Autore
Novelli, Edoardo

Titolo
Lo spot politico e i generi della popolarizzazione
Periodico
Comunicazione politica - ComPol
Anno: 2012 - Fascicolo: 3 - Pagina iniziale: 481 - Pagina finale: 508

The article presents the results of research on more than 400 politicalcommercials and videos produced in Italy between 1983 and 2011. The research -which was conducted largely on materials no longer available and now consultable atthe website www.archivispotpolitici.it - started from the hypothesis that commercialsand videos have been an important factor in the more general process of transformationand popularization of Italian political communication. The article identifies threephases in the history of Italian political commercials and videos, emphasising the noveltyrepresented by the advent of the Internet. It documents with data and empiricalevidence the progressive personalization, the mixing of high and low registers, sensationalization with the introduction of elements from popular culture, and the tendencyto adopt styles and genres borrowed from the entertainment industry.



SICI: 1594-6061(2012)3<481:LSPEIG>2.0.ZU;2-P
Testo completo: http://www.mulino.it/download/article/10.3270/38628
Testo completo alternativo: http://www.mulino.it/doi/10.3270/38628

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