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49 articles published

Naming to change the world: how inclusive language shapes culture, gender, and marketing

CommunicationNovember 3, 2025153Views 0Likes 0Comments

With over eight billion people sharing this planet, inclusivity is no longer optional—it’s essential. As societies evolve and global conversations become more interconnected, the way we use language shapes not only our interactions but also our understanding of identity, equality, and belonging. If you can name it, you can change it “If you can name…

Nano Banana and the Evolution of Images with AI

CommunicationOctober 1, 2025103Views 0Likes 0Comments

Artificial intelligence has radically changed the way we produce and consume images. In less than ten years, we’ve gone from experiments like DeepDream—turning photos into dreamlike, distorted visions—to platforms such as DALL·E, MidJourney, and Stable Diffusion, capable of creating detailed illustrations or photorealistic images from a simple written description. Today, there’s no need to master…

“Performative Males” and Marketing

CommunicationSeptember 5, 2025301Views 0Likes 0Comments

This summer, a new sociological species was discovered and discussed all over social media: performative males. With a tote bag over their shoulder, wired earphones and a Labubu accessory, these men are the subject of a number of ironic videos online, mocking how these men will pretend to be someone to attract women. However, the…

SPF 50 and Social Distinction: The Cultural Parable of Tanning

CommunicationJuly 25, 2025216Views 0Likes 0Comments

Tanning has always been more than just a skin reaction to the sun. It’s a social code, a marker of identity, a collective narrative that shifts with time, cultural models, and class dynamics. Once a sign of poverty and hard labor, later a symbol of vacation and well-being, today tanning is slowly turning into a…

Communication and the Conclave: how the story of the new Pope changes in the age of memes

CommunicationMay 6, 2025302Views 0Likes 0Comments

The wait for the white smoke has never been so loud. In recent days, as the cardinals gather in the Sistine Chapel to elect the successor to Pope Francis, the 2025 Conclave has become a global phenomenon—not just religious, but also cultural, social, and even political. The echo of the event, amplified by social networks…

Communicating in the dark: what happens to brands (and to us) when the lights go out

CommunicationApril 30, 2025192Views 0Likes 0Comments

This week, a sudden blackout plunged large areas of Spain, France, and Portugal into darkness. Traffic lights shut down, traffic came to a standstill, appliances went silent. But the most invisible — and perhaps the most impactful — consequence was the paralysis of communication. No signal, no network, no electricity. The deepest and least visible…

“Aldo Says 26×1”: the archetype of viral communication

CommunicationApril 24, 2025219Views 0Likes 0Comments

Eighty years ago, Italy freed itself from the fascist regime. April 25, 1945, was not just the final act of a war but the beginning of a new collective narrative. From that spring day in 1945, Liberation Day has become a fundamental occasion to remember a dark period in Italian history. And it wasn’t just…

SEO, search engines, and Artificial Intelligence: a game-changing 2025

CommunicationApril 18, 2025198Views 0Likes 0Comments

Over the past twenty years, ranking on search engines has been one of the key goals for companies, bloggers, and marketing professionals. The art of SEO (Search Engine Optimization) dictated the rules for being visible on Google: keywords, backlinks, site structure, optimized content. But today, the arrival of generative artificial intelligence, like ChatGPT, is rewriting…

A Minecraft Movie chaos: the power of memes

CommunicationApril 11, 2025276Views 0Likes 0Comments

Despite horrible reviews and criticism from fans of the titular game, A Minecraft Movie has become a massive success, and it owes all of it to the power of memes. In September 2024, the first trailer for A Minecraft Movie was released and was met with an enormous amount of hate, over one million dislikes…

Studio Ghibli and AI-Generated Art: Innovation and Creativity

CommunicationApril 4, 2025556Views 0Likes 0Comments

In recent years, Artificial Intelligence has revolutionized the world of generated art and animation, enabling the creation of images that faithfully reproduce iconic styles. One of the latest trends involves generating images in the style of Studio Ghibli, the renowned Japanese animation studio founded by Hayao Miyazaki. Thanks to the AI image generation feature integrated…

More than just a joke: communication is serious business

CommunicationMarch 28, 2025264Views 0Likes 0Comments

Often underestimated, sometimes even ridiculed, a degree in Communication Sciences in Italy carries with it a certain unfounded reputation: that of an “easy” course, lacking rigor or concrete content. The recurring irony – “science of snacks” – aptly captures the widespread prejudice. Yet, in a world where every gesture, word, choice, or silence generates a…

grinch 205

The evolution of the Grinch: from villain to voice of reason

CommunicationDecember 6, 20241KViews 0Likes 0Comments

Christmas is here, and with it comes the Grinch. Every year, the festive season brings a host of symbols and icons that embody the holiday spirit. Among these, one of the most controversial figures is the Grinch: a grumpy and cynical character who, in recent years, has taken on a new role, evolving from a…

Black Friday

Black Friday: marketing genius or circumstantial event?

CommunicationNovember 29, 2024341Views 0Likes 0Comments

The last Friday of November has been widely known as “Black Friday” by shoppers all around the world for quite some time. But, how did it begin? Was it a brilliant marketing strategy or just a fluke? Turns out, a little bit of both. Why is it called “Black Friday”? The day most people associate…

Coca-cola

The Coca-Cola AI controversy: are commercials an artform?

