Following the mapping and identification of the fake news business model, the PHD Italy perspective has been included in sociologist Andrea Fontana’s latest book, ‘Fake News: sicuri che sia falso?’ (‘Fake News: are you sure it’s fake?’).

The theme is a ‘hot topic’ that calls into question all the actors in the media landscape. We are in the post-truth era, strong emotions go far and are worth more than the truth itself. As a result of these dynamics, fake news feeds a sense of distrust in traditional media, where the truth is to constantly fight against falsehood.

After contributing a PHD take on the issue of ‘fake news’ with the ‘Fake You! Too True to Be False’ event in June, PHD Italy was asked to reflect on the topic once again for Fontana’s book.

“We have developed a model that has allowed us to reconstruct the fake news chain, from the creation phase to the monetization phase,” explains Daniela Della Riva, Strategic Director of PHD Italy and member of the AssoCom and AGCOM working groups.

“Only the knowledge of the ecosystem of fake news,” Riva continues, “can help media agencies, brands, publishers and large networks, such as Facebook and Google, avoid becoming financiers unaware, and to understand and discourage this social phenomenon. It is our duty to promote accountable and transparent planning.”

PHD Italy has decided to dive into the heart of the matter, looking for a relevant point of view for customers and clients. “In the era of post-truth,” concludes Riva, “if on one side it seems more difficult to get the attention of consumers, the other gives us the opportunities to learn new ways to build a relationship with them.”