renaissance. This theory is confirmed by the reading of the Ars muniendorum oppidorum, Aconcio’s only work which had been up till now unavailable. I am persuaded that only a methodical reading of Aconcio’s works, without forgetting nor glorifying any single one, respects the author’s will. From De methodo (1558) onwards, all his writings are summae, guides for the reader who wishes to approach the study of the various disciplines. Undoubtedly, Satan’s Stratagems (1565) is something more, not only because of its length, but because it deals with the author’s main interest: the celebration of doubt and debate as bases on which to build religious tolerance, which is the best method for pacific cohabitation in society. This, however, does not justify the total centrality which the Stratagems have enjoyed for centuries, at the expense of a proper understanding of the author’s will to offer examples of methodological rigour in all sciences. Maybe it is precisely because of the reforming power of Aconcio’s thought that, albeit often forgotten throughout the centuries, he has never ceased to reappear and continues to draw attention, both as a man and as an author. His ideas never stop stimulating the reader’s curiosity and this may ultimately be the best demonstration of their worth, independently from the historical moment in which they come back to the surface.

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During the last years we assisted to an exponential growth of scientific discoveries for catalysis by gold and many applications have been found for Au-based catalysts. In the literature there are several studies concerning the use of gold-based catalysts for environmental applications and good results are reported for the catalytic combustion of different volatile organic compounds (VOCs). Recently it has also been established that gold-based catalysts are potentially capable of being effectively employed in fuel cells in order to remove CO traces by preferential CO oxidation in H2-rich streams. Bi-metallic catalysts have attracted increasing attention because of their markedly different properties from either of the costituent metals, and above all their enhanced catalytic activity, selectivity and stability. In the literature there are several studies demostrating the beneficial effect due to the addition of an iron component to gold supported catalysts in terms of enhanced activity, selectivity, resistence to deactivation and prolonged lifetime of the catalyst. In this work we tried to develop a methodology for the preparation of iron stabilized gold nanoparticles with controlled size and composition, particularly in terms of obtaining an intimate contact between different phases, since it is well known that the catalytic behaviour of multi-component supported catalysts is strongly influenced by the size of the metal particles and by their reciprocal interaction. Ligand stabilized metal clusters, with nanometric dimensions, are possible precursors for the preparation of catalytically active nanoparticles with controlled dimensions and compositions. Among these, metal carbonyl clusters are quite attractive, since they can be prepared with several different sizes and compositions and, moreover, they are decomposed under very mild conditions. A novel preparation method was developed during this thesis for the preparation of iron and gold/iron supported catalysts using bi-metallic carbonyl clusters as precursors of highly dispersed nanoparticles over TiO2 and CeO2, which are widely considered two of the most suitable supports for gold nanoparticles. Au/FeOx catalysts were prepared by employing the bi-metallic carbonyl cluster salts [NEt4]4[Au4Fe4(CO)16] (Fe/Au=1) and [NEt4][AuFe4(CO)16] (Fe/Au=4), and for comparison FeOx samples were prepared by employing the homometallic [NEt4][HFe3(CO)11] cluster. These clusters were prepared by Prof. Longoni research group (Department of Physical and Inorganic Chemistry- University of Bologna). Particular attention was dedicated to the optimization of a suitable thermal treatment in order to achieve, apart from a good Au and Fe metal dispersion, also the formation of appropriate species with good catalytic properties. A deep IR study was carried out in order to understand the physical interaction between clusters and different supports and detect the occurrence of chemical reactions between them at any stage of the preparation. The characterization by BET, XRD, TEM, H2-TPR, ICP-AES and XPS was performed in order to investigate the catalysts properties, whit particular attention to the interaction between Au and Fe and its influence on the catalytic activity. This novel preparation method resulted in small gold metallic nanoparticles surrounded by highly dispersed iron oxide species, essentially in an amorphous phase, on both TiO2 and CeO2. The results presented in this thesis confirmed that FeOx species can stabilize small Au particles, since keeping costant the gold content but introducing a higher iron amount a higher metal dispersion was achieved. Partial encapsulation of gold atoms by iron species was observed since the Au/Fe surface ratio was found much lower than bulk ratio and a strong interaction between gold and oxide species, both of iron oxide and supports, was achieved. The prepared catalysts were tested in the total oxidation of VOCs, using toluene and methanol as probe molecules for aromatics and alchols, respectively, and in the PROX reaction. Different performances were observed on titania and ceria catalysts, on both toluene and methanol combustion. Toluene combustion on titania catalyst was found to be enhanced increasing iron loading while a moderate effect on FeOx-Ti activity was achieved by Au addition. In this case toluene combustion was improved due to a higher oxygen mobility depending on enhanced oxygen activation by FeOx and Au/FeOx dispersed on titania. On the contrary ceria activity was strongly decreased in the presence of FeOx, while the introduction of gold was found to moderate the detrimental effect of iron species. In fact, excellent ceria performances are due to its ability to adsorb toluene and O2. Since toluene activation is the determining factor for its oxidation, the partial coverage of ceria sites, responsible of toluene adsorption, by FeOx species finely dispersed on the surface resulted in worse efficiency in toluene combustion. Better results were obtained for both ceria and titania catalysts on methanol total oxidation. In this case, the performances achieved on differently supported catalysts indicate that the oxygen mobility is the determining factor in this reaction. The introduction of gold on both TiO2 and CeO2 catalysts, lead to a higher oxygen mobility due to the weakening of both Fe-O and Ce-O bonds and consequently to enhanced methanol combustion. The catalytic activity was found to strongly depend on oxygen mobility and followed the same trend observed for catalysts reducibility. Regarding CO PROX reaction, it was observed that Au/FeOx titania catalysts are less active than ceria ones, due to the lower reducibility of titania compared to ceria. In fact the availability of lattice oxygen involved in PROX reaction is much higher in the latter catalysts. However, the CO PROX performances observed for ceria catalysts are not really high compared to data reported in literature, probably due to the very low Au/Fe surface ratio achieved with this preparation method. CO preferential oxidation was found to strongly depend on Au particle size but also on surface oxygen reducibility, depending on the different oxide species which can be formed using different thermal treatment conditions or varying the iron loading over the support.

