Immaginari della crisi e comunicazione a bassa fedeltà – Nello Barile – Stratagemmi 38/39
The rise of contemporary populism, here defined as a reaction to technocracy and to the failures of globalization, indicates a qualitative change in communication between political leaders and the electorate. Having lost the aura traditional media painted around them, leaders must now become brands to manage the new mediatic ecosystem which focuses on social media. Global brands understood in the Nineties they had to «get off their high horse» and embrace the new consumer-centred world; political brands have now understood that to respond to the crisis of credibility that has washed over them in the past decade, they must adapt to their voters’s positions. At the same time, low-fidelity communication allows us to redefine the image of the leader thanks to authenticity, and to re-establish its contact with their referred community thanks to great amounts of empathy.