Ouverture de 'Communication and Global Markets'

Communication is a complex phenomenon, with numerous scientific and operational dimensions, the most significant of which are: psychology, sociology, technology, legal, ethics, economics and management. In the managerial dimension, communication reveals a relatively recent theoretical 'body', which has developed to outline the many innovative experiences of businesses, and particularly of organisations involved in the competitive processes of globalisation. In the last years, digital communication has radically altered relations between business and the market, cancelling the spatial constraints of relations and influencing the management of time in action/reaction competition. Modern global corporate communication is managed, on one hand, by analogical communication (with a hierarchical dominance of the source and the passive interest of the audience) that develop one-way communication policies (push strategy communication); and, on the other, it is managed by digital communication to stimulate the active interest of individually profiled targets that cease to be just passive receivers while they activate two-way communication processes (pull strategy communication)