From the "Land of fires" to the "Land of civicness"

The paper aims to overcome the stereotypes and negative representations spread about the “Land of Fires” regarding the environmental degradation of this area and define the nature of the problem and underline the participation of the citizens and institutions to fight the problem. In fact, the expression “Land of Fires” refers to a large area between the province of Naples and Caserta, where toxic waste, illicitly spilled, is burned to be disposed. In the collective consciousness the idea of a territory with a gloomy sky has been originated, where the residents live in the shade of black smoke columns between despair, connivance and disinterest for their “Land”. This image would then be reflected in data derived from recent research outlining the low levels of social capital in these territories. Thus, for these places the locution “Land of Fires” has become a stigma, a negative brand used to remove collective fears, too. However, the measure of the social capital is particularly difficult, and the doctrine still discusses what variables can be considered to make a proper evaluation of the social capital’s stock. In the light of this querelle, the article aims to analyse the possible correlation between the implementation of positive actions and active citizenship in the Campania Region and the change of the social capital in this area. The interest of residents and the active involvement of local authorities have originated collective learning processes and innovation governance in the community, from which we can deduce useful variables in order to measure the social capital. As a consequence, it would be different results from those emerging so far, in order to remove the negative label from the expression “Land of Fire” and thus begin to indicate that area as “The Land of civicness”.