From Berlusconi to Trump: the communication turned into a show
Abstract
Silvio Berlusconi’s irruption in the Italian political scene changed the political communication, ushering in a new stage marked by a new role of the media, the power of image, the politics as a spectacle and the manifestation of video-power. His model proved successful and appetizing to be emulated. And so it was: Donald Trump's election campaign showed obvious analogies with the Berlusconian model. Through the analysis of the political discourse of this two politicians and the literature published on the topic, it will revealed a new way of communicating, closer to the world of spectacle and entertainment. Berlusconi and Trump are deliberately transgressors; they adopt provocative and catchy slogans, they resort to offensive expressions. Two similar models and even so with some differences that make foreshadow a new way of communicating.
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