Communication and Public Relation Management

The course addresses the issue of how the relationship between message and audience is changing in the new era of 'on-demand content acquisition'. Everyone 'uses' news regardless of the medium that offers it, blowing up any hierarchy and any construction of a homogeneous and all-encompassing discourse, as was once attempted by newspaper mastheads or television schedules. If I only read what I like or am interested in, the algorithm will tend to refine this taste to the exclusion of all other information. "If they don't interest me, they are not important". This logic, introduced by social media, unwittingly leads us to equate wikipedia, the site of the most authoritative newspaper and the most serial producer of fake news. The result is that the background noise increases, the cognitive chaos expands, the concept of news disappears: the Ferragni case obscures every war (Ukraine or Israel) and the 'kitty cat' subdues (in terms of clicks) a state's budget law. What paths should communication and public relations take in this disordered era, which disguises under an apparent freedom of choice a dangerous information anarchy? What kind of users will we find downstream of this process? From single thought to disintegrated thought, what will be the effects of this transition on the ancient art of communication? In the post-social era, what will be the role of artificial intelligence in this sector? So many questions to which the course will attempt to give, in a critical manner, some answers.

The course aims to develop areas of expertise that allow the identification of professional and work areas functional to the communication and public relations system, with particular attention to the areas of public relations, institutional relations and government communication.