The increases in gas and energy prices, which bend the knees of families and businesses, push the parties to jointly ask for the intervention of the outgoing premier Mario Draghi, further dampening an electoral campaign that is very disappointing in terms of content and form. Even the very predictable result of the September 25 election, which polls confirm with the center-right ahead of more than 20 points by the center-left, does not encourage the quality of proposals and programs.
On social media ” politicians are prisoners of opinion, they do not manage it. Opinion inflames, creates great clashes, but in the end it does not mobilize. Because opinion is enough in itself: I read the newspaper, I watch the talk, I argue on Twitter, and I stop there ”. The sociologist Giuseppe De Rita in a recent interview has a sharp judgment of the electoral campaign in progress, which he recognizes as a daily quarrel over who offers more protection to citizens. ” The ability – he underlines – is lacking to go further … to get out of the fray ”.
Indirectly, De Rita offers an explanation of the low importance attributed to electoral programs both by the parties that drafted them in a hurry, and by the media, which limit themselves to rather superficial comparisons. Confirming how seemingly trivial things become more important in the digital age.
As happened to the secretary of the Democratic Party Enrico Letta when he chose to ride the parody of the Net about his campaign, created by the Bari-based agency ” Proforma ”. The slogan “ Choose ” with Putin on a black background or with Europe on a red background and Letta in the foreground, has been overturned, replacing Letta’s face with a macarone and asking to choose between pancetta and guanciale, ingredients of Roman pasta to the ” Matriciana ”. The secretary of the Democratic Party was not discouraged, on the contrary he re-launched the ironic ” card ” on Twitter, adding the hashtag #Guanciale all life. The result is good traffic on the network and the possibility for Letta to make self-mockery and demonstrate that it is not as ” sad ” as it seems.
A risky release, but functional to create attention, was also the post of the self-nominated Premier, Giorgia Meloni, of the shock video of the Piacenza rape, then eliminated from Twitter for invasion of the personal sphere. In any case, the clumsy initiative is part of the communication machine that looks more to language than to propaganda. Spin doctor is Tommaso Longobardi, 30 years old, with a degree in psychological sciences and techniques, who managed to aggregate 2 million and 300 thousand Facebook followers and a million e 200 thousand people who follow her on Twitter.
From the strong themes of the right, from immigration to the family, which helped her to rise in social networks, the leader of the Brothers of Italy now passes to a ” real ” presence with frequent appearances on TV, where she assumes institutional tones with the goal of becoming more digestible in the eyes of new voters and especially foreign observers. And, aware that in the electoral campaign the contents of private life always count, Giorgia posted on her social networks the photo of her mother, the 70-year-old Anna, to curb the controversy about deviance and obesity.
To communication strategies through extracts from private life he dedicates an extensive service ” Il Messaggero ”, publishing, in addition to that of Meloni with her mother, some photos of political couples. From Matteo Salvini who shows up with Francesca Verdini to distract from scandals and controversies, to Giuseppe Conte, who holds his partner Olivia Paladino by the hand on the day he leaves Palazzo Chigi after the fall of his government, to Carlo Calenda in an affectionate attitude with his wife Violante, whose illness he also recounted, until the historic kiss in 1988 by the young PCI secretary, Achille Occhetto, on the mouth of his wife Aureliana, to demonstrate the modernization of the party.
The communication of this election campaign is also characterized by the use of three slogans in one word, which sounds better and more striking, as Marco Belpoliti points out, in an editorial published by ” La Repubblica ”. These are ” Credo ”, ” Ready ”, ” Choose ”, used by Salvini, Meloni and Letta respectively. ” Credo ” responds to Salvini’s religious and patriotic fideism, while Meloni’s ” Ready ”, in addition to being ready to govern, is about to be imminent for an action of concrete support for families. ” If Salvini uses the first person singular, I – notes Belpoliti – Meloni prefers the first plural, Noi. Furthermore, the color chosen by both of them is the reassuring Berlusconian blue ”.
Letta’s ” Choose ” uses the second person singular, You. The slogan is accompanied by two colors and two options, with Putin or with Europe, which clearly points to a dramatization of the confrontation. ” The division into two camps proposed by ” Choose ” makes explicit something that the right wants to hide: the conflict. Pandemic and war were two experiences that forced us to choose. Shall we do this now too? ” Belpoliti concludes, underlining the now captivating gaze of Monna Lisa-Giorgia.
Finally, Alessandro Penati in the ” Domani ” stresses that no party seems to have the intention of reviewing the current structure of public intervention in the economy where ” the power to appoint and protect the electoral basins counts. ” Some changes are possible, but for the worse – he writes – if the declarations of the Brothers of Italy on Tim and Ita (of which he dreams of public control ed) become government actions. ”
Penati also refers to the appointments to the top management of investee companies, to public institutions (Invitalia and Cassa Depositi e Prestiti) and to the direct management of the restructuring of large companies such as Ilva and the Mps bank. ” State support for employment and national businesses is not in question – emphasizes the economist – but we must ask ourselves if the modalities of intervention of the various Italian governments (almost confirmed, indeed strengthened by the Brothers of Italy who would to a carousel of new appointments and confirmations ed) is really effective.