00:00I think it's a good intuition to do a festival related to journalism and the brand journalism.
00:16Because today, more than ever, for what is today the journalism market, the communication market,
00:22it is increasingly important to create a community, a community of readers and people who participate
00:28in the editorial adventure. In a way, a new form is a new form that is linked to a brand,
00:36what we can today absolutely legitimately define as a brand, which is a bit like the title,
00:41the perimeter within which a type of journalism moves. Vita is a sort of typology,
00:47the Vita brand, I must say that fortunately it is a very strong brand, it is a brand that precisely
00:53confines, determines, defines a way of doing journalism and a type of audience, which is a type of audience,
00:59in our case, this obviously concerns Vita, interested in civic participation,
01:04civic activism, volunteering and general interest.
01:08Here you have to clarify, obviously journalism has its rules, which are also deontological rules,
01:26which are important to respect because it is a form of disrespect towards our readers and followers.
01:33So a business account is doing business communications and a business account is doing journalism.
01:37This does not remove the fact that there are some journalistic models that are absolutely legitimate,
01:43that work, that in some way even Vita is starting to use, for example,
01:49surveys that are supported by a company, which, how to say, in an absolutely explicit and transparent way,
01:56it is declared that it supports that type of survey, but then the survey is a purely journalistic survey,
02:02nothing to do with business communication, there is no green disc to ask the company that can support this type of project.
02:10It is simply a company that is interested in financing and supporting a type of survey,
02:16it does it, it declares it to us and after that it has all the criticisms of being a journalistic product.
02:22What is different, however, is that under the guise of spoilers business communication is done
02:26within articles and a journalistic head, which obviously Vita does not do.
02:41This is a very challenging question.
02:44The theme of the future of journalism and therefore of journalistic heads
02:48is the theme of how young people achieve reading, listening, participation.
02:54Therefore, there are many tools.
02:56Obviously, it is necessary to use tools or devices or platforms that have that language,
03:03which is in line with the times.
03:05Young people are in some environments, in some digital environments, but also in some physical environments.
03:10One must be found there and must use the language that is of that type of tool.
03:16However, the thing to be careful about is that the tool does not eat the message.
03:22That is, the message cannot be violated.
03:25A type of journalism, which in our case is a social journalism, is a journalism of civil commitment,
03:31cannot be in some way amputated to meet the needs of platforms
03:37or large companies that manage social media.
03:40You have to find a balance.
03:42I believe that even today you can be appreciated by a young audience
03:47if the product remains a journalistic product, an authentic product, a sincere product and a quality product.
03:54Perhaps it is easy to say, much less easy to put it into practice,
03:58but I believe that the way to follow Twitter at all costs is a lost way.
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