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Political Communication in Italian Entertainment Shows

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Political Communication in Italian Entertainment Shows Who Helps Berlusconi win general elections? Political Communication in Italian entertainment shows ¿Quién ayudó a Berlusconi a ganar las elecciones? as de entretención italianos M La comunicación política en programas de entretención italianos. Marco Mazzoni. university of perugia, italy ([email protected]) recibido: 24 / 3 / 2009 aceptado: 8 / 6 / 2009 The present study is based on the hypothesis that the viewer/elector Este artículo está basado en la hipótesis de que el espectador/elec- — — might consume political information even when watching family-targe- tor consume información política aún cuando ve programas familia- unicación política en progra ted entertainment shows featuring lively discussions, interviews to ce- res de entretención, que matizan debates, entrevistas a celebridades, M lebrities, music and quizzes. What’s more, by focusing on such urgent música y concursos. Incluso más, estos espacios, al focalizarse en te- Abstract issues, these programs might affect the viewer’s political behavior thus Resumen mas de actualidad, pueden influir en el comportamiento político, helping a candidate to the detriment of his opponent. In Italy this kind ayudando a un candidato en perjuicio de su oponente. En Italia, este of program is represented by two Sunday shows: Domenica in and Buo- tipo de programas está representado por dos espacios dominicales: na Domenica. Therefore hypothesis will be validated through the analy- Domenica in y Buona Domenica. La hipótesis será validada a través M. Mazzoni • la co sis of four installments of this programs aired in April 2008, at the time del análisis de cuatro ediciones de estos programas emitidos en abril of the electoral campaign. de 2008, durante la campaña electoral. Keywords: entertainment show, electoral campaign, soft news/hard news, Palabras claves: Programa de entretención, campaña electoral, noticias information-processing blandas/noticias duras, procesamiento de información. 17 ARTíCULO ntertainment shows play their role in letting Silvio Ber- helping a candidate to the detriment of his opponent. In Italy E lusconi win general elections. This might be, in short, this kind of program is represented by two Sunday shows: the main achievement of the research presented in this pa- Domenica in and Buona Domenica. Therefore the above men- per. On 13th April 2008 Silvio Berlusconi and his party tioned hypothesis will be validated through the analysis of get a clear win at general elections to the detriment of their four installments of Domenica in and Buona Domenica aired main opponent Walter Veltroni, leading the Partito Democra- in April 2008, at the time of the electoral campaign1. tico. This result is the expression of the deep dissatisfaction the Italians have been feeling for Romano Prodi’s resigning What We are talking about Government. The centre-left coalition proves to be unable to Not surprisingly, most mainstream research regarding the cope with the most urgent issues such as the ever growing media’s impact on political attitudes, opinions, knowledge cost of living, work security and national health disservi- and behaviours focuses on news and public affairs genres, ce. Moreover, the surveys show that local people are willing largely ignoring the vast majority of media content labelled to banish illegal immigrants, Roma and anybody who might “entertainment.” Spurred in part by technological, econo- be seen as a threat to their domestic reality (Mannheimer & mic, cultural and political changes that have increasingly Natale, 2008). The voters’ response and electoral results re- blurred the line between news and entertainment, a small flect the Italians’ fear of immigrants, their need to feel safe but growing body of empirical research is exploring the po- when it comes to healthcare, work security and food safety. litical influence of popular culture, particularly entertain- A situation of general malaise that has helped the right-wing ment television (Zaller, 2003; Corner & Pels, 2003; Jones, parties (namely Silvio Berlusconi) to the detriment of the le- 2005; van Zoonen, 2005; Williams & Delli Carpini, 2006; ft-wing ones. Baum & Jamison, 2006; Baum, 2003, 2007; Riegert, 2007; Who played the leading role in the creation of such a Kim & Vishak, 2008). In Italy, only few researches (Mazzo- puzzling climate? Where did the Italians get their informa- leni & Sfardini, 2007) have focused on the relationship bet- tion on immigration, the cost of living, national health dis- ween politics and entertainment media. service or food safety? Such important issues have no doubt In order to better understand any further development of been treated by news, newspapers and political talk shows. the topic, we should point out what scholars mean by TV The fact is that Italian citizens/electors are getting less and entertainment and popular culture. John Street asserts: “po- less interested in politics and as a consequence they rarely pular