In this talk, Enrique Avogadro argues that the future of media does not reside in Silicon Valley, but rather in the transformative power of creative industries. According to the author, culture not only builds identity but also functions as a vital economic engine to generate employment and regional development. Under this premise, he proposes positioning Latin America as the world’s great creative lung in the face of traditional technological models. This approach allows innovation to be born from a human, authentic base with a strong sense of local community.
These industries are distinguished by their agility to prototype solutions with few resources, anticipating changes that later affect other sectors. Areas such as music, audiovisual, and fashion demonstrate constant reinvention in the face of new digital consumption demands. By building solid bonds and new rituals, they achieve a resilience that pure technology can hardly replicate on its own. Their success lies in strategic experimentation and the use of cultural sensitivity to connect with audiences.
Finally, Avogadro suggests that journalism must adopt these logics to strengthen its relevance in an information-saturated environment. This implies developing its own narratives, reclaiming the value of historical archives to differentiate itself, and betting on innovative transmedia formats. By creating new community rituals, media outlets can ensure their sustainability and better compete against major global platforms. Integrating creativity as a central axis is fundamental to transforming the current crisis into an opportunity for growth.
Don’t miss the full analysis! Watch the video of Enrique Avogadro’s talk at Media Party 2025 (English subtitles available).
Speaker Profile
Enrique Avogadro
Founder, Pulmón Creativo
