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Viviamo nell’Era della Reputazione. Una fase storica e, soprattutto, un contesto sociale dove “ciò che si dice di qualcuno o di qualcosa” è in grado di determinarne il destino. privato e pubblico. Che godere della stima altrui sia aspirazione e necessità di ogni essere umano è un fatto consolidato fin dalla Preistoria. La grande novità del Terzo millennio è che la reputazione sia diventata il principale asset immateriale di individui, aziende, enti e istituzioni. Un asset per difendere il quale nel mondo vengono investiti ogni anno miliardi di dollari.

La ragione? È mutata la realtà nella quale viviamo, la rete di relazioni che la intesse, l’insieme delle dinamiche che la regola. E noi vi siamo immersi, allo stesso tempo soggetti e oggetti, governatori e governati, vittime e carnefici, ma in maniera non del tutto cosciente: un po’ come i pesci di Marshall McLuhan, perfettamente inconsapevoli dell’acqua in cui nuotano. In questo ecosistema tutti sono strettamente interconnessi: la persona comune, il manager, il medico, il prete, l’atleta, l’attore, il sindacalista, il politico… E tutti sono ugualmente sottoposti alla valutazione collettiva, da cui discende l’accettazione o l’esclusione, la stima o la disistima, il successo o l’insuccesso. Non solo. A tale giudizio globale si trovano ora a dover sottostare anche quei soggetti che prima la società la regolavano, la influenzavano, la governavano: organizzazioni, aziende, media, partiti, governi, perfino istituzioni religiose.

Questo nuovo habitat del genere umano è l’Infosfera: un organismo sociale che ha il

digitale come sistema nervoso. E, in virtù di esso, costruisce la propria visione della realtà, stabilisce la propria struttura di regole, codifica la propria scala di valori, in base alle quali poi valuta e giudica, assolve e condanna. Nulla di diverso da ciò che da sempre accade in qualsiasi “rete fisica” di individui di cui facciamo parte nella vita quotidiana – dai familiari agli amici, dai colleghi ai compagni della palestra – se non fosse che le innovazioni tecnologiche degli ultimi anni, smartphone e social network in primis, hanno abbattuto il muro tra reale e virtuale. E hanno così generato una profonda trasformazione. L’Infosfera è un hic et nunc disintermediato e interdipendente, basato sulla comunicazione e governato dalla percezione. Un ambiente in cui tutto ciò che diciamo o non diciamo, facciamo o non facciamo è allo stesso tempo mezzo e messaggio e come tale viene percepito. Un mondo che si poggia sulla produzione e il trasferimento di informazioni, e sul modo in cui vengono interpretate.

Ecco perché ciò che ha maggiore importanza, nell’Infosfera, è la Reputazione. Da intendersi, in senso ampio, come “sentenza valoriale e funzionale”. Perché la Reputazione non è ciò che siamo né come ci consideriamo: è il risultato della percezione e della conseguente valutazione dei nostri comportamenti da parte di un contesto. Oggi il contesto è l’Infosfera, che giudica comportamenti, scelte, azioni ma anche ideologie politiche e scoperte scientifiche, decretandone la conformità al sistema di regole sociali che l’Infosfera stessa si è dato. Conta, dunque, ciò che gli abitanti dell’Infosfera pensano collettivamente di qualcuno o di qualcosa e, soprattutto, ciò che sono disposti a testimoniare pubblicamente su quel qualcuno o quel qualcosa.

Non acquisteremo la tal automobile se gli altri potrebbero interpretare la nostra scelta come sinonimo, per esempio, di incapacità economica o di scarsa attenzione all’ambiente. Non che questa sia una dinamica completamente nuova. È nuova, però, la modalità con la quale questa percezione valoriale si forma. Nel mondo analogico l’azienda automobilistica utilizzava la conoscenza delle dinamiche psicologiche e cognitive dei gruppi umani per indurre, da una posizione di forza, la convinzione che il proprio veicolo fosse quello adatto a noi. Nell’ecosistema digitalmente aumentato dell’Infosfera il processo è inverso. Noi siamo in grado di “consultare” il parere di moltissimi soggetti al di fuori della nostra cerchia tradizionale: gruppi di discussione, esperti o anche soltanto altri acquirenti. Non è più l’azienda a decidere: è l’Infosfera a valutare. Attraverso una conversazione globale che si svolgerà sulle reti fisiche e su quelle digitali e coinvolgerà media, persone, opinion leaders. Tutti questi soggetti, poi, si influenzeranno fra loro: i media ascolteranno il sentiment dominante fra i propri lettori per adattarvisi, mentre le persone utilizzeranno quanto detto da media e opinion leaders per orientare le proprie scelte.

