The Languages of Social Communication
Social Communication Series – Volume V
Pubblicità Progresso, 2016 – 82 pages
In partnership with Corriere Sociale
With the support of Fondazione Cariplo
Edited by Rossella Sobrero
Introduction by Alberto Contri, President of Fondazione Pubblicità Progresso
Contributions by Stefania Antonioni, Nicoletta Bosco, Tiziana Cavallo, Claudia Chiarolanza, Piero Dominici, Gea Ducci, Franca Faccioli, Alessandro Lanteri, Franco Manti, Vittorio Montieri, Pierluigi Musarò, Valeria Muzietti, Francesca Giorgia Paleari, Silvia Palumbo, Paola Costanza Papakristo, Simonetta Pattuglia, Rossella Sobrero, Andrea Volterrani
How has language changed in the era of social networks? What are the main differences in language between a social campaign run by a business and one by a non-profit organization? What are the methods for measuring the effectiveness of messages?
As we know, the most widely used language in Italy is the “moving” language, which often fails to become “dramatic.” This volume attempts to answer these questions and dispel the misconception—or rather the prejudice—that a social campaign’s message must necessarily have a serious tone. We believe that even the choice of different languages (such as irony, for example) can lead to very interesting results.
