congratulations to
to those who preceded me that
6
it is not so much linked to what I will say
meanwhile, the maximum solidarity you have
resisted I must say Swiss and Swiss
when I was asked to do
This experience was a
a little sacrifice because we are in
I speak Italian for those who are not Italian
Sunday, vote, I’m a consultant
of politicians for electoral campaigns and
a very bisi moment so it was a
sacrifice that however faced come
here willingly for the important challenge
because as a pious mother I know about the south
much point and therefore I could not not
I could be missing and putting myself in a bit
crisis maria pia told me come here and
tells a story and I must say he has me
put in crisis because my job
for those who do not know it is communicating
that is to help those who can
be political industrial institutions
the parties
let’s say various subjects cultural events
important as this to communicate and to and
tells me a story tells my work
it’s very earthy I use to say emma is
little
it does not lend itself to metaphor it is very much
earth land for which I tried to
mediate with the narrative needs of
this day is also the idea that
coming here I wanted to be in some
also useful way to those who listen to us
to win this challenge because it is
It is important that it takes place at the event that is
that there will be a challenge won here
that is
communication is not a land on
where you can experience one can not
play because on the perceived and a
milan we know something with the expo
you win or lose you can win or yes
lose for a challenge so I come here not
so much with the intent to tell one
history but humbly in giving you some
so friendly advice on how from
my point of view approaching something
so important
meanwhile the first thing that comes to me
mind and we live in the era of the
narration where the epoch is now known
of the narration
in reality, those of us have done all of us
we did a minimum of studies
classics, etc.
we know that the narration is always
existed we do here there is no slide
for technical reasons and it is my fault not
of the organizers the currency
of the Roman Empire that he told in a
way or the other the emperor was already
a narrative were the typical historians
Suetonius you know that by day
they told the emperor in a way
at night they told about the orgies and the
things that were also that era
storytelling are all things we say things
that consent the communication
let’s say an expression of a search for the
consensus has always been one
narration the bible a sublime form
of narration so in reality nothing
again under the sun
what however important here I come
to history
[Music]
I can also bind myself to the urine sorry but
I can bind to the urine so here
the animal what it does when above all
the animal that wants to impose the animal
who wants male or female
because it is not a question of animals but
that wants to determine its power
let’s call it his image on the
territory italy notoriously but not
only dogs use mediation
I say urine because it connects me
what I heard before they did
precisely of typically studied with
ralph lauren if it is written on them
books and then mark the territory for
communication is not very different
that is, it is important for any
subject communicates that immediately stained by
immediately its territory translated
which means we all live of
perceived only that our perception
we do not determine our il
reputation is not determined only by
our work would be nice, not us
we were identifiable in what
our mom tells us, for example, that
we are the best at people does not happen
because the reputation and the synthesis of the
values that are expressions of yours
work but also of others of that
that others say
so much so that today a little one now
digression with the entry of the web into
very massive communication channels
we have witnessed cases where the
reputation came completely
destroyed by mechanisms and inserted into
web maybe completely unglued from
reality therefore suicides therefore violence
this to cite an extreme case where
we can say it
the game of reputation or even
if it becomes a ball in the field of gods
own opponents bring to the
destruction and death, but let’s try
to be positive then matera
faces a challenge as a major challenge
which in my opinion must win on the plane
content and there are contents there
there are the contents of the city there
there are the cultural content
enthusiasm is the desire to do
team all qualities that according to mine
in my opinion they can lead to success
however there are some unknowns that
in the meantime let’s say let’s face it, the truth is
It was a great victory but the south is
the bottom of the political agenda
what is said is our south
let’s also say in the approach
legislative that I also spoke about it
the other evening in some measures that
we also have people on pensions
who must have a pension of 35 years but
who in the least knows the south but who has
35 years of contingent also own
the state’s approach in making le
