‘Happy Monday friends! Coffee?’ Matteo Salvini, good morning selfies, and the influencer politician

Starita, Giovanni Daniele; Trillò, Tommaso

doi:10.1080/23248823.2021.2005339

Cited by 10 publications

(4 citation statements)

References 51 publications

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“…Although different studies are pointing out the emergence of this new hybrid figure that stands at the crossroad between politics and digital culture (Starita & Trillò, 2022;Cervi, 2020), as Casero-Ripollés (2020) highlights, research is still embryonic: multidisciplinary research investigating the mixing and cross-pollination of influencer culture, celebrity politics, and digital political communication is, thus, necessary to disclose whether we are facing a new era of political communication or just another form of politainment.…”

Section: Discussionmentioning

confidence: 99%

“…Therefore, it is possible to state that Colau constructs her TikTok image successfully by applying the technique of influencers: as these seek to establish a feeling of perceived interconnectedness with their audiences by offering an insight into their private lives in order to monetize the trust of their followers by recommending different kinds of products (Starita & Trillò, 2022), Colau tries to establish a relationship with her audiences by displaying her «normal» private life or dealing with common-sense non-political issues, infusing the content with (more or less hidden) messages that de facto function as advertisements of her political agenda.…”

Section: Laura Cervimentioning

confidence: 99%

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TikTok Use in Municipal Elections: From Candidate-Majors to Influencer-Politicians

Cervi

2023

MPL

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TikTok is without any doubt the most successful social network among Gen Zers and, consequently, is increasingly becoming their preferred place to discuss, share opinions, rally around social issues, and express political alignments. Accordingly, both politicians and political parties around the world are joining the platform to connect with young voters: previous exploratory studies, however, have shown that most political actors struggle to adapt to the platform’s affordances, appearing cringy, out of touch, or simply using TikTok as an «old medium», without utilizing it to enhance interaction with citizens. This article contributes to the emerging stream of literature looking at the political uses of this platform in electoral campaigns by studying its application in a local election, focusing on how Ada Colau, candidate mayor for the 2023 Barcelona Municipal elections, has integrated TikTok in her communication strategy. Applying an affordance-based multimodal content analysis of all the tiktoks posted during the campaign, the paper discloses that, although not fully exploiting the platform’s affordances –in particular its participatory potential– the candidate optimally adapts to its vernaculars and cultural environment, constructing a highly recognizable personal style, which seems to borrow and implement the marketing techniques used by influencers and internet celebrities. Therefore, the study concludes that Ada Colau can be considered an example of a new category of celebrity politician, the «influencer-politician», suggesting that future research should dig deeper into this novel dynamic of hybridization and cross-pollination between politics and digital cultures.

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Section: Discussionmentioning

confidence: 99%

Section: Laura Cervimentioning

confidence: 99%

TikTok Use in Municipal Elections: From Candidate-Majors to Influencer-Politicians

Cervi

2023

MPL

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“…Topic 7, entitled "Salvini", is entirely focused on the figure of Matteo Salvini and highlights the central role that the former Interior Minister and leader of the League played in the Italian political debate during the period investigated. This prominence of a single political figure is a distinctly Italian characteristic-as it is a result that does not emerge in the other contexts analyzed-and is especially related to Salvini's leadership style on the Web (See Nunziata 2021; Starita and Trillò 2021). Among the most significant terms of the topic are "palamara" (surname of a former Italian magistrate, former member of the Superior Council of the Judiciary), "concessione" (concession), "magistrato" (magistrate), "riferire" (to report), "battaglia_della_lega" (League's battle), "decreto" (decree), "decreto_immigrati" (immigration decree), "mes" (MES-European Stability Mechanism), "mattarella" (Mattarella, referring to the President of Italy), "interrogazione" (question or inquiry), and "stop_mes" (stop MES).…”

Section: The Italian Contextmentioning

confidence: 99%

The Discursive Dimensions of Pernicious Polarization. Analysis of Right-Wing Populists in Western Europe on Twitter

Acampa,

Nunziata

2024

Social Sciences

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The objective of this research is to explore the political discourse of West European right-wing populist leaders in the perspective of pernicious polarization, focusing on their positions and argumentation styles. To achieve this, over 50,000 tweets from right-wing populist leaders in Western Europe (Italy, France and Spain) were collected for a period spanning from 2 July 2019, which marks the beginning of the 9th legislature of the European Parliament, to 2 July 2023. Employing Text Mining and Topic Modeling techniques, this research will reconstruct and comparatively analyze the topics addressed by the leaders from different countries and the dynamics of polarization discourse proposing an exploratory study aiming to locate the words of pernicious polarization used by each leader.

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“…The omnipresence and centrality of social media in the lives of citizens has modified both the ways of carrying out political communication (Casero-Ripollés, 2018) and the social meaning and the way the figure of celebrity is constructed (Marwick, 2019). These two transformations are key to understanding the appearance of the influencer-politician figure (Hinck & Rasmussen, 2021;Starita & Trillò, 2022;Gandini, Ceron & Lodetti, 2022). This term reflects the transition from the narrative of the celebrity-politician to that of the influencer.…”

Section: Introductionmentioning

confidence: 99%

La narrativa del político-influencer y su fandom. El caso de Isabel Díaz Ayuso y los ayusers en Instagram

Caro-Castaño,

Marín-Dueñas,

García-Osorio

2024

REMEDCOM

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La influencia de la cultura de los medios sociales en la comunicación política ha propiciado la aparición de la narrativadel político-influencer como la adaptación del político-estrella al medio. El trabajo analiza la comunicación de la política Isabel Díaz Ayuso (IDA) y la de su fandom (ayusers) en Instagram durante un periodo no electoral (junio 2021-junio 2022). Para ello, se realizó un análisis de contenido cuantitativo y cualitativo sobre el perfil oficial de IDA y las cinco cuentas ayusers con más seguidores. Los resultados muestran que IDA utiliza estrategias características del discurso publicitario y comercial de los influencers, encontrándose una mayor presencia de marcas y celebridades que de representantes políticos o información sobre sus propias iniciativas de gobierno. La decisión de mostrar contenidos personales y comerciales, siguiendo la lógica de la humanización del político, es además premiada por sus seguidores, que manifiestan más engagement hacia estas publicaciones. En paralelo, su fandom centra sus publicaciones en ensalzar el atractivo físico de IDA y el ataque político a la izquierda (regional y nacional). Así, la comunicación de IDA y los ayusers funciona de modo complementario en Instagram: la política se muestra siempre activa y positiva, de acuerdo con la lógica del medio y los mandatos culturalmente asociados al género femenino, mientras que su fandom incorporalos contenidos políticos y de ataque. El trabajo avanza en el conocimiento sobre las narrativas de humanización del político en los medios sociales, así como en la creciente importancia del fandom en un contexto de campaña permanente.

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‘Happy Monday friends! Coffee?’ Matteo Salvini, good morning selfies, and the influencer politician

Cited by 10 publications

References 51 publications

TikTok Use in Municipal Elections: From Candidate-Majors to Influencer-Politicians

TikTok Use in Municipal Elections: From Candidate-Majors to Influencer-Politicians

The Discursive Dimensions of Pernicious Polarization. Analysis of Right-Wing Populists in Western Europe on Twitter

La narrativa del político-influencer y su fandom. El caso de Isabel Díaz Ayuso y los ayusers en Instagram

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