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Electoral campaigning in the Italian 2013 elections: innovation and tradition

[journal article]

Bulli, Giorgia

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Abstract The Italian electoral campaign in the 2013 general elections is marked by an incomplete evolution of Italian political communication towards a professionalized market-oriented model. In these elections an increased use of the internet and the social media coexisted with a more traditional understanding of political communication. The electoral success of the Movimento Cinque Stelle led by Beppe Grillo shows that the hybridization of traditional and post-modern communication can be effective in the exploitation of anti-political and antiparty feelings, particularly widespread among the Italian electorate in the 2013 elections. However, just where this development is headed is still a moot question and leaves the field for further investigation open.
Keywords political communication; marketing; political strategy; election campaign; Internet; social media; Italy; market orientation; political influence; voter
Classification Political Process, Elections, Political Sociology, Political Culture; Advertising, Public Relations
Document language English
Publication Year 2013
Page/Pages p. 659-673
Journal Studia Politica : Romanian Political Science Review, 13 (2013) 4
ISSN 1582-4551
Status Published Version; peer reviewed
Licence Creative Commons - Attribution-Noncommercial-No Derivative Works