Journal title SOCIOLOGIA DELLA COMUNICAZIONE
Author/s Edoardo Novelli
Publishing Year 2014 Issue 2014/47 Language Italian
Pages 12 P. 129-140 File size 153 KB
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Political television commercials, born in Italy in the eighties, are hybrid texts which are across between cinema, advertising, and television. They represent an area of innovation in which political communication has borrowed registers from other worlds of communication. The commercials of the 2013 electoral campaign show how the Internet and social networks have accelerated the collapse of the previous distinctions among genres, social practices and discursive fields. Author’s opinion is that the result is a new media environment in which politics and popular culture, information and entertainment, comic and serious, real and surreal, have merged, creating a new expressive blend, and modifying, also in the field of political communication, the boundaries of creativity and the figure and role of the authors.
Keywords: Political communication, commercials, advertising, electoral campaign, political popularization, video in the internet.
Edoardo Novelli, Spot, trailer e videoclip: la creatività politica nell’era di internet in "SOCIOLOGIA DELLA COMUNICAZIONE " 47/2014, pp 129-140, DOI: 10.3280/SC2014-047011