(Adnkronos) - “L'obiettivo finale di una corretta informazione, di un corretto giornalismo è accrescere la coscienza critica dei cittadini. Chiunque partecipa a costruire il racconto verso i cittadini ha una sua responsabilità: editori, giornalisti, comunicatori, istituzioni e federazione della stampa. La reciprocità contribuisce a fare un racconto fedele e veritiero rispetto a un fatto, ma le funzioni sono distinte”. Così Sergio De Luca, direttore comunicazione Confcommercio Nazionale spiega la decisione di appoggiare la prima edizione del Brand Journalism Festival, evento che il 12 novembre riunirà editori, aziende, giornalisti, decision maker, esperti della comunicazione di marca, appassionati del mondo dell'informazione e professionisti della comunicazione per analizzare l'evoluzione del mondo dell'editoria, del giornalismo e della corporate communication.
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00:00We have decided to support this initiative because, in fact, we have been doing the same thing for a few years.
00:15The aim of this initiative and those of our previous ones is to bring together all the actors in the industry,
00:22that is, anyone who participates in building the story towards the citizens,
00:27including publishers, journalists, communicators, institutions and press federations.
00:32We must not forget that the ultimate goal of correct information, of correct journalism,
00:38is to increase the critical consciousness of citizens.
00:42In recent years, I believe that everyone has a piece of responsibility because we have no longer built this thing.
00:57I am against the definitions of brand journalism and storytelling.
01:08They are two different professions.
01:10Reciprocity and reciprocal correctness contribute to making a faithful and truthful story compared to a fact.
01:18But the functions are distinct, I repeat, they are distinct.
01:22We must not replace journalists.
01:24Journalists must be put in a position to tell correctly and with the respect of scientific sources.
01:33So here I introduce an element, a market research cannot be confused with scientific analysis.
01:39And so we all have to make an extra effort.
01:44So less lies and more truth, for the benefit of the critical consciousness of citizens.
01:52In my opinion, there is no majority actionist who has the greatest responsibility.
02:07There is a call for extensive support to institutions, to politics,
02:11because we have all contributed to a climate that has degenerated.
02:16And when I say a degenerated climate, I mean that people have less lucidity in judging facts and exchange truth for fake news.
02:24I want to quote an episode that really struck me.
02:27In the duel Biden-Trump.
02:29Trump said 30 fake news.
02:32That is, if the candidate president in America tells 30 fake news as if it were nothing,
02:39it is not an Italian problem or information.
02:43It is a problem that we have created monsters that are now stronger,
02:49alas, more viral, more capillary than what is the story of the truth.
02:53At this point we all have to intervene.
02:56Because look, the bad conscience then generates behaviors that are made of anger,
03:03of reaction, of violence, of disrespect of the rules, of disrespect of the authorities.
03:09So it is more complex. I would stop here because it goes beyond my skills.