The victory of the Centre-Right in the Italian elections of September 2022 and of its coalition leader, Giorgia Meloni, the first woman to hold this office, caused a stir, but was certainly not unanticipated. Above all, the success of Conte, former Prime Minister, who, at the head of the Five-Stars Movement (M5S, anty-system party), reached an unexpected 15%. Some observers have noted how the votes collected by the M5S are above all linked to the younger component of the voters. The polls indeed show how each party is supported by specific age groups or social categories. Surprising, for example, is the support for the notoriously conservative Meloni from a target electorate likely to be differently aligned (women and the adult population). It is therefore interesting to understand whether the socio-demographic stratification that characterizes each party is the result of a vote of opinion or not, and on which channels the contents that had the capacity to reach and hit the differential targets of the voters were conveyed most. The contribute aims to analyze the cross-platform communication of the leading political candidates of the different competing coalitions and parties in order to investigate whether they based their media campaign on certain social categories or not and whether this effort had the electoral feedback it deserved. Furthermore, a specific lunge will be devoted to the candidates’ digital self-narration through social networks in order to show how political communication, increasingly less disintermediated, makes the direct message an element on which to build the whole tare of the electoral campaign. Digital has set the pace of the campaign and no longer just to chase it, showing that paradigm shift that well intercepts a digital native audience yet still weak on those targets that for the most part have been in favor of the Center-Right.
Cross-Platform Political Communication By Target and the New Season of Politics in Italy
Trezza Domenico;
2023-01-01
Abstract
The victory of the Centre-Right in the Italian elections of September 2022 and of its coalition leader, Giorgia Meloni, the first woman to hold this office, caused a stir, but was certainly not unanticipated. Above all, the success of Conte, former Prime Minister, who, at the head of the Five-Stars Movement (M5S, anty-system party), reached an unexpected 15%. Some observers have noted how the votes collected by the M5S are above all linked to the younger component of the voters. The polls indeed show how each party is supported by specific age groups or social categories. Surprising, for example, is the support for the notoriously conservative Meloni from a target electorate likely to be differently aligned (women and the adult population). It is therefore interesting to understand whether the socio-demographic stratification that characterizes each party is the result of a vote of opinion or not, and on which channels the contents that had the capacity to reach and hit the differential targets of the voters were conveyed most. The contribute aims to analyze the cross-platform communication of the leading political candidates of the different competing coalitions and parties in order to investigate whether they based their media campaign on certain social categories or not and whether this effort had the electoral feedback it deserved. Furthermore, a specific lunge will be devoted to the candidates’ digital self-narration through social networks in order to show how political communication, increasingly less disintermediated, makes the direct message an element on which to build the whole tare of the electoral campaign. Digital has set the pace of the campaign and no longer just to chase it, showing that paradigm shift that well intercepts a digital native audience yet still weak on those targets that for the most part have been in favor of the Center-Right.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