CommunicationNovember 22, 2024693Views 0Likes 0Comments

A recent advert by the Coca-Cola Company generated massive backlash due to its use of artificial intelligence. While Coca-Cola and other brands believe AI will only become more capable of creating advertisements in the future, others see it as a troubling sign for the future of work in the arts. The underlying question, however, is:…

Lifecycle marketing: a customer is forever

CommunicationNovember 15, 2024333Views 0Likes 0Comments

Every business or public figure wants a constant flow of attention towards what they offer. A customer making a purchase is great, but if that customer buys two, three, four times—it's even better! This indicates loyalty to the brand and alignment with its values. But how can you achieve this result? The answer is (relatively)…

Halloween

3 unexpected Halloween marketing campaigns that put the BOO in boosting engagement

CommunicationOctober 31, 2024473Views 0Likes 0Comments

Halloween has been steadily creeping into various countries' collective consciousness, making it a ripe festivity for big brands to engage with in their marketing campaigns. Although the Celtic celebration is mostly associated with treats and ghoulish costumes, some brands have been able to creatively capture the spirit of the day to create interesting campaigns. Burger…

"OK"

The history of “OK” and abbreviations in communication

CommunicationOctober 25, 2024655Views 0Likes 0Comments

Did you know “OK” was an abbreviation just like “LOL” or “OMG”? Modern communication often resembles ancient hieroglyphs more than it does any other form of writing. Although GIFS, memes and emojis are almost exclusively served for digital communication, one modern technique has seemingly transcended written media: word abbreviations. Short-hands like “LOL” (laugh out loud),…

SEO

Are you on the front page? Smile, it’s all because of SEO

CommunicationOctober 18, 2024418Views 0Likes 0Comments

In today's digital world, SEO (Search Engine Optimisation) is one of the most powerful tools for ensuring online visibility. A website that appears among the top search results has a much higher chance of being found by users, and that’s where SEO comes into play. Companies like Airbnb and Shopify, which have climbed to success…

Publicity

Is bad publicity actually good publicity? The case of Jokeropolis

CommunicationOctober 11, 2024449Views 0Likes 0Comments

Advertising campaigns can make or break a film’s success. Ironically dubbed “Jokeropolis” on X, formerly Twitter, the double feature described as the antithesis of “Barbenheimer” has seemingly been endorsed by none other than Francis Ford Coppola himself. Despite becoming viral online, almost on par with last year’s Barbie and Oppenheimer, the two newest films, Megalopolis…

marketing e film

Behind the scenes of marketing: 5 films on the power of marketing

CommunicationSeptember 27, 20243KViews 0Likes 0Comments

Marketing is a powerful force that drives much of our social and commercial interactions. It’s no surprise that the world of cinema has often drawn inspiration from this universe, telling stories that highlight the power of communication, innovation, and, at times, the ethical implications of these dynamics. From the rise of major tech entrepreneurs to…

Journalist

Are journalists going extinct or are they becoming the directors of AI?

CommunicationSeptember 20, 2024459Views 0Likes 0Comments

In recent years, the topic of artificial intelligence (AI) has dominated discussions about the future of many professions, including intellectual ones. It’s not uncommon to hear that the journalist, as we know them today, is destined to disappear, swept away by automation. But is that really the case? Recently, I found myself reflecting on this…

Crisis Management

Crisis Management: how to handle communication crises and protect brand reputation

CommunicationSeptember 6, 2024469Views 0Likes 0Comments

In today’s modern communication landscape, crisis management has become a crucial element for any company or public figure. A recent example that highlights the importance of effective crisis management is the case faced by the Ordine delle Professioni Infermieristiche (Order of Nursing Professionals) of Turin, which was mistakenly involved in a news event. This was…

Italian elections: when communication beats politics

CommunicationJune 13, 2024601Views 0Likes 0Comments

The recent elections in Italy highlighted an ongoing trend that's always on the rise: people, more than ideologies and policies, and communication are what determine the success of the campaign. This phenomenon has occured throughout different political techniques, from local elections to regional ones all the way to European elections. An emblematic example of such…

Happy birthday Facebook!

UncategorizedFebruary 4, 2024655Views 0Likes 0Comments

Facebook just turned 20 years old! In 2004, Facebook made its debut in the U.S as a platform meant to connect students and was limited to those frequenting Harvard University. It opened to the public in 2006, revolutionising social interactions online. In Italy, its introduction a couple of years later brought significant change in the…

The metaverse: launching a brand out of this world

UncategorizedAugust 31, 2023649Views 1Like 0Comments

For an innovative brand, an "out of this world" launch is needed. We wanted to break traditional communication rules then it came to launching Orama's new brand. On October 20th Argus, Hyfire and Ramtech presented Orama, a new brand that blends each company's strengths united for a common mission and company values. The goal being…

Barbie: the impact of communication

UncategorizedAugust 7, 20231KViews 0Likes 0Comments

"No one should tell you who you are. You decide" These words, spoken by the iconic Barbie, have resonated in the minds of millions of individuals over the decades. The figure of Barbie, from a simple doll to an influential global brand, has been a constant presence in the lives of many generations. And now,…

Berlusconi il comunicatore dell’era moderna, i trucchi di comunicazione della sua ascesa

Berlusconi the great communicator: all the tricks to his ascension

CommunicationJune 15, 20231KViews 1Like 0Comments

Silvio Berlusconi, symbol of modern age communication and one of the most divisive characters in all of Italian history. He was an entrepreneur, politician and overall a communicator who was able to polarise an entire country through edgy jokes, hyperbolic slogans, television strategies and undeniable boldness. What he left behind was a profoundly changed Italy…