Rome, Italy - 2 August 2024 - In the second working session of the World Social Communication Conference "Shaping Tomorrow", Fabio Bolzetta, journalist and President of the Italian Association of Catholic Webmasters (WECA), offered some examples of changes in the field of communication that are taking place in Italy and that can be taken as a model because they will take place, perhaps with different modalities and timing, in the rest of the world. He illustrated the differences in audiences between the information enjoyed by traditional media (mostly adults) and digital media (young people) - and the dangers of digital information that often depends on algorithms (for certain social networks and apps) or is mediated and interpreted not by professionals but by influencers with their own motivations and interests. "There has never been a time in history when it has been so easy, simple, possible, free, immediate, to communicate... yet we live in a period of intergenerational incommunicability," he further observed, also accompanying the listeners in recognising the opportunities that have developed since web 2.0 and today with the increasingly evident spread of Artificial Intelligence. In the face of the challenges identified, the speaker recalled the centrality of certain values for those who perform the mission of communication: authenticity, authority, awareness, instantaneity, competence, constancy and collaboration.