Communication as a public asset

In the information overload we’re living in, immersed as we are in data and content, communication – as any other asset – risks losing its value: one that, today more than ever, needs to be restored

With Trump being elected as the new President of the United States, public communication has definitely divorced the truth, says writer Gianrico Carofiglio during the interview included in this issue. Communication overdose that the current media system is administering to pretty much everyone has ended up making content more and more empty, ephemeral and non influential.

The more an asset is available, the more it is undervalued: this simple law of economy does not spare communication, an intangible asset. Being available now more than ever – in every place, every form, every moment – the information surrounding us is relentlessly losing their value. It does not modify opinions, nor generate true discussions, but most of times it just confirms settled ideas.

To use one word, social communication is less and less “social”. How to bring it back to being a collective asset, in the truest sense of the term? This is a question that should be asked every day by those who work in the communication field. Indeed, today institutions have a communicative responsibility that goes way beyond the obligation to transparency in the most technical sense, that is to ensure some sort of compliance with truth.

In order to do that, it is no longer sufficient to “get in the game” – to have the highest number of followers, to create the most innovative campaign, to tell the most engaging story: you must play with a specific ethics, a real commitment and an original and reliable voice. Only if we give value to communication, it will be possible to restore its value.



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