By Itziar Moreno (Agirre Lehendakaria Center), Simona Perfetti (itdUPM) and Xosé Ramil (itdUPM).
Just as the complex problems relating to sustainability issues now require new organisational models, we also need a new communication model to help create a collective view of these problems and thus find solutions to them. Our proposed model is called “evolutive communication” and refers to communication through platforms on social innovation -multistakeholder, multi-layered and multi-project organisations. It is communication which focuses on those processes and interactions which lead to transformative dialogues. Such dialogue therefore becomes the raw material for communication and, through content curation and dissemination, is more likely to be transformed into action. The role played by the communicator also changes to a more diffuse environment in which s/he must pay special attention to the context (rhythm, diversity etc.) of the work as well as to the language and the narratives.