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PIU’ CHE LA VISIBIILITA’ VALE LA REPUTAZIONE

Questa affermazionme sembra scontata, ma non è. Ogni volta che si accende la televisione si assiste a qualche ostentazione. Che sia una velina, un uomo politico, uno scrittore o sedicente tale, un cantante decaduto, tutti mostrano una pseudo ritrosia, ma ci tengono alla visbilità. Se passate per strada e incappate in una troupe cinematografica ci trovate un nugolo di persone che cerca di incrociare lo sguardo dell’attrice A o l’attore B.  per poi parlarne a casa o in ufficio. Arriva un autore da oltre oceano, ve lo trovate su tutti i canali televisivi. Senza contare che le immagini che vediamo sono assolutamente irreali. Riproducono figure o situazioni irreali.

Mi rendo conto che la visibilità sia ormai supportata da una vera e propria industria della promozione. Il punto è: quanti personaggi si affermerebbero se non ci fossero quei supporti di visibilità?

La visibilità, di per sé, non è detto che sia un valore. Il più delle volte è basata su un rapporto di reciprocità. C’è convenienza tanto per chi garantisce la visibilità, quanto per chi è reso visibile.

Al contrario, la reputazione è di per sé basata su valori accumulati nel tempo e riconosciuti come tali. La visibilità va sostenuta attraverso reiterate apparizioni. La reputazione è duratura. Tende ad autosostenersi. Non solo, si autoalimenta nel tempo. Sono sufficienti pochi richiami per garantirne la durata nel tempo.

La perdurante crisi economica dovrebbe insegnarci almeno due cose:

la prima, le persone o le cose non sono importanti perché sono visibili. E’ il caso di molti portavoce politici e di quasi tutte le veline o di tutti gli annunci propagandistici;

la seconda, chi fruisce di un servizio o acquista un prodotto ne apprezza il valore se è messo in grado di percepirlo in proprio. Di sperimentarlo. L’esperienza contribuisce a rafforzare o a indebolire la reputazione nei confronti di quella persona o quel prodotto. Aiuta a soddisfare le proprie aspettative e a spendere meglio i propri soldi.

Non resta che offrire al maggior numero  di interlocutori di sperimentare il maggior numero di esperienze. Se ne avvantaggerebbero tutti.

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