CREATIVITY AND COMMUNICATION

We propose a space dedicated to exploring the synergy between creativity and the various communication disciplines. In an increasingly interconnected and digitalized world, the ability to generate innovative ideas and original solutions has become an essential asset for standing out in the saturated market of information and communication. In this forum, we will discuss how creativity acts as a driver for innovation and change within the communication field, fostering a sustainable impact on advertising, public relations, audiovisual and digital communication, and journalism.

Advertising Communication and Creativity

As an inseparable duo, creativity manifests in the ability to create campaigns that not only drive sales, but also generate an emotional impact. This is particularly important since purely rational or informational approaches have been overshadowed by an overload of incentives. We will discuss topics such as consumer psychology, the study of purchasing behaviour, the use of new technologies for message personalization, virality, branded content, digital content marketing, and new methods for measuring the impact of campaigns.

Creativity in Public Relations

Public relations have viewed creativity as a tool for managing the image and reputation of brands and organizations. It includes analysing creative communication strategies for crisis management, event organization, and their influence on public opinion, as well as addressing issues related to ethics and social responsibility.

Journalism in the 21st Century

Creativity is used in the search for new ways to tell stories and present information. It will focus on data journalism, immersive storytelling, and the use of innovative technologies to tackle “infodemics” and the context of misinformation.

Audiovisual Communication and Transmedia Storytelling

Audiovisual communication has undergone a creative revolution with the advent digital platforms that offer new forms of storytelling and content presentation. The creation of transmedia content has grown exponentially, alongside with the emergence of new formats and modes of media consumption. The development of expandable narrative universes spans multiple platforms, providing an immersive experience through Augmented and Virtual Reality. This is coupled with the growing discussion about the paradigm shift in audiovisual productions methods, which break away from traditional models, seeking to renew cinematic and television language.

Challenges and Potential of Artificial Intelligence

Artificial intelligence has ushered in a new era for creativity in communication, serving as a universal tool applicable across all disciplines. As a guiding theme, we will address its effects in terms of usage, resource optimization, human-machine co-creation, applicability, and reliability, but also the challenges it poses for professionals in the short term and from a legal standpoint.

Award for the best presentation

The Scientific Committee of the Conference will give a prize for the best presentation to the thematic panel on Creativity and Communication.