THE INSTITUTION AS BROADCASTER

Always on, user friendly and forever communicating with one another: these are the

new technological tools available to everyone.

Different devices such as televisions, computers and mobiles merge and share

similar functions. The very moment we go beyond the computer and enter the

wireless world of widespread technology, a new vision emerges.

People now move simultaneously through different media. They expect to see what

they want, when and where they want it. At last they can participate in

communication. This means that media has now become a conversation: it is a place

where we meet and exchange information and opinions.

THE DIGITAL ERA

The digital revolution we are experiencing everyday is a revolution because

technology has become an environment we can inhabit, an extension of the human

mind, another world interwined with the former communication world and that

creates true cognitive, emotional and social restructuring of the experience, capable

of redefining the construction of identity and relationships.

The increase in choice of contents in different media and the increase in choice

within each one of these (more TV channels, more radio stations, more web

platforms), all imply greater difficulty in reaching one’s audience.

These conditions imply two considerations:

- there is now the chance to better grasp the cultural aspect of all the types of

media connected to digital technology;

- in the multitude of contents available, it is important to produce contents which

can trigger a contact between an idea, a behaviour, a service and people.

STORYTELLING

Everybody wants to hear a good story. Something that can rise above the indistinct

flow of information they have to deal with every day. Something to amuse them, to

make them think, to let them fully appreciate the point of view of those telling the

story.

Storytelling thus becomes a practice and a tool that can foster development of the

cultural identity of the institution and its community.

Organically integrating an institution and its values into content which grabs the

attention is the most successful way for it to create an emotional connection with its

community and constitutes a powerful base from which to involve.

Telling stories and listening to them is a fundamental human trait, common to all

cultures. Our natural attraction to stories tells us something about the deep roots of

our emotions and our ability to empathise.

The institution therefore becomes its own broadcaster, as it is the producer and

distributor of the contents that belong to it and its community.

The feeling of belonging emerges from sharing in a system of values representing

an identity we can identify with.

The challenge of the digital era is to be able to tell stories producing different

contents according to the different platforms they will be broadcast from, adapting

them according to the different experience offered by each platform.