laws of the legislator in my opinion not
take into account what happens here
there is so much that sometimes I wonder where
live sti here you that we have a
part of the country that is obscured
completely from the political agenda
institutional and therefore with this you
you have to deal with it is true that there will be
an important campaign next year
election, but for which the campaign
election that will go to coincide with
an increasingly hot phase of
this event is likely to obscure
also be an opportunity
it’s up to you to say that
imposing oneself on communication is like winning
an election campaign
in the end we all seek consensus in
bottom we all try to pass the
our messages here too we are here on
stage to say ours and to look for
to collect consent on what
we said personally I am very much
frankly sincere I say things like
they are
from my technical point of view and not
I like to delude, however, at the end to
our function is also this too
stay on Facebook in the form of research
objectively consensus therefore
matera must win her campaign in
quotation marks in his and the
product is the cultural offer offered
that there will be however to do this there
they are basic rules
in the meantime the positioning, that is, as yes
wins in communication if you can
to define oneself with respect to one’s own
competitor if your competitor who
that is, it defines the opinion
publish as you are already lost
so on this point matera is played
a very important bet translated
what must happen
we must understand the short term which
the values with which we are synthetic are synthetic
identify this great event to do
a moment of synthesis and starting from the in
this is the first we say recommend that
I give you because I give an example like this
we all understand
the turn of the expo came when
he chose a questionable clear path
the food that however had a
great value has taken the consent
of a country based on food
own cultural social identity
territorial then to has positioned itself
in a field until the expo did not
he knew well what was among the
scandals the ndrangheta
from the rigged contracts etcetera in the
when they managed to
identify the footprint to give it an impression
he began to be identified as being
here it is much more complex because
we have a high cultural content
but the challenge is important is that they are
and in my opinion it is viable
you have to sell one in my opinion
through chance the possibility that
this part of the country sorry if
I insist on this but I feel it very much
he can do it, that is how he did it
he can also do it in the candidacy
in its realization in his
I greatly appreciated
also this morning today during the
day dialogue with subjects
from other countries
the colleague from Albania, and so on
this is the road that is to place
matera within a universe of the
Mediterranean with which he wants
dialogue to characterize the event e
this is the second question to who should
talk about this event to those Italians
to foreigners, that is water, to identify
who do you want to talk to because I presume
do not have economic energies
boundless no I think they will be
limited
the people here must come must be
attracted must be carried and not
you will have the millions of euros to do
advertising campaigns assume I know
I have not studied well 26 but I exclude it
those little money that will be there
aim well because people must come
here and make this experience and then
so let’s say well know who you want
talking is the first step and then how
do it and what tools to use
media web press local press print
international and all the ingredients
that we want in this specific case
from what I’ve seen, etc.
product is many times the product
it is a marketing product that is
built on legitimate logic of
marketing that must be put together
they go in vain there because there is one
just extraordinary territory
the intuition to value that too
here today the local realities were perceived
because even the same candidature
unesco recognition that there is
It was when I went to read
motivation was just that there
It was a credible application because
it came from the territory and in my opinion
this course should be followed
consolidated in holding therefore we say
it meets strong territorial and the afflato
international though taking into account that
we are in the Mediterranean you can not
admire everywhere you need to admire a
of the reality we say that they have a
sense
omit the speech on
infrastructure because it would bring us
far and all in all I have to say the
city is more reachable than others
reality of the midday but observing
but what made marseille that
coming no before matera
let’s say that marseille is very
positive of the massive message it has
given is true we are the city of the mafia
of the port of the one or the other that
the other but this is the opportunity that we
we want to exploit to synthesize for
clean up these make a museum that does not
they had never done
in twenty years a museum that a mixture of
contemporary art, various things, etc.
