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Advexpress.it 08/11/2022 16:25

Media

UPA-Pubblicità Progresso Meeting. Sassoli: “The Association is a Crucial Player in Tackling the Modern Media Landscape and the Phenomenon of Fake News. Social Networks Must Join the

Foundation’s Board and Contribute.”
On the morning of November 8, a streaming event titled “The Value of Social Communication” was held, organized by UPA and Pubblicità Progresso to evaluate the current projects of the association and its future mission. The meeting aimed to initiate a dialogue about today’s world and its perspectives, paving the way for projects that align with the organization’s value-driven goals.

Raffaele Pastore, UPA’s Director General, opened the session by emphasizing the starting points for the discussion: a media landscape that has significantly evolved in recent years. Social networks have dramatically increased the population’s media interactions with frequencies and methods unimaginable just a decade ago, when TV, radio, and print were the main channels. This shift has created a “communications chaos,” epitomized by the pervasive phenomenon of fake news. This premise set the stage for discussions on how Pubblicità Progresso can develop future projects and strategies to achieve its objectives.

Andrea Farinet, President of the Pubblicità Progresso Foundation, launched the discussion alongside UPA President Lorenzo Sassoli de

Bianchi. Farinet recalled the foundation’s founding in 1971 by a group of visionaries determined to create free platforms to address civil, social, and third-sector issues. He emphasized that the organization must now adapt its themes, methods, and communication priorities to stay relevant.

Farinet described Pubblicità Progresso as a hub for ideas aimed at creating a better future, encouraging participants to use the digital platform as a reference point for endorsing visions and initiatives. He outlined three key pillars for the association’s future direction:

Environment:
Farinet stressed the urgent need for behavioral and visionary changes to protect ecosystems. “Despite all the COPs held over the years, CO2 emissions have only increased. This style of consumption is no longer sustainable. The EU generates 8% of global emissions; we must set an example in tackling these complex, challenging, yet necessary issues. Additionally, Lombardy is one of the most polluted regions in the world. Can we still conceive of ‘progress’ in this direction?”

Soul:
“We need a profound rethinking of humanity. We must rediscover deeper personal and inner attitudes through a shared vision of empathetic listening. We must learn to ‘be others,’” Farinet said, emphasizing the need to foster social cohesion by focusing on the social market economy.

“Markets and businesses are social spaces; they can and should reduce social inequalities.”

Art:
Farinet highlighted Italy’s unique cultural heritage: “Italy holds 60% of the world’s classical art. We must work to make our heritage accessible to all, safeguard it, and use it as a tourist attraction to convey concepts, and a way of living culture, places, and environments.”

UPA’s Strategic Vision
UPA, a long-standing partner and supporter of Pubblicità Progresso, was represented by Lorenzo Sassoli de Bianchi, who presented his strategic vision for the association in four key points:

Enhancing Pubblicità Progresso’s Role in the Current Political Climate:
Sassoli emphasized the growing importance of the foundation’s role amidst a shifting political climate, calling for increased efforts in social communication and integrating marginalized groups.
Combatting Fake News:
Fake news is toxic to knowledge dissemination and societal evolution, making it imperative to address this issue as part of Pubblicità Progresso’s mission.
Achieving Institutional Recognition:
Sassoli advocated for Pubblicità Progresso to gain institutional standing and engage with other key societal entities on an equal footing.
Social Networks on the Board:
Sassoli called for social media platforms to join Pubblicità Progresso’s board as contributors and supporters to build a better future for media that serves the common good.

These ideas resonated with Farinet’s vision, who stated that the foundation aims to internationalize its efforts, engaging with major European organizations to create shared initiatives addressing humanity’s challenges. The meeting highlighted a shared determination between Pubblicità Progresso and UPA to address the pressing issues of today’s media landscape and beyond, ensuring the foundation remains a central player in driving positive societal change.

central player in driving positive societal change.

Davide Riva