Event & Exhibitions

MILAN – The Fondazione Pubblicità Progresso organizes the fourth International Conference on Social Communication, scheduled for November 26 and 27, 2008, at the Aula Magna of the University of Milan. The project is divided into three initiatives: the Conference titled “Happiness is a Fabulous Commodity”, a famous quote by Blaise Pascal; the University Project “The New Face of Social Communication”, whose results will be presented during the Conference; and the Exhibition on Equal Opportunities “More Equality, More Happiness”.
Social communication plays a significant role in promoting the act of giving, a critical action that should be practiced with increasing awareness: from monetary donations (when supporting a good cause), to donating time (such as volunteering), to donating one’s signature (when choosing to allocate 5 per thousand to a non-profit organization). The theme of giving will be explored from various perspectives: What are the mechanisms behind the act of donation? What meanings are associated with this gesture? What is the role of communication in encouraging individuals and organizations to offer donations?
This year, as in previous editions, Fondazione Pubblicità Progresso offers an exciting opportunity for university students: a competition called “The New Face of Social Communication”. The competition encourages students’ critical thinking and creativity about social communication. For 2008, the competition was also open to high school students.

Session Structure and Speakers
GIFT AND PHILOSOPHY – 9:30 AM – 1:00 PM
This session explores the symbolic role of the gift in ancient societies as a creator of social bonds and a driver of the circulation of material goods. Over time, philosophical thought has analyzed the gift from multiple perspectives, even reversing the traditional triad of “give, receive, and reciprocate” to “receive, exchange, and give”: one must first receive to give. The session will examine these philosophical paths.
After institutional greetings, speakers include:
Maurizio Sacconi, Minister of Labor, Health, and Social Policies, Municipality of Milan
Cardinal Dionigi Tettamanzi, Archbishop of Milan
Carmelo Vigna, Professor of Moral Philosophy at the University of Venice; Director of the CISE Ethics Center
Roundtable: “The Gift: Religious and Secular Approaches in Comparison” with:
Giuseppe Laras, President of the Italian Rabbinical Assembly
Giangi Milesi, President of Cesvi – Cooperation and Development
Gianfranco Dalmasso, Professor of Theoretical Philosophy, University of Bergamo
Anne Zell, Waldensian Pastor
GIFT AND PSYCHOLOGY – 2:00 PM – 6:00 PM
The psychological aspects of the gift, starting with its ambiguous nature, will be discussed. The etymology of “giving” shares roots with “taking,” which makes it challenging to understand the fine line between the two. The session will examine the psychology behind this subtle boundary.
Speakers include:
Flavio Mombelli, Neurologist and Psychotherapist, San Carlo Hospital, Paderno Dugnano
Gustavo Pietropolli Charmet, President of the Minotauro Institute
Francesca Romana Puggelli, Professor of Social Psychology, Catholic University of the Sacred Heart, Milan
Paolo Anselmi, Vice President, Eurisko
The New Face of Social Communication
Session on the results of the New Face of Social Communication competition, presenting the finalists’ spots, followed by audience voting.
GIFT AND ECONOMY – 9:30 AM – 1:00 PM
In a society where the market is seen as the sole regulator, this session explores the role of the gift and how it can transcend the commercialization of donated goods. How can the gift become a foundation for circulating goods and services outside of the market system, fostering a more harmonious development for society?
Speakers include:
Valerio Melandri, Professor of Fundraising at the Master’s Program for Nonprofits Paolo Galimberti, Head of Cultural Assets, Foundation of Maggiore Hospital, Milan
Roundtable: “Gift and Subsidiarity”
Piero Gastaldo, General Secretary, Compagnia San Paolo
Giuseppe Guzzetti, President of Cariplo Foundation
Maria Guidotti, President of the Italian Institute for Donation
Ida Linzalone, General Secretary, Vodafone Foundation
GIFT AND COMMUNICATION – 2:00 PM – 6:00 PM
This session focuses on communication strategies designed to solicit donations, whether money or time. The goal is to create communication that conveys the value of a gesture and engagement, encouraging people to contribute.
Speakers include:
Giovanna Gadotti, Sociology of Mass Communications, University of Trento
Marco Cerri, Social Worker and Writer
Maria Vittoria Rava, President of Francesca Rava Foundation
Marco Granelli, President, CSV.net
Maurizio Quagliuolo, Secretary-General, HERITY
Roundtable: Coordinated by Franco Moretti, President, Art Directors Club Europe
SPONSORS:
The conference is held under the High Patronage of the President of the Republic and is supported by:
Presidency of the Council of Ministers, Ministry of Foreign Affairs, Ministry of Labor, Health, and Social Policies, and others.