Communication that builds communities

From its community building perspective, the CfGC considers social, economic, and cultural activities (despite the various forms and objectives they may take) communities of knowledge, experience, and practice where people cooperate to create common goods. Individual actions contribute to defining the project of the community of reference: the individual recognizes his or her own interests, values and, naturally, target objectives; he or she commits with willingness, creativity and passion to constantly generate and regenerate the community.

These communities ceaselessly interact, giving life to a variety of dynamics, webs, and relationships which may converge, conflict, or ignore one another. Communication is the physical and symbolic energy that determines these economic, social, and cultural webs and defines their identity, the communicative identity of the individuals that make up the various communities.

This is the reason why internal communication, organizational communication and external communication are all aspects of the same communicative strategy.

Communities and new technologies

The more powerful the communication, the stronger the community; the more solid the community, the greater the quality of the product. The greater the value of the product, the stronger the community becomes, and thus enriching that community. This is how a generative process develops.

The socio-economic and cultural reality is a system in continuous flow, made up of ceaseless interaction among communities, and therefore individuals: actions and conditions which at the same time are physical and material, symbolic and abstract.

The tools, architecture and processes of automation systems and ICT contribute in an increasingly decisive way to generating communities by influencing the social, economic, cultural, and ethical objectives of both individual and collective subjects.

Made in Italy as a product of a universal community

The CfGC supports, with its generative communication paradigm, a shift on the part of enterprises, institutions and any other form of socio-economic activity from a user centered strategy to a strategy of design- and technology-driven innovation. This latter is an outlook for which the reality – Italian culture, so-called Made in Italy in its broadest meaning and thus in all its social, economic, and cultural forms – has played and can continue to play a commanding role at European and global level. This can only occur if its specific, generative identity value is preserved: “generative” in the sense that it is generated by a community and at the same time it generates community.

Despite the country’s historical highs and lows, Italy is today incredibly strategic, with its two thousand years of history and central position between north and south, east and west, at the crossroads between three different continents (Europe, Africa and Asia). A naturally difficult, arduous place considering the peninsula’s geologic characteristics, Italy is also a creative territory able to tap into the best of different cultures. The Mediterranean has always been a place that is both physical and symbolic, a meeting place and a land of contrasts. In fact, it is for these reasons that this part of the world has always sparked universality, which is well represented by the idea of the Mediterranean according to the historian Fernand Braudel: an exceptional facilitating medium of communication and elaboration of diversity. That which today is considered, on a global scale, the most competitive.
As few other countries in the world, Italy, through its ideal and tangible reconnection with the classical cultures of ancient Greece, Rome and the later Renaissance, represents a space-movement (espace-mouvement) of immense communicative potential. New communication technologies can be exceptional tools when appropriately interpreted to develop this potential on all fronts: economic, entrepreneurial, social, and political.

People at the center

Placing the subjects’ empowerment at the center of any socio-economic and cultural dynamic must be considered a priority. This comes from the perspective that subjects, for example those who produce, are not in a position of passive listening with regard to the needs from the socio-economic reality. These needs are often erroneously seen as a total condition, to be indulged according to the laws of the market. On the contrary, producers must put themselves in an active, entrepreneurial role to propose innovation able to transform–even radically–the culture of need and use of their products.

The CfGC aims to offer its technical and scientific contribution in such a way that the social and economic subjects who request their collaboration and consultation can develop their full potential in this sense, moving toward system innovation.

In this regard, the CfGC actively works to build or rebuild communities of knowledge, experience, and practice starting from their active involvement in human resources which can give life to an enterprise, organization, institution, association or agency. The generative communication paradigm sets its sights on giving value to the single subjects in a common project so that they feel as if the project belongs to them, and putting their needs, requirements, knowledge, and communities back at the center of new social models.

Beyond the consolidated communicative model

Indeed, the communicative model proposed by the generative paradigm calls into radical discussion the current hierarchical transmissive model of communication that is the principal cause of the economic-social crisis our country is currently facing. From this perspective, the problem seems to be not a lack of resources but rather a cultural difficulty in recognizing resources, of which we have many.

Our society, and not only the Italian society – thus, there’s a real possibility that Italian solutions may act as a model of development for the entire planet – seems like an oil tanker in the middle of the ocean, dead in the water because it’s run out of fuel. The CfGC recognizes nearly inexhaustible resources in the communication planned and developed to rebuild communities. And these resources can help overcome the crises that various subjects in the world of economics, institutions, politics, and culture are dealing with.

Working with the CMO to trigger innovation development


Generative methodology is based on the strategic concept that in order to renew the communication system of any organization, it is necessary to create, as the project moves forward, an increasingly dense web of relationships on two distinct but simultaneously and synergistically developed fronts:

  • the systemic front, which includes an overall replanning of the entire system of communication, both internal and external. This front inevitably requires much time and involves actions that progress from general to the particular, from the planning of the new model of communication to its complete implementation;
  • the operative front consists of activating one or more tools, i.e. communicative matrix objects (CMO), that reflect the new communication strategies being planned for the general system. It may be a matter of reworking a communicative tool that is already in place or of completely new communicative objects. The CMO is fundamental for resetting the relationships between internal organizational communication and external communication.

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