More and more (inter) related projects and the Italian space that somehow relate to the experience of metaverses and social networks, primarily but not exclusively in Second Life and Facebook. Two phenomena around which, note Marco Minghetti (author of the column Aziende (in)Visibili of the metablog of Il Sole24Ore), often develops from the mainstream media a double phenomenon: the first surprise at the success that they know how to get in a short time, the adulation / enhancement of their creative abilities, then (we all remember the cry of the cases of "pedophilia" or allegations of "rampant pornography" in Second Life) mass index, morbid attention to allegations of crime in some way attributable to the new medium "diabolical".

“Not a day goes by that journalism does not pursue with our national obstinacy worthy of a better cause the attempt to demonize, reversible competitive tools with which you do not want (or can not) deal. The traditional journalism Facebook seems to notice only when there is to highlight the dangers of sensationalism often or to make an end in itself, of course, perfectly offset by fantozzi deference to established power", writes Minghetti, sparking a chorus of acclaim and underscore, by some experienced users, as Petronilla Paperdoll, that "the pattern" recognized for FB is identical to that applied many times in Second Life. In both cases there is also a serious lack of first-hand information, that - at least - is unprofessional. "Theme already addressed a year ago by Petronilla herself but that is obviously topical.

She wonders, however, Elena Zadro: “In this debate, I have the feeling that a change in people who love the web. I wonder: We are a small group who gather to "give courage" and share ideas or are you now that in some way, the rules, values, go out and be reached from the crowd?”. Good question, which Aquiladellanotte Kondor (EsseElle Movie Magazine reporter, but not only) meets discouraged: "I tried posting the mechanism henceforth always used in these cases: news on the case -> construction of the blister with false or exaggerated expectations - > news semiscandalistiche or strongly negative -> bubble -> rejection reactions -> scale in favor of the novelty of the traditional media that we always have been and always will be. We have already seen and we have already given (see SL). Unfortunately, as always, we will pay dearly for lagging behind other countries, we are the rear guard of the industrialized world".

Analysts are cautious in giving an answer does not believe in absolute (if not two principles: the life and death, both experienced by all but mastered by few), but note the numbers of Mondivirtuali.it / SLnn.it that the self is strong when talking about Second Life and social networking "we experienced. " Concrete example: the little article dedicated to Luciana Pinazzo naked, from September to now, has done about five times the number of pageviews of that devoted to Rinascimento Virtuale event which has been discussed in many different ways and not just on this and a few other specialized sites (indeed, we get With pleasure to see the Rai services dedicated to this meritorious cultural event designed by Mario Gerosa, aka Frank Koolhaas).

In short, the "tricks of the trade" (slamming the "monster" on the front page, a cover package with a buttock or breast naked, held with a certain prudishness, enter keywords related to sex, etc.) are still paying more than just putting content "high". And who says you can still hear what he said in 1998 (speaking of pay television, but the concept, mutatis mutandis, also apply to metaverses and social networks), the then managing director of Mediaset, Maurizio Carlotti: the only thing that pulls paying is sex (with scenes of penetration), or contents for niche markets, highly specialized such as surgery (at the time that the Italian group sent to several medical schools in France) as may be the blog dedicated to art or architecture virtual Roxelo Babenco (aka Rosanna Galvani) and Arco Rosa (aka the Milan architect Paolo Valente) or the specific issues psycho / techno / logical of Mind Clarity (aka the Roman psychologist Marco Longo).

Yet the lesson from a broom and a Nobel Prize there is certainly a vast territory / market for both content creators for their merchant-vehicle use. And then? So here we continue to see attempts at mutual contamination, bringing the contents of one container in another, groped to find the winning combination of content and audience. A further example? The collaboration between Uqbar and Nova100 which led to a meeting, "present_art ", for which he will attempt to show a wider potential audience of Internet-only residents, the work of creative people and artists in Second Life "through cultural contexts in which you can get directly to the their work without further mediation".

An attempt could be followed by other experiences that can directly reduce the barrier between SL and RL for all those who so desire, of course (given the right to interpret the metaverses and social networking as "clearing houses"than the stress of everyday life). In this sense, we are curious to see what the results of the BarCamp held in Rome Saturday, Jan. 24 by the Project Kublai that can also be accessed by web. From the comments that remain after the fact here emerges the awareness that "the need to communicate the territory is endemic" and that communication should start from the bottom up. Although known Patrizia Filippetti, "You only need to be more aware, (but) by whom?". We're back to the starting point: the new tools of communication can allow a communication from the bottom to reach a wide area / audience, particularly if they are common in cross media rules and without barriers between virtual and "real". But this potential will not be enough if you do not succeed in removing the obstacles that the "incumbent" will inevitably arise to protect its position. To be able to remove these obstacles we need not be self-referential, so we welcome suggestions and opportunities for collaboration: we at Mondivirtuali.it / SLnn.it are available, who wants to make us a better whistle or send us an email.