L'evoluzione delle professioni nell'ambito della comunicazione d'impresa, i media digitali, i social media

Translated title of the contribution: [Autom. eng. transl.] The evolution of professions in the field of business communication, digital media, social media

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

[Autom. eng. transl.] In the last two years the world of business communication has continued on the path of an incessant evolution, both with respect to the birth of new platforms (we think, among others, of the significant growth of the presence of connected appliances and screens in the home), and new devices (smartwatches and vocally controlled devices, such as Amazon Echo, Google Home are increasingly popular) and new advertising formats (in recent months there have been some interesting experiments in television advertising provided in programmatic advertising mode). At the center of this evolution (not to say revolution) is the pervasive digitalization that impacts all aspects of communication, both in the production and distribution side of media and advertising content. This evolution (of a technological nature) is also strongly linked to a change of paradigm in the relationship between companies and consumers, where the relationship, performance and communication dimension is at least as important as the "simple" sale of the product and the service. These technological, economic and cultural innovations are also accompanied by an evolution of the labor market, with the birth and redefinition of numerous professional figures in the world of business communication, the demand for new skills, as well as the undermining professionalism, less requested because it is obsolete. Almed - High School in Media, Communication and Entertainment of the Catholic University of the Sacred Heart, also through the privileged observatory made up of its masters in the digital communication and advertising area30 has set itself the goal of understanding how, under the push of the revolution digital, on the one hand the production chains and professional figures are reorganizing and on the other how the skills required by the different professional profiles are changing.
Translated title of the contribution[Autom. eng. transl.] The evolution of professions in the field of business communication, digital media, social media
Original languageItalian
Title of host publicationIl libro bianco delle professioni della comunicazione 2019. Una guida per studenti, professionisti e formatori
Pages108-117
Number of pages10
Publication statusPublished - 2019

Keywords

  • comunicazione
  • professioni

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