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112 | THE PROFESSIONALISM OF POLITICAL COMMUNICATION
112 | THE PROFESSIONALISM OF POLITICAL COMMUNICATION

management by the Government is not a new phenomenon, even if, in the past, it
management by the Government is not a new phenomenon, even if, in the past,
assumed the form of a relationship of subordination of the mass media system to the it
government, as it was able, together with political parties, to direct the choices of the
assumed the form of a relationship of subordination of the mass media system to the
media (Murialdi, 1986). Nevertheless, there is no doubt that it has become more and
government, as it was able, together with political parties, to direct the choices of the
more important in the last few years with the commercialisation of the entire mass
media (Murialdi, 1986). Nevertheless, there is no doubt that it has become more and
media system in the 1980s, and the progressive weakening of all those traditional
more important in the last few years with the commercialisation of the entire mass
communication structures (e.g. interpersonal communication networks) and links (e.g.
media system in the 1980s, and the progressive weakening of all those traditional
press subsidies and different forms of economic support for the media) that allowed
communication structures (e.g. interpersonal communication networks) and links (e.g.
parties and governments to have direct access to public arena. Gradually, it became
parties and governments to have direct access to the public arena. Gradually, it became
press subsidies and different forms of economic support for the media) that allowed
clear that these structures and these links were no longer able to provide direct means
parties and governments to have direct access to public arena. Gradually, it became
of communication to their intended audiences; to reach the intended audiences, it was
clear that these structures and these links were no longer able to provide direct means
important to compete successfully against all other media and all other messages and
of communication to their intended audiences; to reach the intended audiences, it was
therefore it was crucial to have the support of professionals with the most appropriate
important to compete successfully against all other media and all other messages and
skills.
therefore it was crucial to have the support of professionals with the most appropriate
Such change was common to most Western democracies, but it has been even more
skills.
dramatic for Italy. Up to the end of the 1980s, the links between parties and citizens
Such change was common to most Western democracies, but it has been even more
were so strong that it was not necessary to consider how to reach and persuade people
dramatic for Italy. Up to the end of the 1980s, the links between parties and citizens
other than through the traditional party or groups networks. Most citizens were, more
were so strong that it was not necessary to consider how to reach and persuade people
other than through the traditional party or groups networks. Most citizens were, more
or less, strictly affiliated to existing cultural or ideological networks: their opinions were
or less, strictly affiliated to existing cultural or ideological networks: their opinions were
dependent on these networks and with the different subcultures into which Italian
dependent on these networks and with the different subcultures into which Italian
society was organised.They either got their news about public life through the existing
channels of communication, which were in turn connected with their specific
society was organised.They either got their news about public life through the existing
subcultures, or they were just not interested in such news. Their opinions were already
channels of communication, which were in turn connected with their specific
forged and rarely liable to change. Government activity, too, was dependent on
subcultures, or they were just not interested in such news. Their opinions were already
networks of communication which most of the time overlapped with party or political
forged and rarely liable to change. Government activity, too, was dependent on
links. The level of involvement in political life was low, as much research has shown
networks of communication which most of the time overlapped with party or political
The Professionalisation of Political Communication
(Almond & Verba, 1989), and therefore the need for information from government and
links. The level of involvement in political life was low, as much research has shown
related institutions was also low.
(Almond & Verba, 1989), and therefore the need for information from government and
related institutions was also low.
At the point at which the Italian subcultures (essentially the Catholic and the
Communist) began to lose their power to shape the opinions of the citizens, the
At the point at which the Italian subcultures (essentially the Catholic and the
government and all the other institutions playing some role within the public sphere
Communist) began to lose their power to shape the opinions of the citizens, the
(e.g. parties, unions, cultural and ideological groups, social movements, etc.) felt the
government and all the other institutions playing some role within the public sphere
need for new competencies and skills to ensure that their messages could compete
(e.g. parties, unions, cultural and ideological groups, social movements, etc.) felt the
successfully with the large number of other circulating messages. The process of
need for new competencies and skills to ensure that their messages could compete
secularisation and the commercialisation of the media thus had a bigger, and later,
successfully with the large number of other circulating messages. The process of
impact in Italy than in other countries because of the deeply rooted subcultures that
secularisation and the commercialisation of the media thus had a bigger, and later,
used to shape opinion independently of the activities of the mass media.
impact in Italy than in other countries because of the deeply rooted subcultures that
used to shape opinion independently of the activities of the mass media.
Beyond the more general social changes, both at the level of government and party
organisation, news management got a big boost from the arrival of Berlusconi. He
Beyond the more general social changes, both at the level of government and party
entered the political arena just at the end of the decade of mass media
organisation, news management got a big boost from the arrival of Berlusconi. He
commercialisation in the 1980s. He brought into the political arena all those strategies
entered the political arena just at the end of the decade of mass media
114 commercialisation in the 1980s. He brought into the political arena all those strategies