(Adnkronos) - "Da tempo mi sono ripromesso di provare a contribuire a modernizzare questo Paese e credo che questo” sia possibile “attraverso la politica”, ma anche, e “tantissimo”, attraverso “le aziende e il media che hanno un ruolo fondamentale per creare consapevolezza e coscienza del cambiamento”. Aziende e media però “devono essere consapevoli del loro impatto sul futuro e credo che questo spazio sia perfetto per discuterne con tantissime persone”. Così Alessandro Tommasi, Fondatore Nos, spiega le motivazioni della sua partecipazione alla prima edizione del Brand Journalism Festival, evento che il 12 novembre 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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00:00Why did you choose to participate in this festival?
00:09I chose very easily to participate in this festival
00:14because for a long time I have promised myself to try to contribute in my little one
00:18to modernize this country and I believe that this happens through a piece of politics,
00:22a lot of companies and the media.
00:25The role that companies and the media together have is fundamental
00:29to create awareness, to create awareness also of the will to change
00:34and they must be aware of their impact on the future.
00:37I believe that this is what I am most passionate about
00:39and I believe that this space is perfect to discuss it with many people.
00:43Why did you choose to participate in this festival?
00:53I believe that brands and journalism in the last few years
00:57have struggled to stay together for fear that there was little transparency
01:02when there was an intervention of the brand, when there wasn't,
01:05when instead there was an intervention of the publisher.
01:07I believe that, as always happens, what creates distrust is little transparency.
01:11There are words that I learned about very recently
01:15that go from the editorial public, the advertorial, things of this kind
01:22that create little awareness.
01:24The consumer does not understand, if he does not understand he cannot trust
01:27and this then goes to undermine an ethicity, a will to be part of those who do that job
01:34and so I think of the journalist.
01:36Instead, we must be aware of the fact that it has always been
01:40the advertising, the insertionists in their various forms and models
01:45that make possible the job of journalism, of the news
01:48and this will be more and more true in the future
01:50so with transparency, with the clarity of the interventions
01:53we can rebuild this relationship.
02:05I believe that the responsibility for change has spread equally
02:10between politics, the media, companies and us all
02:15in our view of voters, of citizens, readers or consumers of information
02:20and then of consumers, because if we do not keep accountable
02:25the companies for their change, we cannot force them.
02:29If the media does not help us to understand this change
02:32by carrying out this agenda, companies will not do it and much less politics.
02:37But if we do not have a construction of this awareness
02:40and if we digest any nonsense that politics sells us
02:43or any example of greenwashing, companies will do it.
02:46So at the base there is, as usual, a healthy relationship of awareness
02:51that must be created, of control between the parties
02:55and obviously of incentive.
02:57Companies have an incentive to sell, to prosper
03:00and therefore to do so they must quickly adapt to change
03:03but the same incentive is also that of politics and the same is that of the media.
03:07Ours is to live in a better society,
03:09to have the products we really need
03:12and to have information that helps us understand change.