AD_MAGAZINE_347

25 AutoData | August 2018 This is a very strong trend, which should expand even more. It is a process that brings a duality within: if it is healthy to observe an increase in the personal citizen power on one side,of the customer, on the other hand, it can result into a prevalence of entertainment information in detriment of the relevant journalism, with consequent quality loss and, in the worst case, to the dissemination of fake news. Business communication must increasingly be aligned with the good journalism, serious and credible, as an antidote to this risk. We are currently living a transformation in journalism overall, with social media and personal profiles occupying spaces that were previously exclusive of the traditional press. In your opinion, will this scenario continue? What could happen in the future of business communication? You wrote a book about nomophobia, a dependence on the use of communication systems by smartphones. How can this pathology affect people’s professional performance? Nomophobia is a recent phenomenon, resulting from the advance of digital communication technologies and the huge attractiveness of the social media. The disturbance, which name is originated from the expression ‘no mobile’, causes anxiety and discomfort when there is no access to smartphones or internet connection. The book approaches the duality of huge benefits related to using these devices and, on the other hand, the risk of its excessive use, which can lead the person to move away from their face-to-face relationships. Are the companies involuntarily feeding this process? Can they somehow help avoid it? Do you intend to keep working in the automotive industry’s communication area or do you study to apply yourself in other business segments? The professional activity can stimulate the person in intensifying the use of these devices, attributable to the need of being well-informed in a very dynamic environment such as the one we live in nowadays. I believe that, even with all the benefits regarding these technologies, it is necessary to stablish some disconnection windows throughout the day, so we can dedicate ourselves to face-to-face relationships and affection. Maybe the companies can contribute with their professionals by presenting more information about these risks and, at the same time, encouraging periods and activities that does not demand the use these devices. After twenty years working in the automotive segment it is undeniable that, besides a good experience, I have developed a great affection for the sector, for its professionals and for the very stimulating way that this area develops itself. But I also believe that the deep transformations we live today, and that they impact companies in many different areas, demand that a communication professional be ready to contribute in the most diverse segments, to help organizations meet the new demands from the society and customers 3 6 5 4