Il ribaltamento delle dinamiche relazionali ha spezzato il monopolio dell’influenza top-down da parte di soggetti che l’ambiente sociale destinava a questo ruolo (istituzioni, media, aziende, corpi intermedi, autorità epistemiche), per consegnare questo potere all’ambiente stesso, il quale valuta non solo la scelta, il prodotto, l’idea, ma anche il ruolo, la missione, l’autorevolezza del soggetto in questione. Un medico non è tale per il solo fatto di essere un medico, ma la sua credibilità e autorevolezza dipendono da come l’Infosfera ne giudica l’operato. Un Governo non fonda più il proprio ruolo soltanto sulla Costituzione, ma sulla percezione che di esso ha l’Infosfera. Questa disintermediazione porta alla disgregazione delle gerarchie epistemiche tradizionali in una “democrazia digitale” che ha le caratteristiche di uno small-world network.

L’Infosfera è la perfetta “casa di vetro” realizzata dalla tecnologia digitale, dove le persone sono interconnesse, le informazioni accessibili, la comunicazione immediata, i giudizi trasparenti. Dove ciascuno vede e valuta ciò che fanno gli altri, e compie sono le proprie scelte sulla base dell’aspettativa delle reazioni altrui proprio perché queste interconnesse, accessibili, immediate e trasparenti. Dove tutto ciò che diciamo e facciamo è un atto comunicativo dotato di valore simbolico e significato sociale. Dove sulla base della percezione si generano collettivamente narrazioni, valutazioni, giudizi. Dove la costruzione dell’identità non è un processo dell’individuo, ma il prodotto del contesto.

All’interno dell’Infosfera la Reputazione, nella sua formazione, consolidamento o distruzione, segue le regole psicologiche, sociologiche e cognitive tipiche dei gruppi umani, ma modificate e amplificate dalle dinamiche digitali, che abilitano l’esposizione assoluta di tutti i soggetti e la visibilità complessiva degli apprezzamenti o censure che su di essi vengono formulati dall’Infosfera stessa.

La Reputazione di una persona, quindi, non dipende più solo da quello che le sue reti fisiche dicono di lei (anche perché queste sono immerse in reti virtuali ben più ampie), ma anche da come si “racconta” sui social, quali post pubblica, cosa condivide, che vacanza sceglie e in che modo la descrive con foto e video. E ancora: quali prodotti compra, come commenta politica e sport, che giornali legge, che influencers segue, quale serie tv non si perde, quale reality show commenta sul second screen.

In modo analogo, a un’azienda non basta più studiare il prodotto “adatto” e lanciarlo sul mercato. Le sue pubblicità cartacee e televisive, così come le sue scelte industriali, verranno giudicate su Facebook. Nel frattempo un cliente si lamenterà su Twitter per essere stato trattato in maniera scortese da un impiegato del call center e un altro riporterà sul suo blog il malfunzionamento dell’assistenza online. Ciò che dice l’amministratore delegato sarà riportato dai media online e nei commenti dei lettori comparirà un frame video rubato in cui si cui offende un dipendente, mentre un opinion leader criticherà l’azienda per aver stretto accordi con un partner estero che sfrutta il lavoro minorile, e intanto un sito specializzato sosterrà che per il tal prodotto viene utilizzato un componente tossico. Il tutto quando magari al cinema c’è un film che racconta di come le multinazionali commettano azioni inaccettabili per il profitto… Sono messaggi, significati, soggetti interconnessi e visibili che contribuiscono a costruire il giudizio complessivo su quell’azienda, dunque la sua Reputazione.

Oltre che sentenza valoriale e funzionale, quindi, oggi la Reputazione diventa una “licenza a operare”. Un imprescindibile capitale umano e sociale, alla cui formazione concorrono tre fattori. Uno mediale: la comunicazione. Uno cognitivo: la percezione. E, last but not least, uno digitale: l’Infosfera. Per valorizzare questo capitale, è dunque necessario imparare a governare strategicamente sia la comunicazione del sé sia la percezione dell’Infosfera. Costruire e difendere la Reputazione diventa il nuovo imperativo categorico.

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L’ultima volta che ho parlato con Philippe Daverio è stata in occasione di un’intervista per la Centrale dell’Acqua…