“La moda, il risotto, le donne”. L’immagine di Milano tra videoclip e YouTube

“Creative” is an adjective usually accompanying the noun town in an objective, concrete, real sense. However, the same word can refer to a town also in a virtual sense, i.e. it can be connected to the image ICTs give of it. In this piece of research we investigate not whether a town is really creative, but whether its “augmenting” factors confer it a creative image. All media can be useful to this aim, especially those banal, easily accessible and visual because they are unsuspected, widely spread and without linguistic barriers. The suggested case-study will analyze on one hand if the video “Far l’amore” (more than 4 million views on YouTube in less than one year) conveys or not a creative image of Milan and, on the other hand, the impression it had among the users who want to leave a comment.