L'insostenibile leggerezza dell'esserci

The objective of the article is to respond to what has become a social imperative: communication proficiency. Rather than meeting superficial image-building needs, the centrality of communication processes is becoming more and more a strategic resource for individuals and institutions to define their identity in a public sphere filled with social actors and events, where social relations are ever intensifying. Being able to manage one's own communication means working on one's reputation by building trust processes. For this precise reason communication requires skills and responsibility.