Теле- та Інтернет-популізм (на прикладі італійських політичних партій)
There are analysed TV- and Internet-populism as the features of modern party structures of Italy. Technologies of winning the electorate by two party leaders – S. Berlusconi and G. Grillo are compared. There are explained the reasons of populist rhetoric popularity among the Italian electorate. It is emphasized that in the last few decades in the life of Western European countries there became traditionally popular political leadership forces with populist programs. However, in Italy this trend is not only a political fashion but also a tradition: every time the national party system is failing, public opinion begins to lean towards populist politicians (in the early 1920s' – B. Mussolini, in the middle 1990s' – S. Berlusconi, nowadays – G. Grillo). In the article attention is drawn on the fact that despite the austerity measures in politics, populist motives are activated, charismatic personalities, who have to substitute the institutions they represent, are set to the forefront. Scepticism of many citizens regarding traditionalparties, which are not identified with the real problems and interests of public, is determined in the article as prerequisite for success of populists in Italy. As manifestation of modern Western European populism in the article there are determined the political activities of the party «Forza Italia» of S. Berlusconi and «Movement of Five Stars» of G. Grillo. There are given reasons that the exceptional thing for popularity of «Forza Italia» is the role of mass-media, owned by the «TV-populist» S. Berlusconi. Attention is attracted to the fact that S. Berlusconi relied on the power of television, while «Internetpopulist » G. Grillo focused on the Internet as the main form of contact with the voters. Ways of communication, elected by the politicians, allowed reaching different electorate audiences, but success (at least at the elections), finally, depended on the skilled use of populist rhetoric, which matched expectations of the public.