Suchergebnisse

Sempre più spesso nei dibattiti televisivi e sulla stampa si parla del politico come brand, ma tali discorsi presuppongono una definizione più metaforica che operativa. Nel seguente saggio saranno discussi i margini di applicabilità della categoria di "brand" alla leadership politica, attraverso modelli teorici mutuati dalla semiotica della marca e dalla sociologia dei consumi. Dopo aver individuato alcuni punti di contatto tra il branding politico e la comunicazione delle marche globali, saranno esaminate le caratteristiche specifiche dell'identità, dei contenuti e dei linguaggi/mezzi attraverso cui comunica il brand Matteo Renzi. In many political TV talks it's usually common to find the notion of brand referred to the name or the identity of a specific politician, even if those discourses presume more a metaphoric definition than an operative one. In the next essay will be discussed the category of "brand" and it's possible application to the political leadership through a theoretical framework adopted by the semiotic of brands and the sociology of consumption. The aim of the paper is compare the global brands policies and the political communication processes, with a particular focus on the brand identity, the language and the mediatic strategies of the Italian Prime Minister Matteo Renzi.

Facebook viene fondato il 4 febbraio 2004 da Mark Zuckerberg, e in meno di dieci anni si impone come il social network più diffuso sul pianeta. Un fenomeno non comune e allo stesso tempo normale per molti, che ha ridefinito in poco tempo la vita quotidiana di milioni di persone nel mondo, fino ad essere consacrato di recente nell'immaginario collettivo da Hollywood (The Social Network, David Fincher 2010). Galassia Facebook è un libro agile, provocatorio e di confronto serrato dedicato al fenomeno Facebook secondo approcci diversi per taglio scientifico ed orientamento culturale. L'identità, la politica, l'etica, l'educazione, la pubblicità, le relazioni sociali, il reale e il virtuale, il testo e le immagini. Facebook come lente d'ingrandimento che spiega la vita quotidiana al tempo della convergenza digitale.

After years of euphemistic use of the term, virality returns forcefully to disrupt our lives, traumatically bringing us back from the virtual, which we referred to long ago, to the most tragic real that escapes us and we cannot manage. Since the viral has been transformed from an adjective to a noun (the video, the content, the meme), we have forgotten the anxiety, anguish and panic that can cause true virality, or rather biological virality, then increased from media and social virality. In the so-called "new normal" of this neo-viral age, imposed by the problematic coexistence with Covid-19, and in post-pandemic society, unprecedented political cleavages and new fractures arise in the already extremely jagged field of public opinion. It is therefore reasonable to expect that the medical-scientific sector projected into politics, living a series of divisions, between center-right and center-left and between majority and opposition and, perhaps, also the genesis of further original categories and oppositions (for example, that between a "populism" and an epidemiological "reformism"). In the "Covid era", the immune and epidemiological paradigm has become a fundamental element of public life, and provides an important key for interpreting a collective mentality undergoing profound transformation, which seems to have found first and foremost behavioral models of reference but also to level of imagination in this umpteenth declination of the figure of the technician with specialist skills. The virologist, the infectious disease specialist and the epidemiologist (and, to a lesser extent, the pulmonologist) have in fact identified the "anchors" and the reference characters of the TV and social media of the current stage of the age of public democracy.