Carlo Antonelli, Fiera Milano Media's new Ceo, shows the 2018 edition of Social Media Week Italy to Gioco News and the great change that our country and the society in general are facing.
One thing is for sure: what we are facing today is a radical change, perhaps even a unique one. That can't go unnoticed, for anyone. Carlo Antonelli, Fiera Milano Media's Ceo, organizer of Social Media Week in Italy, thinks so. For the number one of the Lombardia editorial group, newly appointed after a long journey between publishing and events, this edition of the international kermesse is a kind of debut, enhanced by the anniversary of the ten years of the event, that Italy has the task of celebrating.
"We worked hard to create a quality event and try to celebrate ten years of Social Media Week in the best way," Antonelli explains. "Ten years that certainly don't coincide with the age of social networks, but that can't neither be compared with ten years of our traditional life, because in the field of technology and digital, a decade is an incredible time that is perhaps equivalent to one hundred years of life of a man, for the whole lot of things happening".
According to the number one of the Fiera Milano's publishing group, we are now in a historic moment of transition, devoted to revolutionize any paradigm: and Social Media Week Italy wants to precisely focus on this change underway. "What is happening today is a change in the general scenario, starting from social networks and unavoidably involving them in their turn, with the age gap that is also accentuated through technology. The permanent abandonment of Facebook by under 30 and under-25 is now clear to everyone, while the cross-level use of Istagram is becoming more and more widespread. All this involves a real anthropological mutation - which we want to deal with - which often results in an anthropomorphic mutation, that is a physical mutation of bodies, as shown by some studies in which texting on smartphones is increasing the length of the thumb. But there are also important social changes that must be taken into account".
It is clear that among the main impacts of this great change there are the aspects affecting the business: "Among the topics that we propose in this edition of Social Media Week there is a very in-depth analysis of the over 65 more and more extensive and interesting market, which in the innovative West today becomes 'The' market. So, while on the one hand there is a phenomenon of migration in social networks by the very young, on the other one there is an explosion of a new market of 'over', becoming 'real' targets. And Italy is certainly a total laboratory from this point of view, being the second oldest country in the world and with wealthy consumers, then outlining a new trend. We can already see it in luxury cars and how they are changing, in accessories and proposals".
Another topic highlighted by Antonelli is that of pets and their inclusion in the family: "This is also due to a target that suffered an absolute explosion also due to the different ways of socialization and the enlargement of the family, not more traditional one. Google IO, with which we will talk more and more already in the next 24 months, has a new form of friendship and socialization. For an omen that has always been there but which is now being realized, now that the virtual entity has already entered our traditional needs.
It is now quite common to replace human actions with orders, for example voice orders. For a real disintermediation of human action, taking place through internet and technology, which is transforming action into a virtual thing". For a scenario raising several questions, as we said at the beginning, while directly overcomes others, according to Antonelli: "We talked about the ten years, that in internet world and social media almost represent a geological era: at this point we must ask if, pushing our luck in this way, thus pushing the use of technology to such extreme levels, the party is not over yet? I mean, if the explosion is already so obvious and widespread, don't we run the risk that these new tools may even annoy?" Legitimate question, which we will try to answer to Social Media Week, along with all other proposals from the kermesse and its audience. In addition to the attempt, more or less declared by the event, to try raising the awarness of the institutions regarding these topics and these challenges, which are definitely important for the country's future. Despite the difficulties and, even here, the several changes.
"If there is one thing that social networks have taught me in the last few years is that social media will replace the public sphere in an almost total and final way: therefore, I believe that, at this point, the transformations of politics will be almost overcome by the facts, going to decrease the interest and influence of these entities on everyday life. Perhaps, indeed definitely, other forms or other "public" dimensions will arise, but they will probably be linked more than anything else to assisting and supporting these changes we are talking about: for example, from a social security and welfare point of view, taking into account the change in the labour market, where machines and digital will play an increasingly predominant role, replacing people.
Now we are dealing with residual forms of institutions and politics, for a transformation from which no one can get out immune to a change, to which, however, we are perhaps not ready. At least not at present speeds. As if we say: we are with the open arms, while the revolution is underway. And it's not just digital one".
Then, many and very important topics at the center of this edition of Social Media Week Italy, in perfect harmony with the particularly ambitious global theme proposed by the event. For a ten-year birthday that really looks like a centenary, to put it in the words of the number one of Fiera Milano Media: "So exaggerated that it really deserves to be celebrated". It is no coincidence that there will be parties, in the two locations in Rome and Milan, where the calendar of the event also offers a series of events, shows and parties, even in the evening. Because the world is changing, but it certainly can't do without fun.