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Starting from an original assumption that Ovid is one of the most influential and studied European mythographers from ancient times till at least the end of the XVII century, my research is about rediscovering Medusa's myth which has been brought to us from Metamorphosis during the period of time between the mid XVI and the last years of the XVII century. The main thread that leads the research trough English, French, Spanish and Italian Literatures gets particularly clarified in the crucial crux that binds the image of Gorgon, the protector of hight mysteries, tightly correlated to the goddess of knowledge, Minerva, and the attraction/dismay for knowing so far considered inaccessible but now perceived as possible (so more attractive than before) thanks to the scientific and geographic discoveries of the Renaissance.

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The subject of this thesis is multicolour bioluminescence analysis and how it can provide new tools for drug discovery and development.The mechanism of color tuning in bioluminescent reactions is not fully understood yet but it is object of intense research and several hypothesis have been generated. In the past decade key residues of the active site of the enzyme or in the surface surrounding the active site have been identified as responsible of different color emission. Anyway since bioluminescence reaction is strictly dependent from the interaction between the enzyme and its substrate D-luciferin, modification of the substrate can lead to a different emission spectrum too. In the recent years firefly luciferase and other luciferases underwent mutagenesis in order to obtain mutants with different emission characteristics. Thanks to these new discoveries in the bioluminescence field multicolour luciferases can be nowadays employed in bioanalysis for assay developments and imaging purposes. The use of multicolor bioluminescent enzymes expanded the potential of a range of application in vitro and in vivo. Multiple analysis and more information can be obtained from the same analytical session saving cost and time. This thesis focuses on several application of multicolour bioluminescence for high-throughput screening and in vivo imaging. Multicolor luciferases can be employed as new tools for drug discovery and developments and some examples are provided in the different chapters. New red codon optimized luciferase have been demonstrated to be improved tools for bioluminescence imaging in small animal and the possibility to combine red and green luciferases for BLI has been achieved even if some aspects of the methodology remain challenging and need further improvement. In vivo Bioluminescence imaging has known a rapid progress since its first application no more than 15 years ago. It is becoming an indispensable tool in pharmacological research. At the same time the development of more sensitive and implemented microscopes and low-light imager for a better visualization and quantification of multicolor signals would boost the research and the discoveries in life sciences in general and in drug discovery and development in particular.

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Aunque esta tesis puede leerse desde diferentes perspectivas, tiene una voluntad fundamental: explicar, desde la metodología propia de la historia conceptual, la racionalidad específica del llamado fascismo español. Centra su interés en la figura de Ramiro Ledesma Ramos (1905-1936), fundador del primer movimiento fascista español. Ledesma ideó un proyecto de modernización de España que sólo podía pasar por la organización de un Estado total. Trató de crear un movimiento de masas de corte fascista con capacidad para fundar un Estado total capaz de ser una alternativa viable al liberalismo republicano y al socialismo. El fascismo español emergerá como una experiencia temporal propia de la modernidad. Buscará revitalizar y acelerar un proceso, el moderno, que a la luz de los jóvenes exaltados de principios de siglo se percibía como agotado y decadente. El planteamiento de Ledesma brotaba de la necesidad de combatir aquellas presuntas fuerzas degenerativas (liberalismo, comunismo, conservadurismo, etc.) de la historia contemporánea española para erigir una nueva modernidad basada en el renacimiento de la nación. Al mismo tiempo, se pretende poner en relieve la eficacia de la acción histórica planteada por el pensamiento reaccionario español. Bajo sus coordenadas, la nación jamás desarrollaría los rasgos sublimados de la política moderna europea. Jamás abandonó los pretendidos órdenes del derecho natural del clasicismo católico que, en última instancia, limitaban la potencia absoluta de cualquier soberano político. Esta particularidad histórica, arrastrada desde la primera modernidad, impedirá con obstinación cualquier oleada revolucionaria que supusiera la autonomización de la esfera política y por tanto, la instauración de un poder totalitario. De hecho, cuando se instauré la dictadura del Franco, a lo más que se llegaría, sería a un Estado mínimo, que bajo los presupuestos del tradicionalismo, dejaba a su suerte las dinámicas económicas.

