C8969 - ETICA DELLA COMUNICAZIONE PUBBLICA E DIGITALE

Learning outcomes

The course offers a critical approach that integrates technical and strategic skills with an awareness of the social and ethical implications of communication and media choices within public organizations. This perspective enables an assessment of the impact of these choices on the ongoing reconfiguration of digital processes—including those stemming from the adoption of artificial intelligence and data usage in managing communication and citizen services. By the end of the course, students will have acquired the theoretical, technical, and methodological skills relevant to public and digital communication, as well as analytical tools for identifying the cross-cutting communication needs—both internal and external—of public administrations. Furthermore, they will be capable of designing inclusive multichannel communication strategies, plans, and projects that align with the generative nature of digital transformation, the mission of civic innovation, the ethical and regulatory principles of public administrations, the responsible use of public resources, and professional ethical standards, all within the European regulatory and value framework.

Course contents

• An evolutionary and forward-looking overview of public communication and related interdisciplinary fields, considering multi-channel and relational communication models, digital ecosystems, new media, social and civic platforms, generative and agentic AI, and data utilization within the Public Administration—all within an ethical framework that is sustainable for individuals and communities.

• The role of Italian public and institutional communication within the European context, framed by Law 150/2000 and key regulations, particularly regarding digital transformation, specific professional roles, and diverse areas of expertise. Ongoing debates concerning the updating of these roles and the need for new digital communication skills; training pathways for various public communication professionals and their alignment with digital ethics and specific codes of conduct; Press Offices, Public Relations Offices (URP), and Spokesperson’s Offices—their specific functions and professional roles; an outline of the regulatory and reform/modernization processes within the Public Administration as they relate to communication and digital transformation.

. key regulations regarding digital administration (e-government) and e-citizenship, as well as opportunities and empowerment policies for communication;

• differences between public, corporate, political, and social communication: objectives, language, and characteristics; the scope of “public message” and information provided to citizens; strategies and campaigns for digital-enabled public communication; values, goals, and target audiences of public messages; multichannel communication strategies and plans within public administration;

• inclusive language, administrative simplification, and the simplification of "bureaucratic" language; tools for active listening and "transparency by design"; data-driven reporting and the communicative value of open data;

• public information and communication campaigns within digital strategies and their measurement (indicators in planning documents);

• editorial planning for public multichannel portals; transforming user experience via AI (SEO-GEO) and interaction assessment; new models for the co-design of services (both online and physical); ethical approaches to public communication regarding multichannel and cross-media strategies and digital platforms, including AI-enabled environments.

. inclusive and sustainable digital transformation, transparency regarding technological and communicative processes, and participatory environments and pathways within Public Administration communication strategies: enabling technologies, social platforms and digital ecosystems, and collaborative and conversational environments;

• ethical and responsible adoption of AI systems/devices in the Public Administration, along with national and regional guidelines; professional ethics in public sector communication for open government and the measurable creation of public value; internal and external impacts of communication choices and their *ex-ante* and *ex-post* evaluation (open environments, "black box" issues, algorithmic discrimination, bias, etc.);

• public sector procurement and its characteristics, new skill sets and relationships with professionals in the cross-media communication market, and professional certification;

• digital rights, data sovereignty, and the value of personal and public data in the context of global extractive platforms versus the human-centric model; big data, algorithms, and generative and agentic AI in the Public Administration, the European digital regulatory framework, and public communication; open data, digital commons, and social actors involved in digital activism;

. Open Government initiatives, the Digital Agenda (European, national, and local), digital inclusion in public administration, and the digital and digital gender divides;

• ESG criteria (Environmental, Social, Governance) and related impact indicators—including those concerning public communication—from the perspective of digital sustainability.

Readings/Bibliography

L. Guidi (a cura di), Comunicazione, tecnologie e media sociali, dispensa disponibile sulla piattaforma https://virtuale.unibo.it assieme alle presentazioni utilizzate in aula che contengono aggiornamenti normativi, organizzativi e tecnologici dei contenuti della dispensa stessa.

G.Ducci - A.Lovari, Comunicazione pubblica. Istituzioni, pratiche, piattaforme. Milano, Mondadori Università, 2022

L. Floridi, La differenza fondamentale. Artificial Agency: una nuova filosofia dell'intelligenza artificiale, Milano, Mondadori, 2025 - (optional)

To learn more:

A.Laudani, Percorsi di comunicazione pubblica, Amministrare e comunicare, Aras Edizioni, 2015

A. Rovinetti, Professione: comunicatore pubblico, Amministrare e comunicare, Aras Edizioni, 2014

Bartoletti R., Faccioli F. (2015) (a cura di). Comunicazione e civic engagement. Media, spazi pubblici e nuovi processi di partecipazione. Franco Angeli, Milano (un contributo a scelta all'interno del volume).

D. Vellutino, L'italiano istituzionale per la comunicazione pubblica, Collana "Itinerari", Il Mulino, 2018

S.Epifani, Il teatro delle Macchine Pensanti: 10 falsi miti sull'intelligenza artificiale e come superarli, Digital Transformation Institute, 2025

S. Rolando, Comunicazione pubblica come teatro civile. Governare la spiegazione. Una riforma importante nella pandemia e dopo, Editoriale Scientifica, 2021

G.Iacono, Le sfide della società onlife. I rischi della rivoluzione digitale e le competenze indispensabili per affrontarla, Franco Angeli, 2023

Teaching methods

Lectures and case analysis, with classroom discussion supported by presentations, videos and internet sites and platforms.

Assessment methods

The end-of-course examination aims to assess the achievement of learning objectives regarding:

- identification of the fundamental characteristics and objectives of public communication, including its relationship with the digital sphere and associated ethical and social impacts;

- new professions, their specific features, and professional ethical standards; new cross-cutting skills in public communication;

- technological tools and multichannel platforms, as well as face-to-face and participatory spaces for engaging with citizens and leveraging the ideas and knowledge of communities, businesses, and the voluntary sector;

- convergence, cross-media approaches, new media, AI systems, and responsibility for public administration (PA) communication choices; key actors and policy;

- new relational and inclusive communication models; emerging rights and digital identities; an ethical approach to the adoption and use of artificial intelligence and agentic systems by public administrations;

- digital public administration and its human-centered services; - European, national, and regional/local digital agendas;

- opportunities, risks, and future outlook of public communication within the context of digital transformation.

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The final exam consists of:

FOR NON-ATTENDING STUDENTS:

a written test with open-ended questions based on the texts listed in the exam bibliography, as well as the documentation and resources made available on the VIRTUALE platform.

FOR STUDENTS ATTENDING  at least four-fifths of the classes:

the option to take the exam by presenting a paper on an agreed-upon topic consistent with the course syllabus. The paper presentation option is available for exam sessions scheduled up to June 2027. For subsequent sessions, the only option is the written test with open-ended questions based on the bibliography texts and the online course resources (see the previous point).

International students: the option to complete the written exam (or, alternatively, the paper) in English, French, or Spanish.

Teaching tools

Presentations using slides, videos, and websites/web platforms; lists of web resources, bibliographies, papers, and in-depth articles.

Office hours

See the website of Leda Guidi