so to turn us from a little city
of malice to a cultural subject
multi-ethnic and multiracial because
marseille is very much like me
city is a mixture ie culture
islamic very strong Jewish culture
beautiful and Italian marsiglia synagogue
etc
and yet in marseille he gave it a
clear message ie this must
be a cultural opportunity
also to the infrastructure then the port
that thanks to the event was
completely modernized e
restructured so do not underestimate
also this aspect that does not compete
who communicates obviously competes to ai
politicians competes with institutions but
it also makes the offer of one credible
city culture we are in capital italy
of culture
you understand me, that is, we all agree
on culture that culture is one
value of the leitmotif but in this story
of matter that we would like to talk about
Matera I said I think we must
in the slide do not weigh too much the
word culture, this must be
an opportunity also in my opinion that i
young people come here and that unfortunately us
unfortunately it is the reality of generations
anyway young people who were trained in
a certain way now digitized
etc. to set yourself as a good culture but
find the forms the languages the things i
events and I see that something has been
made of important already is a path
of important narration that is, I believe
that the magic of this of this reality
can really do to transmit one
feeling of our new south that is a
south particular also from the
others in which notes or even a
attitude is said to be hospitality
he says it is a characteristic of the
our south, however, we translate these things
in a lever also to bring the
people to make it discover to make it known
to the young also because the challenge is
that
the future is that if we
we want to revive the south
we must go through this
this thing if not we do not get out of it
purely operational point of view
I suggest that there is a say a
place more or less designed
so strategic let’s call it kabi not me
like a director’s cabin, however, to win
the famous story of the countryside
election to the peeing animal
to delimit their territory
however there can not be eight
heads there is the lion king who thinks for
so all of this is very important
a structure that you think and then
the parcellization is good
of events rather it is indispensable
because this is a reality
important territorial that must be done
see you can not be done only between
quotes the stones there is all the
territory from various things to show
it is however the actions must start from one
structure that thinks and then says how
we must win as we must
relate to launching the message la
[Music]
culture message goes through
the events that will be done but also
through me I call them testimonials
that is, people you think you will
not hardly involve that in
somehow they talk to people who
you want to come here
she is an example of that if I want to
speaking has indeed been right
the intuition of involving it
when the time is over, because then
ok I go ahead and it’s great for one
certain type of world indeed was and then
use testimonials that everyone
it can be a way to convince them
people coming to talk about minds a
advertise and watch as this
it is a land with which we all care
it is much simpler to involve them
how much you think so it’s important
reach their goals
even through people who are there
tell is that they come to the
recipients that interest you on the basis
to the class the age and the type of media
that consume because no one of the
sports world that can involve
make less let’s say scary the
term culture and then open up in
this sense goes from closing
fundamental and this is something already
been done and here I close the
involvement in this narration
you need allies you are in
jungle and where there will be so much offer
offer there will be many proposals there
they will be so many distractions and in this
jungle you need allies
been able to give you a hand up to one
some point, however, something fundamental
has already been made of important the
relationship with the private with the
companies with businesses I believe that the
relationship with the company is a relationship
which can determine the success of
this operation because here they can
offer locations can be offered
interesting situations for English yes
they can offer contamination
important characters that can
attract sponsors and then from this
point of view according to me it takes a
ad hoc thought
I close by saying that this is it
an opportunity in which I repeat it important for
our south is that it is important that
this thing
arrive in the right way is one of the
few redemption opportunities we have
in this part of Italy and in a moment
in which there is an emigration process
very strong for a few years then
do not experiment rather stop one
moment reflect on the routes to be done
do not trust the politicians too much because
however, politics is accountable
there because also from the success and here them
the lever on which you can leverage talking
with institutions from the success of
matera also passes the success of the
political consensus
therefore politics and must be a
natural ally as the enterprise but
it will have been as if already distracted
from its many problems
but it is sufficiently intelligent
to understand that if this thing goes well it goes
good also for the institutions is a bit
cynical I realize what I am
saying from though it’s a world I know
well I know the mechanisms like
they work and we can not afford to
miss this opportunity then in the mouth
to the wolf
[Applause]
”
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