1. O s s c o m – Osservatorio sulla Comunicazione The Berlusconi Case in Italy. Changes of the political discourse in the late western democracies Fausto Colombo OssCom Catholic University of Milano Italy

2. O s s c o m – Osservatorio sulla Comunicazione Introducing (briefly) myself Professor of Media Theory, Faculty of Political Sciences, Catholic University of Milan Director of OssCom, Research Center on Media and Communication (Catholic University) Main Topics: Digitalisation of media Generations and Media Media and Politics Social History of Italian Media (and Mass Culture)

3. O s s c o m – Osservatorio sulla Comunicazione My last publication about Silvio Berlusconi The Strange Case of Silvio Berlusconi and the Role of Lying in Political Discourse, in Carpentier at alii, Communicative Approaches to Politics and Ethics in Europe, Tartu University Press, 2009

4. O s s c o m – Osservatorio sulla Comunicazione Silvio Berlusconi and the Political Power in Italy: History of an Anomaly? SB as a businessman (building, media, insurance, banking, retail…) SB as a politician: 1993: foundation of the new party Forza Italia; political alliance with Lega Nord and Alleanza Nazionale (post-fascist party) 1994: Victory at the political elections 1996: Political defeat against Romano Prodi at new political elections (without Lega Nord)

5. O s s c o m – Osservatorio sulla Comunicazione History of an Anomaly? 2 2001: New Victory in Political Elections (with Lega Nord, Alleanza Nazionale, UDC) 2006: Political Defeat, again against Romano Prodi 2007: Foundation of a new Political Party, Popolo della Libertà 2008: Victory at the Political elections (Popolo della Libertà and Lega Nord) 2008-today: Premiership

6. O s s c o m – Osservatorio sulla Comunicazione Some Paradox about SB A political/non political character Conflict of Public Good and Self-Interest Moral Conflict (no clearness about the origins of his capital; doubts about his personal morality; charges with any different crimes) Public Conflict (laws made by his governments about many economic or institutional topics wich implicate his business)

7. O s s c o m – Osservatorio sulla Comunicazione SB and the (Political) Communication: Points of Strenght One way communication Television discourses: http://www.youtube.com/watch?v=B8-uIYqnk5A http://www.youtube.com/watch?v=B8-uIYqnk5A Organized events: http://www.youtube.com/watch?v=JIcSlkWWCtg http://www.youtube.com/watch?v=JIcSlkWWCtg Ability in listening and understanding people Technical ability on large scale (mkt) Personal ability on micro-scale (interpersonal communication)

8. O s s c o m – Osservatorio sulla Comunicazione SB and the (Political) Communication: Weakness Points Two-ways or interactive communication On Tv: http://www.youtube.com/watch?v=6PH5iIUos 8M&feature=related http://www.youtube.com/watch?v=6PH5iIUos 8M&feature=related In the public debates Difficulty in adapting himself to institutional standards National institutions Diplomatic contexts: http://www.youtube.com/watch?v=DZfsRZi- tfQ&feature=related http://www.youtube.com/watch?v=DZfsRZi- tfQ&feature=related

9. O s s c o m – Osservatorio sulla Comunicazione SB survival ability SB survived until now: To very strong mediatic campaigns National International Scandals (Noemi, DAddario, Civil Protection, divorce) Conspirancies by allies

10. O s s c o m – Osservatorio sulla Comunicazione Strong/weak points A latin lover? A Popular Superhero? LAquila Earthquake: http://www.youtube.com/wat ch?v=PY0hFc9E68M http://www.youtube.com/wat ch?v=PY0hFc9E68M http://www.youtube.com/watch?v =uhyaWZjQO8o http://www.youtube.com/watch?v =oDUHLAbqsFI&feature=relat ed http://www.repubblica. it/2009/05/sezioni/politi ca/berlusconi-divorzio- 1/articolo-dieci- domande/articolo-dieci- domande.html?ref=searc h

11. O s s c o m – Osservatorio sulla Comunicazione Traditional Explications Central Role of Communication Ownership of media (overall Television) Communicative Ability Economical Strenght Absence of Political Scruples … and what about the support of 30-35% of the electorate?

12. O s s c o m – Osservatorio sulla Comunicazione Some More Explications In general and global terms: The Rise of Audience Democracy and its Consequences Crisis of the democratic model grounded on participation Personalitation of Politics and Leaderism In specific and national terms The tipical italian provincialism Crisis of the èlites Populism

13. O s s c o m – Osservatorio sulla Comunicazione Conclusive Hypothesis The political experience of Silvio Berlusconi in Italy is not simply a freak political experience caused by an absolute strangeness of italian situation. On the contrary, it is a typical national case of new populism, wich is one of the possibilities of audience democracy as described by Bernard Manin.

14. O s s c o m – Osservatorio sulla Comunicazione Conclusive Hypothesis 2 The most important abilities of Silvio Berlusconi are: on one hand finding a successful alliance solution in a given situation (electoral law); on the other hand interpretating ideas and feelings of the silent majority. Silvio Berlusconi the (one) italian version of a typical leader of new populistic democracies in western countries.

15. O s s c o m – Osservatorio sulla Comunicazione fausto.colombo@unicatt.it http:laculturasottile.wordpress.com