Sul 'potenziale ecologico' della comunicazione nei sistemi agroalimentari. Appunti preliminari sul concetto di 'comunicazione agroecologica'

On the 'ecological potential' of communication in agri-food systems. Preliminary notes on the concept of 'agroecological communication'. In a book of the 1991, N. Luhmann analyses the topic of the ecological communication, wondering if modern society could adapt to the ecological threat. Nowadays, the centrality regarding the ecological issues requires the researcher to consider, rather than the possibility, the contemporary society's needs of adaptation to these threats, and on the identification of those communication processes which have the potential to support sustainable development. The paper investigates the 'ecological potential' of communication in agri-food system. It aims to a new communication way, which can be called 'agroecological communication', seen as synthesis of measures and contents of ecological significance due to the combination between the generative communication paradigm and the political goal of the agroecological transition. The emerging of these concepts is being observed starting from the bio-district juridical models and two case studies: (i) International Network of Eco Region; (ii) UK Farmer Group Discussion Network.