What Future Awaits Brand Journalism?

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The Rise of Responsible Journalism: An Upcoming Festival

In an era characterized by the rapid and fleeting flow of information, sensationalism reigns supreme, as media outlets fervently compete for attention with clickbait headlines.
The lines between pure journalism and commercial communication often blur, leading to confusion among audiences.
However, some are choosing to swim against the current and bring clarity to this chaotic landscape.

One such initiative is the upcoming Brand Journalism Festival, which we at Money.it are proud to support as media partners.
This event aims to explore and define the boundaries between journalism and corporate communication, striving to deliver ethical and clear information to audiences.
We spoke with Ilario Vallifuoco, the founder of Brand Festival Journalism and Social Reporters – Live Brand Journalism, to learn more.

Q&A with Ilario Vallifuoco

Q: What inspired you to organize this potentially controversial festival for the media ecosystem?

A: We are all in a ‘discomforting’ situation—media, readers, and businesses alike.
This event seeks to clarify the relationship between companies and the media, ensuring transparency for content recipients.
The discussion involves editors, journalists, and corporate communicators aiming for more ethical and responsible approaches.
Through Social Reporters, we have provided video production services that combine journalistic techniques for corporate communication, but other methods and strategies deserve to be highlighted and debated as well.

Q: How has the media landscape changed in recent years?

A: My focus is on corporate communication, not traditional journalism.
Understanding social media and search engine dynamics is vital in discerning shifts within information sectors.
Dana Boyd, an American researcher, identified key traits such as persistence and scalability a decade ago.
These factors, along with content fragmentation, have reduced audience attention spans.
Unfortunately, economic pressures often guide adaptations that detrimentally affect the integrity of information, an issue we’ve dedicated a panel to address at the festival.

Q: How can the media industry engage youth and instill an appreciation for quality journalism?

A: It’s about ambition, not hope.
Reconstructing meaning must lead to constructing a new societal framework adapted to the present.
The media industry should avoid unsustainable advances that alienate content consumers.
The Brand Journalism Festival aims to unify diverse perspectives and propose regulatory and strategic frameworks to enrich the value chain of information.
To attract youth, we must actively include them in editorial decisions, understanding their new symbolic languages and co-creating with them to rebuild trust and credibility.

Join us at the Brand Journalism Festival!

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