The Collective Communications in the ‘Wild Globalization’

Abstract

In this phase of ‘wild globalization’, started with Covid-19 in 2020 and then exploded in these last years with the piecemeal world war, the largest corporations have engaged in global communication plans, unprecedented in terms of the scale of their funding, focused on key words such as corporate responsibility, sustainability, inclusion.
In the persistence of harsh global conflicts on a local scale, with the related landscapes of social and economic certainties and uncertainties, large global corporations have developed plans and programs recognizing that grand challenges require unconventional approaches and radical innovations. The issues underlying grand challenges are so large now that no individual organization can address them alone. Instead, large collective actions are necessary, including multilateral collaboration among multiple competitors (fighting rivals, and at the same time collaborating closely with the most direct competitors), within a network policy.
In this times of savage global competition, horizontal and vertical collective actions of communication will develop with increasing intensity, with very different aims and objectives.