The story of Chiara Ferragni, sanctioned by the Antitrust Authority for communicating on the Balocco Pandori, is at the center of the world of communication. The communication sociologist Mario Morcellini, interviewed by AdnKronos, expresses his opinion on the story, with the influencer announcing that he wants to correct the error with a donation of one million euros to the Regina Margherita Hospital in Turin: “Whoever holds top positions, as an influencer should they have a different communication attitude. In this case everyone performed poorly, it is a rare case where one would have expected more linear and non-inconsistent behavior. Ferragni's behavior was a very serious communications accident. Ferragni brought about an incredible change in the line of communication. Influencer means leaving a mark on people's lives. This time the influencer wasn’t there, because when an influencer changes her line of communication and defense so drastically, her effectiveness diminishes.”
“The latest turn of events makes it clear that she herself admits that she made a misjudgment that is forgivable if communicated, even if it has nevertheless become a blight on her reputation. Ferragni – explains Morcellini – should have avoided saying: “I am appealing and asking for a reassessment of the case.” It was a very serious communication accident on Ferragni's part. But – the expert underlines and concludes – the lesson we learn from communication incidents is to breathe before speaking.”
