Sincronizzati con la società digitale: nuove tendenze della comunicazione sociale contemporanea
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This paper discusses various points about the emerging forms of social communication and about the challenges to be faced because of the endless changes in digital society regarding web developments and the massive use of social media. Besides surveying some crucial aspects of the literature on social communication, including tentative attempts to define its boundaries, we focus on its role and its languages in the changing social and media context. In particular, we discuss how social communication with audiences can be more effective when “synchronised” with society and with the forms, formats and languages used by contemporary media. We mention some national and international best practices, chosen for their ability to synchronise and for their effectiveness in reaching their goals not only through innovative strategies and tools but also by adopting a media-neutral attitude strategically focused on ideas and creative concepts.
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