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Il saggio discute sull'attualitŕ dell'homo oeconomicus e sulla teoria del consumo di matrice economica, proponendo alcune riflessioni sociologiche sui modelli di consumo nella societŕ globale alternative a quelle proposte dall'economia. A partire dai processi di individualizzazione si profila una nuova soggettivitŕ capace di scegliere responsabilmente, che fonda una teoria dell'azione valida per l'economia della responsabilitŕ sociale. Il cittadino-consumatore come homo civicus, cioč come soggetto dotato di senso morale diventa il presupposto per modelli di sviluppo economici e sociali sostenibili e comprensivi.

The Sardines represented a significant innovation in Italian political landscape. And an extremely accelerated one. This postmodern social movement emerged in the autumn of 2019 in Bologna "declaring war" (in a symbolic way) on Matteo Salvini, and trying to avoid the victory of Lega and right-wing parties in the Emilia Romagna regional elections. Mobilitazion was really successful, largely introducing this new movement into the national political debate and mediatic discourse. And introducing also some original perspectives compared with latest mobilitazion's history of civil society in Italy. The article addresses the following issues: the roots and genesis of Sardines; the contradictory (even if really successful, indeed) development and the potential and problematic path to process of institutionalization; the communication strategies, the self-narrative and political discourse; the organizational and political metamorphosis implicated by pandemic evolution. ; Las sardinas representaron una innovación significativa en el panorama político italiano. Y una extremadamente acelerado. Este movimiento social posmoderno surgió en el otoño de 2019 en Bolonia "declarando la guerra" (de manera simbólica) a Matteo Salvini, y tratando de evitar la victoria de la Liga y los partidos de derecha en las elecciones regionales de Emilia Romagna. La movilización fue realmente exitosa, introduciendo en gran medida este nuevo movimiento en el debate político nacional y en el discurso mediático. Ha introducido también algunas perspectivas originales en comparación con la última historia de movilización de la sociedad civil en Italia. El artículo aborda los siguientes temas: las raíces y génesis de las sardinas; el desarrollo contradictorio (aunque realmente exitoso) y el camino potencial y problemático hacia el proceso de institucionalización; las estrategias de comunicación, la auto-narrativa y el discurso político; la metamorfosis organizativa y política que implica la evolución pandémica.

This article aims to analyze, from a sociological point of view, the communicative logic and political praxis of Italian political movement of the Sardines, that emerged in November 2019 as a reaction to Matteo Salvini's leadership and Lega's hyper-populist pattern of consensus-building. And also it aims to define the narrative of "sardinismo", based on the idea of a "radical reform" of political language and non-violence as a pillar of public discourse. The article would demonstrate the function of physical mobilization of citizens as foundation (and primary idea) of sardines, which represents also an exemple of logic of political connective action "in between" (communication and politics). They could be also considered as a reaction to the incapacity of Italian center-left political parties to articulate an anti-populist response. Moreover, as postmodern political movement, sardines reveal the existence of paradoxes and internal contradictions, and a very problematic relationship with the process of political institutionalization