Foundations of the InCo movement

The foundations of innovation communication originate from the concept of innovation journalism
originally formed in Sweden, within the VINNOVA programme where Dr David Nordfors used the term innovation journalism for the first time. The concept resulted from his profound understanding of the influence of media on creating an innovative society as a whole. The concept of innovation journalism (InJo) is an attempt at stimulating media to play a proactive role through appropriate media presentations of innovations and their placement in the context of the broader social situations. Dr Nordfors later transferred the InJo concept to Stanford University where he is successfully upgrading it with his colleagues and spreading it in the international space. Slovenia has been involved in the upgrading of the concept and implementation of projects since 2006.

InJo is a response to the need of the society for a comprehensive view of the influence and content of innovation, innovative processes, models, successful individuals or groups, and especially the positive (or negative) consequences of innovative (business) solutions and their influences on the future of the society. The essence of innovation journalism is raising awareness about innovation as a value, or rather as a horizontal lever for long-term stable growth through opening the subject of the influence of innovation on future development of a target market group or society as a whole. Through it, the media undertake a more active role in the transformation of a country, region or local community into an innovative society.

More than four years of experience in Slovenian space have led the holders of the InJo project in Slovenia to the upgrading of the concept into innovation communication (InCo). The concept resulted from the need for suitable interstructural interaction among the entire range of innovation space stakeholders.

The aim of innovation communication is to promote integration of stakeholders through
accessibility/translation of different specific ‘languages’, strengthening the role of constructive dialogue, builingd communication bridges among different disciplines, and thus creating the conditions for activation of the innovation space.