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Il primo capitolo della tesi verte sull’ultimo anno di vita del Partito d’Azione, sulle modalità di partecipazione di Lombardi allo scontro elettorale del 1948 nelle liste del Fronte democratico popolare, e sul breve periodo di direzione ‘centrista’ del Psi a cavallo tra il 1948 e il 1949, quando Lombardi, appena entratovi, fu magna pars nel gruppo dirigente del partito. Il secondo capitolo abbraccia il periodo in cui Lombardi agì all’interno del Psi ‘morandiano’, o frontista: si è cercato di dare ragione sia dell’inserimento di Lombardi nelle logiche del frontismo socialista, sia della peculiarità di quell’inserimento negli ambiti privilegiati della politica economica e della politica estera. Oggetto del terzo capitolo è il ruolo giocato da Lombardi nella definizione delle linee guida dell’autonomismo socialista, un ruolo fattosi via via più pregnante a partire dal 1956, che ebbe la sua massima consacrazione col XXXIV Congresso del Psi, celebrato a Milano nel 1961: centrale in questo periodo la riflessione lombardiana sulle «riforme di struttura», un argomento che ci si è sforzati di inquadrare storicamente, sfuggendo dai luoghi comuni storiografici di cui spesso – con lodevoli eccezioni – è caduto vittima. Tali «riforme di struttura» Lombardi avrebbe voluto alla base dei governi di centro-sinistra. La tesi si chiude con un ultimo capitolo dedicato ad illustrare l’apporto di Lombardi al quarto Governo Fanfani e al primo Governo Moro, il ruolo da lui giocato nella loro nascita e il suo progressivo allontanamento da quell’esperimento che era stato, in gran parte, sua creatura.

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In recent decades fascinating studies in developmental psychology, especially in infant research (for review see Lavelli, 2007) and recent discoveries in neuroscience (Welsh, et al, 2007; Siegel, 2001; Pally, 2007) have brought great interest to study the mode of sharing subjective experiences (affective states, intentions and attentional focus) in children and adults.It therefore appears today in the clinic is a growing consensus about the fact that the psychological disorder can be read as a deficit in intersubjective processes of affect regulation (see Benecke C. et al 2005; psychodynamic Diagnostic Manual-PDM, 2006) leading many authors to assume the centrality of affect regulation in the construction of the psychotherapeutic process of change (just to name a few Tronick, Greenberg, Stern, Sander, Fonagy, Beebe, Philippot, Rimé etc..). As previously stated, this study has led us to hypothesize that the long process of therapy is to assist with the sessions continue, a growing "emotional attunement" between the communication styles of both patient and therapist. And also to speculate that this synchronization can represent the existence of a significant positive correlation between the increased level of "emotional synchronization" and increased capacity for regulation of emotions by the patient.The research results despite the limitations of small sample showed encouraging results about the verification of the existence of an increasing degree of attunement between therapist and patient long psychotherapy sessions and also showed a good degree of positive correlation between the increase the latter construct and emotional regulation through the implicit mode of expression and nonverbal communication.

