Cultural Communication offering a new recipe for happiness
Things no longer hold together - certainties, values, myths: the certainties of modern society are gradually falling apart, opening up on still more confused scenarios, definitely very different from our day-to-day lives which have up to now coincided with a model of “ordinariness”.
Lupetti Editore, p. 152,15 Euro
CC reinforces the export of Italian products by combining the uniqueness of a product with its cultural and historical significance within the framework of a communications project. The key is ‘Made in Italy’: the idea that the very ‘Italianess’ of a product makes it more valuable thanks to its birth within the confines of a country eternally linked with an immaterial essence that elevates beauty to higher plane or sphere.
The principal assumption here is that, today, we find ourselves in a phase of profound transformation. The changes taking place are bringing the individual face-to-face with new models (of work, family structure and daily routine) that the general public is struggling to metabolise because, as always, the digestion of change requires time. The principle on which CC works is the reinforcement of both individuals and groups, focusing on three key concepts: TRUST-ORIENTATION-IDENTITY.
An instrument used to define and consolidate the identity of a particular area through analysis of key characteristics and their potential to attract investment
In recent times, tourism and culture have become key features of territorial economic revival. Using programs based on the unique characteristics of an area, these two ingredients provide powerful investment incentives to both private and public institutions.