culture is a form of entertainment that is mass pro- watch the news or read newspapers. Yet they are eager TV duced or is made available to large numbers of people (for 1 Italian scholars have never consumers. Hence a further question is to be asked: are the- example, on television)” (Street, 1997, p. 7). Politics has focused on the possible re any other TV programs, apart from the usual ones, which started being associated to popular culture and entertain- connection between politics could inform viewers/citizens/electors about social issues? ment (Corner & Pels, 2003) since there was a shift from a and such programs as Yes, there are. politicised media situation – where media independence is Domenica in and Buona The present study is based on the hypothesis that the limited by the control of politics – to a mediatised politics, Domenica. Thus the main limit viewer/elector might consume political information even where the reign of politics is colonised by the media logic of this research is that there when watching family-targeted entertainment shows featu- thus losing its specificity and integrity. Politics“ has become are no data about the impact ring lively discussions, interviews to celebrities, music and an adjunct to show business” (Corner & Pels, 2003, p. 4); as a of such programs on the quizzes. What’s more, by focusing on such urgent issues the- consequence, the two scholars maintain that the so-called viewers/voters/citizens. se programs might affect the viewer’s political behavior thus three Cs (consumerism, celebrity and cynicism – or political 18 CUADERNOS DE INFORMACIÓN / Nº 24 / 2009 - I (ene. - jun.) / ISSN 0716-162x All the scholars quoted recognise that there’s a strong relation between entertainment and politics. So, what about the possible consequences this relation might have? Those who are part of the show world might find it easier to move to the world of politics. And what about possible consequences on citizens/ electors/viewers? This question marks one of the main aspects of the research. indifference) the show world is shaped on lead to a new re- presentative than politicians because the candidates are like presentation of politics getting the citizens/electors/viewers the fans themselves (Coleman, 2003, p. 33). In this way, the to minimize their political beliefs and pay great attention Big Brother is useful because the politics understands that to “matters of aesthetic and style” (Corner & Pels, 2003, p.7). has to be connected to the everyday culture of its citizens; In short, this re-shaping of politics in compliance with the otherwise it becomes an alien sphere, occupied by strangers media logic Altheide and Snow (1979) have well described no one cares and bothers about. Thus, what an entertaining has an important implication: any event, issue or political program can do is to get politics pay attention to the most ur- actor is expected to conform to mass media’s organizatio- gent social issues. nal needs and entertaining tasks as well as to the audience’s However, if we want to find out whether entertainment expectations. This might be an active process – when poli- has got any other aim but making fun, we should delve dee- tical actors willingly reject their communicative patterns to per into the scientific debate that animated the USA. In Let accept television or commercials’ constraints – or a passive us infotain you: politics in the new media environment (2001), one – when political/electoral messages are filtered and re- Michael Delli Carpini and Bruce Williams refer to Murray shaped to suit the media logic (Mazzoleni, 1992). Edelman’s From Art to Politics (1995)2 when saying that poli- All the scholars formerly quoted agree on recognizing that tics “is largely a mediated experience; that political attitudes there’s a strong relation between entertainment and poli- and actions result from the interpretation of new information tics. So, what about the possible consequences this relation through lenses of previously held assumptions and beliefs; might have? Those who are part of the show world might and that these the lenses that are socially constructed from a as de entretención italianos find it easier to move to the world of politics; moreover it range of shared cultural sources” (Delli Carpini & Williams, M could make many infotainment programs successful. And 2001, p. 161). As a consequence, entertainment media, po- what about possible consequences on citizens/electors/ pular culture, art, etc. should be considered as widely sha- viewers? This question marks one of the main aspects of the red cultural sources due to their remarkable contribution in 2 According to Edelman research. We’ll try to make the matter clearer by quoting the shaping the news and public opinion. Delli Carpini and Wi- politics is a drama which question Liesbet van Zoonen suggests in his volume Enter- lliams point out that entertainment media analysis had been takes place in an artificially taining the Citizen. When politics and popular culture con- ignored so far due to the ever present wall separating news created world.
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