Il ruolo delle cooperative nel design della comunicazione in Italia
DOI:
https://doi.org/10.82068/pgjournal.2026.23.42.13Abstract
Le cooperative offrono un modello di design della comunicazione che rimedia strutturalmente all'eccessiva frammentazione del mercato. Questa frammentazione lascia una moltitudine di freelance in uno stato di competizione reputazionale, ma privi di un'adeguata tutela aziendale e di potere contrattuale. La governance democratica delle cooperative garantisce che le ambizioni dei professionisti siano in linea con gli obiettivi dell'organizzazione. Il settore italiano del design della comunicazione è composto principalmente da microimprese con limitato potere contrattuale, nonché da professionisti indipendenti che operano individualmente. Un canale secondario, caratterizzato da social media e piattaforme per freelance, offre spesso pagamenti simbolici e capitale reputazionale che non si traducono in un reddito stabile. Le cooperative offrono un'alternativa pratica ai modelli tradizionali, in quanto condividono i rischi tra i soci, contribuendo così a garantire redditi stabili e a tutelare i diritti.
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