Suchergebnisse

The volume presents the main results of the first two years of activity of the Laboratorio di comunicazione (Communication Laboratory) of the University of Florence, which brings together knowledge, skills and professionalisms operating within the Florentine University on the themes of institutional communication. Six contributions resulting from as many research paths, coordinated by Gaetano Aiello, Marco Biffi, Simone Guercini, Giuseppe Lotti, Saverio Mecca, Carlo Sorrentino and Luca Toschi, aimed at analysing the institutional identity of the University, its reputation in the various stakeholders, the paths of defining a clear coordinated image, the appropriateness of the language used.

The digital technology advances in the last decades and the rising will of the audience to participate in the news field explain the development of the phenomenon known as citizen journalism. Up to now -despite the generalization of the use of this term- it is a very ambiguous concept where profesional and civic mix together in an imprecise way. This paper has a double aim: review the basis of this informative tendency and propose a more contextualized theoretical interpretation for it. From the analysis of the current scientific debate, this paper contributes with a rereading of the concept of citizen journalism in professional and social terms. Facing the risk of the overcome or bannalization of the journalistic activiy, this phenomenon is understood as an opportunity to reinforce its profesional model and to defend its functions as a informative filter for quality and as the main promoter of the democratic debate. ; El avance tecnológico digital de las últimas décadas y la creciente voluntad de participación del público en el ámbito informativo explican el desarrollo del fenómeno conocido como periodismo ciudadano. Hasta el momento, a pesar de la generalización en el uso de este término, se trata de un concepto bastante ambiguo en el que lo profesional y lo cívico se entremezclan de forma imprecisa. El objetivo de este trabajo es doble: revisar los fundamentos de esta tendencia informativa y proponer una interpretación teórica más contextualizada de la misma. A partir del análisis del debate científico actual, el presente artículo aporta una relectura del concepto de periodismo ciudadano en términos profesionales y sociales. Frente al riesgo de superación o banalización de la actividad periodística, se entiende el fenómeno como una oportunidad para reforzar su modelo profesional y revindicar sus funciones como filtro informativo de calidad y principal dinamizador del debate democrático.

The digital technology advances in the last decades and the rising will of the audience to participate in the news field explain the development of the phenomenon known as citizen journalism. Up to now -despite the generalization of the use of this term- it is a very ambiguous concept where professional and civic mix together in an imprecise way. This paper has a double aim: review the basis of this informative tendency and propose a more contextualized theoretical interpretation for it. From the analysis of the current scientific debate, this paper contributes with a rereading of the concept of citizen journalism in professional and social terms. Facing the risk of the overcome or bannalization of the journalistic activiy, this phenomenon is understood as an opportunity to reinforce its professional model and to defend its functions as a informative filter for quality and as the main promoter of the democratic debate. ; El avance tecnológico digital de las últimas décadas y la creciente voluntad de participación del público en el ámbito informativo explican el desarrollo del fenómeno conocido como periodismo ciudadano. Hasta el momento, a pesar de la generalización en el uso de este término, se trata de un concepto bastante ambiguo en el que lo profesional y lo cívico se entremezclan de forma imprecisa. El objetivo de este trabajo es doble: revisar los fundamentos de esta tendencia informativa y proponer una interpretación teórica más contextualizada de la misma. A partir del análisis del debate científico actual, el presente artículo aporta una relectura del concepto de periodismo ciudadano en términos profesionales y sociales. Frente al riesgo de superación o banalización de la actividad periodística, se entiende el fenómeno como una oportunidad para reforzar su modelo profesional y revindicar sus funciones como filtro informativo de calidad y principal dinamizador del debate democrático.

The relationship between political institutions and citizens has been redefined in the digital environment. The aim of this paper is to identify the main circumstances of this transformation. In this regard, individualization has been a key factor. So far, this relationship had been based on collective commitment and a global vision of society. Instead, it now depends on personal commitment and interest in individual issues. The voting process, traditionally based on affiliation, is now conditioned by voters' opinions. Public opinion can no longer be taken for granted. In addition, persuasion as the only strategy to connect with the electorate is insufficient. Therefore, professionals of political communication have been forced to use the logic of marketing and to explore the potential of digital media, to obtain more consensus and visibility in an increasingly competitive context of communication. ; La relación entre las instituciones políticas y la ciudadanía se ha redefinido en el entorno digital. El objetivo de este artículo es identificar los principales factores que enmarcan esta transformación. La individualización ha sido un factor clave en este sentido. Hasta ahora, los vínculos entre los ciudadanos se sustentaban en el compromiso colectivo y una visión global de la sociedad. En cambio, actualmente se basan en el compromiso personal y el interés por los asuntos individuales. El proceso de votación, tradicionalmente basado en la afiliación, depende ahora de las opiniones de los votantes. La opinión pública ya no puede darse por sentada. Además, la persuasión como única estrategia para conectar con el electorado resulta insuficiente. Por eso, los profesionales de la comunicación política se han visto forzados a emplear la lógica del marketing y a explorar el potencial de los medios digitales, para obtener mayor consenso y visibilidad en un contexto comunicativo cada vez más competitivo.

The COVID-19 pandemic has monopolized communication and media information for months, becoming the first global social fact in the digital age.
In a new and redefined communicative space, characterized by the pervasive presence of digital media, each information source needs to establish a specific positioning strategy in the crowded communication field. The article aims at investigating the impact of those processes on the production, spread and use of institutional information. It focuses the attention on the "communicative behaviors" of 12 Italian institutional, political and media players, analyzing their contents' production, the intensity and characteristics of this production and the communicative resources they used in managing their Facebook pages/profiles. In order to outline the players' digital strategies and to frame their positioning in the public sphere, different metrics were analyzed and the possible and meaningful connections among the different players and strategies were considered. From this study, a dense interweaving of voices seems to emerge, attesting the complexity of the communicative space, but also the "functionality" of each voice in a sort of inter-relational attitude.