Comunicare – eticamente – il patrimonio culturale

This chapter argues that cultural-heritage communication is a core ethical duty, rooted in its collective value and in the public right to knowledge and access. Drawing on the Italian framework of valorizzazione and the Faro Convention, it presents communication as integral to safeguarding and enjoyment—made especially evident during the COVID-19 pandemic, when digital access became essential. The discussion engages the ICOM 2022 museum definition, stressing ethical and professional communication, participation, accessibility, inclusion, and the creation of meaningful experiences that combine education with enjoyment and, potentially, wellbeing. It also warns against distortions driven by social-media logics (clickbait, algorithmic incentives, sensationalism) and highlights the need for trained professionals able to interact with journalism without sacrificing scientific contextualization. Finally, it addresses the risks posed by AI-enabled “credible” fakes and reductive “sterile storytelling,” showing how misinformation can rapidly solidify into shared belief