In his recent talk at Media Party 2025, Javier Drovetto detailed the evolution of the Community team at Fundación La Nación toward journalism with a strong social purpose. The fundamental shift lies in abandoning the generation of isolated ideas within the newsroom to adopt a co-creation model. In this framework, journalists and sources—including researchers, specialists, and non-governmental organizations—collaborate closely from the genesis of each project to ensure a comprehensive and shared vision from the start.
The method is based on active listening, where sources stop being mere validators of pre-established hypotheses and become agents who challenge and enrich the journalistic narrative. This transformation allows for a shift from one-dimensional denunciation toward a constructive impact approach, analyzing not only the problems but also solutions that generate positive changes. The results back up this shift: the methodology has managed to triple the level of audience engagement compared to the media outlet’s average and has facilitated tangible achievements, such as employment placement for vulnerable youth.
Finally, Drovetto highlights that this collaborative approach enhances the originality and credibility of the content by adding layers of necessary complexity, overcoming journalists’ traditional fear of losing independence or editorial control. By working openly, the Community team has found greater professional freedom by not carrying the pressure of generating great ideas alone. Ultimately, the process demonstrates that openness to the knowledge of sources results in narratives that are much more useful and deeply connected to society’s needs.
Don’t miss the full analysis! Watch the video of Javier Drovetto’s talk at Media Party 2025 (English subtitles available).
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