The (d)evolution of political communication in Italy: Beppe Grillo’s case

Abstract

The article aims at analyzing the case of Beppe Grillo and his Five Stars Movement in terms of social, cultural and linguistic phenomenon that – initially as a virtual party without a structured organization – seems to conquer both right-wing and left-wing Italian citizens notwithstanding generational and ideological differences. The success of grillini (Grillo’s supporters) in the parliamentary election of 2018 as a consequence of Matteo Renzi’s constitutional referendum failure, represents a clear sign of the leadership crisis as well as the drifting apart of the ruling class that ignored the problems of ordinary people for several years. The analysis is focused on both form and content: on the one hand, the artistic expression characteristic of Grillo, his gestures, mimicry and direct language plenty of verbal hyperboles, rhetorical figures, swearwords and blasphemous obscenities that build his uncompromising charisma, on the other modern technologies and social media (including blogs, forums, profiles) that are used to communicate efficiently with the electorate, create an image of an open-minded politician keeping up with the outer world. All the aforementioned circumstances demonstrate an innovative approach based on political communication that devolves some level of decision-making power to the party supporters being active web users: bloggers and influencers at the same time. Such paradigm is followed by other representatives of the Italian political scene nowadays.