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An Exploration of the 2006 Electoral Campaign for the Re-Election

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An Exploration of the 2006 Electoral Campaign for the Re-Election MEDIA@LSE Electronic MSc Dissertation Series Compiled by Professor Robin Mansell and Dr. Bart Cammaerts An exploration of the 2006 electoral campaign for the re-election of Walter Veltroni for Mayor of Rome: Aims of political marketing strategies, personalization of politics beyond the image of the candidate and the survival of ideological appeals. Maddalena Vianello, MSc in Media and Communications Other dissertations of the series are available online here: http://www.lse.ac.uk/collections/media@lse/mediaWorkingPapers/ Dissertation submitted to the Department of Media and Communications, London School of Economics and Political Science, September 2007, in partial fulfilment of the requirements for the MSc in Media and Communications. Supervised by Ms. Maria Kvriakidou. Published by Media@lse, London School of Economics and Political Science ("LSE"), Houghton Street, London WC2A 2AE. The LSE is a School of the University of London. It is a Charity and is incorporated in England as a company limited by guarantee under the Companies Act (Reg number 70527). Copyright in editorial matter, LSE © 2007 Copyright, Maddalena Vianello © 2007. The authors have asserted their moral rights. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means without the prior permission in writing of the publisher nor be issued to the public or circulated in any form of binding or cover other than that in which it is published. In the interests of providing a free flow of debate, views expressed in this dissertation are not necessarily those of the compilers or the LSE. MSc Dissertation Maddalena Vianello An exploration of the 2006 electoral campaign for the re-election of Walter Veltroni for Mayor of Rome: Aims of political marketing strategies, personalization of politics beyond the image of the candidate and the survival of ideological appeals. Maddalena Vianello ABSTRACT This paper explores the 2006 electoral campaign for the re-election of Walter Veltroni for Mayor of Rome. The analysis is based on key theoretical works concerning numerous facets of “Modernization” of politics, such as the increasing impact of leaders’ images, the transition of political parties towards “catch all” forms, the contribution of marketing expertise and the rise of opinion-based electoral tendencies. Focusing on trends of “Modernization”, political marketing strategies, forms of personalization of politics and ideological appeals represent the main areas addressed in this work. Through a critical discourse analysis of electoral materials and a set of interviews, this research argues that trends of “Modernization” of politics adapt to local contexts, rather than impose standardized formats. In particular, the paper claims that the employment of specific political marketing strategies, as well as forms of personalization beyond the presence of the candidate and the survival of ideological appeals encoded within the campaign respond to local political specificities. The need for differentiation from the obsessive recourse to leader’s image typical of Berlusconi’s political communication style and the moderate aversion towards forms of personalization among the left-wing electorate are identified as key elements influencing the adaptation of trends of “Modernization” within Italian politics. - 1 - MSc Dissertation Maddalena Vianello 1. INTRODUCTION The crisis of ideology-based parties in the post-Cold War scenario, which has engendered deep changes in both voters’ loyalties and party strategies, is perceived as a turning-point in political communication studies (Hallin and Mancini, 2004: 29; Novelli, 2006: 8-23). The change in the behaviour and demands of the electorate, plus the renewal in parties’ approaches, have favoured the emergence of new trends of “Modernization”. Marketing and advertising expertise, the increasing relevance of leaders’ images, the growing centrality of the media, the increased importance of electoral campaigning represent only some of the main elements that converged into the recent turnabout in political communication (Mancini and Swanson, 1996: 1-17). In this respect, trends of “Modernization” have been understood, alternatively, as responsible for a progressive homogenization of politics or, rather, as being subject to local adaptations (Hallin and Mancini, 2004: 25-28; Scammell, 1997: 3). Within this broad context, the present work offers an analysis of the 2006 electoral campaign for the re-election of Walter Veltroni for Mayor of Rome. By investigating trends of “Modernization” within the campaign, this paper will show how new strategies are applied through selective processes of adaptation according to the local political context rather than though standardized practices (Mancini and Swanson, 1996: 268-269). Thus the partial acceptance of forms of personalization of politics among the electorate, the need for distinction from political opponents and the moderate survival of ideological loyalties are identified as peculiarities that have contributed to shape trends of “Modernization” according to local specificities (Mazzoleni, 1996: 204; Mellone and Di Gregorio, 2004: 24-31; Scammell, 1997: 4-7). The significance of the case study hinges on both the particular features of the campaign and the recent weight acquired by the candidate in the national political scenario. The absence of the candidate characterizes the campaign as relatively unusual in respect to the general massive recourse to strongly personalised electoral formats. Furthermore, the success of Veltroni within the national political context led to his candidature in the Democratic Party’s primary elections shortly to be held. The increasing centrality of the candidate within Italian politics marks this campaign not only as an interesting micro- perspective case study but also as throwing light upon the Left’s communication strategies at a national level. - 2 - MSc Dissertation Maddalena Vianello By conducting critical discourse analysis on electoral materials and a set of interviews, this work will be developed through examination of three main aspects: the contribution of political marketing strategies, forms of personalization of politics, and ideological appeals. The impact of political marketing techniques within the campaign will be shown to be relevant in promoting emotional involvement, forms of reconnection and dynamics of identification between the electorate and the candidate. Moreover, forms of personalization of politics will emerge operating within the campaign even in the absence of the candidate. Symbolic elements and confidence-building strategies will be shown to converge in revealing the presence of the candidate and in promoting his reputation. Finally, the analysis will deal with ideological discourses. By disclosing the circulation of ideological appeals, it will be seen how the campaign addresses simultaneously the urban community as a whole and the left- wing electorate through different levels of communication. Through the exploration of these three main areas, the paper will argue for the significance of trends of “Modernization” of politics within Italian political communication. However, it will also argue for the selective adjustment of such trends to the local context. The specific adaptation of political marketing strategies, personalization of politics and ideological appeals will be ascribed to the need for distinction from political opponents and adaptation to the electorate’s preferences. By slightly enlarging the availability of case study-based research, this study aims to offer a modest contribution to the development of Italian political campaigning studies. In a wider perspective according to Gurevitch and Blumler (1990: 319) “Political communication research needs to advance on both fronts, with single-case studies feeding into comparative analysis, and a comparative approach contributing to specification of systems features that could then be explored in greater detail in single-case studies”. In this respect, this micro- perspective analysis aims to contribute to comparative studies within the field of political communication. - 3 - MSc Dissertation Maddalena Vianello 2. Theoretical framework The crisis of the great ideologies and the end of the Cold War in the late 1980s marks a global watershed. The mass party model, based, on the one hand, on pedagogical- ideological vocations and, on the other hand, on long-term loyalty and active militancy, succumbed under the weight of new pressures. The epoch of the two opposed blocks, paradigm of the global political scene for almost fifty years, was swept away by an intense period of transformation (Hallin and Mancini, 2004: 29; Novelli, 2006: 8-23). The current debate has progressively tried to identify and explore the main trends that characterized this complex transformation and led to a new centrality of political communication (Mancini and Swanson, 1996: 1-17). Although the use of the terms “Americanization” and “Modernization” has been strongly criticized for providing misleading perspectives, it has been widely accepted in order to refer to such processes of transformation (Mancini and Swanson, 1996: 4-6; Scammell, 1997: 1-4). The new centrality of professional expertise, the emergence of personalization of politics, the contribution of political marketing and the adaptation to media requirements are only some of the main trends that have led politics towards processes of “Modernization”. In this
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