Mastodon’s work to highlight their platform to journalists led to the opportunity to host an aperitivo, with special guests
Save Social, at the
International Journalism Festival (April 9th – 13th, 2025) in Perugia, Italy.
IJF brings together people from across the news industry to talk about the issues they face and celebrate the work they are doing. This year, Big Tech was one of the topics that dominated the panel discussions.
Bonjourno Mastodon
Andy Piper speaking at the event. Source: Saskia Welch
Mastodon, represented by Andy Piper, Head of Communications, Felix Hlatky, CFO, and Philip Schröpel, Head of Staff, brought together supporters of the open social web, Big Tech-disbelievers, and curious locals to a small bar nestled in the old walls of Perugia.
Understanding that many in the audience were unfamiliar with Mastodon, Piper introduced the social platform to the room, highlighting the benefits for journalists. This included the work to highlight article authors, using the byline feature that rolled out in July last year, and emphasis on the value of links to external publications.
Mastodon promised new tools to track referrals through links would be rolling out across the network soon but were already live on mastodon.social – the server run by the Mastodon team.
Looking Ahead
Hlatky spoke of Mastodon’s future as an organisation and their ongoing work to transition from a German gGmbH to a new European nonprofit. He acknowledged internal work to restructure and remove single ownership from Mastodon claiming, “No one gives you money if one owner can run away with it.”
There was a strong message that Mastodon wanted what is best for their users, rather than their pockets. A stark contrast to the Big Tech platforms that had been discussed across the Festival.
To echo the sentiment, Mastodon then invited Björn Staschen from Save Social to speak.
Save Social
Björn Staschen presenting Save Social at the event. Source: Saskia Welch
Save Social is a predominantly German-speaking effort to turn away from Big Tech social media platforms and strengthen alternatives. In less than three months, their petition has reached 200,000 signatures.
“We, as a society, have to be part of the solution,” said Staschen. “We want to strengthen alternative platforms. Ensure freedom of expression by creating diversity and transparency.”
Converting Attendees
When it came to joining Mastodon, Schröpel admitted there are “multiple ways”, but that the Mastodon team are able to support individuals and organisations in setting up their own instance or offer advice on the network.
Philip Schröpel presenting ways to join Mastodon. Source: Saskia Welch
However, joining the platform continues to be a barrier for many users. A group of Italian women who attended the event abandoned their short effort to join the platform half-way into the presentation, confused about where to go and which app to use.
Alongside presenting Mastodon as an alternative platform, the aperitivo offered one of the only opportunities to take tangible action against Big Tech at IJF – attracting doers, rather than the commentators that lined the panels of the main event.
Wrapping Up
“There’s a mix of people in this room right now with the same instincts we have to save democracy,” Piper said in his closing remark, encouraging collaboration and action.
Based on the panels at IJF 2025, journalists are more worried than ever about the role they play in democracy. Witnessing the actions of the White House, many journalists are now calling for an “EU alternative” to Big Tech platforms.
Mastodon now has the opportunity to present themselves as the EU alternative and help journalists protect democracy.
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