Fashionable politics: how Italian leaders transform into successful brands in contemporary communication

Abstract

Political communication is inherently intertwined with social dynamics and cannot be considered a separate field of study. Symbolic elements, slogans, and the leadership of political figures have permeated human history, influencing and often determining political action. This study has analyzed the phenomenon of personalization as compelling evidence in the field of contemporary political communication. The analysis is based on a study of Italian cases, aiming to provide an in-depth insight into the strategies adopted by political parties to personalize their leaders’ image and engage voters. In particular, the focus has primarily been on party symbols incorporating the leader’s name. The research was conducted to identify party personalization mechanisms and their impact on public opinion. The result highlighted the role of political communication in asserting the individual as a brand at the expense of the party organization, with significant implications for democracy and political participation.