WTI Magazine #22    2014 Mar, 21
Author : Francesca Papasergi      Translation by:

Given the recent controversies about Matteo Renzi's communicative style, many people – everyone who feels entitled to convey their opinion on the matter, which usually means every single resident in the country – compared him to Silvio Berlusconi. Yes, when it comes to political communication in Italy, there is only one thing to say: in the beginning was Silvio. The former Prime Minister, very well-known pretty much everywhere for his excesses, is undoubtedly the first postmodern leader of his country. 

When Silvio Berlusconi started his political experience in 1994, Forza Italia, his party, came out of the blue. Apparently, of course. Mr. Berlusconi can count on a media juggernaut – a successful multimedia corporation – in which marketing, televisions and newspapers professionals contributed to his success. His revolutionary use of the going public strategy and his natural bent to common people are part of his strength. Even if he is a tycoon as wealthy as Croesus, he is able to make people believe they are exactly like him. He has the same needs, dreams, hopes you have: Berlusconi is like you. Actually, you could be the next Berlusconi. In addition, his everlasting, artificial youth, both in looks and demeanor, helped him to reach diverse targets of electors. In spite of his several bad attitudes and judicial issues, he is the real innovator of the Italian political communication system.

Berlusconi's longtime ally, Umberto Bossi, is an old-style leader. The Northern League's head based all of his campaigns, since the very first, on gut feelings and racism, even if the party has always denied its discriminatory perspective. "We Northern Leaguers have it hard!", his better-known catchphrase, is an explicit sexual hint. The way Mr. Bossi shows himself, often wearing only a tank top and pants, also express his physical approach to political communication. The NL public happenings also have some ritual reference: for instance, the celebration at the river Po's spring is a display of pagan reminiscences and is usually a big draw for the party's voters.

Romano Prodi, Berlusconi's arch-rival, has always set distinctively about communication, and some gloating news analyst and opponents tell he is a non-communicative person, offhandedly. This judgment brought him a curious nickname, "Mortadella", like a good sausage from his birthplace. Nonetheless, according to his friends and acquaintances, the Professor's academic background and placid manners come with a strong character and a sheer will.

Next week we'll analyze some other leaders, to prove how Italian politicians evolved through the years.

TO BE CONTINUED...