Cercherò di abbozzare due temi emerging, already raised in the trial of Web communication.
The first concerns the evolution of technology "cold", the second, which recalls the previous indirectly, involves the social implications associated with the use of the website as a communication tool.
The issues that I will represent substantially the direct consequence of the more mature stage of the process of anthropological, to which we are seeing for twenty years. I think the beginning of this change can be attributed to the symbolic fall of the Berlin Wall, as discussed by Fukuyama in "The End of History and the Last Man." But this is another question.
However, I would rather support a bold claim: the evolution of technology, especially that related to communication, is going in the direction of humanization. And all of this is due to the time when the interactive technology has begun to forcefully enter into the daily life of individuals.
I try to explain. Interactive technologies, or 2.0, proves the fundamental evolution of technology from "cold" to "hot". While the "cool technology" directly affect the company's production potential (eg tools, machinery manufacturing, etc..), The so-called "hot" enhance human potential because it helps to think, learn, decide, communicate, and are at the service of men. Accordingly, the focus of the organization is about people, who become the real drivers of performance because they are charged, more or less consciously, business plan. The organization has therefore central in the creation of competitive advantage: more involvement, motivation, creativity, shared, collective intelligence.
In that sense, I think that the logic of collective problem solving, such as participatory planning, may be one of the crucial points in corporate strategies. A working example I can be represented dalla progettazione del sito aziendale. Portale web che, oltre a rappresentare elemento focale della strategia marketing, diventerà nel prossimo futuro la diretta trasposizione sul world wide web di identità e valori di organizzazioni umane, o territoriali qualora parlassimo di realtà a vocazione turistica, in virtù dei presupposti del modello di sviluppo “Glocale”. Voglio dire che il sito web, qualsiasi organizzazione esso rappresenti, diventerà sempre più uno strumento di comunicazione e legittimazione interna, e non semplice strumento di comunicazione esterna finalizzato ad intercettare i consumatori. Prevedo quindi, che sarà partecipato ed animato dal gruppo di riferimento, sino all’extrema ratio della “web polis. "
But I want to go further. I think the website, especially after the impressive contribution of 2.0 tools, will become the strategic tool to establish a new balance of intra and inter-group by re-emerging feelings of identification and solidarity extended by virtue of belonging to logic. Without forward in the formulation outside of my reach, I believe that soon the website will take on the powerful symbolic value, almost totemic-spiritual (Durkheim), to be able to represent, strengthen and regenerate the most intimate and transcendent functions of the social group.
Nicola Comazzetto