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Nell'ambito di un'indagine sull'identità del rivoluzionario nel XIX secolo, calata tra gli attivisti coinvolti nella Comune di Parigi, si è trattato di selezionare quelle autobiografie scritte e pubblicate da comunardi come parte integrante della loro attività politica, e così porre il problema del rapporto tra pratica autobiografica e rivoluzione, ovvero chiarire le condizioni del passage au récit, la scelta autobiografica e insieme la mise en intrigue tra esperienze individuali e rivoluzione. Questa ricerca si presenta dunque come un lavoro sulle pratiche autobiografiche all'interno delle pratiche di attivismo politico, ovvero più specificamente sulla relazione tra autobiografia e rivoluzione. In altri termini si analizza il modo in cui i rivoluzionari narravano la loro identità in pubblico, perché lo avessero fatto e cosa veicolavo in termini di stili di vita e convinzioni particolari. In quanto rivoluzionari, l'autobiografia diviene fonte e parte di ciò che essi reputavano in quel momento la propria traiettoria rivoluzionaria, la narrazione di quella che in quel momento ritenevano comunicare al pubblico come propria identità narrativa. La ricerca si articola in tre momenti. Nel primo capitolo analizzo le biografie, o meglio un piccolo gruppo tra la massa di biografie di comunardi edite all'indomani della Comune da parte della pubblicistica tanto ostile quanto partigiana della Comune. Queste narrazioni biografiche diffuse nei mesi successivi alla repressione della rivoluzione comunalista consentono di affrontare una delle condizioni fondamentali del passage au récit autobiografico che si manifesterà solo posteriormente. Il secondo e il terzo capitolo sono dedicati a due progetti autobiografici di diversa natura: la trilogia autobiografica di Jules Vallès (1879, 1881, 1886) e le Mémoires di Louise Michel (1886).

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L'obiettivo principale della tesi è lo sviluppo di un modello empirico previsivo di breve periodo che sia in grado di offrire previsioni precise ed affidabili dei consumi di energia elettrica su base oraria del mercato italiano. Questo modello riassume le conoscenze acquisite e l'esperienza fatta durante la mia attuale attività lavorativa presso il Romagna Energia S.C.p.A., uno dei maggiori player italiani del mercato energetico. Durante l'ultimo ventennio vi sono stati drastici cambiamenti alla struttura del mercato elettrico in tutto il mondo. Nella maggior parte dei paesi industrializzati il settore dell'energia elettrica ha modificato la sua originale conformazione di monopolio in mercato competitivo liberalizzato, dove i consumatori hanno la libertà di scegliere il proprio fornitore. La modellazione e la previsione della serie storica dei consumi di energia elettrica hanno quindi assunto un ruolo molto importante nel mercato, sia per i policy makers che per gli operatori. Basandosi sulla letteratura già esistente, sfruttando le conoscenze acquisite 'sul campo' ed alcune intuizioni, si è analizzata e sviluppata una struttura modellistica di tipo triangolare, del tutto innovativa in questo ambito di ricerca, suggerita proprio dal meccanismo fisico attraverso il quale l'energia elettrica viene prodotta e consumata nell'arco delle 24 ore. Questo schema triangolare può essere visto come un particolare modello VARMA e possiede una duplice utilità, dal punto di vista interpretativo del fenomeno da una parte, e previsivo dall'altra. Vengono inoltre introdotti nuovi leading indicators legati a fattori meteorologici, con l'intento di migliorare le performance previsive dello stesso. Utilizzando quindi la serie storica dei consumi di energia elettrica italiana, dall'1 Marzo 2010 al 30 Marzo 2012, sono stati stimati i parametri del modello dello schema previsivo proposto e valutati i risultati previsivi per il periodo dall'1 Aprile 2012 al 30 Aprile 2012, confrontandoli con quelli forniti da fonti ufficiali.

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L’elaborato ha lo scopo di presentare le nuove opportunità di business offerte dal Web. Il rivoluzionario cambiamento che la pervasività della Rete e tutte le attività correlate stanno portando, ha posto le aziende davanti ad un diverso modo di relazionarsi con i propri consumatori, che sono sempre più informati, consapevoli ed esigenti, e con la concorrenza. La sfida da accettare per rimanere competitivi sul mercato è significativa e il mutamento in rapido sviluppo: gli aspetti che contraddistinguono questo nuovo paradigma digitale sono, infatti, velocità, mutevolezza, ma al tempo stesso misurabilità, ponderabilità, previsione. Grazie agli strumenti tecnologici a disposizione e alle dinamiche proprie dei diversi spazi web (siti, social network, blog, forum) è possibile tracciare più facilmente, rispetto al passato, l’impatto di iniziative, lanci di prodotto, promozioni e pubblicità, misurandone il ritorno sull’investimento, oltre che la percezione dell’utente finale. Un approccio datacentrico al marketing, attraverso analisi di monitoraggio della rete, permette quindi al brand investimenti più mirati e ponderati sulla base di stime e previsioni. Tra le più significative strategie di marketing digitale sono citate: social advertising, keyword advertising, digital PR, social media, email marketing e molte altre. Sono riportate anche due case history: una come ottimo esempio di co-creation in cui il brand ha coinvolto direttamente il pubblico nel processo di produzione del prodotto, affidando ai fan della Pagina Facebook ufficiale la scelta dei gusti degli yogurt da mettere in vendita. La seconda, caso internazionale di lead generation, ha permesso al brand di misurare la conversione dei visitatori del sito (previa compilazione di popin) in reali acquirenti, collegando i dati di traffico del sito a quelli delle vendite. Esempio di come online e offline comunichino strettamente.